C e l e b r a t i n g 1 0 y e a r s o f s u c c e s sI N S I D E T H E T I M E M A C H I N E

Agenda

• Objectives

• The Concept

• What are we going to do

• How are we going to do it

• What do we need to achieve this

O b j e c t i v e s

Objectives

• Celebrate Rotana Cinema 10 years anniversary on social media.

• Show Rotana Cinema’s Evolution in 10 years.

• Prove that Rotana Cinema is deeply rooted as a household name in the Arab World.

• Show that Rotana Cinema is still number ONE in the Arab world.

• Create interactivity between the TV screen and the digital world.

• Use the 10 years anniversary to launch the new Rotana Cinema 2015 social media persona.

T h e C o n c e p t

The Concept

Since Rotana Cinema will air the movie premiers of the past 10 years in the last

10 days of 2014, with each year in one day, we will capitalize on the idea by

creating a theme for the campaign called “The Rotana Cinema Time Machine”

where we take users back in time on social media, as the nostalgic theme is

currently the trend used by many brands like Pepsi, Coca Cola, and many more.

Each day on our social media portals we will post as if we are in the year we are

celebrating, on day one we will post as if we’re in the year 2005, etc.

W h a t a r e w e g o i n g t o d o

What are we going to do• A pre-teasing campaign to let fans know about “The RC Time Machine” theme

digital activation.

• We will change the logos and layouts used for all RC social media platforms and posts to cope with the year we’re celebrating.

• Many different competitions to get fans engaged on all Rotana Cinema platforms and drive social media hype between online fans.

• Interactive posts & hashtags with a new theme for each day of the 10 days.

• Entertainment news, photos, articles & trivia from the same year we’re celebrating.

H o w a r e w e g o i n g t o d o i t

How are we going to do it

We will start the campaign by announcing that Rotana Cinema will take fans back in time under the theme of

“The RC Time Machine”

And ask fans to guess what will happen to create conversation.

Teasing Campaign

How are we going to do it

Interactive Posts

We will ask fans to suggest alternate endings for our premier movies shown that on every day day and make people come up with their own version.

ALTERNATE ENDING?

How are we going to do it

We will ask fans to suggest who would’ve fit the role better than the current cast.

To make people say things like:Mohamed Saad to play Ibrahim Labyad. Or Hany Ramzy to play Omar & Salma.

WHO ELSE?

Interactive Posts

How are we going to do it

Interactive Posts

We will create fun engaging posts asking questions about the use of our current technology in older movies and how it would affect the flow of the movies.

WHAT IF?

How are we going to do it

Entertainment News Posts

We will post some of the most important news that happened during the celebrated year throughout the 10 years, as if its happening now.

ENTERTAINMENT NEWS

How are we going to do it

10 years evolution posts

We will post some pictures highlighting the evolution of our stars throughout the past 10 years

How are we going to do it

Movie of the year

We will ask fans every day throughout the 10 days to nominate which movie was the best out of all the premiers we aired that day and the winning movie will be named movie of the year 200X. Empowering the fans and creating conversation on social media.

ENTERTAINMENT NEWS

How are we going to do it

Trivia Posts

We will post trivia about the most memorable incidents, discoveries, inventions that happened during the year we are celebrating. And ask fans question like did you know that in the year 2005 there was no Facebook, Twitter, or iPhones & iPads, etc.

TRIVIA

2007

How are we going to do it

News Posts

We will post news about the most important events that took place during the year we are celebrating (optional)

NEWS

How are we going to do it

Movie Live Tweets

We will take a screen capture from the most important scenes in our premiers and post it on twitter, facebook, instagram & vine, one minute before it comes live on screen.

How are we going to do it

Engaging Competitions

Competitions will be announced to get the fans to interact with Rotana Cinema on all social media platforms, which will also help us in launching our Vine account, fans will be awarded for their contribution

How are we going to do it

Competition Idea 1

We will ask fans to act a specific part or a scene from a movie and

share it on their social media accounts using a defined hashtag

such as #انت_بطل_الفيلم

The best performance based on the number of likes will be awarded

How are we going to do it

Competition Idea 2

Ask fans to take a selfie picture with their TVs

while watching a Rotana Cinema 10 years

anniversary movie, and share it with us using the

suggested hashtag #سيلفي_روتانا_سينما

The picture with the most likes or retweets on FB,

Twitter or Instagram will be awarded with a prize.

How are we going to do it

Competition Idea 3

We will ask fans to participate in movies by sharing a Vine or a Youtube

or Instagram video using a Rotana Cinema movie during the premier, as

if the fan is acting part of the movie with the actors, replacing one of the

characters and using the hashtag #مثل_معاهم

The video with the most likes will be awarded with a prize

How are we going to do it

Competition Idea 4

Fans will be asked to choose an Arabic movie poster

from our premiers and visually replace the Arabic

actors with foreign actors and post it to Rotana

Cinema portals with the hashtag

the poster with the most likes بوسترات_قص_ولزق#

will be awarded a prize

How are we going to do it

Competition Idea 5

Creating a link between Rotana Cinema’s screen and

the online fans, to tweet or post with the hashtag

when a certain icon or hashtag appears on وجدتها#

screen saying which part of the movie did it appear in

Fans will then be entered into a random draw and one

winner will get the announced reward

وجدت#ها

How are we going to do it

Rotana.net

Articles will be created & released on Rotana.net

supporting Rotana Cinema’s digital activation campaign,

such as:

• A snapshot of the articles that were written at the time when the movie was released

• Movie critiques and issues

• Old interviews with movie cast

• Top quotes from movies and how it affected our Arab culture

• Top grossing movies of the year

How are we going to do it

Rotana.net

Articles will be created & released on Rotana.net supporting Rotana Cinema’s digital

activation campaign, such as:

• Best and worst movies of the year

• The star with the highest number of movies for the year

• Singers who participated in movies

• Movie profiles for all the movies shown that day

Hashtags Unified Hashtags

1 _ عشرسنين# روتاناسينما

2 _ روتاناس# عيدميالدينما

3 _ _ عشر# تمت روتاناسينماسنين

4

#10*10

5

_ _ روت# زمن الةانا

6

_ سنين10روتانا#

7

_ ومكملين# عشرسنين

8

_ _ سينما# سنين عشر

9

_ 2005روتاناسينما#

_ عشرأيام# عشرسنين

10

We will create unified hashtags for the entire activation campaign, and daily hashtags to create engagement per year, movie, actor, etc.

Daily Hashtags

1 # _ سينما_ 2005روتانا

2 _ 2006أفالم#

3 المصلحة#

4 # 2007مشاهير

5 # 2008حلمي_

W h a t d o w e n e e d t o a c h i e v e t h i s

Operationally

Take the promos and the marketing material that will be done on screen and use it on

social media.

The TV screen needs to participate in this digital activation through producing promos

asking people to participate using certain hashtags to join the celebration and win a prize,

and also share these promos on social media.

Have access to all the movies that will be aired on the 10 days to be able to come up with

all the plot based questions, interactive posts, screen captures and create vines.

Operationally

Plan all the on-screen to social media and social media to TV screen activities with the

Rotana Cinema teams.

Prepare all the movie posters and extra material to be able to prepare different types of

artwork.

Do an extensive research on the aired movies and gather all news and info about them to

creatively interact with online fans.

Have a brainstorming session with the RC team to learn more about the technical ways of

connecting the screen to social media (aggregating Tweets and Facebook posts on screen)

How to achieve this

Advertising campaigns on social media platforms Facebook & Twitter, using our resources

at Twitter such as Ahmed Abo Ammo, in order to:

• Promote for our digital activation campaign

• Push our hashtags and invite people to join our conversation.

• Reach engagement across the highest number of fans & followers

How to achieve this

Proposed campaign budget

• Facebook – USD 10,000 (USD 1,000 per day) to push our posts across our existing and potential

fans

Social ads on Facebook to promote and boost daily posts and Rotana Cinema Facebook fan page

• Twitter – USD 15,000

Twitter campaign to promote tweets, hashtags and Rotana Cinema Twitter account

Budget for the competitions (Prizes)

USD 15,000 (iPads, iPhones, Tablets, Trips) – To be discussed.

Thank You