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Van Wilder 2 The Rise of Taj FilmBrandSoundtrack Integration Marketing Plan

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Van Wilder 2- The Rise of Taj. Film/Brand/Soundtrack Integration. Marketing Plan ... Shannon Knoll/Shine (Sony BMG)- based in Australia (American Idol Winner) ... – PowerPoint PPT presentation

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Title: Van Wilder 2 The Rise of Taj FilmBrandSoundtrack Integration Marketing Plan


1
Van Wilder 2- The Rise of Taj Film/Brand/Soundtrac
k Integration Marketing 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)
3
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

4
Phase 1 Departmental 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).

5
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.

6
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)

7
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

8
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

9
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

10
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)

11
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

12
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

13
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

14
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.

15
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

16
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

17
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

18
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

19
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
20
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
21
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.

22
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