Van Wilder 2 The Rise of Taj FilmBrandSoundtrack Integration Marketing Plan

1
Van Wilder 2- The Rise of TajFilm/Brand/Soundtrac
k IntegrationMarketing Plan
2
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)
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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

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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).

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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.

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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)

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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

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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 artists
  fan-bases

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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, Aint 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

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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)

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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/Soundtrac
  k
• 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

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Media Targets cont.

• Local Publication Targets
• The Village Voice, The Stranger, LA Weekly,
  Riverfront Times, The Free Times, Bostons 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

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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

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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.

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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

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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 its 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

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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

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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

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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, MI Madison,
WI Champaign, IL Bloomington, IN Lawrence,
KS Austin, TX Chapel Hill, NC Mobile, AL San
Luis Obispo, CA Tulsa, OK College Park,
MD Albuquerque, NM Columbia, MO East Lansing,
MI Richmond, VA Starkville, MS Tuscaloosa,
AL Towson, MD
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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 Atlanta Detroit Chicago Clevelan
d Indianapolis Cincinnati Dallas Los
Angeles Kansas City Denver Seattle San
Francisco New York Boston Philadelphia Washi
ngton, D.C. Hartford Charlotte
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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.

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