JACQUELINE FRITZ Digital Strategy and Interactive Production

Based on market research and competitor analysis, this presentation will explore three potential alternatives for approaching online activation of Dream Out Loud by Selena Gomez for Kmart. There are numerous opportunities to strengthen brand awareness and audience engagement across the digital landscape, scaling out larger interactive capabilities as preferred.

•  Free concerts •  Appearances •  Ads/ commercials

•  Free concerts •  Free gear •  Appearances

Current interactive market Since direct competitor NMC is new, now is a

good time to maximize SGDOL online reach while there is space

•  Sweepstakes/ co-brand partnerships •  Appearances •  Ads/ commercials

•  Use of Rich Media Posts on social •  Celebrity shoots •  Ads/ commercials

A 3 tiered interactive program Either broken down into singular,

self-sustaining, scalable campaigns or

Woven together/ rolled out as one year long initiative

DIGITAL STRATEGY

1. LIVE IT - See you smile 2. WEAR IT - Fashion shoot 3. DREAM IT - Video Series

1.   LIVE IT – See you smile

YOU MAKE ME SMILE Facebook, Twitter, SnapChat campaign of girls posting “Smiling Selfie” pics •  Call to action: Share your Smile •  10 shares = $1 off SGDOL purchase or

free SG ring tone •  Kmart matches 10/1 offer by donating $1

to Operation Smile or token charity * Would be great to kickoff in Q1; Feb/ Mar

2. WEAR IT - Fashion Shoot_1

GIF FITS Build SGDOL app/ fashion game for mobile you can upload headshot to and interchange SGDOL styles to create ‘fits’ or ‘looks’ •  Call to action: Create animated GIF from 3 best ‘fits’

or ‘looks’ + share online •  Purchase GIF items online with discount code at

checkout (lesser discount online to encourage in store engagement)

•  Incorporate SGDOL items into posts, potential RMPs  

2. WEAR IT - Fashion Shoot_2

IN STORE Build out customized, interactive display screen/ panel on site including DOL app/ fashion game •  Call to action: Pull up GIFs on display to receive

discounts on chosen items at checkout •  Check in on Pinterest and Foursquare in store to get

discounts w/o GIFs •  Take ‘My Best Fit’ selfies in SGDOL clothes instore to

enter contest…

 

2. WEAR IT - Fashion Shoot_3

MY BEST FIT Instagram, Twitter, Snapchat campaign •  Call to action: Take selfie of your ‘best fit’

incorporating a SGDOL piece(s) into your ensemble and post

•  Enter moderated contest to win photo shoot with SG in next DOL collection and/ or attend shoot

•  SG posts selfies throughout; Video of contest on YouTube…

       *  Instore concerts/ promotions to support online throughout campaign

                   

 

3. DREAM IT – Video Series_1

....YouTube! •  Fill the need to establish a dedicated SG Dream

Out Loud YouTube channel •  Post videos of contests •  Another platform for audience engagement and

product placement •  Content Marketing and community development

3. DREAM IT – Video Series_2

DREAM ON YouTube + Vine Video Campaign •  Call to action: Audience submits personal videos of a dream SG +

Kmart can mutually realize (i.e. be on screen with SG) •  Audience-created content + cross platform community

engagement; moderated ongoing contest •  Winner’s dream comes true at end of campaign •  Instagram shorts; Banner ads on Fb + Kmart/ 3rd parties; content

on Twitter, and in store unit; commercials + print •  Rich Media Posts could be tied in with TV commercials/ videos of

SG to receive online promotions for DOL *Could happen Q3/4 with album launch or other SG tie in

THANKS!