Transcript Marketing Full

MARKETING THAT GETS RESULTS
Advertising
Affiliate
Marketing
Ad Sales
Marketing
• Created innovative campaigns including 12-page Y&R advertorial in LA Times for 35th
anniversary, ad sales inserts highlighting Seinfeld’s 4th cycle renewal and multi-platform
opportunities
• Created campaigns targeted at next generation viewers
– “Seinfeld: The Next Generation” has been an 18 month campaign to cultivate millenials
to be Seinfeld fans through on-air campaigns, UGC contests and college tours
• Worked with Sony BMG who has a robust College Marketing division to provide expertise
• Cultivated client relationship by providing them a one of a kind portal that offers them the ability to
navigate and access show data, avails, materials, CPMs, etc.
• Developed state of the art media kit with compelling graphics and integrated inserts for avails
Digital, Mobile
and New
Media
• Built a full service new media department within Marketing
• Created digital campaigns such as an e-magazine for Cashmere Mafia, a “Walt’s Wisdom”
viral campaign for Breaking Bad, a “So Sue Me” Facebook application for Canterbury’s Law
and “Restess Syle” a digital magazine with Y&R show content
Sony United
Marketing
• Formed a Sony advisory board made up of senior marketing executives across features, TV,
music, home entertainment, Sony Ericsson, PlayStation and electronics to facilitate crosscommunication between divisions in promoting key products, content and events
• Cross collaboration resulted in Sony content being packaged with Sony Bravia TVs
Trade Shows
• Developed CES-specific approach to promote multi-platform business of Anytime, Anywhere on
Any Screen
• Featured TV talent: Seinfeld supporting our 4th cycle renewal, Alex Trebek shooting 25th
anniversary Jeopardy episodes at CES and Tony Bennet helping with cross-Sony brand tie-ins
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MYSPACE PROFILE PAGE
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FACEBOOK FAN SITE
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VIRAL MARKETING
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DIGITAL
Digital extensions will be a core element of the overall Dr. Oz show; with SPT uniquely positioned to maximize the value of the brand online
Distribution
• Distribute show content (clips and full episodes) to a wide audience
through SPT’s digital distribution infrastructure
• Syndicate video player on local TV station websites
• Enable ad-supported streaming on SPT partner sites (e.g., YouTube
Channel, MySpaceTV)
• Create and distribute podcasts, sell full episodes on iTunes, etc.
Destination
• Build, host, and continually update an immersive, 24/7 online
community around the show
• Incorporate ad-supported streaming of shows
• Quizzes, blogs (Damages), widgets (Minisodes),
• Portable extensions (widgets) where stations can grab them off of the
main site and embed them onto their local station website
• Interactive chat features, and other social elements to encourage
engagement and drive users back to the show
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MOBILE DISTRIBUTION
Distribution
• Stream entire shows
• Video clips served via Verizon, Sprint, and AT&T
• Create custom content: Graphics, Voicetones, Ringbacks
Mobile Site
• Accessed through the carriers’ platforms and well as the Mobile Web
(WAP)
• Video Clips (clip of the day, library of “how to”)
• Personalized exercise/eating healthy plan
• Photo-based calorie counter
• Your questions answered (via text)
Off-Deck
Participation TV
• Mobile alerts: Staying Young!, Weight Management, Exercise Tips
• Cutting edge mobile widgets
• Access personalized Health Plans from the desktop of your phone
• Text in your questions
• Voting Campaigns
• Text in to Get More Information about a specific topic
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TRADITIONAL MARKETING
Grow the Dr. Oz brand to the highest level of awareness, using our unique marketing
initiatives, including traditional marketing and cutting edge techniques
National Media
• Full media mix (on-air network / cable, print, radio, trades, and out-ofhome)
Affiliate
Marketing
• Co-op advertising, local market promotions, on-air support, and satellite
media tours
• B2B website to distribute print materials and pertinent info to client
stations
Online
• Viral marketing, mobile marketing and tie-ins (e.g., SMS)
• Integrated promotions, email and online campaigns
• Facebook fan page and MySpace profile page
Ad Sales
• Rich media presentations and show sales reels
• Media kits, brochures, one-sheets and other collateral
Other
• Continued support for show through special events, conferences, trade
promotions, etc.
• Cross-promote on other Sony assets
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DIGITAL MARKETING
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Viral marketing (Walt’s Wisdom), mobile marketing (Minisode WAP site), digital
extensions (Cashmere Mafia e-magazine), and tie-ins
•
Integrated promotions (Seinfeld/Yahoo!), e-mail marketing that sends
newsletters out to the built list of registered users(Y+R Newsletter), and online
media campaigns (C-Spot banners)
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Facebook Business Profile (Canterbury’s Law) and MySpace Branded Page
(Seinfeld)
•
Enable e-commerce (Rescue Me) around show-related merchandise to drive
additional revenue
•
Create and operate a mobile WAP site with interactive features. Mobile widgets,
video, voicetones, wallpapers
•
Secure on-deck/off deck placement and manage carrier relationships
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Community section where users can part take in open forum discussions
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MARKETING FOR DR. OZ
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“You in a minute” – Dr. OZ 1 Minute videos on different ailments. (mobile, online)
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“Real Age Facebook Application” –Extend Real Age to Facebook and tie into the
API to compare your “Real Age” to your friends
•
“Dr. OZ on Call” – Open forum community section on the site where users can
discuss heath issues 24/7.
•
“Inside Dr. OZ” –Pill camera broken into 24 -5 minute sections on the site.
•
“Ask Dr. OZ” –Users upload real questions to Widget
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“Calorie Counter Widget” –User takes picture of an item of food with their
cellphone. They then upload the image into the widget where the calories are
calibrated for them
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“Downloadble Flash Cards” -Cards give you nutritional facts on that food item
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“Mixology Widget” –Type in various food items that you have in your house into
the widget to get back a healthy recipe for the combination.
•
“This or That” –Craving a hamburger? This widget tells you the healthy
alternative for your cravings while still satisfying.
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DR. OZ INTERNATIONAL OPPORTUNITIES
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We will distribute Dr. Oz globally
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As soon as development begins, we will engage our international offices
and partner 2way traffic to identify elements of the show which are globally
applicable and elements which need to be tailored for each market
•
We will collaborate with Harpo to develop a production manual, ensuring the
show is readily formatted around the globe
•
Format sales will begin [when? right after season 1?]
•
Starting in [when? right after season 1?] we will license existing episodes in
English speaking territories
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