1. 1. John Allen Michelle DiGiacomo Nick Dorr-Hanss Holden Ottolini
2. 2. Promotional Strategy Total Media Breakdown Geographic Targets Demographic Targets Agenda 1 Challenge & Task Individual Media Strategies Flighting Conclusion
3. 3. The Challenge 2 How can we Illustrate how FX continues to push boundaries? Excite the current fan base and engage potential new viewers? Create a groundswell of social chatter? Definitively drive tune-in for the premiere? Highly Rated by Critics Relatively Low Nielsen Ratings
4. 4. Characteristics of Current Demographic Men 25-54 Returning Viewers: Need a Reminder Untapped Males 25-54: Dont Watch Yet 3 Early Adopter Cultured Career Oriented Friends ask my advice before buying electronicsIndex 159 I want to get to the very top of my careerIndex 151 I am interested in international eventsIndex 138
5. 5. Ages 18-49 Women 18-49: Male-skewing, potential to reach females Young Adults 18-34: Coveted, underrepresented, potential to spread our message further Characteristics of Potential Demographic Movie Buffs Image Focused Gadget Lovers 4 I will pay anything for a new product that I wantIndex 199 I am a regular movie theater goerIndex 194 I want to get to the very top of my careerIndex 188 I want to have a lifestyle that impresses othersIndex 151
6. 6. Specialized Advertising Strategies Strong Female Lead 5 Target the right people with the right message Social Media Progressive Themes Suspense Action Historical Content Male & Female Leads Male Content Preference Female Content Preference Young Adult Content Preference Character Development Drama
7. 7. Target Cities 6 Geographic Success Forecast We believe success is determined by the following characteristics: Russian Population Highest DMA Movie-Producing TV Viewership Educated Technologically Inclined Politically Inclined Politically Active Colleges This explains the high index in NYC In addition to cities that index above average, we recommend advertising in: Seattle, Austin, New Orleans, and Raleigh New Cities Indexing Cities
8. 8. Total Media Breakdown 7
9. 9. Total Media Breakdown 8
10. 10. Promotional Strategy Duality Complexity of Relationships Fearless Programming 9 There are two sides to every story. Philip & Elizabeth BY DAY: Two travel agents with an all-American, nuclear family BY NIGHT: KGB agents who kidnap, kill, and plot against the United States
11. 11. Emphasis on Duality 10 Images can be adapted for: Print Digital Mobile Social OOH Commercial can be adapted for: Video Digital Mobile Social
12. 12. Video Current Women Young 11 Strategy Impressions Focus on evening and primetime Cater to targets interests ~10 Million
13. 13. Digital Robust Campaign: 12 Current: Strategy Impressions Emphasize rich media ads Video where applicable www.WhatsYourAlias.ru ~12 Million Women: Young Men: Young Women:
14. 14. Mobile 13 Strategy Impressions Interactive video advertisements Entice viewers to watch the video to completion and share content ~81 Million
15. 15. Social Media 14 Strategy Impressions Integrate social media throughout each media type Increase volume of posts ~3.5 Million Clues to Unlock Content Meet The Cast #WhatsYourAlias #Fearless Ticker on FX
16. 16. Print 15 Women:Current: Young Women:Young Men: Monthly: December &January Released on the 1st Monthly: December & January Released between the 10th & 18th Strategy Impressions Utilize magazines for an established, high reach platform Print and online ~186 Million Monthly: December &January Released between the 1st & 7th Weekly: January Released on the 1st, 8th, & 15th Weekly: January Released on the 5th, 12th, & 19th Monthly: December/January Released between Dec 15th & Jan 4th
17. 17. Sponsorship 16 Strategy Impressions Initiate co-marketing strategy Incorporate duality and show details on label ~6 Million Video Digital Mobile Print Why Stoli? #1 Russian Vodka in US Branding: Intrigue Mystique Adventure Targets: Urban Professionals 25-34
18. 18. Radio 17 Current Classic Hits (New York) WCBS-FM 3,520,100 Classic Hits (Los Angeles) KRTH-FM 2,599,500 Country (Chicago) WUSN-FM 1,426,100 Potential Top 40 (New York) WHTZ-FM 4,401,500 Top 40 (Los Angeles) KIIS-FM 3,667,000 Alternative (Chicago) WKQX-FM 1,322,100 Strategy Impressions DJ Endorsements Peak daypart time slots ~46 Million
19. 19. Radio: Continued 18 12.6 11.2 14.0 14.2
20. 20. Out of Home 19 Cinema Billboards Transit Stunt 70% of time is spent outside the home One of the most cost effective media formats One of the most memorable types of ads Strategy Impressions Convey duality though non-traditional media Create buzz ~90 Million
21. 21. OOH: Cinema ROI 20
22. 22. 21 Thursday, January 1st Friday, January 9th Friday, January 9th Friday, January 9th Friday, January 16th Strategy Impressions Advertise in previews Crime, drama, & mystery ~32 Million OOH: Cinema
23. 23. OOH: Billboard Travelers spend more than 18 hours/week on the road Efficiently reaches working professionals 33% have been reminded to tune into a TV Program or Radio Station 22 Strategy Impressions Target top cities Use digital billboards with alternating creative ~10 Million Season Premiere January 21st #WhatsYourAlias
24. 24. OOH: Transit 23 Strategy Impressions Use bus wraps and taxi banners in top cities Quick and efficient reminder ~10 Million SEASON PREMIERE JANUARY 21st #WhatsYourAlias
25. 25. OOH: Washington D.C. Location Strategy 24 Strategy Impressions Rent and decorate a building in Washington DC Promote through press releases and social media ~800,000
26. 26. OOH: KGB Recruitment Timing & Location 3 Days leading to the premiere in high traffic areas 7 Days outside of the Embassy 25 Strategy Impressions Hire actors to play KGB recruiters in top cities Hand out flyers with details ~2 Million
27. 27. Flighting in Week 1 26
28. 28. Flighting in Week 2 27
29. 29. Flighting in Week 3 28
30. 30. 29 ~360 Million Total Impressions 18-4918-34 25-54 Summary
31. 31. Questions? 30
32. 32. Appendix
33. 33. City Weighting vs. Indexing
34. 34. Night & Day: You Have Control
35. 35. Video Impressions Breakdown 1
36. 36. Video Impressions Breakdown 2
37. 37. Video Impressions Breakdown 3
38. 38. Video Impressions Breakdown 4
39. 39. Digital Impressions Breakdown
40. 40. Mobile Impressions Breakdown
41. 41. Social Media Impression Breakdown
42. 42. Print Impressions Breakdown
43. 43. Radio Impressions Breakdown 1
44. 44. Radio Impressions Breakdown 2
45. 45. Radio Impressions Breakdown 3
46. 46. Radio Impressions Breakdown 4
47. 47. Cinema Impressions Breakdown
48. 48. Billboard Impressions Breakdown
49. 49. Billboard Impressions Breakdown 2
50. 50. Taxi and Bus Impressions Breakdown
51. 51. KGB Recruitment Impressions Breakdown
52. 52. Sponsorship Impressions