Van wilder 2 the rise of taj film brand soundtrack integration marketing plan l.jpg
Advertisement
This presentation is the property of its rightful owner.
1 / 22

Van Wilder 2- The Rise of Taj Film/Brand/Soundtrack Integration Marketing Plan PowerPoint PPT Presentation

Van Wilder 2- The Rise of Taj Film/Brand/Soundtrack Integration Marketing Plan Van Wilder 2 Soundtrack Artists Artists/Song (Label): The Skies of America/Shine (National Recorder) The Starlight Mints/Eyes Of The Night (Barsuk) Brandston/Who Are You Now? (The Militia Group)

Download Presentation

Van Wilder 2- The Rise of Taj Film/Brand/Soundtrack Integration Marketing Plan

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Van wilder 2 the rise of taj film brand soundtrack integration marketing plan l.jpg

Van Wilder 2- The Rise of TajFilm/Brand/Soundtrack IntegrationMarketing Plan


Van wilder 2 soundtrack artists l.jpg

Van Wilder 2 Soundtrack Artists

Artists/Song (Label):

The Skies of America/Shine (National Recorder)

The Starlight Mints/Eyes Of The Night (Barsuk)

Brandston/Who Are You Now? (The Militia Group)

Rueben/I Could Have Been Someone Else (Xtra Mile Records)

Shannon Knoll/Shine (Sony BMG)- based in Australia (American Idol Winner)

Everclear/Hater (Eleven Seven Music)

Buckcherry/Crazy Bitch (Eleven Seven Music)

The Exies/Different Than You (Eleven Seven Music)

Punchline/Green Light (Fueled By Ramen)

The Alternate Routes/Aftermath

The Lashes/Pop Song (Columbia)

The Tossers/Buckets of Beer (Victory Records)

The Ordinary Boy/Boys Will Be Boys (Warner)

Hanson/Song TBD (3CG Records)

Jonny Lives!/Get Steady (Eleven Seven Music)


Macro marketing objectives l.jpg

Macro Marketing Objectives

  • Phase 1:

    • Integrate Van Wilder 2 film/brand into all marketing initiative associated w/ Van Wilder 2 Soundtrack and Van Wilder 2 branded tour (Nov-Dec tour).

  • Phase 2:

    • Integrate Van Wilder 2 DVD/brand into Van Wilder 2 branded tour related marketing Initiatives (Jan-Feb tour).

  • Total minimum possible impressions: 342,908,334

    • Music video impressions: 264,850,046

    • Media impressions:

    • Radio impressions: 35,000,000

    • New media: 120,000,000


Phase 1 departmental overview l.jpg

Phase 1Departmental Overview

Media:

  • Utilize content associated with Van Wilder 2 branded music videos, artists on soundtrack, and actors (where available) to get exposure for Van Wilder 2 brand/film on MTV, VH1, MTV2, FUSE & MTVU.

  • Integrate Van Wilder 2 film/brand into all national TV/print associated with soundtrack.

    New Media:

  • Utilize content associated with Van Wilder 2 branded music videos, artists on soundtrack, and actors (where available) to get exposure for Van Wilder 2 brand/film on all major music/film/pop culture/lifestyle websites (i.e. Maxim.com, Blender.com, MTV.com, VH1.com).

  • Utilize assets (i.e. email lists, MySpace pages, online street teams) associated with artists on soundtrack to get exposure for Van Wilder 2 brand/film.

    Radio:

  • Utilize content/artists on Van Wilder 2 Soundtrack along with premiere tickets (national flyaway promotion) and actors (where available) to get exposure for Van Wilder 2 brand/film on Alt Rock, Active Rock, College and Hot AC formats via promotions tied in directly to the film/brand.

    Tour Marketing:

  • Integrate Van Wilder 2 brand/film into marketing associated with soundtrack artists fall tours (i.e. Everclear/Jonny Lives! college tour, Buckcherry tour, Van Wilder 2 branded tour).

    Retail:

  • Integrate Van Wilder 2 brand/film into all retail marketing campaigns associated with soundtrack release (i.e. in-store trailer play, sticker on CD, advertisement integration, retail promotions).


Phase 1 macro timeline l.jpg

Phase 1 Macro Timeline

  • September 2006:

    • Service press release announcing the release of the Van Wilder 2 soundtrack (cross market film).

    • Lock in websites partners (i.e. AOL Music, MySpace, Yahoo Music) & associated campaigns involving Van Wilder 2 music videos, artist/actor interviews, album reviews, and contests (all of which will cross marketing Van Wilder 2 film/brand).

    • Lock in national & local television media partners (i.e. Kimmel/Leno, MTV, Extra/Entertainment Tonight) to set up campaign to cross market Van Wilder 2 brand/film.

    • Lock in national & local print media partners (i.e. Rolling Stone, Entertainment Weekly, People/Teen People) to secure interviews & special features in promoting the Van Wilder 2 brand/film.

    • Lock in radio station partners (Alt Rock, Hot AC, Active Rock & College) for a national fly away promotion along with promotions around soundtrack and upcoming Van Wilder 2 tour (all of which cross market Van Wilder 2 brand/film).

    • Integrate Van Wilder 2 brand/film into upcoming Everclear/Jonny Lives! college tour, Buckcherry tour, and Van Wilder 2 branded tour.


Phase 1 macro timeline cont l.jpg

Phase 1 Macro Timeline cont.

  • October 2006: Launch New Media Campaign

    • Premiere Van Wilder 2 music videos, making of music video footage, and never before released tracks featured on soundtrack on major websites (i.e. AOL Music, Yahoo Music) along side featured interviews with actors/artists.

      • Support premieres through assets associated with artists on soundtrack (i.e. email lists, MySpace, online street team, etc)

    • Day after premieres- all video content will be serviced to all viral P2P video sites as well as all additional site targets (i.e. blogs, film sites, college sites, music sites, entertainment sites, pop culture sites & so on)

    • Early October: Pre-Sale and Public On-Sale for Van Wilder 2 branded tour.

    • 10/23: Music videos live on mtvU

  • November 2006: National Media/Radio/New Media Campaigns

    • Week of 11/13:

      • National television (i.e. soundtrack artists perform on national television- Conan, Leno)

      • National/Local print (i.e. Van Wilder 2 album reviews on national & local publication partners)

      • New Media (i.e. album reviews; promotions on major websites; online street team initiatives)

      • Radio (i.e. national fly away promotion live; “Win It Before You Can Buy It” promotions live; soundtrack artist/actor phoners)

      • Satellite TV/Radio promo (incorporating Van Wilder 2 actors & artists in soundtrack)

    • Week of 11/16: Music videos live on MTV//MTV2/FUSE


Phase 1 macro timeline cont7 l.jpg

Phase 1 Macro Timeline cont.

  • November 2006 cont:

    • “Star Lounge” radio promo tour

    • 11/21-

      • Van Wilder 2 soundtrack album street date

      • PHASE II-Van Wilder 2 Tour pre-sale start date (partner with major website & local radio stations in tour markets)

      • Radio promotions live involving film in theatres/tour/soundtrack

    • 11/25 (Phase II): Van Wilder 2 Tour Public On Sale (full integration of Van Wilder 2 brand)

    • Week of 11/27: Music videos added to VH1

  • December 2006: Van Wilder 2- The Rise of Taj Hits Theatres (Date TBD)

    • Van Wilder 2 soundtrack artists music added to select commercial radio stations

    • Second wave of radio station promotions begin.

      Phase II begins…

  • January 2007:

    • Impact commercial radio officially with singles on soundtrack in conjunction with Phase II Van Wilder Tour starting

  • February 2007:

    • Phase II Van Wilder branded tour continues, integrating tour marketing with release of the Van Wilder 2 DVD.


Phase 1 new media plan l.jpg

Phase 1 New Media Plan

Objective:

  • Utilize all content (i.e. music videos, actor/artist interviews, etc.), soundtrack artist assets (i.e. artist email lists, online teams, etc.), Van Wilder 2 (Nov-Dec) branded tour. and Eleven Seven/10th Street relationships with websites to get exposure for Van Wilder 2 film/brand.

    Artist/Label: Soundtrack Asset Integration:

  • Overview: Utilize assets associated with artists on the soundtrack (and their labels) to market the Van Wilder 2 film/brand/soundtrack

    • MySpace: Van Wilder 2 in artists Top 8, bulletin/blog blasts announcing brand/film/soundtrack/DVD/music videos, and Van Wilder 2 contests & banners on artist MySpace pages

    • Email Lists: Info about Van Wilder 2 film/soundtrack/brand/music videos blasted out through artist and associated label email lists

    • Online street team: Artists online street team to virally spread Van Wilder 2 tools through messageboards, MySpace, etc.

    • Artist website: Van Wilder 2 info/tools will be posted on official artist website homepage.

    • Artist Fan Sites: Utilize webmasters of artist fan sites to make sure film/soundtrack/brand/music videos are being marketed to related artist’s fan-bases


New media plan l.jpg

New Media Plan

Major New Media Website Campaign Partners

  • Promotions/Interviews/Reviews/Music Video placement

    • MTV, MTVu, Vh1, Yahoo Music. Myspace, AOL Music, MSN, Clear Channel Online, UGO, IGN, iFilm, You Tube, Blender/Stuff/Maxim, PureVolume, Fuse, ArtistDirect, FanDango, RealNetworks/Rollingstone.com, iTunes, Napster, Amazon, eMusic, LiveDaily/Ticketmaster.com, IMDB, Craveonline, Spin, Comingsoon, Movieweb, JoBlo, Ain’t It Cool News, Rotten Tomato, Mp3.com, The Onion

  • Projected # of Impressions: (Phase I & II)

    • 24,630,000 impressions

    • Phase I :

      • 70% of which will be video placement

      • 30% editorial

    • Phase II:

      • 80% for contests/promotions for tour

      • 20% local contests & news items related to tour

    • Grand total =  $673,567


Phase 1 new media timeline l.jpg

Phase 1 New Media Timeline

  • October 2006: Launch New Media Campaign

    • Premiere Van Wilder 2 music videos, making of music video footage, and never before released tracks featured on soundtrack on major websites (i.e. AOL Music, Yahoo Music) along side featured interviews with actors/artists.

      • Support premieres through assets associated with artists on soundtrack (i.e. email lists, MySpace, online street team, etc)

    • Phase I Van Wilder 2 Branded Tour Pre-Sale and On-Sale.

    • Day after premieres- all video content will be serviced to all viral P2P video sites and all additional site targets:

      • Early Adopter Music Blogs (Brooklyn Vegan, Stereogum, drowned in sound)

      • Early Adopter Film Blogs (about.com, buzz.net, soundtrack.net, moviemusic.com)

      • Early Adopter Entertainment blogs (i.e.Perez Hilton, aceshowbiz)

      • College Sites: (mtvU.com)

      • Alt/Indie Music Sites (i.e. Alt press, Silent uproar, pitchfork)

      • Gaming sites (i.e. Gamespy.com)

      • Music/Pop Culture Web Zines (slantmagazine.com)

      • Male Lifestyle sites (i.e. askmen.com)

      • Major Music sites (rollingstone.com, blender.com)

      • Major Film sites (JoBlo.com, RottenTomatoes.com)

      • Major Entertainment sites (i.e. eChannel, Hollywood reporter, l)

      • Pop culture Sites (melodic.net)

      • Sport Sites (I.e. Expn.com)

  • November 2006:

    • Week of 11/13: Promotions/Features/Contests/Album reviews with major sites

    • 11/21(soundtrack street date): Phase II Van Wilder 2 Branded Tour Presale Start Date (partner w/major website & radio station websites in tour markets)

    • 11/25: Phase II Van Wilder 2 Branded Tour Public Onsale Date (promotions with major websites around tour live)


  • Media objective targets l.jpg

    Media Objective & Targets

    Objective:

    • Utilize artists in soundtrack, Van Wilder 2 actors, all available content (i.e. music videos) and Eleven Seven/10th Street relationships with media partners (National & Local TV and Print) to get exposure for Van Wilder 2 Brand/Film/Soundtrack

      Major Television TV Targets:

    • TRL; FUSE; Letterman; Leno; Conan; Kimmel; Carson; Ferguson; FUEL (daily habit); Morning Television (Good Morning America, Today Show, CBS Morning Show, Regis & Kelly, Ellen); Saturday Night Live (Taj guest host/Jonny Lives performs); MSNBC Hot List, Access Hollywood, Entertainment Tonight, Extra, The Insider; E! Entertainment Television, CNN/CNN Headline News, TV Guide Channel, MTV News, VH1 News

      National Publication Targets:

    • Rolling Stone, Blender, Billboard, Jane, People/Teen People, Details, Maxim , FHM, Stuff, USA Today, Entertainment Weekly, Paper, Nylon, Interview, SPIN, Complex, Flaunt, Blackbook, Paste, Filter, Alternative Press, Village Voice, Index, Giant, Harp, Relix, Magnet, Transworld Skateboarding, Transworld Snowboarding, CMJ, Mojo, Q, URB, Star, Vice, Esquire, ESPN, NME, Esquire, Teen people, Heeb, High Times, Playboy, Fader, Thrasher, Transworld Surf, Zink; 944; Chord, Arthur


    Media targets cont l.jpg

    Media Targets cont.

    Local Publication Targets:

    • The Village Voice, The Stranger, LA Weekly, Riverfront Times, The Free Times, Boston’s Weekly Dig, Phoenix New Times, Chicago Tribune, Seattle Times, Portland Oregonian, Houston Press, Philadelphia Inquirer, Philadelphia Weekly, Baltimore City Paper, Los Angeles Times, Oakland Tribune, San Francisco Chronicle, AM New York, Aquarian Weekly

      College Newspaper Targets:

    • Top 50 markets

      Misc:

    • Integrate Van Wilder brand/film/soundtrack into New Music Tuesday Syndication program


    Radio objective partners l.jpg

    Radio Objective & Partners

    Objective:

    • Execute promotions involving Van Wilder 2 film/Phase I tour/Phase II tour/soundtrack on Alt, Active, Hot AC, & College radio stations

      Radio Station Partners:

    • Major Commercial Alt, Active, & Hot AC Radio Stations

      • i.e. KINK, KROQ, Q101 Chicago, etc.

    • XM and Sirius Satellite

    • College Radio Stations (Top 50 College Markets)

    • Internet Radio (Yahoo Lauchcast, AOL Radio)

      Radio Promotions (all promotions will cross market Van Wilder 2 Film/Brand):

    • “Win It Before You Can Buy It”- Soundtrack (week of 11/13)

    • National Flyaway Campaign to film premiere

    • Van Wilder 2 Tour based promotions (week of 11/21)

    • “Win It Before You Can Buy It”- Van Wilder 2 DVD (week b/f release-TBD)

      Radio Impression Index: Based upon promotions, star lounges, tour mkt, & artist spins

    • Minimum overall impressions- 35,000,000

    • Minimum overall promotional value- $6 Million


    Van wilder 2 fly a way radio promotion l.jpg

    Van Wilder 2 Fly-A-Way Radio Promotion

    Description: A national promotion involving local radio stations, television stations and print outlets in top 30 markets. One winner will be chosen in each market to attend the Van Wilder II premiere. Winner will act as local correspondent and report back to local radio station (live) what occurred during the premiere.

    • Winner (and a guest) receive plane tickets, tickets to the film premiere, ground transportation to and from the event, and associated hotel accommodations.

    • Runner-up receives free movie tickets to the opening day of Van Wilder II at their local theaters.

      Means:

    • Participating radio stations will host the on air contest

    • Approach local TV, local newspaper, and any other local print outlets, to do feature story on the contest and the winner.

    • Management, label, and publicist will ask that all print and TV outlets mention radio station in all coverage that runs, to cross promote the movie premiere and to give added incentive to all media partners.


    Radio timeline l.jpg

    Radio Timeline

    Sept. 2006:

    • Start speaking to radio stations about upcoming Van Wilder 2 film, soundtrack, & Phase I Van Wilder 2 branded tour (Alt, Active, College and Hot AC)

      • Lock in radio station partners for Phase I Van Wilder 2 branded music tour.

    • Lay out plan for national promo associated with fly away to premiere of Van Wilder 2 film as well as setting up other promos tied into the film/soundtrack/brand (i.e. “Win It Before You Can Buy It,” win movie premiere tickets)

      October 2006:

    • Set up phoners with Van Wilder 2 actors and Van Wilder 2 Soundtrack artists

    • Lock in radio station partners for Phase II Van Wilder 2 branded music tour presale and public on-sale


    Radio timeline cont l.jpg

    Radio Timeline cont.

    November 2006:

    • Start setting up Van Wilder 2 soundtrack tracks to commercial radio: Alternative Rock, Active Rock, & Hot AC

    • Week of 11/13:

      • Win it before you can buy it’s live

      • Satellite Radio day w/ Van Wilder 2 actors & associated artists

    • 11/21:

      • Album street date & Phase II Van Wilder 2 tour ticket presale

      • National Van Wilder 2 movie premiere flyaway promo live

    • 11/25: Phase II Van Wilder 2 Tour public On-Sale

      • Meet greet/ticket promotions live in tour markets

        December 2006:

    • Van Wilder II soundtrack artists music added to select commercial radio stations

    • Second wave of radio station promotions begin, raising awareness of film/tour/soundtrack

      January 2006:

    • Impact commercial radio

    • Phase II Van Wilder 2 Branded Tour Starts

    • All tour promotions integrate Van Wilder 2 DVD Release


    Retail l.jpg

    Retail

    • Strategic retail partnerships will play a significant roll in the overall marketing campaign for the film/brand/soundtrack/tour. All retail promotions will integrate the Van Wilder 2 film/brand

      • Integrate retailer into national fly away promo associated with winning trip to premiere of Van Wilder 2.

      • Integrate all indie retail accounts in tour markets to Van Wilder 2 promotion.

      • Look into opportunities associated with getting Van Wilder 2 trailer in-store video walls

      • Film/Brand inclusion in retailer email blasts


    Van wilder 2 mobile promotion l.jpg

    Van Wilder 2 Mobile Promotion

    • Wireless service provider to host Van Wilder 2 mobile promotion to cross-market the Van Wilder 2 soundtrack and upcoming film release

      • Streaming video promotions with music video content

      • Ring-back tones associated with artist/actor audio clips

      • Texting promotions (i.e. text “hound doggie” to #XXXX & receive free ringtone)

      • Free mobile contact card available at movie theatres


    Touring phase 1 l.jpg

    Touring (Phase 1)

    Everclear & Jonny Lives! College Tour (Sept. 24-Oct. 20)

    Van Wilder 2 “Teaser” Campaign

    Objective:To create a buzz about upcoming Van Wilder II film/soundtrack.

    • All interviews (print, radio, online) to “tease” upcoming Van Wilder 2 film/soundtrack.

    • Opportunity to blast out Van Wilder 2 content through associated venue email lists

    • College Markets:Ann Arbor, MIMadison, WIChampaign, IL

      • Bloomington, INLawrence, KSAustin, TX

      • Chapel Hill, NCMobile, ALSan Luis Obispo, CA

      • Tulsa, OKCollege Park, MDAlbuquerque, NM

      • Columbia, MOEast Lansing, MIRichmond, VA

      • Starkville, MSTuscaloosa, ALTowson, MD


    Touring phase 2 l.jpg

    Touring (Phase 2)

    Major Market Van Wilder 2 Tour Launch in Jan. of 2007 (Phase 2)

    Objective: Leverage Van Wilder 2 tour to get exposure for DVD through all media channels (I.e. radio, national media, new media, tour marketing materials, etc)

    • All print media, television, new media (i.e. websites, blogs), retail, and radio to integrate the Van Wilder 2 brand with promotion of the tour.

    • All promotions (i.e. Ticket Give-A-Ways, Meet N’ Greets, In-studio interviews/performances) tied in with Van Wilder 2 brand.

    Tour Markets:AtlantaDetroitChicago

    ClevelandIndianapolisCincinnati

    DallasLos AngelesKansas City

    DenverSeattleSan Francisco

    New YorkBostonPhiladelphia

    Washington, D.C.HartfordCharlotte


    Tour marketing l.jpg

    Tour Marketing

    2007 Van Wilder 2 Music Tour:

    The Van Wilder 2 Music Tour will be heavily supported by an aggressive, national publicity & marketing campaign targeted to print and electronic media on the national and local level. The campaign includes, but not limited too:

    National Print

    • Articles and interviews in major national magazine and industry trades, such as Rolling Stone, Daily Variety, Hollywood Reporter, MCM Entertainment, Associated Press, Billboard, People.

      • Minimum overall circulation- 14,000,000

        Local Print

    • Ad campaigns to be purchased by local promoters and articles in local/regional daily and weekly newspapers in all tour markets (approx. 30 markets)

      • Minimum overall circulation- 3,000,000

      • Minimum tour ad buy- $45,000

        National Television

    • Music video placement and artist & actor performances/interviews to be featured on: MTV, VH1, Fuse, Leno, Carson, Letterman, etc.

      National Radio

    • Promotional campaigns conducted on Alt, Hot AC, and Active Rock formats in support of the tour, integrating Van Wilder 2 brand and DVD On-Sale.


    Legal disclaimer l.jpg

    Legal Disclaimer

    CONFIDENTIAL AND PROPRIETARY NATURE OF DOCUMENT:

    This document is proprietary to Kovac Media Group LLC and its affiliates. Kovac Media Group LLC reserves all rights in such proposal. Accordingly “All Other Parties” agree to protect the confidentiality of all information contained in this document, except as may be required by any applicable law, government order, or regulation, or by order or decree of any court of competent jurisdiction. “All Other Parties” shall not, without prior written consent of Kovac Media Group LLC, publicly divulge, announce or in any manner disclose to any unrelated third party, any information or matters revealed herein, or any of the specific terms and conditions of this proposal, and each party shall do all such things as are reasonably necessary to prevent any such information from becoming known to any party other than the parties to this proposal. Kovac Media Group LLC and “All Other Parties” understand that there will be additional details, including but not limited to legal and financial details, which will require further negotiation and discussion between the parties. It is understood that Kovac Media Group LLC will not be obligated to client or any other entity until a written agreement approved by Kovac Media Group LLC’s corporate office has been executed by both parties.


  • Login