cashmere ff6 idea deck

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INSERT LOGO

FAST & FURIOUS 6

MULTICULTURAL TASTEMAKER CAMPAIGN IDEAS February 15, 2013

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CASHMERE AGENCY IS A

DIGITAL LIFESTYLE AGENCY,SPECIALIZING IN THE 12-34 YEAR OLD

MULTICULTURAL MARKET.

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Our cOre cOmpetencies enable us tO knOw

We are your

one-stop marketing collective that allows you to communicate with and influence

today’s vast array of powerful affinity groups.

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we are deeply immersed in today’s music, art, culture, sports & fashion. we keep brands and agencies connected to specific target demographics by delivering authentic messaging, culture cues & compelling content that keep them engaged.

we understand which platforms our audiences are most active on and how to best engage them through these channels.

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WHAT WE

KNOW

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america is growing younger & more diverse...

% of world population by age us race/ethnicity, ages 18-28 (in%)

THE GENERAL MARKET IS SHIFTING.

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HOW WE

DO IT

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Develop a standout campaign

Create compelling promotions and viral

content

Activate targeted demos across

social networks

Secure editorial media

opportunities with top-tier outlets

Integrate talent, key influencers and

brands into campaign

Create unique live events and enhance with online strategies

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THIS IS WHAT WE CAN DOTOGETHER

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IDEA #1 FAST & FURIOUS FINAL

FOUR: TASTEMAKER BBQ & CAR SHOW

THE IDEA: THE FAST & FURIOUS

FINAL FOUR CELEBRITY CAR COMPETITION

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Car customization has had a widespread impact on urban culture. From the popularity of shows like Pimp My Ride to car references in countless hip hop songs, and the fact that a growing percentage of young people spend more on after-market customization than the original price of their vehicle, car culture has a huge place in the urban demographic. This is why we will couple a custom car event with another male youth-oriented concept: The NCAA Final Four, held in Atlanta in early April. We will create a tastemaker event at one of Atlanta’s hottest car shops featuring a “Final Four” celebrity custom car competition and the unveiling of the new Fast & Furious 6 feature car.

THE FAST & FURIOUS FINAL FOUR OVERVIEW

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To build off of the theme of NCAA’s March Madness tournament in Atlanta, we will invite four Atlanta-based celebrities known for their

custom cars to head off in a fun Instagram competition. •  The participating talent will rally excitement and votes across their

social media pages •  Images of each car will be posted on participating talent’s Instagram

pages with a designated hashtag, for online fans to see and vote •  Attendees will upload their own photos of their favorite car to

Instagram with the designated hashtag •  Fans at home can also participate by uploading their own photos as

well as voting on their favorite entries •  The car with most photos uploaded or “liked” by the end of the night

will be crowned the champion •  After the unveiling of the winner, the host will also unveil the new

feature car in Fast & Furious 6 •  The event’s media partner (see pg 17) will provide live event updates

on the site and across their social media pages

THE FAST & FURIOUS FINAL FOUR THE COMPETITION"

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•  T-Pain (8.9M total reach) •  Gucci Mane (8M total reach) •  Future (1.8M total reach) •  Big Boi of Outkast (886K total reach) •  Waka Flocka Flame (6.6M total reach) •  Julio Jones, Atlanta Falcons (448K total reach) •  Josh Smith, Atlanta Hawks (79K total reach)

THE FAST & FURIOUS FINAL FOUR THE CELEBRITIES"

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•  Celebrity host (see pg. 18) •  Fast & Furious 6 branded Step & Repeat •  Fast & Furious 6 themed go-carts •  Open bar and BBQ •  Customized Fast & Furious 6 car photobooth with

social media functionality •  Models •  Movie trailer and clips projected inside the venue •  Videographer capturing content and video for

recap assets to service to media •  Top tier media partner to host the event and

provide exclusive live and recap coverage •  Sample Media Partners:

•  WorldStarHipHop.com (6.3M monthly visitors) •  DUB (500K monthly visitors) •  Rides (175K circulation) •  Rolling Out (1.8M readers/week)

THE FAST & FURIOUS FINAL FOUR THE BBQ

Beyond the competition and unveiling, the event will include exciting entertainment and

activities to draw a strong turnout and buzz within the urban community.

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Host •  Ludacris (13.1M total reach) •  Tyrese (676K total reach) •  T-Pain (8.9M total reach) •  Young Jeezy (4.8M total reach) •  DJ Greg Street - Atlanta radio DJ (141K total reach)

Venue •  Auto Extremes (T-Pain’s auto shop) •  Mad Creations •  Red Performance and Customs •  Monster Customs •  UAB (Ultimate Auto Boutique)

THE FAST & FURIOUS FINAL FOUR THE HOST & VENUE"

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IDEA #1 FAST & FURIOUS FINAL

FOUR: TASTEMAKER BBQ & CAR SHOW

THE IDEA: PARKING LOT

PIMPIN’ POP-UP PARTIES

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In Atlanta, club culture wouldn’t be complete without “parking lot pimpin’”, which consists of clubgoers hanging out in the parking lot outside of the club after a night of dancing and socializing. It is a core part of the Southern club culture and an activity that most young people in Atlanta participate in with their friends. We will celebrate the Final Four taking place in Atlanta and parking lot pimpin’ culture live on campus, with Fast & Furious 6 pop-up parties at four historically black colleges in the Atlanta area. The events will feature a customized Fast & Furious 6 car on campus quads, along with DJ sets, a social media campaign and ticket giveaway with a top media partner.

PARKING LOT PIMPIN’ POP-UP PARTIES OVERVIEW"

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The Final Four Atlanta Colleges •  Spelman •  Morehouse •  Morris Brown •  Clark University

PARKING LOT PIMPIN’ POP-UP PARTIES THE COLLEGES"

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•  Instagram campaign •  Students will be encouraged to Instagram

photos live •  They will use the event hashtag for the

chance to win tickets to a special early screening of the movie, hosted by Ludacris or Tyrese

•  Food and non-alcoholic refreshments •  Free Fast & Furious 6 branded merchandise •  Customized Fast & Furious 6 car photobooth with

social media functionality •  Videographer capturing content and video for

recap assets to service to media •  Local radio station partnership for local promotion •  Live DJ set by popular Atlanta DJ

•  DJ Drama (1.3M monthly visitors) •  DJ Don Cannon (147K monthly visitors) •  DJ Greg Street (141K monthly visitors)

PARKING LOT PIMPIN’ POP-UP PARTIES THE POP-UP PARTY"

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PARKING LOT PIMPIN’ POP-UP PARTIES THE CAR"

We will partner with Mister Cartoon - cultural icon, legendary tattoo artist, custom car designer, to recreate a car from Fast & Furious, which will be displayed on the campus quad during the parties.

•  We will capture the creation process and edit it into a viral video, to be serviced out to media

•  We will partner with Mister Cartoon’s line of car care products, Sanctiond, for cross-promotions and giveaway opportunities with media partners

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Sample Target DJs: •  DJ Drama (1.3M monthly visitors) •  DJ Don Cannon (147K monthly visitors) •  DJ Greg Street (141K monthly visitors) Sample Radio Station Partners: •  V-103 •  Hot 107.9 •  Streetz 94.5

PARKING LOT PIMPIN’ POP-UP PARTIES THE HOST & RADIO PARTNER"

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IDEA #1 FAST & FURIOUS FINAL

FOUR: TASTEMAKER BBQ & CAR SHOW

THE IDEA: SWERVE N CURVE

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In Atlanta, strip club culture is nearly mainstream — Atlanta celebrities show up regularly to the biggest clubs. The New York Times says "Atlanta’s landmarks are strip clubs… And in Atlanta more than in any other city, hip-hop culture overlaps heavily with this world. The strip club is where new music is tested out, where stars go to be seen or to relax, where the value of a song can be measured by the number of dollars that fly skyward when it plays.” The Fast & Furious franchise consistently plays on themes of sexiness. To celebrate that, we will create a campaign around the concepts of “Swerve” and “Curves”: the curves of the road, the curves of a car and the curves of women’s bodies. We will create a tastemaker event at one of Atlanta’s hottest strip clubs and create a supporting digital campaign to activate the urban online community.

SWERVE N CURVE OVERVIEW"

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•  Free drinks •  Dancers •  Fast & Furious 6 branded Step & Repeat •  Movie trailer and clips projected inside the

venue •  Videographer capturing content for a recap

video to be serviced out to media Potential Venues: •  Magic City •  Blue Flame •  Cheetah •  Diamonds of Atlanta •  Strokers Club Atlanta •  Club Onyx •  Body Tap

SWERVE N CURVE THE STRIP CLUB"

The event will be hosted by an Atlanta influencer and feature a special performance from one of Atlanta’s top up-and-coming hip hop acts.

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•  Curated editorial on the site around the celebration of Curves

•  An Instagram contest calling for readers to show their best interpretations of “Curves” using the hashtag, #FF6SwerveNCurve for the chance to win access to the Swerve & Curve event or film premiere

•  Film assets and event recaps premiered on the site •  Updates on the media site’s social media pages

before, during and after the event

Sample Media Partnerships: •  WorldStarHipHop.com (6.3M monthly visitors) •  Complex.com (6.7M monthly visitors)

SWERVE N CURVE ONLINE CAMPAIGN"

On the digital side, we will team up with a top urban media partner to create a Curves campaign.

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Hosts: •  Ciara (8.6M total reach) •  2Chainz (2.1M total reach) •  Cee-Lo (2.9M total reach) •  Jermaine Dupri (700K total reach) •  Future (1.8M total reach) •  Big Boi of Outkast (886K total reach) •  Gucci Mane (8M total reach) •  Big K.R.I.T. (500K total reach) •  T.I. (21M total reach) Performers: •  Young Scooter (87K total reach) •  Grip Plyaz (3K total reach) •  Reese (147K total reach) •  Two 9 Crew (16K total reach)

SWERVE N CURVE THE HOST & PERFORMER"

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We will create a webisode series hosted by a top video vixen to do artist profiles with six popular hip hop artists about their music and their cars. To garner attention and views for the videos, we will partner with WorldStarHipHop.com to premiere the series and to do a media buy around the box office release date. To incentivize online fans to share the content and to encourage chatter about the release, we will create a social media contest calling for readers to share their “Swerve N Curve” inspired photos with a designated hashtag for the chance to win tickets and other giveaways. Sample Hosts: •  Rosa Acosta •  Esther Baxter

SWERVE N CURVE THE WEBISODE SERIES"

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HOW EVERYONEWILL KNOW

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•  We will invite top-tier media, artists and tastemakers to the events, to guarantee press coverage •  All events will be captured on film and edited into a compelling recap video, which will be serviced

out wide to targeted online media outlets •  We will work closely with all attending talent, media and guests at events to ensure they are

promoting the events across their social network pages before, during and after the event •  Online chatter and interaction will be built into all real world events through strategies including:

•  Event photo albums •  Hashtag campaigns •  Online contests

We will extend the reach of the live events through a strategic online strategy. We will help bring immediate excitement and attention to the campaign and will also provide

rich, engaging content

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EVENT MARKETING

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VIRAL VIDEO MARKETING

•  We will work closely with your team to develop unique video concepts that will enhance the campaign and resonate well with the Urban community

•  The videos will feature branded title/end cards, featuring links to Fast & Furious 6’s online properties

•  We will ensure the videos are tagged correctly and include descriptions and links for easy discovery

•  We will disseminate the viral video footage to top-tier media outlets and across video platforms to continue the campaign momentum. Sites will also be continuously fed content as the campaign runs

•  All videos will be posted on any participating talent’s social network profiles, tapping into their valuable, large network of friends and followers

We will create compelling video content around all key elements of the campaign to service out to target online urban, entertainment and lifestyle media outlets

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SOCIAL MEDIA STRATEGY

•  We will develop a focused social media strategy around all campaign elements •  We will create a designated hashtag, strong social media messaging and best

practices to maximize efforts •  We will work closely with the participating talent and the media partner to ensure they

are building excitement across their social media pages •  We will approach various target fan-driven communities for cross-promotional

opportunities

We will build engaging online fan experiences around the campaign’s elements and participating talent to drive large-scale, impactful buzz.

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ONLINE EDITORIAL OUTREACH

•  We will secure a top urban media partner for elements of the campaign •  We will invite top tier national and local media to the events and promotional screenings •  We will service out all film launch and campaign announcements and assets to relevant media

outlets •  We will seek giveaway opportunities with key outlets •  We will secure interview opportunities with participating talent •  We will seek editorial opportunities for features, profile pieces and trend stories around the

campaign

We will establish a strong urban focused online media strategy and roll out plan.

We will utilize intriguing pitch angles and story lines along with attention- provoking assets to blanket target media properties and create buzz.

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SAMPLE ONLINE MEDIA OUTLETS

Music/Lifestyle (with monthly viewership): •  MTV.com (24M) •  VH1.com (3.5M) •  Billboard.com (3M) •  RollingStone.com (1.8M) •  CraveOnline.com (1.1M) •  Complex.com (1M) •  Pitchfork.com (699K) •  Fader.com (197K)

Urban (with monthly viewership): •  BET.com (2.3M) •  ThisIs50.com (2.2M) •  HipHopDX.com (1.3M) •  AllHipHop.com (1.2M) •  TheUrbanDaily.com (905K) •  Vibe.com (627K) •  RapRadar.com (553K) •  HipHopWired.com (300K)

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MIMI JAKOBOVITS Director, Business Development

mimi@cashmereagency.com

RONA MERCADO VP, Marketing

rona@cashmereagency.com

TEFF MOGUS Business Development

teff@cashmereagency.com

LET’S CHAT

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WHAT WE’VE

DONE

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2012

case study

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At 2012’s sXsW music festivAl in Austin, teXAs, cAshmere Agency produced A Wildly successful event With the third AnnuAl vibe house. the event WAs comprised of over 50 Artists, feAturing some of the hottest heAdliners And up-And-comers At sXsW, including

snoop dogg, timbAlAnd, KendricK lAmAr, Wiz KhAlifA,

schoolboy Q, nipsey hussle, pAc div, curren$y, big K.r.i.t.,

A$Ap rocKy, schoolboy Q, And tAlib KWeli.

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Cashmere agenCy aCtivated its marketing expertise and extensive media network to Create a highly visible marketing Campaign around the event. efforts inCluded a highly suCCessful soCial media Campaign, a livestream hd streaming experienCe, real-timedigital photo updates and editorial Coverage from media partners vibe, mmxlii and a host of other top tier media outlets.

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All sponsors were seAmlessly integrAted into the event, through inclusion in:

Marketing collateralon-site venue brandingon-stage visual graphicsinteractive booths

ssss

Free product sampling and product giveaways Branded photo Boothcaptured viral video Footage and recapsartist/media giFtingartist social media promotion

sssss

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online marketing results#VIBEHOUSESXSW HASHTAG

#RESPECTTHEWEST HASHTAG

tweeted

6,000+ TIMES

reached

51 MILLION+ t USERS

reached

155 MILLION+ TOTAL IMPRESSIONS

tweeted by

50+ PERFORMING ARTISTS AND BRANDSINCLUDING SNOOP DOGG, KENDRICK LAMAR,BUN B, NIPSEY HUSSLE, ADIDAS, BIG K.R.I.T.,CHEVY WOODS, TRAE THE TRUTH, JAY ROCK,TIMBALAND AND MYSTIKAL

tweeted

6,200+ TIMES

reached

21 MILLION+t USERS

reached

3.8 BILLION+ POTENTIAL IMPRESSIONS

trending topic in

LAON SAT

50,000+ TUNE-INS

Viral Videos

60,000+ VIEWS ON EVENT VIDEOS

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artist tweets

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public relations results

70MEDIA PLACEMENTS

35 MILLION+TOTAL MEDIA IMPRESSIONS $90,000+

TOTAL AD VALUE

MEDIA IN ATTENDANCE INCLUDED:

MTV HUFFINGTON POST VICE SMOKING SECTION SIRIUSXM

TOP TIER MEDIA PLACEMENTS INCLUDED:

BILLBOARD MAGAZINE RAPRADAR XXL AOL MUSIC KARENCIVIL.COM THE HOLLYWOOD REPORTER

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media placements

A Guide To SXSW Music: Hot Parties, Big Showcases, Can’t-Miss Shows