may social briefing
TRANSCRIPT
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MAY SOCIAL BRIEFING
MAY 2013
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THE FANS ARE COMING
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PHASE 2 PLAN
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NEW CHALLENGES:
REDESIGNED FACEBOOK FEED
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HOW DO WE CONNECTWITHTHE TARGET?
KNOW WHO THEY ARE.UNDERSTAND WHAT MOVES
THEM.
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REMEMBER, HISPANICS SKEW YOUNG
89% of USH on Social Mediaare between the ages of 18-29
- Pew Research Center
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FACEBOOKS TOP 4 REASONS PEOPLE SHARE
1. Build identity2. Help others3. Make their lives easier
4. Build relationships
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A TARGETFRAME OF MIND
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WASHINGTON HEIGHTS
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MTV knew Hispanic viewership was on the riseso they wanted to create a showthat tapped into that audience. J ersey Shore was a big success but created
negative stereotypes about Italian Americans. This time they wanted to film ashow that captured the unique cultural fabric and diverse character groups within
US Hispanics.
- Vibe Magazine, March 2013
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A PORTRAYAL OF THE REAL US HISPANICS
Diverse personas representinglifestyles and environmentalinfluences that are prevalent inUS Hispanic culture
Personalities that tie to each ofthe pillars of AT&Ts contentstrategy
The shows audience correlateswith our AT&T Latino target.
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JIMMYJ immy dreams of a professionalcareer in baseball, but the oddsare stacked up against him.
Things in life havent been easyfor him, but he counts on thesupport of his grandparents andextended family. Despite hissituation at home, J immyskeeping up with the latest inentertainmentand always on topof his game.
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FRANKIE
Frankie might be little, but she's got a big
personality and big dreams. She knowstechnology can help her accomplish alotin the classroom and keep her closerto whats important friends and family.
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Reyna is known as a fiery diva who doesn't shy awayfrom trouble. Her infectious laugh and joie de vivre
embody her creativity and celebration of Latin culture.
REYNA
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JPJ P represents the Heights through and through. He is the undisputedpeacekeeper, motivator, and glue behind this tight-knit group of friends.When he's not putting out fires and making sure his friends stay on track whilepursuing their respec tive dreams, he's chasing his own goal of making it big inhip-hop.JPs got the hook up.
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Eliza may not be from theHeights but theres no doubt
shes got a big heart forJ immy and her circle of
friends. She is the voice of
reason and her advice isindispensable. You can
always count on Eliza tomake the right decision even
when it may not be so easy.
ELIZA
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Technology
ConnectionEntertainment
Connection
Cultural
ConnectionFan
Connection
Social
Cause
Frankie J immy ElizaJ PReyna
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HISPANIC INSIGHTS
AS A LENS FOR
CONTENT CREATION
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La vida es un
carnaval. Y es mas
bello vivir cantando Celia Cruz
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Family. Across the
world or down the
street, but always in
my heart.
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Thats How We[Latinos]
Do It.
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Everything isbetter when
its shared.
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YOLO!
You only live
once.
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My style is an
expression of who
I am and what Irepresent.
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MAY THEME: BIG CITY, BRIGHT LIGHTS
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The sun is setting on this fast paced c ity. A group of friends areplanning a night out on the town living life in the fast lane. There
are no specific plans but theyll see where the night takes them.
Open for anything, theyre feeling free, celebrating theiraccomplishments and enjoying life. Its about becoming who
youve always wanted to be.
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HOW IT COULD COME TO LIFE
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Millions From One
Dont Text & Drive
GPS
Check-In
Pin Your Location
Shazam YourFavorite Song
Karaoke Stopover
Sweepstakes
Mobile Vision Board:Where Do You GetInspiration From?
What Foods RemindYou of Home?
Cinco de Mayo
Experiences That MoldUs: Latino-ism
Mothers DayUnity Among
Hispanics
CubanIndependence Day
Dialects
May Revolution Day(Argentina)
Memorial Day
Hispanics Different ButSimilar
Discover Your City
Night Out Playlists
ExploreNeighborhoods
Best Saturday NightIdeas
William Levy
La Voz Nios
The Latino Way to.
MAY CONTENT ROADMAP
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Launch a sweepstakes toengage the brands loyal
audience, attract new fans,and advertise the new
Riverside.
CREATE MEMORIES
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NEXT SEASON
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JUNE: SOL, PLAYA Y ARENA
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JULY
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AUGUST: BACK TO SCHOOL
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LIKE THE BRIEF?
LETS MAKE IT HAPPEN
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OH. AND ONE MORE THING.ABOUT OUR PHOTOGRAPHY
LETS BE ORIGINAL?