SLIDE 1 - Universal Wizarding World Social Media Brief
SLIDE 2 - WHAT IS WIZARDING WORLD?
- Brings world of Harry Potter to life
- Like stepping into the stories
- An attraction for old and young alike
SLIDE 3 - CHALLENGES/GOALS
- Challenge: Theme parks are costly. Many HP fans are teens and can’t afford it.
- Goal: Offer opportunity for younger fans to visit park while creating excitement for HP and Wizarding World.
SLIDE 4 – OPPORTUNITY
- Teens are big users of internet, texting, etc.
- REACH them through social media
SLIDE 5 - THE IDEA
- Nation-wide Quidditch game
- Target: 16-25 year old Harry Potter fans
- Vehicle, dressed as Quaffle ball, drive around US during 2-3 week period
- Quaffle has 5 destinations, each new destination voted on by fans via twitter during ‘game.’ i.e. the Quaffle is ‘hit’ from one city to another.
- Quaffle will arrive at top voted city, event with concert by Harry Potter musicians (fan will know them), and winner selected from those who tweeted to receive 4 discounted tickets to Universal Studios.
- Fans also get to ‘hit’ a Bludger ball at cities to dock votes for that city (making it more likely for theirs to win)
- After the 5 destinations, a Snitch ball vehicle is ‘released.’ Fans will tweet photograph and tweet when they see it. The 150th person do tweet it also receives 4 discounted tickets to Universal Studios.
SLIDE 6 – IMPLEMENTATION
- Blogs: Campaign will be introduced via HP blogs and websites (Leakynews.com, Mugglenet.com), with link to landing page
- Twitter: Fans will tweet to vote for their city, vote against other cities, about sighting of the Quaffle and Snitch. Each Tweet must include #WizWorld_Quaffle, etc. so that we can track and tally votes
- Facebook: Ads on relevant profiles, with link to a landing page
- Pandora: Ads for those listening to music popular amongst target market, linking to a landing page
- StumbleUpon: On relevant profiles, with link to landing page
- SEO: Blogs to use keywords.
SLIDE 7 – MEASURING SUCCESS
- Google Analytics - measure website visitation and demographics of users
- Google Reader - measure what people are saying
SLIDE 8 – BUDGET
- Vehicles:
- Gas: $800
- Cars (2): $30,000
- Quaffle and Snitch constructs: $5,000
- Online Ads:
- PPC - $0.60/click, approx $5,000 total
- TOTAL BUDGET = $48,000
SLIDE 9 – MEDIA SCHEDULE
- BUSY. Continual heavy advertising beginning 2 weeks before launch
- HP sites, Universal Studios site, travel sites, music sites (Pandora)
SLIDE 10 – THE END.
(This is a theoretical campaign, created for the New Media Drivers License class at Michigan State University.)
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