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Q&AMarketing Campaign

Sunday, August 21, 11

OBJECTIVES

Create a successful marketing campaign using Livestream & Facebook to facilitate a live broadcast questions & answers session with Johnny Depp.

Sunday, August 21, 11

GOALS

• Develop relationships with pre-existing audience to create engaging content for The Rum Diary

• Drive awareness and ticket sales for release

• Drive “likes” to Facebook fan pages

• GKFilms

• FilmEngine

Sunday, August 21, 11

TIMELINE

• September 15 - 30: Pre-Buzz Social Campaign

• October 1-14: Launch Engagement Contest

• October 15-25: FB/LS Q&A Session

• October 28: Rum Diary Release

Sunday, August 21, 11

WHAT WE NEED

• Rum Diaries Facebook Page

• Custom Facebook / Livestream application

• Facebook advertising

• Livestream live broadcast production

Sunday, August 21, 11

• Johnny Depp Fans

• Hunter S. Thompson Fans

• 18-55 year old females

TARGET

Sunday, August 21, 11

AWARENESS

• Create a contest and launch a Facebook application

• Enable fans to create user-generated content that highlights and brings attention to The Rum Diary release

• Allow fans to engage through YouTube, Facebook and Twitter

Sunday, August 21, 11

PRE-BUZZ CAMPAIGN

• Social contest in which the winner would get a 2 1/2 minute one-on-one with Johnny Depp in the overall Q+A session

• The Popularity of both Johnny Depp and Hunter S. Thompson would generate massive online buzz

• The campaign would also be seeded to Journalists and Bloggers to amplify the social effect

• We will be tracking #RumDiary tweets, FB likes and Youtube videos across the campaign

Sunday, August 21, 11

PROMOTION

Sunday, August 21, 11

LOOK & FEEL

Sunday, August 21, 11

LOOK & FEEL

Sunday, August 21, 11

HOW THIS WORKS

Sunday, August 21, 11

BENEFITS• Broadcast Live-Online Event

• Promotion to drive viewership to movie Release

• Increased customer engagement and appointment viewing for fans by using live, streaming content

• Buzz & excitement of “live” moments

• Social media gains: fans watch while logged on to social networks -- simultaneously post, tweet, and chat

• ‘Brand time’: average session times typically between 15-25 minutes

• Consumer connections and data: valuable social relationships with fans in exchange for free access to the livestreaming content ( Email, Registration, Facebook Like)

• Increase in Facebook fans

Sunday, August 21, 11

PRODUCTION

Sunday, August 21, 11

BUDGET

• Livestream Production: $25,000 - $30,000

• Facebook Advertising: $5,000 - $10,000

• Social Media Marketing: $5,000 - $7,500

Sunday, August 21, 11