american idiot recap report

5042 Wilshire Blvd., #600, Los Angeles, CA 90036 P. (323) 939.8477 F. (323) 939.8656

Green Day’s American Idiot at The Ahmanson Theatre

Street, Online and Print CampaignDMA: Los Angeles

Project Manager: Sean Bellosean.bello@campuscircle.net

Overview of Campaign

• Campus Circle worked on promoting Green Day’s American Idiot at the AhmansonTheatre. This report recaps our efforts on multiple levels including:

• Bar Promotion – Campus Circle reps passed out American Idiot drink coasters at bars inWestwood Village near UCLA and downtown L.A. near USC.

• Campus Circle - We utilized our free weekly newspaper in L.A. as a marketing tool topromote Green Day’s American Idiot.

• Online Marketing through CampusCircle.com - Banner Ads, Newsletter Advertising,Trailer/Online Editorial Postings, Sweepstakes Hosting.

• Movie Screening Promotions – Campus Circle partnered Universal Pictures and theAhmanson Theatre together to mutually promote both American Idiot and Universal’sreleases of American Pie Reunion and Wanderlust starring Jennifer Aniston.

• Social Media - Campus Circle utilized its own Social Media channels to promote AmericanIdiot. We disseminated original content we produced for the movie through our Facebookand Twitter pages along with various other efforts of outreach.

Campaign stats forThe American Idiot Campaign

1. Bar Promotion Retail Partnership (USC/UCLA) - ($1,500.00)2. Print Ads - 30k circ., 90k readership, Cover Strip/1/2 Pg ads- 500 retail/40 schools, ($4,890.00)3. Campus Circle on Issuu – 2,478 Page Views (Value = $100.00)4. Banner Advertising – 2.1 million impressions, 651 clicks (Value = $10,000.00)5. Dedicated Email – 28,116 sent, Total Opens - 4,686, Total clicks - 1,076 ($1,302.00)6. Newsletter Banner Ad - 4 wks, 28,000+ emails per week, 250 Clicks ($1,200.00)7. Calendar Listings - 438 Page Views (Value = $75.00)8. Sweepstakes page - 1,351 page views in 8 days ($750.00)9. American Idiot Trailer on website - 229 page views ($100.00)10. Social Media - Campus Circle channels: Facebook - 6,090; Twitter- 2,529 ($1,075.00)11. Online Editorial - 519 page views ($775.00)12. Screening Promotions (4) – American Pie, Wanderlust; Pg views – 5,884 (Value = $5000.00)

Total Impressions – 2,182,692; Total Emails – 28,116; Total Page Views – 15,479Total Clicks - 1,737; Total Print Circulation – 90,000; VALUE OF CAMPAIGN = $26,767.00

Bar Retail PartnershipCampus Circle set up a retail partnership with Bars in Westwood Village near UCLA

and in Downtown Los Angeles near USC. We supplied American Idiot drink coasters tothe establishments to use during the run of the show at the Ahmanson Theatre.

USC Bar distribution

USC Bar distribution

USC Bar Distribution

USC Bar Distribution

UCLA Bar Distribution

UCLA Bar Distribution

UCLA Bar Distribution

UCLA Bar Distribution

Campus Circle - Cover Ad

• Print Campaign

• An “American Idiot” strip ad appearedon the cover of Campus Circle.

• Campus Circle is an alternativenewspaper distributed to 500 retailoutlets and schools in the greater LosAngeles area. In its 22th year, CampusCircle covers film, music, events andL.A. culture.

• The value of the cover strip ad is$2,730.00

• Circulation: 30,000• Readership: 90,000

Distribution Examples #1

Distribution Examples #2

Distribution Examples #3

Print ads in Campus Circle – 3/1Campus Circle ran a series of 1/2 page 4 color ads in 3 issues of Campus Circle.

The value of each print ad was $1,630.00. Total value = $4,890.00

Print ad in Campus Circle – 3/14

Print ad in Campus Circle – 3/29

Campus Circle On Issuu• Issuu is a community of publishers created by people & publishers alike. Publishers can share

and publish in a format designed to make your documents look their very best. The CampusCircle issue featuring an American Idiot banner on its cover has 2,478 page views to date.

Banner Advertising• Banner advertising for the film appeared on our website, campuscircle.com. The

banner ads ran throughout 95% of the site. Our monthly traffic currently averages 594,000page views and 135,000 unique visitors. The banner ads had a combined 2,192,693impressions and 651 clicks. The value of the banner ads was $10,000.00.

Dedicated Email Campaign

• Campus Circle sent out adedicated email to promotethe release of the film.

• The stats for the email wereas follows:

• Emails sent: 28,116• Total opened: 4,409• Total clicks: 836• Value = $1,200.00

Newsletter Advertising – Week 1

• Banner advertising forthe film appeared in ourweekly email newsletterfor four weeks.

• The Campus Circle weeklyemail newsletter reaches28,000 members per weekin the greater Los Angelesarea. The banner ads had250 combined clicks.

• The total value of thebanner ads over four

• weeks was $1,200.00

Newsletter Advertising – Week 2

Newsletter Advertising – Week 3

Newsletter Advertising – Week 4

• Banner advertising for thefilm appeared in our weeklyemail newsletter for fourweeks.

• The Campus Circle weeklyemail newsletter reaches30,000 members per week inthe greater Los Angeles area.The banner ads had 232combined clicks.

• The total value of the bannerads over two weeks was$1,200.00

Bit.ly Tracking Stats• Campus Circle used bit.ly as a third party tracking service to track click throughs for the

newsletter advertising portion of our campaign. The total number of clicks for theAmerican Idiot newsletter ads was 250.

Campus Circle - Online Calendar

• Campus Circle placedcalendar listings forAmerican Idiot on ourwebsite.

• The event listing has beenviewed 332 times to date.

• Campus Circle websitetraffic averages:

• 590,000 page views/month• 135,000 unique

visitors/month

American Idiot Sweepstakes

• The AmericanIdiot sweepstakeshad 761entries in8 days. Thesweepstakespage was viewed1,351 times.

• The value of thesweepstakes is$750.00

American Idiot Sweepstakes Stats (Age)

• The American Idiot sweeps hadthe following demographics forentrants:

• 74% of entrants were 18 to 34• 52% of entrants were female.• 37% of entrants were in school.• 43% - Caucasian• 21% - Hispanic• 15% - Asian• 07% - African American

• Total entries in 8 days: 761

American Idiot Sweepstakes Stats (Gender)

American Idiot Sweepstakes Stats (Ethnicity)

American Idiot Sweepstakes Stats (Status)

American Idiot trailer on our website

• The trailer for American Idiotappears on our website,campuscircle.com. To date,the trailer page has beenviewed 229 times.

Campus Circle - Social Media

Campus Circle utilized its ownSocial Media channels topromote American Idiot. Wedisseminated original contentwe produced for the musicalthrough our Facebook andTwitter pages along withvarious other efforts ofoutreach. The following picturesrecaps some of our approach.

Facebook Likes: 6,090Twitter followers: 2,529

Total Value = $1,075.00

Campus Circle - Social Media 2

Campus Circle - Online Editorial

• The American Idiot article thatappeared in Campus Circlenewspaper also appears onour website.

• Since 3/16, the article hasbeen viewed 519 times.

• Campus Circle website trafficaverages:

• 594,000 page views/month• 135,000 unique visitors/month

Screening Page – American Pie (Pasadena)Campus Circle set up a screening partnership between Universal Pictures and the AhmansonTheatre to promote the American Idiot shows. These screening promotions generated great

awareness for American Idiot. The value of the 4 screening partnership was $5,000.00.

Sample – American Idiot/American ReunionScreening Stats (Age)

• The American Idiot/AmericanReunion LA screening had thefollowing demographics forentrants:

• 88% of entrants were 18 to 34• 50% of entrants were female.• 41% of entrants were in

school.• 21% - Caucasian• 37% - Hispanic• 15% - Asian• 07% - African American

• Entries - 633

American Idiot/American ReunionScreening Stats (Gender)

American Idiot/American ReunionScreening Stats (Ethnicity)

American Idiot/American ReunionScreening Stats (Status)

Screening Page – Wanderlust (Burbank)

Sample -American Idiot/WanderlustScreening Stats

• The Bring It On sweeps had thefollowing demographics forentrants:

• 72% of entrants were 18 to 34• 51% of entrants were female.• 45% of entrants were in school.• 30% - Caucasian• 33% - Hispanic• 13% - Asian• 05% - African American

• Entries - 500

Sample -American Idiot/WanderlustScreening Stats (Gender)

Sample -American Idiot/WanderlustScreening Stats (Ethnicity)

Sample -American Idiot/WanderlustScreening Stats (Status)

Screening Page – American Pie Reunion (Buena Park)Age – 74% (18 to 34); Gender – 52% Male; Status – 52% In School; Ethnicity – 35% Hispanic,

25% Caucasian, 17% Asian, 4% African American; Entries - 493

Screening Page – Wanderlust (Irvine)Age – 74% (18 to 34); Gender – 58% Female; Status – 43% In School; Ethnicity – 28% Hispanic,

26% Caucasian, 18% Asian, 4% African American; Entries - 195