Transcript Background - Flexo & Partners

Background
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Franchise began as a TV show in 1966.
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Star Trek became a cult phenomenon.
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http://www.youtube.com/watch?v=rxi_qFl6s2A&list=PL4C4DF8
93EE7E9036
http://www.youtube.com/watch?v=f3HpKAhDU6Y
2009 Reboot Movie By Paramount
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http://www.youtube.com/watch?v=SyJszxnJydA
Challenge
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How do take a 40-year-old
franchise and make it feel
completely fresh, cool and
hip for a brand new
audience without loosing
the old audience?
2009 Reboot The Movie
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Support movie sales
Primary Target
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Movie-Going Audiences
18-29 years old
% of Frequent Moviegoers 2012
7%2-11 yrs
15%12-17 yrs
21%18-24
24%25-39
14%40-49
8%50-59
11%60+
Digital Campaign Challenge:
Objectives
 Raise the film’s profile
 Maximize awareness for the theatre
release.
 Position the opening weekend as a
must see event.
 Create a futuristic digital advertising
campaign
 Create earned media exposure
Action
Spend $150 million and create a one of
kind web site!
Digital Campaign Action
 Web Site Interactive Demo:
Banner Ad To Web Site
Star Trek Web Site
List all the marketing content requirements you
see in this web site. (See next page for list)
Optimizing Web Sites
What is the Objective?
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What is the goal of our Web site?
Build Brand/Product Awareness
 Build Brand/Product Images/Engagement
 Build Brand/Product Consideration
 Build Brand/Product Sales
 Build Brand/Product Loyalty
A successful web site will often (but not
always) be optimized to help move people
though this purchase cycle.
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Site Evaluation Criteria
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Content to support effective marketing – must include/support the 4p’s
(price, promo, place, product)
Appropriate targeting (based on the plan’s targeting recommendations)
Convergence between business goals and needs of the target
Name, address, zip, phone, email links (if supplied in the plan)
Slogan (if supplied or make one up if not offered in the plan)
Content about the business or organization (what it does)
Mission statement for the web site (what are the marketing goals of the
site)
Differential advantage (how will the web site offer the business an
advantage)
Special promotions and events (if any that are part of the plan, if not,
make one up)
Links to other pages or sites relevant to your marketing
Results
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Star Trek took the #1 spot at the box office
its opening weekend, grossing $75.2
million.
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$195 million box office total for 2009
Top grossing film in 2009
This was the most the Star Trek franchise
ever grossed on opening weekend.
Lessons
•Use video, sound and other media to
engage visitors at the web site.
• Remember: It's marketing!! Focus on the
Marketing P's and T!
• Create interactive content – give target
something to do so they "stay" at the site.
• Use offline media to promote web site.