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ME @ THE ZOO marketing plan Draft 1.0 NOVEMBER 16, 2012

ME @ THE ZOO marketing plan Draft 1.0 NOVEMBER 16, 2012. Film positioning. Me @ the zoo RELEASE DATE: JANUARY 15, 2012. SYNOPSIS

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ME @ THE ZOO marketing plan Draft 1.0 NOVEMBER 16, 2012

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  1. ME @ THE ZOO marketing plan Draft 1.0 NOVEMBER 16, 2012

  2. Film positioning

  3. Me @ the zoo RELEASE DATE: JANUARY 15, 2012 SYNOPSIS Me @ the Zoo is a documentary about 'Chris Crocker’, a young transgendered gay man from a small town in Tennessee whose outlandishYouTube postings and declarations of admiration for Britney Spears have turned him into a cyber celebrity. The film traces a line through a tapestry of web comments, response videos, fans and haters to map the controversial rise of an Internet folk hero and the exponential development of video sharing.

  4. ME @ THE ZOO RELEASE DATE: january 15, 2012 • Through following Chris Crocker, a tenacious, egocentric and tormented Tennessee teenager that spends his life putting videos of himself on the internet, we see the development of how social media and this new community that exists entirely within the public sphere have shaped the way people express themselves and share their stories today. • Predominantly young adults, age 18-24 • Viral video/blogger/social media experts • Appeal to advocates of cyber-bullying prevention • Target conversations of social media and internet expansion; How has the face of the internet changed in the past five years? • Appeals to LGBT community, gay rights activists • Emphasize how film humanizes Chris Crocker in regards to his hardships as a victim of cyber bullying and homophobia • Comparable Film Titles: • Shut Up Little Man! An Audio Misadventure (2011) • Winnebago Man (2010) POSITIONING audience targets/ appeal

  5. Me @ the zoo RELEASE DATE: january 15, 2012 • TVOD • Broadband: • iTunes • Amazon Instant Video • Roxio • Playstation • Vudu • XBOX • YouTube Rentals Release strateGy

  6. Promotional strategy

  7. Me @ the zoo RELEASE DATE:january 15, 2012 Trailer placement • Logo • Huffington Post • Indiewire • OnDemand Weekly • LGBT Community Center • Cinemarosa • IFC Center • Utilize all of Chris Crocker’s social media outlets: YouTube, Facebook page, Twitter, etc. • Outreach to Gay Rights Organizations • FilmBuff influencer list Buzz screenings influencers

  8. Me @ the zoo RELEASE DATE: january 15, 2012 Marketing partners • Marketing Partnerships with media and organizations, i.e.: • OMG! Multimedia Companies, LLC • Queer’d Entertainment • Ellen DeGeneres Show/Ellen TV • LGBT Community Center - screening/conversation • Cinemarosa - screening/conversation • Conversation/panel with Chris Crocker, directors, and/or social media development experts, gay rights activists

  9. Online pr

  10. Me @ the zoo RELEASE DATE: january 15, 2012 • Outreach to film-specific online outlets, i.e: • Filmmaker Magazine • Flixist • Indiewire • The Q Movie Blog • Letterboxd • Outreach to culture/media themed blogs, ie: • Daily Beast • The Guardian • The Huffington Post • New York Times • New York Magazine – Vulture • Mashable • Outreach to LGBT targeted blogs, ie: • BestGayNewYork • Huff Post Gay Voices • LGBT@NYPL • Towleroad Niche media outreach

  11. Marketing outreach

  12. Me @ the zoo RELEASE DATE: january 15, 2012 • Contact websites and organizations that serve the interest of social media users and LGBT community/activists, anti-cyber bullying activists • Past festivals/outlets Me @ The Zoo has screened (ie: Sundance, HBO) • LGBT organizations (ie: GLAD, HRC) • Academic groups regarding social media studies/evolution of media and its effects on society • Sample SEM phrases/terms: • Chris Crocker • Social Media Culture • LGBT • “Leave Britney Alone” • YouTube • Britney Spears • MySpace • Vlog • Viral • Internet celebrity • Intolerance Grassroots outreach SEM

  13. Me @ the zoo RELEASE DATE: january 15, 2012 • Custom launch day promotions via Twitter, Facebook and YouTube • Strategic messaging to marketing partners, press outlets, etc. with inclusion of iTunes/VOD buy link • Spotlight in FilmBuff monthly release promotions across social media platforms • Tactical releasing of various exclusive materials (photos, videos, behind-the-scenes footage) across social media platforms • Streaming of filmed conversations/panels • Raffle for free tickets to a screening • Cross promotion of Crocker’s music with the film on iTunes Contests/ Promotions/ SOCIAL MEDIA

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