integrated marketing campaign
DESCRIPTION
This is an integrated marketing campaign that I did for my Entertainment Business Marketing and Strategic Planning class.TRANSCRIPT
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Sound Network
Friday, March 11, 2011
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Problem?
No MoreMusic
Friday, March 11, 2011
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YouTube Sound Network
Friday, March 11, 2011
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YouTube Sound Network Launch Party:
April 15, 2011
Friday, March 11, 2011
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Capacity: 20,000people
Tickets:$150, $300
Friday, March 11, 2011
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Live Stream from the red carpet
Hosts from eachYouTube Sound Network
Show will be correspondents
Friday, March 11, 2011
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Then comes the live show...
Friday, March 11, 2011
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Lady Gaga
Friday, March 11, 2011
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Taylor Swift
Friday, March 11, 2011
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Justin Bieber
Friday, March 11, 2011
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Eminem
Friday, March 11, 2011
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Nicki Minaj
Friday, March 11, 2011
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Ranked 3rd most
searched term
4th most visited site
of 2010
Averages about2 billion views a day on
videos
200 million views a day on mobile
app (as of January
12,2011)Friday, March 11, 2011
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External Factors
Friday, March 11, 2011
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Friday, March 11, 2011
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TrendsFriday, March 11, 2011
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Competition...
Friday, March 11, 2011
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Friday, March 11, 2011
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Friday, March 11, 2011
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Friday, March 11, 2011
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Target Market 18-25
13-24 year olds spend 16.7 hours a week online
Only spend 13.6 hours a week
watching television
Friday, March 11, 2011
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To have at least 50,000 thumbs
or likes on YouTube
To have at least 1/2 registered YouTube users
viewing the launch
Friday, March 11, 2011
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Have 100% live attendance
Friday, March 11, 2011
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AdvertisingObjectives
Friday, March 11, 2011
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Featured articles in.....
Friday, March 11, 2011
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Featured and Interviewed on...
Friday, March 11, 2011
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1,000,000 subscribers
Friday, March 11, 2011
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YouTube Sound Network is
announced during press conference
2/1/2011 2/3/2011
Print and Internet promotion
begins
Release promo video
Announce artists playing
the launch
Tickets go on sale
to the public
Interview with CNN
February 2011
2/20/2011 2/21/2011 2/22/2011 2/23/2011
Focus group reviews the website
Friday, March 11, 2011
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Announce contest
Promo for channel to be ads for
popular YouTube channels
Interview with Rolling
Stone
Send out press releases
Contest Ends
March 2011
3/1/2011 3/3/2011 3/5/2011 3/7/2011 3/8/2011
Friday, March 11, 2011
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Announce contest winners
Print Advertisements End
Day of launch party
April 2011
4/1/2011 4/13/2011 4/15/2011
Friday, March 11, 2011
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Budget
YouTube net revenue:
$945,000,000
Marketing for YouTube Sound
Network:$11,812,500
Amount used:
$4,500,490
Friday, March 11, 2011
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0.9%16.7%
15.8%
66.7%
TV PrintInternet Outdoor
Friday, March 11, 2011
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30 second
commercial=
$3,000,00066.6%
Friday, March 11, 2011
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Internet:16.6%
Amount used:$750,000
Friday, March 11, 2011
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$0.88 per click, $100 per day
Fan Page= free3 months
People between the agesof 14-25 make up 40%
of Facebook users
$400,000
Friday, March 11, 2011
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Friday, March 11, 2011
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Channel ads begin in March
Ads for the live stream will begin
in April
Friday, March 11, 2011
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3 months
$1.00 per click
$350,000
Friday, March 11, 2011
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Print:
15.8%Amount used:$710,490
Friday, March 11, 2011
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3 months:$548,310
Full page ad
Friday, March 11, 2011
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3 months:
$162,180 26.95% of readers are
between 18-24
Friday, March 11, 2011
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Outdoor:
.9%
Amount used: $40,000
Friday, March 11, 2011
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2 billboards in West Hollywood:
$20,000 for two months
Friday, March 11, 2011
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Public Relations
Friday, March 11, 2011
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Focus Group
Friday, March 11, 2011
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Street TeamersFriday, March 11, 2011
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Blog posts on...
Friday, March 11, 2011
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Contests
Friday, March 11, 2011
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YouTube Sound Network featuring Lady Gaga
Coming April
2011
Friday, March 11, 2011