Transcript GO FAST GIRL China-CCTV Product Integration

GO FAST GIRL
China-CCTV Product Integration Program Opportunities
OVERVIEW
THE CONCEPT
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A holistic, sustainable campaign, built around a
fast paced one-hour dramatic action series to air
on CCTV in China in Feb. 2007
Multi-faceted, integrated approach that includes
real technology with dramatic acting and emerging
media
It’s technology and engineering at the edge of
physical limits
Plus an innovative interactive product that uses
cutting edge technology to involve the viewers, and
grow market awareness
OVERVIEW
WHAT YOU GET
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Enhance brand image through involvement in longterm product placement and car sponsorship.
Corporate logos will have prominent display on team
trailers, cars, uniforms, and trackside billboards
Build sustainable and meaningful relationship with
Formula 1 race fans and the Formula 1 community
Tools to evaluate sponsorship and gain new
consumer insights
OVERVIEW
WHAT YOU GET
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Integrate your brand into people’s lives through
engaging television and interactive media
Create an online community (i.e interactive forum)
Opportunity to have your brand written seamlessly
into a Go Fast Girl episode or season
THE PROPERTIES
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Go Fast Girl TV Series
IntramercialsTM - Interactive TV/Web :60 sec Pod
embedded within the show
Go Fast Girl Website
Consumer Insights and feedback to aid in evaluating
program effectiveness and building sustainability
– Proprietary research tools imbedded within
integrated effort
GO FAST GIRL
ABOUT THE SERIES
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One Week, 20 Episodes broadcast on CCTV
Filmed in China and throughout the F1 Racing world.
Will also be distributed internationally with subtitles
Set in the spotlight of an international racing series,
Xu Ping drives with skill and honor as 1.3 billion fans
cheer her to victory. Go Fast Girl brings all the joy,
excitement, and passion of F1 Racing
Speed...Intensity...Drama...GO FAST GIRL!
GO FAST GIRL
ABOUT THE BROADCAST
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During Chinese New Year 2007, the series will air
in its entirety and will be supported by a
multimedia campaign as one of CCTV’s premiere
prime time shows
Premiere airing to be followed up by repeat airings
in local markets during the run up to the Shanghai
Grand Prix
GO FAST GIRL
ABOUT THE BROADCAST
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Third airing to return to CCTV and air over a (2)–(3)
period following the Shanghai Grand prix, taking
advantage of the F1 excitement
WB International Distribution
HP & GO FAST GIRL
INTEGRATED MARKETING CAMPAIGN
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The “Garage” becomes the central meeting point
for the show and a natural marketing center for
brand inclusion
High visibility trackside billboards and inflatable
displays add exciting elements to race-day scenes
Unique opportunity to have your brand as part of
the television development process. Provides for
unparalleled access to our team as we work to
integrate and showcase your brand in the series
INTEGRATED MARKETING CAMPAIGN
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Every sponsor of motor sports has a deep love for
the competition and passion of racing. Their
presence at the track gives them the opportunity to
view what other companies are doing to expand
their marketplace. By having brand integration with
a team or with the series they are able to expand
their marketplace on one of the most loyal
consumer bases in the world
INTEGRATED MARKETING CAMPAIGN
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As a sponsor, you have the opportunity to be involved
in every aspect of this big, sustainable initiative
We will develop an integrated and holistic marketing
strategy and campaign for your brand that will live on
multiple properties and multiple channels, including TV
interactivity
– The Go Fast Girl TV Series is a sustainable initiative that
currently includes Go Fast Girl, IntramercialsTM, and Go
Fast Girl TV Website, but will continue to evolve and
encompass other properties or initiatives that share a
common mission
INTEGRATED MARKETING CAMPAIGN
SAMPLE TV STORYLINES
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Technology is a key driver in the show with the Garage
being the epicenter of the racing team. Key “ongoing”
integration opportunities within the show:
– The GFG Team's Technical Director utilizes an HP
computer for recording the car's diagnostic data.
– The HP Media Center helps the team by operating a
simulation program to give the driver vital track
information and ability to practice prior to testing session
in the actual car.
– Mobile devices connect the teams directors and crew on
and off the track for helping to complete various tasks,
hold conversations, and examine crucial situations.
INTEGRATED MARKETING CAMPAIGN
TV SERIES OVERLAY
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Go Fast Girl Integrated Product Placement and
Usage Scenarios:
– Scene #1: The GFG Team is reviewing the race setup
for their upcoming race. During which the Team
Director is using a dry-erase board to explain the tech
setup. Off to the side of the room you will see an HP
Flat Panel HDTV, with the HP Media Center attached,
the Team Director will explain to those in the room that
he has a DVD showing clips of last year's race and
how a car with similar setup performed. It will also
allow the driver a chance to view the track in mental
preparation for the upcoming race.
INTEGRATED MARKETING CAMPAIGN
TV SERIES OVERLAY
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Go Fast Girl Integrated Product Placement and
Usage Scenarios:
– Scene #2: The GFG Team has taken the car to the
wind tunnel to test the resistance and down-force on
the car. At the tunnel you will see a control table with 2
HP Pavilion Desktops and 1 HP Pavilion Laptop. The
desktops are controlling the wind tunnel and recording
the testing information. The laptop is a secondary
computer recording the testing information for the GFG
Team to carry back to the garage for their records and
any necessary changes that may need to be made on
the car before the race.
INTEGRATED MARKETING CAMPAIGN
TV SERIES OVERLAY
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Go Fast Girl Integrated Product Placement and
Usage Scenarios:
– Scene #3: During the race the Team Director wants to
check the telemetry data on the car to calculate the fuel
mileage and pit strategy. Because the car and pit box
are linked on a wireless network the Team Director is
able to use an HP IPAQ hand-held device to view the
data and also uses its programming to calculate the
fuel mileage and determine the pit strategy without
having to climb down from the the pit box top and lose
sight of the race.
INTRAMERCIALSTM - EMERGING
MEDIA OVERLAY
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A new and exciting way for F1 faithfuls to get real
access to more insight and behind the scenes
information to understand what it takes to win in
Formula One
Online Marketing Campaigns
– Interactive Forum Marketing
– Search Marketing
– Email and Text Marketing
INTRAMERCIALSTM - EMERGING
MEDIA OVERLAY
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Intramercials™ will be shown immediately after the
conclusion of a scene and provide an “inside view” of
the technology behind the drive to succeed
– Following the Intramercials™, viewers will have the
ability to log on to the Go Fast Girl website to
participate in show promotions, chat rooms, download
Intramercials™ Podcast and view educational videos
to learn about new innovative products and
technologies used throughout the series
INTRAMERCIALSTM - EMERGING
MEDIA OVERLAY
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Go Fast Girl - "Under The Wing” Intramercial™
example:
– A.) Driver Safety System: Scene where driver is involved
in a crash, however has the ability to walk away after
being pulled from cockpit by Track Safety Crew
– B.) Intramercial™: Showcase the safety and technology
of the driver's seat, belt restraint system, and Hans neck
brace to show how driver had the ability to walk away
from the crash
GO FAST GIRL TV WEBSITE
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Site that integrates all of the properties in this
campaign and also serves as an online community for
F1 faithfuls and sponsors to enjoy more excitement,
more intensity, more insight into the thrilling world of
Go Fast Girl and F1 Motor-Sports
Opportunity to gain insights from consumers through
brand specific research
Opportunity to build a community e.g Interactive
Forum
Develop demographic and geographic data base
through target marketing
GO FAST GIRL TV WEBSITE
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Some examples of content on the site:
– Podcast video of IntramercialsTM
– Video clips of future episodes… with Interactive
component (i.e. contest, sponsorship specials. etc.)
– Promotions and contest giveaways (I.e. “Go Fast Girl”
apparel)
– Audio recordings of F1 Film crew and Director sharing
stories about the series
– Exclusive interview of “Go Fast Girl” actress
– F1 Faithfuls Chat Rooms
– Simulated Driving Video Game
– Free exclusive downloadable mp3
of “Go Fast Girl” soundtrack
GAIN CONSUMER INSIGHTS
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As a sponsor you gain access to a proprietary net
based research tool - xPulse™ - to gain insights that
can help build sustainable relationships
xPulse™ allows Brands to connect to “communities”
built around shared interests over an extended
period of time
GAIN CONSUMER INSIGHTS
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Evaluate effectiveness of Go Fast Girl participation
Customizable to specific Brand-Related
information needs
Explore:
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Consumer Values/Attitudes
Brand Perception
Communication strategies
New Products
Advertising
Online and Mobile Visibility
INTEGRATED MARKETING CAMPAIGN
OPTIONAL TV OVERLAY
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Opportunity to purchase a :30 unit on a per-episode
basis TBD IN U.S. DOLLARS
Opportunity to create a unique Brand Integration
deal on a per episode basis in U.S. Dollars
Price to be determined on a case-by-case basis in
U.S. Dollars
PRODUCTION & DEVELOPMENT TEAM
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Ma Runseng, Chief Executive Officer
– China Radio, Film & Television Program Exchanging
Center, CCTV International
Louis Lu & Barry Glasser, Golden Ocean Entertainment
– Flutemaster
Stanley Tong
– Rumble in the Bronx, Supercops & The Myth
Jin Hong An
– Crouching Tiger – Hidden Dragon, House of Flying
Daggers
PRODUCTION & DEVELOPMENT TEAM
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Rony Amazan - Amazan Entertainment Group
Steven Marrs - Branded Pictures
– ABC, MTV and SpikeTV
PAINTBOX STRATEGISTS
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Chris Surrey - Creative Integration Strategist
Andy Ly - Strategic Planning Strategist
Dakota Pippins - Strategic Planning Strategist
Blossette Kitson - Entertainment Marketing Strategist
Mallie Mickens - Emerging Media Strategist
David Barbara - Interactive Marketing Strategist
PAINTBOX SERVICES
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Provide turn-key services of the following nature:
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Stewardship and oversight of the entire process
Leadership and coordination of all activities
Oversee local media efforts
Research plan development and execution
Develop co-promotional ideas to take advantage of
program launch
– Create a customized package
– Coordination of media activities
– Optional production of collateral materials
SERIES INTEGRATED MARKETING
CAMPAIGN
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Premiere Sponsor
Price: TBD**
– Go Fast Girl presented by Premiere Sponsor in all
marketing materials (print, radio, TV, outdoor, online,
and on-air tune-in ads)
– “Under The Wing” Intramercials™ presented by…
– Product placement throughout show including, but
not limited to, uniforms, race cars, outdoor track
boards, garage
– (20) :30 throughout season, (20) :05 Billboards
– Brand inclusion in series
– Access to consumer insights thru xPulse™
– Inclusion on www.gofastgirl.tv website
**In US Dollars
SERIES INTEGRATED MARKETING
CAMPAIGN
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Secondary Sponsor
Price: TBD**
– Product placement throughout show including, but
not limited to, uniforms, race cars, outdoor track
boards, garage
– (20) :30 throughout season
– (20) :05 Billboards
– Brand inclusion in series
– Inclusion on www.gofastgirl.tv website
– Access to consumer insights through xPulse™
**In US Dollars
SERIES INTEGRATED MARKETING
CAMPAIGN
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Supporting Sponsor
Price: TBD**
– Product placement throughout show including, but
not limited to, uniforms, race cars, outdoor track
boards, garage
– (20) :30 throughout season
– (10) :05 Billboards
– Inclusion on www.gofastgirl.tv website
**In US Dollars
SERIES INTEGRATED MARKETING
CAMPAIGN
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Partnership Program
Price: TBD**
– As a member of our partnership program, you are
entitled to product placement within the show
including logo on racing car, racing suit, garage and
track billboards
– Price worked out on a case-by-case basis
**In US Dollars
FUTURE OPPORTUNITIES - GO FAST
GIRL REALITY TV SERIES
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“Go Fast Girl” Reality TV spin-off. There’s nothing quite
like it in the world. It’s technology and engineering at the
edge of physical limits. F1 community of fans just can’t
get enough of it. They want to understand what it takes
to compete at the highest level – what it takes to win
We go beyond the original TV series to immerse F1
faithfuls in the “behind the scenes” story of a rookie driver
who eagerly pursues her passion to learn the inside
scoop of what it takes to compete at the highest level of
F1 Racing
In-depth consumer insights through xPulse™
FUTURE OPPORTUNITIES - GO FAST
GIRL REALITY TV SERIES
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The reality series will provide an “inside view” of the
technology behind the drive to succeed, as a real F1
Team pushes our rookie driver and technology
beyond the known limits to find a winning edge
Now you can be apart of even more excitement, more
intensity, more insight into the thrilling world of F1
Motor-Sports
– Targeted sponsors HP, Intel, BMW
GO FAST GIRL + HP SUMMARY
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Innovative approach to integration of products and
their capabilities
Ability to grab attention from an emerging
consumer base
Opportunity to be in the forefront of an exciting
vision in television entertainment and the motorsports community
Unlimited growth potential – Sustainable
investment with multiple future properties only
furthering the market
Client Liaison: Chris Surrey
[email protected]
917.273.7734
www.paintboxlab.com
Thank You