Michael Jackson’sinter_National Epic Project. Russia

4

background

New compilation is launched worldwide by SONY BMG and

Michael Jackson

It’s unique in each country because every track is decided for

inclusion by people

We have pre-set cross-promo agreements with TV channels

such as Mtv and Muz TV as well as MTS - the mobile provider

agency tasks

Creative idea

concept of new disc launch

interactive involvement program

Mobile marketing integration idea

Triggers of PR support program

sell 30.000 copies

target audience

Trendsetters

initiate active action and spread the knowledge

Trendseekers

join action out of curiosity, ‘coolness’ and fun

insight’s value is invaluable

insight

Of course i remember MJ and i loved him being a teenager!!

And i feel he’s still the King next to Elvis, not rock, u know,

true pop though. But my music is different now anyway

But it’s REALLY cool to have such a good flashback!

smart targeting

With all due respect to ‘the Pop

King’, but he’s not such a

media-person now

that’s why he got only true

oldschool fans - no new ones

so it means he won't sell out just

for the name

So we will target those, whose trigger is fun

and who will be attracted by active fun and than flashback into

their youth and spread the Word-Of-Mouth effect

funfun

fun as the super-conductor

fan

fan

fan fan

fan

fan

YES!!

There are those 30 000 fans who

will definitely buy new MJ artifact

but they need to be told about it

and fun is the most apt emotion for

fastest spreading effect

knowledge of trends provides adaptive strategy

World Wide Video

Video blogging and Wide Web Broadcasting are the

upcoming and rapidly developing Web instruments

more than 10 new video-hostings launched during last year

more than 5 000 000 new accounts during last 6 months

It’s All About Mei am unique

i am in the game

i affect the situation

i am getting prizes or fame

I AM INVOLVED!

challenge summons crowd

the BIG idea

the BIG idea

Show Me Your Jackson!

motivation

We bring iconic image of Michael Jackson closer to the

fans - now they are not just adoring him, but creatively

personalizing Jackson

we give users ability to express their own vision of the

legend and through this act they share ‘the shine’

Besides, we attract those, who might not be devoted

fans, but have good sense of humor and wish to have fun

in fact, we presume there is no such person who’s attitude

to MJ is neutral. We believe that there is at least one favorite

song for everybody

description

The standalone ‘showmeyourjackson.ru’ web-site is created to

accumulate the voters

they check the situation about the compilation and vote for songs

We challenge them not only vote with clicks, but also create their

own video covers of favorite songs and upload them as their

super-votes

there is vast difference between voting by a click or voting by a video

you may wait until 100 fans will vote for the song, adding 1 vote each

to be sure it’s included into the compilation

or you may record yourself singing a verse or a refrain of your favorite

song and add 100 votes at once!

promo portal

The site is designed as an edition of MJ disc divided on

tracks and ‘total burning’ progress (time countdown)

you can view top tracks directly on CD image

you can choose any track and vote for it by context menu

20% complete

70% burnt 30% burnt

vote !"#$%&!watch!

listen to a song

as a karaoke tune

record online

viral

potent

18 days

remaining

rating visualisation

russian look

TOTAL DESIGN BY SIMACH'V

he is still the only young and trendy designer who brings

‘russian roots’ to the level of art

Denis will be the first who will show us his Jackson!

we will record him singing his favorite MJ song as well!

PR

trigger

dynamics

First we create promo-site which is used as the main zone of

communication

here we vote for songs and separately - videos

here we finalize compilation and appoint the date of ‘the first disc

burning’, announcing live broadcasting of the process

And after that we continue voting for videos as the top of them will

form bonus DVD compilation with all top rated users’ videos

Finally we broadcast [pre-recorded] film of ‘the first CD burning’

process

Afterwards bonus DVD distribution begins to all videobloggers

‘special edition’

We need ‘special edition CD+DVD set’

to benefit the most active participators and give them

opportunity to merge themselves with their hero

to attract additional interest and encourage with promise of

‘fame’, not ‘prize’

Special edition CD+DVD set consists of

CD compilation

DVD bonus disc with users’ videos listed the compilation way

extra features such as rare music videos and bootlegs

full credits including nicknames of all participators

PR

trigger

any speech has a matter and its way with words

triggersMichael Jackson inter_National project itself

Denis Simach(v as the project lead artist

Top rated users’ videos form bonus DVD for the

‘special edition’ of the project

5 top rated vids are shown on MUZ-TV & Mtv nationwide

‘First disc burning’ on-line web broadcasting

fields & tactics

lifestyle PR

reviews in apt and

trendy online sources

to promote info and

make it ‘known’

radio & TV

broadcasting

MUZ-TV VJs are

joking about project

and put some

content on air

mobile viral

video

web viral

video

videos

included in ‘free

content’ pool of

MTS mobile content

with additional

print support

video promotion

on most video

hostings with

blogging support

blogging

and social

networkin’

MJ topic hyping

in most blogs and

social networks

details

Mobile viral video

pre-made viral videos are used by MTS as a bonus prizes in

inner-network promos

they are also promoted as ‘free content’ in print and on-line

media of mobile-content-providers

each video has a link to our site

TV broadcasting

best rated videos rotated on MUZ-TV in line with the co-promo

the result is media-ubiquity

results

SURE results

More than 2 000 000 viral video views

At least 200 000 site visits [more likely 500 000]

Additional 200+ users’ showcases

No less than 2 prizes at Golden Drum and such fests

POSSIBLE opportunities

“Show me your jackson” integrates in contemporary language as a

motto, meaning “utmost fun and hilarious action”

We all become legends

every action has its consequences as well as price

cost estimate

matter description cost [EUR]

creative ideathe Big idea and further going into

details 10000

Simach(v designconcept design and general

involvement TBD

promo portal design and full scale production 30000

video production15 viral videos [from script and

casting to post-production] 10000

blogging supportspreading videos in blogs and

promoting on ‘fun-sites’ 15000

social networkingcreating buzz about the project and

MJ himself 13000

lifestyle PRcreating chained articles and remarks

in trendsetters’ media issues 6000

TOTAL 84000

this is it!

this is it!

ubiq solutions team

flashbackflip@gmail.com