Digital Marketing CampaignPresented by Damian Hagger

Marketing Overview Demographics• Adults 18+• Parents with children (PG Rating)• Secondary audience: Baby Boomers who grew up with the original film (representing 77 million online users)

Psychographics• Tech Savvy• Buys Online• Watches Cartoon Network, American Idol• Drives Honda Odyssey

Positioning Statement• Alice in Wonderland meets Willy Wonka!

• Positioning statement: A fantasy trip delivering outrageous characters (witches, flying monkeys, munchkins), The Wizard of Oz is the family adventure coming to a theater near you. 

Objectives/Strategies

• Drive awareness and excitement leading up to the release of the film

• Create favorable word-of-mouth online engagements

• Excite family audience with this classic tale being re-imagined by a modern cinematic visionary. 

• Capitalize on the robust characters and the timeless appeal of the story experienced by generations of movie lovers.

• Be everywhere. Go to the demo online. Work on all devices with a focus on mobile. Tie the brand with users daily online activities.

• Satisfy the fans. Bring in the fams.

• Recognize the importance of International and repurpose assets accordingly.

Demo & Medium KeyTo easily identify the demo and distribution channel, the following key will be at the bottom of each campaign slide:

Four Quad Medium

Phase 1Timeline: 12 Months Out

Behind The Green Curtain• Video production diaries from

Tim Burton• Storyboards• YouTube Channel, Vimeo, and

site• RSS Feed for Flipbook• Free News Stand (iOS5)

downloads• Danny Elfman Scoring Sessions

Phase 2Timeline: 8 Months Out

Official Site• Launch Teaser Site

Mobile• iPad/iPhone/Android App• General Movie Info• Push Notifications• Trailer Exclusive on App and

Apple• “Coming Soon” with updates

Wide Trailer Launch• Yahoo, YouTube, Hulu,

Amazon, Vimeo, Facebook

Social Media• Official FB page launch• Twitter• YouTube Channel• Get Glue Sticker Set

(e.g. watch trailer to get “Tornado” sticker)

EventSXSW Presence

Google Earth• Emerald City virtual structure

dropped over Austin cityscape• Users can tour Emerald City via

Google Earth and uncover codes for prizes/swag at SXSW booth

Have You Seen This Dog?• Wildpostings around Austin

of missing dog TOTO. Call number for details.

• Users call a Google Voice number and get a message from Lady Gaga saying she has the dog….

Phase 3Timeline: 6 Months Out

Facebook• Launch First FB App: Are You

Smarter Than The Scarecrow?

Mobile• App update: The Munchkin-

izer. Voice and Image distorter. Users are able to post their creations on FB and Twitter

Teaser Banners• Character Banners: Users are introduced to the cast through character

reveals• Users can ‘like’ the official FB page in-banner to reveal a character video.

EventComic-Con Presence

Four-Squarecrow Directions!• Check in to select locations to win!• Users are encouraged to check in to the

Emerald City-OZ booth, 5 Minute Sneak Peak and Talent Panel to enter for a chance to win Premiere Tickets and swag.

• Foursquare, FB Places, GoWalla

Phase 4Timeline: 2 Months Out

Official Site• Full site launch• Classic line soundboard• Desktops, AIM Icons, iPad/iPhone home screens• Skins: Wordpress, Tumblr• Augmented Reality OZ• Sharing, Device Agnostic

Mobile• App update: The Wicked

Witch’s Crystal Ball: Accelerometer based fate generator

Twitter Game• Go from the Yellow Brick Road to Emerald City in 10 keywords or less• Keywords of relevancy for the hour of play. A keyword in the top 100 grants you a

move.• Winners post to FB and Twitter

Wizardential Campaign ‘12• FB Vote for Who replaces OZ• Users can see character

profiles for characters and cast their votes for who is best qualified

EventHalloween: Education/Younger Children

Lesson Plan• Create a multipage, downloadable “Wizard of Oz”

story book for children to learn from at school• Partner with Scholastic.com to promote the book

around Halloween• Lesson plan follows the core themes from the film:

Belief in oneself and the importance of family• Masked cut-outs and costumer suggestions

Phase 5Timeline: 4 Weeks Out

Mobile• App update: Flying Monkeys

VS Munchkins. Protect the Emerald City from the Flying Monkeys!

• Multiplayer adhoc play!Picture Community/Partners• Free OZ Lenses for

Hipstamatic and Instagram Users

• Turns users pictures to OZ Green and Yellow Hue

Facebook Advent Calendar• Daily postings from

characters with virtual gifts counting down to release date.

• Partner with Amazon for exposure on their book and video pages reaching consumers who purchased The Wizard of Oz.

Music Re-mix• Lady Gaga “Somewhere Over

The Rainbow” fan remix contest. Winner becomes site soundtrack on opening day

Phase 6Timeline: 1-2 Weeks Out

YouTube Flash Mob• Strategy: In the central screen,

Dorothy asks the question: “Follow the Yellow Brick Road?” To her right, the adjacent thumbnails of munchkins come to life, affirming “Follow the Yellow Brick Road!”

• Characters jump out from the thumbnails and onto the yellow brick road where they sing and dance their way towards the Emerald City.

ALL Mediums Updated:• Ticket Pre-sale

Premiere• UStream/FB Live coverage of

premiere in Kansas

Banners• RM Peel-back video unit: The

Wizard is shown working behind the scenes of video player

• Hurricane Takeover: Yahoo, weather.com

• In banner ticketing• Mobile banners

Media PlanCampaign Site Summary

Target Audience Adults 18+Teaser Campaign Commence 6 Months Out

Site Total ImpressionsAmazon/IMDB 1,250,000Ain't It Cool 1,000,000Facebook 1,000,000

   TOTAL PLAN 3,250,000

   Target Audience Adults 18+

Site Total ImpressionsYouTube 10,000,000Yahoo Movies 7,500,000People 4,500,000Facebook 5,000,000MSN Movies 2,500,000Cartoon Network 2,500,000Google Network 5,000,000Poptropica 3,500,000Nick 2,500,000Weather 1,000,000

   TOTAL PLAN 44,000,000

Digital Marketing CampaignSummary

Phase 1

Phase 2

SXSW

Phase 3

Comic-Con

Phase 4

Halloween

Phase 5

Phase 6

Digital Marketing CampaignSummary

Thank You.Questions for DamianTimeline: 3 Minutes