go fast girl china-cctv product integration program opportunities
TRANSCRIPT
GO FAST GIRLChina-CCTV Product Integration Program Opportunities
OVERVIEWTHE CONCEPT
A holistic, sustainable campaign, built around a fast paced one-hour dramatic action series to air on CCTV in China in Feb. 2007
Multi-faceted, integrated approach that includes real technology with dramatic acting and emerging media
It’s technology and engineering at the edge of physical limits
Plus an innovative interactive product that uses cutting edge technology to involve the viewers, and grow market awareness
OVERVIEWWHAT YOU GET
Enhance brand image through involvement in long-term product placement and car sponsorship. Corporate logos will have prominent display on team trailers, cars, uniforms, and trackside billboards
Build sustainable and meaningful relationship with Formula 1 race fans and the Formula 1 community
Tools to evaluate sponsorship and gain new consumer insights
OVERVIEWWHAT YOU GET
Integrate your brand into people’s lives through engaging television and interactive media
Create an online community (i.e interactive forum) Opportunity to have your brand written seamlessly
into a Go Fast Girl episode or season
THE PROPERTIES
Go Fast Girl TV Series
IntramercialsTM - Interactive TV/Web :60 sec Pod embedded within the show
Go Fast Girl Website
Consumer Insights and feedback to aid in evaluating program effectiveness and building sustainability– Proprietary research tools imbedded within
integrated effort
GO FAST GIRLABOUT THE SERIES
One Week, 20 Episodes broadcast on CCTV Filmed in China and throughout the F1 Racing world.
Will also be distributed internationally with subtitles Set in the spotlight of an international racing series,
Xu Ping drives with skill and honor as 1.3 billion fans cheer her to victory. Go Fast Girl brings all the joy, excitement, and passion of F1 Racing
Speed...Intensity...Drama...GO FAST GIRL!
GO FAST GIRLABOUT THE BROADCAST
During Chinese New Year 2007, the series will air in its entirety and will be supported by a multimedia campaign as one of CCTV’s premiere prime time shows
Premiere airing to be followed up by repeat airings in local markets during the run up to the Shanghai Grand Prix
GO FAST GIRLABOUT THE BROADCAST
Third airing to return to CCTV and air over a (2)–(3) period following the Shanghai Grand prix, taking advantage of the F1 excitement
WB International Distribution
HP & GO FAST GIRL
INTEGRATED MARKETING CAMPAIGN
The “Garage” becomes the central meeting point for the show and a natural marketing center for brand inclusion
High visibility trackside billboards and inflatable displays add exciting elements to race-day scenes
Unique opportunity to have your brand as part of the television development process. Provides for unparalleled access to our team as we work to integrate and showcase your brand in the series
INTEGRATED MARKETING CAMPAIGN
Every sponsor of motor sports has a deep love for the competition and passion of racing. Their presence at the track gives them the opportunity to view what other companies are doing to expand their marketplace. By having brand integration with a team or with the series they are able to expand their marketplace on one of the most loyal consumer bases in the world
INTEGRATED MARKETING CAMPAIGN
As a sponsor, you have the opportunity to be involved in every aspect of this big, sustainable initiative
We will develop an integrated and holistic marketing strategy and campaign for your brand that will live on multiple properties and multiple channels, including TV interactivity– The Go Fast Girl TV Series is a sustainable initiative that
currently includes Go Fast Girl, IntramercialsTM, and Go Fast Girl TV Website, but will continue to evolve and encompass other properties or initiatives that share a common mission
INTEGRATED MARKETING CAMPAIGN SAMPLE TV STORYLINES Technology is a key driver in the show with the Garage
being the epicenter of the racing team. Key “ongoing” integration opportunities within the show:– The GFG Team's Technical Director utilizes an HP
computer for recording the car's diagnostic data.
– The HP Media Center helps the team by operating a simulation program to give the driver vital track information and ability to practice prior to testing session in the actual car.
– Mobile devices connect the teams directors and crew on and off the track for helping to complete various tasks, hold conversations, and examine crucial situations.
INTEGRATED MARKETING CAMPAIGN TV SERIES OVERLAY Go Fast Girl Integrated Product Placement and
Usage Scenarios:– Scene #1: The GFG Team is reviewing the race setup
for their upcoming race. During which the Team Director is using a dry-erase board to explain the tech setup. Off to the side of the room you will see an HP Flat Panel HDTV, with the HP Media Center attached, the Team Director will explain to those in the room that he has a DVD showing clips of last year's race and how a car with similar setup performed. It will also allow the driver a chance to view the track in mental preparation for the upcoming race.
INTEGRATED MARKETING CAMPAIGN TV SERIES OVERLAY Go Fast Girl Integrated Product Placement and
Usage Scenarios:– Scene #2: The GFG Team has taken the car to the
wind tunnel to test the resistance and down-force on the car. At the tunnel you will see a control table with 2 HP Pavilion Desktops and 1 HP Pavilion Laptop. The desktops are controlling the wind tunnel and recording the testing information. The laptop is a secondary computer recording the testing information for the GFG Team to carry back to the garage for their records and any necessary changes that may need to be made on the car before the race.
INTEGRATED MARKETING CAMPAIGN TV SERIES OVERLAY Go Fast Girl Integrated Product Placement and
Usage Scenarios:– Scene #3: During the race the Team Director wants to
check the telemetry data on the car to calculate the fuel mileage and pit strategy. Because the car and pit box are linked on a wireless network the Team Director is able to use an HP IPAQ hand-held device to view the data and also uses its programming to calculate the fuel mileage and determine the pit strategy without having to climb down from the the pit box top and lose sight of the race.
INTRAMERCIALSTM - EMERGING MEDIA OVERLAY
A new and exciting way for F1 faithfuls to get real access to more insight and behind the scenes information to understand what it takes to win in Formula One
Online Marketing Campaigns– Interactive Forum Marketing– Search Marketing– Email and Text Marketing
INTRAMERCIALSTM - EMERGING MEDIA OVERLAY
Intramercials™ will be shown immediately after the conclusion of a scene and provide an “inside view” of the technology behind the drive to succeed– Following the Intramercials™, viewers will have the
ability to log on to the Go Fast Girl website to participate in show promotions, chat rooms, download Intramercials™ Podcast and view educational videos to learn about new innovative products and technologies used throughout the series
INTRAMERCIALSTM - EMERGING MEDIA OVERLAY Go Fast Girl - "Under The Wing” Intramercial™
example:– A.) Driver Safety System: Scene where driver is involved
in a crash, however has the ability to walk away after being pulled from cockpit by Track Safety Crew
– B.) Intramercial™: Showcase the safety and technology of the driver's seat, belt restraint system, and Hans neck brace to show how driver had the ability to walk away from the crash
GO FAST GIRL TV WEBSITE
Site that integrates all of the properties in this campaign and also serves as an online community for F1 faithfuls and sponsors to enjoy more excitement, more intensity, more insight into the thrilling world of Go Fast Girl and F1 Motor-Sports
Opportunity to gain insights from consumers through brand specific research
Opportunity to build a community e.g Interactive Forum
Develop demographic and geographic data base through target marketing
GO FAST GIRL TV WEBSITE
Some examples of content on the site:– Podcast video of IntramercialsTM
– Video clips of future episodes… with Interactive component (i.e. contest, sponsorship specials. etc.)
– Promotions and contest giveaways (I.e. “Go Fast Girl” apparel)
– Audio recordings of F1 Film crew and Director sharing stories about the series
– Exclusive interview of “Go Fast Girl” actress– F1 Faithfuls Chat Rooms– Simulated Driving Video Game– Free exclusive downloadable mp3 of “Go Fast Girl” soundtrack
GAIN CONSUMER INSIGHTS
As a sponsor you gain access to a proprietary net based research tool - xPulse™ - to gain insights that can help build sustainable relationships
xPulse™ allows Brands to connect to “communities” built around shared interests over an extended period of time
GAIN CONSUMER INSIGHTS
Evaluate effectiveness of Go Fast Girl participation Customizable to specific Brand-Related
information needs Explore:
– Consumer Values/Attitudes– Brand Perception– Communication strategies– New Products– Advertising – Online and Mobile Visibility
INTEGRATED MARKETING CAMPAIGNOPTIONAL TV OVERLAY
Opportunity to purchase a :30 unit on a per-episode basis TBD IN U.S. DOLLARS
Opportunity to create a unique Brand Integration deal on a per episode basis in U.S. Dollars
Price to be determined on a case-by-case basis in U.S. Dollars
PRODUCTION & DEVELOPMENT TEAM
Ma Runseng, Chief Executive Officer– China Radio, Film & Television Program Exchanging
Center, CCTV International
Louis Lu & Barry Glasser, Golden Ocean Entertainment
– Flutemaster
Stanley Tong– Rumble in the Bronx, Supercops & The Myth
Jin Hong An– Crouching Tiger – Hidden Dragon, House of Flying
Daggers
PRODUCTION & DEVELOPMENT TEAM
Rony Amazan - Amazan Entertainment Group
Steven Marrs - Branded Pictures– ABC, MTV and SpikeTV
PAINTBOX STRATEGISTS
Chris Surrey - Creative Integration Strategist Andy Ly - Strategic Planning Strategist Dakota Pippins - Strategic Planning Strategist Blossette Kitson - Entertainment Marketing Strategist Mallie Mickens - Emerging Media Strategist David Barbara - Interactive Marketing Strategist
PAINTBOX SERVICES
Provide turn-key services of the following nature:– Stewardship and oversight of the entire process– Leadership and coordination of all activities– Oversee local media efforts– Research plan development and execution– Develop co-promotional ideas to take advantage of
program launch– Create a customized package– Coordination of media activities– Optional production of collateral materials
SERIES INTEGRATED MARKETING CAMPAIGN Premiere Sponsor Price:
TBD**– Go Fast Girl presented by Premiere Sponsor in all
marketing materials (print, radio, TV, outdoor, online, and on-air tune-in ads)
– “Under The Wing” Intramercials™ presented by…– Product placement throughout show including, but
not limited to, uniforms, race cars, outdoor track boards, garage
– (20) :30 throughout season, (20) :05 Billboards– Brand inclusion in series– Access to consumer insights thru xPulse™– Inclusion on www.gofastgirl.tv website
**In US Dollars
SERIES INTEGRATED MARKETING CAMPAIGN Secondary Sponsor Price: TBD**
– Product placement throughout show including, but not limited to, uniforms, race cars, outdoor track boards, garage
– (20) :30 throughout season– (20) :05 Billboards– Brand inclusion in series– Inclusion on www.gofastgirl.tv website– Access to consumer insights through xPulse™
**In US Dollars
SERIES INTEGRATED MARKETING CAMPAIGN Supporting Sponsor Price: TBD**
– Product placement throughout show including, but not limited to, uniforms, race cars, outdoor track boards, garage
– (20) :30 throughout season– (10) :05 Billboards– Inclusion on www.gofastgirl.tv website
**In US Dollars
SERIES INTEGRATED MARKETING CAMPAIGN Partnership Program Price: TBD**
– As a member of our partnership program, you are entitled to product placement within the show including logo on racing car, racing suit, garage and track billboards
– Price worked out on a case-by-case basis
**In US Dollars
FUTURE OPPORTUNITIES - GO FAST GIRL REALITY TV SERIES
“Go Fast Girl” Reality TV spin-off. There’s nothing quite like it in the world. It’s technology and engineering at the edge of physical limits. F1 community of fans just can’t get enough of it. They want to understand what it takes to compete at the highest level – what it takes to win
We go beyond the original TV series to immerse F1 faithfuls in the “behind the scenes” story of a rookie driver who eagerly pursues her passion to learn the inside scoop of what it takes to compete at the highest level of F1 Racing
In-depth consumer insights through xPulse™
FUTURE OPPORTUNITIES - GO FAST GIRL REALITY TV SERIES
The reality series will provide an “inside view” of the technology behind the drive to succeed, as a real F1 Team pushes our rookie driver and technology beyond the known limits to find a winning edge
Now you can be apart of even more excitement, more intensity, more insight into the thrilling world of F1 Motor-Sports– Targeted sponsors HP, Intel, BMW
GO FAST GIRL + HP SUMMARY
Innovative approach to integration of products and their capabilities
Ability to grab attention from an emerging consumer base
Opportunity to be in the forefront of an exciting vision in television entertainment and the motor-sports community
Unlimited growth potential – Sustainable investment with multiple future properties only furthering the market
