strategy brazil 2011 · followers on twitter and 19 k fans on facebook 482 k unique users, 9 k...

Strategy Brazil 2011

quarta-feira, 25 de maio de 2011

BriefingImpact Eric Bana and Cate Blanchett fans;

Reinforce the image of the young actress Saiorse Ronan;

Valorize the soundtrack by The Chemical Brothers,

Impact Male and Female audience between the ages of 13 and 34 at the markets:São Paulo

Rio de Janeiro

Campinas

Curitiba

Porto Alegre

Salvador

Recife

Belo Horizonte

Brasília


StrategyWork the campaign in using the strength of the Social Media, Guerrilla Marketing, Search and Entertainment sites;

Introduce the characters, valorize the movie’s concept and reinforce the soundtrack quality.


0%

15%

30%

45%

60%

Branding Branding Release Week Release Day Sustentação

22%

52%

25%21%

14%

7 days 7 days 4 days 1 days 2 days

21 Days

**Extended Universe for online population in Brazil estimated is different than comScore's Total Internet estimate. comScore estimates Brazil's Extended Universe to be 79,651,285

*

*

*

*

* % de Cobertura sobre o target 13-34 em 9 mercados.

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Strategy


0%

15%

30%

45%

60%

Branding Branding Release Week Release Day Sustentação

22%

52%

25%21%

14%

7 days 7 days 4 days 1 days 2 days

21 Days

Brasil 9 Markets

Male/Female

13 - 348,3 millions**/Monthly

**Extended Universe for online population in Brazil estimated is different than comScore's Total Internet estimate. comScore estimates Brazil's Extended Universe to be 79,651,285

*

*

*

*

* % de Cobertura sobre o target 13-34 em 9 mercados.

*

Strategy


http://www.google.com/search?hl=en&client=safari&rls=en&sa=X&oi=spell&resnum=0&ct=result&cd=1&q=Monthly&spell=1

http://www.google.com/search?hl=en&client=safari&rls=en&sa=X&oi=spell&resnum=0&ct=result&cd=1&q=Monthly&spell=1

Banners that make the users want to know Hanna;

Promote the trailer through banners and promoted videos.

Online PlanOnline PlanFormats Banners and AdWordsChannels Search / AD Network

Branding on Google21 days before release

AdvantagesAcquisition by targetable (age and gender) CPM.

High impact format.

Exposition of the ad’s video.

Low cost.

Promote the game through banners and videos.


Campaign: Youtube Example

Advantages

High impact format.

Exposition of the ad’s video.

Online PlanOnline PlanFormats Banners and Promoted VideosChannels Search / AD Network


Campaign: Facebook Example

Acquisition by targetable (age and gender) CPC.

Remaining users.

“Like” generates users interaction.

Fanpage shows excellent results before and after the movie’s release. Example: Eat Pray Love with over 70 thousand fans interacting until today.

Online PlanOnline PlanFormats Video AD and Spensored Stories.Channels M/F – 13-34

Branding on Facebook3 weeks before release


871 K unique users, 215 K followers on Twitter

Branding on Blogs2 weeks before release

530 K unique users, 21 K followers on Twitter and 19 K fans on Facebook

482 K unique users, 9 K followers on Twitter and 10 K fans on Facebook

35 K unique users, 9 K followers on Twitter. We may do a sweepstake with the Hanna’s Soundtrack CD as the prize.

530 K unique users, 89 K followers on Twitter and 38 K fans on Facebook.

Posts on other blogs inside the target:


Release Week on Entret. sitesWeek of release and sustaining

High exposition.

Competitive advantage at the moment of acquisition decision.

A button to buy online tickets and another one to access Ingresso.com

Entertainment website with great credibility;

Young and diversified audience;

Format shows good results.

Targetable;

Guarantee of clicks and visibility delivery,

CTR´s good results.

Impact users on a relax moment;

Different players profiles;

CTR´s good results.

Roadblocks , VideoLayer and Ingame Advertising


strategy brazil 2011 · followers on twitter and 19 k fans on facebook 482 k unique users, 9 k...

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