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SWOON TOUCH SUMMER 2014

FILM PRODUCTIONBRANDED CONTENT

is a New York based interactive brand content and film production c o m p a n y s p e c i a l i z i n g i n developing innovative and visually striking content for luxury and aspirational brands in the fashion, beauty and lifestyle industries. !We turn intelligent concepts into compelling, distinctive and long lasting narratives.

INTERACTIVE

CAPABILITIES

CREATIVE We specialize in the creation of highly visual branded content aimed at establishing an enduring emotional bridge between products and people. !

PRODUCTION Our team of seasoned producers, art directors, filmmakers, photographers and artists from multiple disciplines bring your brand strategy to life through motion picture, keeping your audience coming back for more. !

INTERACTIVE We use interactive marketing and motion touch enabled technology as a key component to our digital strategy tailoring your program to fit with your specific needs and consumer base. !

CRM INSIGHTS + ANALYTICS Using innovative tracking technology, qualitative and quantitative analytics help us measure your audience’s exposure and engagement with our content to gauge our success. !

...but all of the above can be summed up in what we call the SWOON TOUCH (literally) !!

where ! meets purchase

passion

BRANDED CONTENT !

THE LOOKOur interactive technology is built right into your content’s code. That means where ever your content lives (social media, Destination Kors, the Cinematique community, blogs, magazines, etc.), your interactive experience goes with it.*

* Interactive content is available on all desktop and tablet devices. Interactive content must be viewed through the Cinematique app on mobile devices.

THE LOOKOur interactive technology is built right into your content’s code. That means where ever your content lives (social media, Destination Kors, the Cinematique community, blogs, magazines, etc.), your interactive experience goes with it.*

* Interactive content is available on all desktop and tablet devices. Interactive content must be viewed through the Cinematique app on mobile devices.

HOME SCREEN /��Ã��>�iÃ�Ì�i�wÀÃÌ���«ÀiÃÃ�����v�Þ�ÕÀ���ÌiÀ>VÌ�Ûi�V��Ìi�Ì�for the viewer. This view often contains instruction on using the technology as well as your call to action. Best practices here? Choose a strong image, keep your text concise and legible, make your call to action simple and make sure the participation incentive is apparent.

PRODUCTS IN PLAYThroughout your video, featured products can be selected by touching on them. Placing multiple products in each shot means your viewers have the chance to explore and may even watch the video multiple times to see what they’ve missed. The goal is to make sure your consumers vii��Ì�i�Li�iwÌ��v�iÛiÀÞ�Ì�ÕV�°

CLEAN VIEWThe player control panel disppears to give consumers a clean look at your video content both in AND out of full screen mode.

A DANCE THAT GOES BEYOND ROUTINE

71,827 views. 157,379 touches.

INSPIRED TO BUY

26% of clicks to brand website converted to a sale.

where ! meets purchase

passion

BRANDED CONTENT

!

point of passion =

C-COMMERCE

point of purchase

e-commercem-commerce

BRANDED CONTENT

!

FASHION FILMS + BRANDED CONTENT

On New Terms - SHOWstudio’s death series. Highlighting branded content in fashion films.

http://swoonnyc.com/swoontouch.htmlSET THE SWOON TOUCH IN MOTION HERE

CURATION + PRODUCTION

BRANDED CONTENT

!

SHOPPABLE VIDEO CONTENT

MOTION PORTRAITS

Courtney Weinblatt - Market Director at Marie Claire

Motion portraits of leaders in the fashion industry, to be released over the next couple of months in several publications.

Megan O’Neil - Lucky Magazine Associate Beauty Editor Sheena Smith - Teen Vogue Accessories Director

http://swoonnyc.com/swoontouch.htmlSET THE SWOON TOUCH IN MOTION HERE

CURATION + PRODUCTION

BRANDED CONTENT

!

SHOPPABLE VIDEO CONTENT

BEAUTY + STYLE HOW-TO VIDEOS

After creative directing and producing a series of ten videos for Vogue we created this demo to show MTE technology’s potential. (Vogue Monday Makeover demo)

CURATION + PRODUCTION

http://swoonnyc.com/swoontouch.htmlSET THE SWOON TOUCH IN MOTION HERE

BRANDED CONTENT

!

SHOPPABLE VIDEO CONTENT

SHOPPABLE VIDEO CONTENT

SET THE SWOON TOUCH IN MOTION HERE

FASHION SHOWS

Tanya Taylor S/S 2013 to be released later next month, also in vertical format.

http://tanyataylor.com/#/video

CURATION + PRODUCTION

BRANDED CONTENT

!

+BEAUTY & STYLE HOW-TO VIDEOS

MOTION PORTRAITS

FASHION FILMS & ADVERTISING

FASHION SHOWS

http://swoonnyc.com/swoontouch.htmlSET THE SWOON TOUCH IN MOTION HERE

MINI-MAGAZINE // BOUTIQUE

CURATION + PRODUCTION

BRANDED CONTENT

!

SHOPPABLE VIDEO CONTENT

SHOPPABLE VIDEO CONTENT

MULTIPLE PRODUCTS FROM ONE CATEGORY

THE MAKING OF INTERVIEWS HOW-TO

MULTIPLE PRODUCTS FROM ACROSS CATEGORIES

“MINI MAGAZINE” CONTENT

SWOON NYC can also work with your already existing video content across platforms curating and designing a branded mini-magazine for it and expanding your brand’s universe. !We’re story tellers. Your customers will ride along for the journey.

BOUTIQUE

BRANDED CONTENT

!

CASE STUDY HOLIDAY SEASON 2014

PITCH

THE PROCESSThe Swoon Touch interactive content process is designed to maximize the effectiveness of your interactive initiative. It also minimizes the time and effort required of your in-house teams. In the end, there are only 4 small additions to your standard production process. And you can be as involved as you’d like, leaning on our expertise, capabilities and resources where it makes the most sense for you.

CONCEPT &CREATIVE

PRIMARY & COLLATERAL POST-PRODUCTION*

ALL CONTENTFINAL APPROVALS

BOUTIQUE OUTLINE*

BOUTIQUE PRODUCTION*

BUDGET &PRE-PRODUCTION

PRODUCTION & SHOOTING

INTERACTIVE TECH IMPLEMENTATION*

Your boutique is home to your e-commerce activation and the collateral content behind your video. Here, creating an outline that includes all the supporting copy and photography, video and/or audio you’ll need to round out your w�>����ÌiÀ>VÌ�Ûi�iÝ«iÀ�i�Vi�ultimately informs your production calendar.

�iÀi]�Þ�Õ�Ì>���À�Ì�i�w�>��edit of your primary piece of content (your video) and �>�i�Ì�i�w�>��Ãi�iVÌ���Ã�of collateral content for your boutique. With your choices in-hand, our teams start color corrections and grading, sound design, developing graphics, etc. on your video. We can also retouch and edit your collateral content selections to make sure they align with your video’s mood and strategy.

Our tech team builds your boutique incorporating your collateral content. They build in links to e-commcerce or other online sources, embed additional rich content, etc. and may have additional suggestions for ways to optimize your collateral content with regard to your content strategy.

Now, it all comes together. Here, your primary piece of content is linked to your collateral content. Our tech teams use time signatures to track your products in the video and layer in your touchpoints. They then connect those touchpoints to the corresponding items in your boutique.

* These production stages are added or affected in the interactive content process.

18

Great content teaches, persuades or entertains your audience while also helping you meet your business goals. Strategically, it’s easy to locate, shareable, useful, memorable, actionable and measurable. A consumer-centric, interactive content strategy for a 3-video series for Michael Kors should contain:

• an omni-platform, mixed release (paid, earned & owned media)

• a clear call-to-action to focus engagement and guide consumers down the sales funnel

• rotating engagement/participation incentives• integration with existing digital and experiential initiatives

THE CONTENT STRATEGY

19

EPISODE 1WHAT DOES IT DO?/�i�wÀÃÌ�Û�`i���Ã�Þ�ÕÀ�>Õ`�i�Vi½Ã���ÌÀ�`ÕVÌ����Ì��Þ�ÕÀ���ÌiÀ>VÌ�Ûi�initiative. Because consumers have learned to look for this kind of innovation from you after your meteoric gains in the digital engagement and social media spaces, Michael Kors is in a unique position to take advantage of this thought-leadership opportunity. You will leverage that expectation to your advantage and get the audience to really engage with the series.

WHAT IS SUCCESS?From Episode 1, you should expect to drive engagement and volume. It is the call to action for the video series. Your performance indicators will Li�Û�iÜÃ]�Ì�ÕV�iÃ�>�`�Ã�>ÀiÃ�wÀÃÌ]�Ì�i��«À�`ÕVÌ�Ã>�ið

EPISODE 2WHAT DOES IT DO?The middle episode is always the toughest. People’s expectations are high, but you’ve lost the originality of the cliffhanger device and don’t have the closure of the conclusion. This is a great opportunity to focus more on your value proposition. What do your consumers need or want? How are you providing it? You will focus on a robust boutique experience that gives your audience (already familiar with the interactive technology) big rewards for being engaged.

WHAT IS SUCCESS?You will be better able to push product sales via Episode 2 using the data gathered from Episode 1. Episode 2 is the follow up to your initial call to action and focuses your message. With an informed engagement strategy, product sales moves higher in your list of performance indicators.

EPISODE 3WHAT DOES IT DO? ÛiÀÞL�`Þ���ÛiÃ�>�ÃÌÀ��}�w�>�it�/�i�ÀiÃ��ÕÌ����Ì��Ì�i�ÃÌ�ÀÞ���i��Ã�½Ì�an ending. It’s actually a beginning... the beginning of a stronger relationship between Michael Kors and your customer base. This relationship is supported and reinforced by innovative, chic content that illustrates your commitment to serve. You will use this connectivity to springboard consumers on to your experiential/real world activations and periphery digital initiatives.

WHAT IS SUCCESS?By Episdoe 3, your informed engagement strategy allows you to make product sales your number 1 performance indicator without losing any �v�Ì�i��Ì�iÀ�Li�iwÌð�/�i�Ã>�iÃ�>�>ÃÃi`�>VÀ�ÃÃ�Ì�i�Ì�Àii�i«�Ã�`iÃ�Ü����surpass the cost of producing the series.

E-COMMERCEThere are two general e-commerce solutions in the boutique: 1) allow purchasing directly from the boutique >�`�Ó®�������ÕÌ�Ì��«À�`ÕVÌ�ëiV�wV�«>}iÃ����Þ�ÕÀ�iÝ�ÃÌ��}�e-commerce environment.

BOUTIQUE This is where your consumers interact with your product. Each tile represents an item slected by the consumer when they watched your video. The tiles can be programmed to play other roles as well such as a credits tile to replace in-video credits or an all-items tile that allows the consumer to see what items they missed. It’s from here that the consumer can decide to purchase the items they like most.

THE CONSUMER JOURNEYHere’s how you can expect your consumers to engage with your initiative. Each ÃÌi«�«À�Û�`iÃ�`>Ì>����Li�>Û��À�>�`�«ÀiviÀi�ViÃ�Ì�>Ì�V>��Li�ÕÃi`�Ì��w�i�ÌÕ�i�engagements, promotions and initiatives.

RECEIVE CONTENT

WATCH

TOUCH

BOUTIQUE

PURCHASE

IGNORE

PASSIVE VIEW

IGNORE

SHARE LEARN/EXPERIENCE IGNORE

WATCH

TOUCHPASSIVE VIEW

BOUTIQUEIGNORE

EXCLUSIVESPURCHASESHARELEARN

ENG./NOT.ARCHIVE

PURCHASESAVESHARELEARNIGNORE

JOIN

IN-NETWORK

THE COMPETITIONThere are a few common issues among our competitors that fall into two main categories: a disruptive viewer experience and limited functionality.

Disruptive Viewer Experience• Video pauses to accomodate interactive tech

(WireWax, Fuisz)• -�}��wV>�Ì���ÃVÀii��`�ÃÌÀ>VÌ���Ã�vÀ���Û�`i��­7�Ài7>Ý]�

Clicktivated, Rapt Media, Pokeware)

Limited Functionality• Unclear touch/click points (Clicktivated)• Viewer cannot save items to view later (Fuisz)• No e-commerce integration (Rapt Media)• No full-screen capability (Fuisz, Clicktivated)• ��ÌiÀ>VÌ�����Ã���Ì��Ìi��ëiV�wV�­*��iÜ>Ài®

Our platform, tailored for prestige and premium brands, will keep your interactive content both easily accessible and aspirational. We provide...

YOUR ADVANTAGE

an omnichannel, embeddable e-commerce player*

>������>�Éy>Ì�`iÃ�}��>�`�>����ÌÕ�Ì�Ûi]�customizable user interface

*

an uninterrupted viewing experience*

quality HD video streaming full-screen*

THE NUMBERSAn e-commerce initiative for Michael Kors, built around interactive content, could drive both engagement and sales. Considering a target audience of 5 million people, our technology could generate 12,750 to 35,400 clicks through to e-commerce with intent to purchase. If you build an initiative with an average item price of just $100, you could see sales revenues ranging from over USD 300k to nearly USD 1 million!

* (C) is the number of clicks/touches that click-through to e-commerce, (p) is the average CTR for your type of engagement as a percentage, (m) is the average number of clicks/touches recorded during a single view for your type of engagement and (V) is the number of times your video is viewed.† Video boasts the highest engagement rates in digital marketing. Desktop CTRs hover around 4.25% and mobile CTRs are near 11.8%. (Source: Digiday & Mobile Marketer)†† The sales conversion process begins when a user clicks the purchase link and connects to the brand’s e-commerce website.

IN DETAILTo create projections, we make a few educated guesses and then use a simple plug-and-play formula: C = p(mV).*

We determine the potential size of your target audience by looking at your paid, earned and owned media landscape. Michael Kors could tap into 2 million Twitter followers, nearly as many Instagram followers, a whopping 14 million fans on Facebook and the engaged audiences that visit both Destination Kors and your trusted external media outlets. Depending on your chosen distribution/release strategy, we think it is feasible to have a target audience of 5 million people.

/��`iw�i�Ì�i�i�}>}i�i�Ì�À>�}i]�Üi�ÕÃi�`>Ì>�vÀ���`iÃ�Ì�«�/,Ã�­}i�iÀ>��Þ�Ì�i���ÜiÃÌ®�>�`���L��i�/,Ã�­}i�iÀ>��Þ�Ì�i���}�iÃÌ®°�7i�iÃÌ��>Ìi�>�����Ì�>�Ûi��v�Ì��Ã�ÌÞ«i]�Ì>À}iÌ��}�x���������«i�«�i]�V�Õ�`�«i�iÌÀ>Ìi�Ì�i��>À�iÌ�Ü�Ì��between 212,500 and 590,000 views.† Our platform has generally shown an average of 3 clicks per view with a 2% CTR to brand e-commerce. Now let’s go to the formula...

LOW END

C = p(mV)C = (2%)[(3)(212,500)]

C = 12,750

HIGH END

C = p(mV)C = (2%)[(3)(590,000)]

C = 35,400

9�Õ�V�Õ�`�`À�Ûi�>�ÞÜ�iÀi�vÀ���£Ó]Çxä�Ì��Îx]{xä�«i�«�i�Ü�Ì����Ìi�Ì�Ì��«ÕÀV�>Ãi�Ì��Þ�ÕÀ�«À�`ÕVÌ�ëiV�wV�V�iV��ÕÌ�«>}ið�"�Vi����Ì�i�i�V���iÀVi�i�Û�À���i�Ì]��ÕÀ�«�>Ìv�À���>Ã�`i���ÃÌÀ>Ìi`�>�vÕ��i��V��ÛiÀÃ����À>Ìi†† of about 26%. That means you could see anywhere from 3,315 to 9,204 individual purchases. With an average item price of $100 you could see sales revenues ranging from USD 331,500 to USD 920,400.

BRANDED CONTENT

!

NEW PERFORMANCE METRICS

Touch Rate Explore Rate Clickthrough Rate

More Time Spent over Regular Video

350%

66%

n/a

13%

% of interactionsleading to external pages

% of interactionsexplored from touches

*Best Performance Scenario

Touchable video

Regular Video

3:1

n/a less than 1%

Viewers watch and explore content for as much as 4 minutes on a 1-minute video.

*

*

avg. amount of touchesper minute of video

SHOPPABLE VIDEO CONTENT ENGAGEMENT SUCCESS

Source: Cinematique

13% click-through

120% to 250% interaction (1.2 - 2.5 touches per view)

Colorful pieces Models Locations

350% more time spent over regular video

C-COMMERCE

ENGAGEMENTVIEWING TIME

INTERESTS

C-COMMERCE SHOPPABLE BRANDED CONTENT

Infinitesimally small click-through rates on banners

17% of page views lasts less than 4 seconds

Banners ignored and disliked Risky native advertising and causes backlash

Only 4% of page views lasts more than 10 minutes

E-COMMERCE TRADITIONAL ONLINE ADVERTISING

VS.

http://www.fastcompany.com/3027012/technovore/go-native-ad-man http://mailchimp.com/resources/research/email-marketing-benchmarks/ http://www.fastcompany.com/3029325/whos-next/with-touchable-video-brands-see-what-consumers-want-to-buy

Sources:

3% clicks on email marketing

E-COMMERCE

ENGAGEMENT

VIEWING TIME

INTERESTS

SHOPPABLE VIDEO CONTENT ENGAGEMENT SUCCESS

BRANDED CONTENT

!

TV SPOT

OTHER CHANNELS THAT THE SEXY

IDEA HAPPENS TO WORK IN

SEXY CREATIVE

IDEA

BUILDING BACKWARDS

How many (many) marketing plans are structured. !Others build out from a sexy creative idea into other channels that the idea can live within.

RETAIL/ POS

TWITTER

PRINT/ OOH

FACEBOOK

MICROSITE

BRANDED CONTENT

!

BUILDING FORWARDS

!WHAT PEOPLE NEED AT EACH STAGE IN THEIR

JOURNEY

!RELEVANT

AND EFFECTIVE CHANNEL

ACTIVATION

ACTIVATION

ACTIVATION

ACTIVATION

CUSTOMER JOURNEY

BRAND BEHAVIOR ACTIVATION

How our IMC plans are structured. !We build our plans around how the consumer behaves.

BRANDED CONTENT

!

PRICING STRUCTURE CONTENT + MANAGEMENT + PLAYER

PERFORMANCE BASED SUBSCRIPTION

Touch account lease renewal or option to purchase at the end of the month.

SHOPPABLE PLAYER

BRANDED CONTENT

!

PERFORMANCE-BASED PRICING

Enterprise Level Pricing Available Upon Request

$100/mo $250/mo $500/mo $1,000/mo

5,000 Touches50 Touchable Items

5 GB VIDEO UPLOAD

$15 every 1,000 touch overage

25,000 Touches125 Touchable Items8 GB VIDEO UPLOAD

$12 every 1,000 touch overage

50,000 Touches250 Touchable Items

10 GB VIDEO UPLOAD

$10 every 1,000 touch overage

100,000 Touches500 Touchable Items20 VIDEO UPLOAD

$5 every 1,000 touch overage

PRO CREATOR

Most Popular

PREMIUM CREATORGOLD

CREATORPLATINUMCREATOR

First boutique set-up offered at 25% discount introductory rate. Additional boutique updates charged at standard rates.

Content production budget based upon creative.BUDGET ESTIMATES UPON REQUEST

CONTENT PRODUCTION + MANAGEMENT

+

SHOPPABLE VIDEO CONTENT

- Canada

- China

- France

- Germany

- Hong Kong

- Japan

- Spain

- Sweden

- South Africa

- Belgium

- UK

- USA

CLIENTS

are at the top of their industries,

whether in fashion, film or the art world. As a boutique agency we tailor-make solutions listening to our client’s needs but going beyond them, listening to their customers t h a n k s t o o u r e x c l u s i v e technologies and building an emotional bridge between them and the product.

FASHION CLIENTS

CORPORATE CLIENTS

ADVERTISING AGENCIES

Ramón J. GoñiManaging Director &

Partner

Monica G. LeeLegal Counsel

& Partner

Susan Locht Carolyn JaoCreative Director Account Executive

Josh McKieDirector of Photography

Daniel GrafProduction Coordinator

Dan WantzDirector of Photography

Spencer TaylorProduction Manager

Jake SanerDirector of Photography

WHO WE ARE

Arina BleimanDirector of Photography

Kari BrowneProducer

+ our skillful partners:

Alien Kung Fu All:Expanded Bluwi Cinematique Kess Agency Wildbytes

WHO WE AREMotion GFX Music videos Sound design Motion Touch Brand Strategy and C-Commerce Interactive Experience Design

Confidential and Proprietary Wildbytes © 2014

!!LARGER-THAN-LIFE MODELS INTERACT WITH THE CROWDS

“WE ARE ARCHITECTS OF IDEAS. WE CREATE EMOTIONAL BRIDGES BETWEEN

PRODUCTS AND PEOPLE. WE DESIGN IDEAS...”

...GOOD IDEAS. YOU DECIDE THE PACE”

CONTACTSarah Summit | Account Executive

(212) 203-9679

studio@swoonnyc.com

NEW YORK5 CROSBY STREET | SUITE 2F | NEW YORK, NY 10013