Transcript Marketing 5.9.08

SONY’S MARKETING CAPABILITIES
Sony United
• Leverage marketing across all Sony companies and assets
• Led industry with multi-platform presence at CES “Anytime, Anywhere, Anyscreen”
• Celebrities supported Sony branded tie-ins (Jerry Seinfeld, Alex Trebek, Tony Bennett)
Advertising
• Innovative campaigns include 12-page Y&R advertorial in LA Times for 35th anniversary,
advertising inserts highlighting Seinfeld’s 4th cycle renewal and multi-platform
opportunities
Affiliate
Marketing
• Created campaigns targeted at next generation viewers
– “Seinfeld: The Next Generation” cultivates new, young Seinfeld fans through on-air
campaigns, UGC contests and college tours
Ad Sales
Marketing
• Provide clients one-of-a-kind portal to navigate and access show info, research, and video
• Developed state of the art media kit with compelling graphics and inserts for avails
New Media
Publicity
• Full-service new media department within Marketing
• Innovative digital campaigns: e-magazine for Cashmere Mafia, “Walt’s Wisdom” viral
campaign for Breaking Bad, “So Sue Me” Facebook application for Canterbury’s Law
• Publicity and media relations through trades, TV, radio, print as well as new media
outlets, including blogs, buzz marketing, and web-based content syndication
– Confidential –
1
BRINGING ALL SONY’S RESOURCES TO DR. OZ
•
“Sony United” is a CEO-led initiative that combines the strength of all Sony divisions
(Sony Electronics, Sony Pictures Television, SPE / Columbia, Sony BMG, PlayStation)
in support of our major brands
•
This program takes advantage of Sony’s unique position in the market place and multiple
consumer touch points to market a specific brand, product, or show
•
Quarterly meetings are chaired by Howard Stringer and attended by the Presidents and
Marketing Heads of each division, ensuring senior-most visibility and support
•
We have utilized Sony United in the past to create cross-Sony marketing support for our
flagship entertainment brands
– Seinfeld: DVD promoted on Crackle.com; “Seinfeld” category on Jeopardy
– Bond: Sony devices used in films; Movie trailers airing in SonyStyle stores
– Spiderman: Game developed for PS3, VAIOs preloaded with content, Branded phone
•
As a cornerstone of Sony Picture Television’s line-up, Dr. Oz will receive this same level of
support. Dr. Oz will gain access to the full resources of Sony, benefiting from
cross-company alliances and marketing solutions that only Sony could offer
– Confidential –
2
HARPO / SONY MARKETING COLLABORATION
Harpo and SPT will collaborate as partners to market and promote Dr. Oz
•
SPT will provide a full complement of our marketing team at the show site with a
direct link back to the complete resources of our LA-based marketing group
•
We will embed four key team members on the show site, ensuring smooth and
well-coordinated marketing and publicity efforts
Marketing / Promo Executive
Work with the producers in the booth and on the floor to
identify and source unique moments of the show as they
happen to create strong on-air promotions
Affiliate Marketing Executive
Make sure station requests and immediate sales and affiliate
needs are met. Develop strong partnerships between the
show and our network of syndicated affiliates
Publicity Executive
Work closely with producers to take advantage of press
opportunities as they occur
Web Master / Producer
Ensure that the brand essence properly translates from
broadcast to the online environment
– Confidential –
3
DR. OZ MARKETING AND PUBLICITY
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-of-home)
Affiliate
Marketing
•
•
Co-op advertising, local market promos, on-air support, satellite media tours, and PSAs
Work with local stations to produce and incorporate “Dr. Oz Moments” into early
morning and local newscasts
B2B website to distribute print materials, radio spots, web banners, and pertinent
information to stations and cable clients
•
Publicity
Digital
Ad Sales
Other
•
•
Multi-faceted plan focusing on both trade and consumers to build awareness
Deploy ALL means of exposure, including our unique New Media publicity skills
•
•
•
Viral marketing, mobile marketing and tie-ins (e.g., SMS)
Integrated promotions, email and online campaigns
Facebook fan page and MySpace profile page
•
•
Rich media presentations and show sales reels
Media kits, brochures, one-sheets and other collateral
•
•
Continued support through special events, conferences, trade promotions, etc.
Cross-promote on other Sony assets
– Confidential –
4
DIGITAL INITIATIVES
Dr. Oz
Show-Based
Website
Full Online Dr.
Oz Brand
Experience
Digital Media
Campaigns
•
Develop, host, and continually update an immersive, 24/7 website to build awareness of
and increase engagement with the show
–
Show information and incorporates ad-supported streaming
–
Interactive content (e.g., quizzes), news letters, and viewer loyalty programs
–
Portable extensions for stations to embed content on their local station website
•
Show website can be the starting point for a more comprehensive Dr. Oz experience
•
In collaboration with Harpo (and at their request), form a JV to build the leading health &
wellness, community-based website encompassing the entire Dr. Oz brand
•
Capture the personality and voice of Dr. Oz as “America’s Doctor”
•
Incorporate direct interaction with Dr. Oz, show-based elements / videos, community
features (e.g., chat, message boards, blogs), and a robust editorial offering
•
Become a trusted, daily resource for anyone with a specific health concern or a general
interest in healthy living
•
In addition to increased awareness, generate advertising and e-commerce revenues
•
Viral marketing (like our award-winning “Walt’s Wisdom” application)
•
Digital extensions (like our Cashmere Mafia e-magazine)
•
Mobile WAP site with interactive features (mobile widgets, video, voice tones,
wallpapers)
•
Integrated promotions including Facebook business profile and MySpace and Yahoo!
branded pages
– Confidential –
5
TAILORED MARKETING OPPORTUNITIES
You in a Minute
Real Age on
Facebook
Dr. Oz On Call
Inside Dr. Oz
Ask Dr. Oz
One minute videos available via mobile and online through station group sites
Let users compare their real age to their friends through this Real Age
application tied into Facebook’s API
Open forum community section available on the Dr. Oz web site
Pill camera broken into 24 -5 minute video sections available online
Users upload their questions to the Dr. Oz site and receive advice
Calorie Counter
User upload cell phone pictures of food items to receive calories counts
Flash Cards
Users download flash cards with nutritional facts on various food items
Mixology
This or That
Users type in various food items available in their house and receive healthy
recipes for the combination
Application offers users healthy alternatives to satisfy their food cravings
– Confidential –
6