roadninjaprez
TRANSCRIPT
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Reap The RewardsAime Weissinger & Randall Head
Friday, November 16, 2012
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The Challenge
• Develop a Road Ninja campaign centered around OOH, PR and social media that features a strong Call-To-Action
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Target Audience
• “Road Trippers”
• Travel 1-2 times per month
• Frequently use the interstate
• Smartphone users
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Who is Road Ninja?
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Chi Mon Jutsu
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Building the Clan
• Interesting character
• Unique backstory
• Accessible & personable
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Building the Clan
• “I’ve mastered the art of road tripping. Download my app to learn for yourself! [link]”
• @RoadTripper the trip to San Diego should take 2 days. Find food on the way with my app [link]”
• Found my old village on Google Maps...I don’t remember it being so busy. [img]”
Twitter & Facebook
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Building the Clan
• Focus on the character of Road Ninja
• Feature his story, include animation
• House his blog, where he talks about his journey and cultural learnings
Website & Blog
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Rallying the Clan
• Strong CTA backed by incentive
• People are prone to “Google it”
• Focus on promotions
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Chi∙mon∙jut∙su(chee∙mohn∙joot∙soo)The ancient art of roadtripping.
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Download and plan a pit stop.
I sense youlack provisions.
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Download and beat the heat.
Current Temp. 98° F
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Starbucks
FREETall Cof
fee
before 9am
Limit one offer
per customer
per visit. Valid
at partici-
pating location
s.
EARLY BIRD SP
ECIAL
Download and reap the rewards.
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@RandallHead:
“Just got free Starbucks
thanks to ! ”#reaptherewards
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Engaging the Clan
• Give Road Ninja fans opportunities to get involved
• Reach out to bloggers and media writers
• Swag giveaways
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Engaging the Clan
• Establish presence at Comic Con
• Encourage clan members to dress as Road Ninjas
• Swag giveaways, app demos etc
• Road Ninja official costumed mascot present
Comic Con
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Engaging the Clan
•Invitation scroll
•Ninja travel log
•Road Ninja poster
•Ninja vehicle adornments
•Navigation tools
Direct Mail
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Questions, Grasshoppers?
Friday, November 16, 2012