digital pr

Electronig submission coversheet

THIS IS OUR FINAL WORK FOR SUBMISSION FOR THIS ASSIGNMENT

By electronically submitting this work, I certify that:

• This assignment is my own work

• It has not previously been submitted for assessment

• Where material from other sources has been used it has been acknowledged

properly

• This work meets the requirement of the University’s ethics policy

Student names:

ANETA ROBAK – Q09769625

CASPER DJURHUUS NIELSEN – Q09759590

ALEXANDRA KVAN EDMAN – Q09837345

ALEXANDRA ROBITU – Q09739700

FACULTY: FCIS

LEVEL 5

PUBLIC RELATIONS & COMMUNICATION

DIGITAL PR

Group campaign

Tutor: Sally Holland

Word count: 3888

Request for feedback: yes

Paradigm PR – Digital campaign

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REPORT ON


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TABLE OF CONTENT

Table of Contents

Situation .......................................................................................................................... 4

Goals: ............................................................................................................................... 4

Objectives ....................................................................................................................... 5

Key messages .................................................................................................................. 6

Target audience .............................................................................................................. 7 Main target audience ....................................................................................................................................................... 7 Secondary target audience ........................................................................................................................................... 8

Strategy ........................................................................................................................... 10 Reddit .................................................................................................................................................................................... 10 Twitter .................................................................................................................................................................................. 10 Facebook ............................................................................................................................................................................. 10 YouTube ............................................................................................................................................................................... 11 BLOGS .................................................................................................................................................................................... 11

Tactics ............................................................................................................................. 12 FACEBOOK ........................................................................................................................................................................... 12 TWITTER ............................................................................................................................................................................... 13 GENERAL TACTICS ........................................................................................................................................................... 13 BLOGS .................................................................................................................................................................................... 14

PARTNERSHIPS .................................................................................................................. 16

Ways of measuring success – Tools and ROI’s ............................................................ 17 YouTube ............................................................................................................................................................................... 17 Measuring of our social media ................................................................................................................................. 17 Final evaluation (Value metrics matrix) ............................................................................................................ 18

Timings – timeline plan ................................................................................................. 19

Budget ............................................................................................................................. 20

Appendices ..................................................................................................................... 22 Appendix 1 .......................................................................................................................................................................... 22 Tools for measurement ................................................................................................................................................ 22

References ..................................................................................................................... 24


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Situation The situation is assessed 8 weeks before the launch of the movie (19th Oct).

Madagascar 3: Europe’s most wanted is the continuation of two previous movies.

Seeing as social media profiles and an official website have already been set up and

used to promote the previous movies, we have the opportunity to use our current

followers to broadcast our key messages across to a larger audience.

While social media wasn’t actively used for the first Madagascar launched in 2005,

the 2nd Madagascar movie caught up on the social media trend. Currently there are

2 official Facebook pages for Madagascar, ‘MADAGASCAR’ which has 4.1 million

likes and ‘Madagascar: Escape 2 Africa’ which has 1.1 million likes.

On Twitter a Madagascar hash tag has been created and it is used quite often.

There are two additional Madagascar accounts: @MadagascarLive, with 360

followers and @madagascarpengs with 2110 followers.

There is no official Twitter profile associated with the Madagascar movies

themselves.

Madagascar’s current partners are: McDonald’s, HP, Intel, Airheads, Blue Bunny,

Claritin, Dole, General Mills, House Foods, Lance Fresh, L’Oreal Kids, Louie’s Build

and Grow and Sun Maid.

The same website URL has been used for every movie and content has been

changed so it is directed at the 3rd movie launch.

Goals: The goals are focused on relationship and to be task oriented.

The engagement with bloggers and our audience will achieved through use of social media

and create interaction and activities online.

The goal is also to increase number of ticket sales through digital channels relevant to the

audience, striving to obtain a higher number of sales than the previous two movies.

Situation and goals


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Objectives The objectives are both cognitive and affective as the aim is to create awareness and

inspire the audience to form a certain attitude at the same time. (Tench & Yeomans, 2009)

Within the six weeks there is a range of objectives to be achieved:

-‐ Increase awareness about the movie premier with both old and new audiences

through use of blogs, social media and competitions.

-‐ Get #Madagascar3 trending on twitter at least twice within a period of 6 weeks.

-‐ Increase the number of likes on our Facebook by 500.000.

-‐ Create relationships with 10-15 targeted bloggers.

-‐ Interact with our audience by getting them to show up for events (guerrilla

marketing) arranged via social media.

-‐ Increase interest through share of voice with families as to reach the friends of

their friends.

-‐ Engage with families/parents via social media – further this by use of competitions.

Objectives


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Key messages -‐ Launch dates – 19th October 2012 (all audiences)

-‐ It is an action packed movie (directed at kids and teenagers)

-‐ The movie picks up where we left off (All audiences that have watched the movie

before)

o ‘Where will the four friends go next on their adventure’ is the question we

want to plant in our audience.

-‐ Its more hilarious than before (All audiences)

-‐ It is for the whole family (For the family audiences)

o You can bring your kid and entertain not only them but also yourself

o Includes subtle adult humour together with kids humour

-‐ Uses 3D technology (All audiences, but especially kids as this is new to

Key messages


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Target audience The main target audience includes families (parents and their children) along with

teenagers.

Main target audience

Families

-‐ Enjoy the spending time away from work and with their kids as opposed to power

couples

-‐ Parents take care of the kids’ entertainment while broadening their horizons at the

same time

-‐ The parents are usually placed in working middle class of society

-‐ They want to teach their children as much as they can about life, while giving them

what they want.

PROFILE: Parents- Pete (34) and Ellen Jonhson (32)

Ellen is a nurse and Peter is a teacher; they earn approximately £48.000-£60.000 per year.

The Johnsons are a modern non-stereotypical family but they still appreciate some of the

classic family traditions. They enjoy multiculturalism, are spontaneous but still easy going

and quite sociable love traveling to Asia. They try to spend a lot of time with their kids;

play interactive games that teach at the same time. Want children to explore the world.

Children 5-10 year olds

-‐ Are an integral part of the main audience

-‐ They are active and enjoy action and adventure

-‐ They like having fun with their friends, whom they have from kindergarten and

primary school

-‐ They want to explore the world outside of their normal surroundings

-‐ They easily follow trends

-‐ They love cartoons

-‐ They relate to cartoon characters and adapt them as ‘role models’, they learn life

lessons from them such as friendship, importance of loyalty, the need to explore

the world and ask questions

-‐ They are animal lovers

-‐ The 3D is completely new to them, but they don’t have it at home so it will

therefore easily impress them.

Target audience


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PROFILE: Julie (6) and Michael (10)

They are two active kids who have a dog and a cat, which they love playing with and find it

a great source of entertainment.

They both spend a lot of time with their parents, but the pattern is changing towards

spending more and more time with friends. As for communication Michael is already

communicating with his friends online and exploring more and more of the Internet. They

have both seen the previous two Madagascar movies and own some form of toys or

merchandise related to the movies. When it comes to junk food, they enjoy their Happy

Meals from McDonalds.

Secondary target audience

Teenagers 14-17 years old

- They enjoy hanging out with friends

- Easily jump on trends-train, but also easily start new trends

- They want to have the newest gadgets and accessories available (iPhone/Android

phones, latest music and iPods/iPads)

- They like ‘mindless’ entertainment in form of apps, funny pictures and cartoons

- They ‘can’t live’ without access to the Internet and social media or mobile phone.

- They are crazy about the 3D trend

- Teens can relate to Marty the Zebra because of his eagerness to explore the world

and discover places outside of the zoo (The zoo equals the home/comfort zone)

PROFILE: Mike (13)

Mike is a creative teenager who has many friends and spends a lot of time with them. He

loves traveling with parents, especially abroad where he can discover new cultures and

places. Mike likes geography as a school subject and sees his future career connected to

geography. In his free time he does various sport activities, but skateboarding and

snowboarding in particular. His dream is to jump out of a plane with a parachute. Mike

also plays PC games through which he learns basic survival tricks.

PROFILE: Annika (16)

Annika is a very sociable, open and gets easily along with other people. She spends a lot of

time online using social media such as Facebook and Twitter. She is a school

representative and has many friends whom she is always willing to offer help to. Annika

enjoys having a fast- paced life with unexpected turns and twists. She is very energetic

Target audience


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and emotional, she writes a blog where she focuses on her daily life and latest school

news. She is also interested in music and fashion and prefers movies to books and wouldn’t

miss any of the latest blockbusters.

Adults 25+

-‐ Our secondary audience

-‐ They take care of their “inner child”

-‐ Enjoy easy entertainment

-‐ They still have a young spirit at times

-‐ They put a lot of effort to have good relationships with their friends

-‐ Everything is always changing at a high pace, but cartoons still take them back to

the ‘days when there were no worries and enjoying life was the only goal’

PROFILE: Peter (27)

Peter is 27-year-old single with no specified plans for the future. He graduated from Digital

management and communications 4 years ago and he is currently working for a digital

company where his earnings vary between 30.000-40.000 per year. Peter enjoys his social

life and he goes partying every weekend and is really liked within his company. He is quite

spontaneous and risk- taking at the same time. In his free time he enjoys PC games and

likes being up to date with the latest’s gadgets and gimmicks.

Target audience


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Strategy

As shown in the timeline for the social media implementations, the strategy is to achieve

massive exposure before launch through use of digital media, peaking twice within the six

weeks. In between this there will be a steady flow of content going out through social

medias.

Reddit

Reddit has been chosen because it is a quick and easy medium to get publicity, with more

than 1 billion page views per month (worldwide).

It allows for sharing of photos, debates and videos with a few simple clicks, which makes it

an easy target for publicity.

For the same reasons 9GAG has been selected which is an image and video based website,

as it is an entertainment source for a wide variety of people but it is not time consuming,

and it’s up to the users what is trending.

Twitter

Twitter is a social media with over 500 million users sending out small text-like messages.

This is a great way to engage with the main audience that uses twitter, but also influences

the secondary audience.

It also offers easy two-way communication as there are tools to monitor these social

networks and users will be able to upload relevant content in relation to the competitions

and enable to inform the users about the various competitions.

In addition the campaign would gain broad exposure throughout the UK by getting the

#Madagascar3 hash tag trending.

Facebook

Facebook is world’s largest social media which now holds over 1 billion users, where the

official reach from the start of the campaign is around 5.2 million users.

This channel of communication will be the key source of information as the main audience

most likely has Facebook compared to Twitter.

The large amount of already gained ‘likes’ allows for the message about Madagascar 3 and

the competitions to be promoted exponentially, which is significantly faster than if a new

social media profiles were to be set up from scratch.

Strategy


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YouTube

YouTube is the world’s largest video sharing site and ideal for getting the trailers and the

clips to go viral. It is easy to use and provides easily accessible tools for evaluation.

BLOGS

According to Perloff (1993) there are four key elements by which audiences

evaluate speakers as. First one would be expertise, the speaker’s level of

competency on the subject. Second one would be trustworthiness, including

likeability and confidence in the presenter followed closely by similarity. For the

speakers to have credibility the receivers should feel similar to them. Also physical

attractiveness plays an important role as people tend to trust attractive speakers.

Taking into consideration these key elements a certain amount of bloggers has

been chosen carefully, each of them having a particular level of expertise in the

area.

Strategy


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Tactics As a rule of thumb, all user generated content will be gathered on the website and all of it

will be published on a weekly basis.

To fulfil the main objective, raising awareness for Paramount’s new Madagascar Movie,

there have been devised a range of tactics for each social media – taking into account that

two movies has already been launched we already have established a broad audience

profile.

Use of trailers and exclusives

A general tactic for use of trailers and clips has been created, in which everything released

after the two official trailers will be considered as ‘exclusive material’. To be able to view

this, the audience will be required to take some form of action (share, like, retweet etc.),

which in turn can be measured.

To maintain the aura of ‘exclusivity’ the ‘Viral2Unlock’ tool will be used, which requires

people to share/retweet in order to view the new content.

FACEBOOK

All the other Facebook pages and the official Madagascar website will be used to redirect

traffic to the Madagascar 3 Facebook page.

To reach the kids colouring pages from the movie will be provided on the official Facebook

page, which will be available for print after they have ‘shared’ that they are downloading

this and the parents can then give these to their kids. This will be done on a weekly basis

or more often if there is demand for it. The idea behind this concept is to ensure weekly

visits from families and that they will share this with friends that have children.

A competition will be organized for the best colourings of Madagascar 3, one for the most

creative and one for most realistic one. These pictures will be uploaded to the movie

homepage by the parents, which in turn automatically will be posted on to the Facebook

page. This is to easily keep a record of uploaded pictures.

The winners will receive tickets to the premiere of Madagascar 3.

To further increase the publicity generated, people will be required to take a picture while

visiting the Zoo, standing next to one of the main characters in the movie or the penguins.

These pictures will then be uploaded on Facebook tagging “Madagascar 3” this way

subscribing to a raffle that will provide the winner with tickets for themselves and 3 other

friends to the official Madagascar launch in cinemas (tickets provided by Paramount).

Tactics


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As a small extra, the audience will be encouraged to use the new Madagascar 3

‘InstaFrames’ on Instagram, provided the partnership with Instagram goes through.

TWITTER

Use of user generated content

The idea of taking a picture while at the zoo will also be run on twitter, this time using the

#madagascar3 hashtag. This will further increase the probability of having the hashtag

trending on twitter.

Again there will be one winner getting four tickets so that he or she can bring friends.

A competition will be organized for the funniest/craziest picture taken in the vicinity of a

poster/billboard of Madagascar 3 on the street. This competition will be taking place on

Twitter and the best 10 pictures will be posted on Madagascar’s official website:

http://www.madagascar-themovie.com/. Here people will be able to vote for the best

one, which will provide the owner with 2 tickets to the official premiere to Madagascar 3

along with a surprise goody-bag (provided by Paramount).

In addition there will be a prize for the two people who has the highest number of pictures

taken in different locations with Madagascar posters/billboards.

All of this will be labelled with the ‘#Madagascar3’ hashtag.

GENERAL TACTICS

In addition to this the Facebook page and Twitter hashtag will also be used to

promote/create the flash mob, which will take place in central London. The goal is to

arrange this purely through use of social media and gaining coverage by press and user

generated content.

A t-shirt and cinema ticket will be provided for each participant and this will go outside of

the budget, but as media coverage would return this investment there is a chance this can

be approved.

Another competition idea is using the application from Zynga called ‘DrawSomething’. The

concept is to have people draw a character on the game, take a screen capture of their

artwork and submit it to the official website, which in turn will be posted out to the

audiences.

Before the launch of the movie all imagery will be gathered and uploaded/posted and put

into a huge collage. The final product will display a Madagascar 3 movie poster made up of

thousands of small pictures uploaded by the audiences.

Tactics


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The blog will also feature interviews with the actors behind the voices of the

Madagascar 3 characters, talking about their experiences with the 3 movies.

(Daring ‘stunt’): A challenge for parents will be issued; They will have to tell their

children that they went to see the latest Madagascar movie without them and video

their children’s reaction to it. The videos will be uploaded on the official website

and automatically added to YouTube and the one with the largest number of views

will win tickets for the official launch of the movie alongside with some special

prizes.

BLOGS

A blog will be created for the audience to have the opportunity to talk to and about the

most popular character of the movie, King Julian.

To develop the connection with the bloggers, mutual beneficial relationships will be

established by offering the use of special trailers and teasers and also assuring them

tickets to the actual launch of the movie before the public can get a hold of it, to create a

sense of exclusivity.

A range of potential bloggers that already engages with our key audiences have been

identified and it can be found below.

Tactics


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(Potential bloggers)

Tactics


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PARTNERSHIPS

The clauses for a partnership usually include providing the partners with free

entries, event branding, inclusion on all marketing materials and dedicated

features exclusive to partners. (Tench & Yeomans, 2010).

Even though a range of partnerships is already established the plan is to reach out

for some new partners to achieve some of the goals.

McDonald’s- Happy meals

QR-codes that will lead people to the Madagascar 3 movie homepage will be placed

on happy meals.

In addition, each happy meal will have a ‘mask’ as part of the box, which can be

separated and given to the kids.

Photograph studio

This partnership is required to support one of the competitions, the prize of which

is winning a photo session in Madagascar environment.

Instagram

This is a mutually beneficial partnership. The Instagram would adapt the

Madagascar theme in their application, which would be beneficial because they

would gain a whole new audience: parents.

The partnership with this company would require Instagram to develop

‘InstaFrames’ containing each of the main characters faces, where all their users

would gain access to this.

The parents would then be encouraged to download the application, providing

Instagram with more users and the campaign with more user generated content.

Partnerships


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Ways of measuring success – Tools and ROI’s

YouTube

YouTube activity will be measured by keeping statistics over views per day and these

numbers will also help indicate throughout the campaign the most successful YouTube

tactics in generating awareness for the new Madagascar Movie.

In addition the ‘YouTube Audience Retention’ tool will be used, which will indicate how

long the average user stays on the clips and trailers we release.

This will also enable measuring to see if interest is increasing or decreasing.

Measuring of our social media

To measure the activity and success on the social media platforms there is a range of tools

that can be used which will monitor real time situation, changes, interactions, level of

engagement and interest. These tools also help to monitor the success of each tweet/posts

and can create advanced reports on our progress.

The tools used do not only help monitor the success of the activities but can also help

drive the success further. The tools ensure that there will be responses to all relevant

interaction, schedule posts/tweets at the hours where they will be most successful without

flooding the audience with the same content over and over. The tools also works towards

users sharing content without feeling obligated to do so (gamification), with the exception

of Viral2Unlock that requires users to share/retweet content to be able to view it due to

the ‘exclusivity’ of it.

Evaluation


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Final evaluation (Value metrics matrix)

Evaluation


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Timings – timeline plan

Timings


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Budget

0 1000 2000 3000 4000 5000 6000 7000 8000

Twitter

Facebook

You Tube

Blogger relationships

Partnerships

Madagascar Blog

Flash Mobs

Guerilla Marketing

The Budget

The Budget

Flash Mobs

Blogger relationships 0 2 4 6 8 10 12 14 16

Flash Mobs

Partnerships

Blogger relationships

Budget


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Facebook

YouTube

Madagascar Blog 0 2 4 6 8 10 12 14 16 18 20

Week 1

Week 2

Week 3

Week 4

Week 5

Week 6

Week 7

Week 8

Facebook

Twitter

YouTube

Reddit/9GAG

Madagascar Blog

Budget


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Appendices

Appendix 1

SWOT

Tools for measurement

Agora Pulse This is a media marketing tool used for managing Facebook pages. The media advantages of this application are detailed benchmark with competitors, fan ranking and qualification, advanced statistics and personalized content recommendations. Vocus Vocus is the application that monitors number of likes, shares, comments over a period of time, and also give statistics on them. Social Toaster Social Toaster is a hosted platform that helps brands maximise their reach through the social networks. Viral2Unlock This is a simple plugin that ”unlocks” additional content when your web visitors share your content on Facebook and Twitter. CrowdBooster This is an application for measuring the number of people visiting your site. It is

STRENGHTS:

Awareness level is quite high because of the previous 2 movies

Known brand Already settled partnerships

3D technology Provides humour for both children and

adults

WEAKNESSES: The high number of animation movies

currently being launched Common theme

OPPORTUNITIES: Reach new publics

Increase social media use Improvement on blogger relations

THREATS: Bad reviews

Comparison to the previous movies

Appendices


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also possible to use this tool on a Facebook page, to analyse number of impressions, fan growth and top fans. Buffer A software that helps you plan and schedule your tweets ahead of time. It also helps you to create a steady social media presence on your accounts. Cloze Provides information on activity on social profiles.

Appendices


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References TENCH, R. & YEOMANS, L., 2009. Exploring public relations. 2nd edition. Harlow: Financial Times Prentice Hall

King, C, 2012. 24 Must-‐Have social media marketing tools (Online) (Viewed 01 December 2012). Available from: http://www.socialmediaexaminer.com/24-‐must-‐have-‐social-‐media-‐marketing-‐tools/

References

digital pr

Documents

paradigm pr digital

final work

main target audience

secondary target audience

fcis level

sally holland word count

key messages