Adam Shepperd • ADV 420 • Michigan State University • 4/6/13

Nick@Nite – Mobile is the Future

A mobile app should be developed to increase viewership, expand social media reach, and bolster revenue with the following features:

- Fan interaction

- Streaming shows on demand

- Games related to programming

Why a Mobile App?-In 2012, Nick@Nite viewership dropped 36% - now in 20th place for primetime

- TBS, a similar network, grew 23% and is in 7th place for prime

- Nick@Nite is not in the top 20 for the 18-49 demographic; TBS is 3rd

- ABC working on a live app, FX releasing mobile on demand service

- Social media reach exists with stars of current programming

Planning the Mobile App

Target Audience: - Predominately adults aged 30-45

- Male and female (skewed female)

- No specific ethnicity

- Middle class to “average” income

- Have children

- Watched syndicated shows when younger

Planning the Mobile App continued

Key Performance Indicators: - Utilizing Viacom synergy, drive traffic to

application

- Set goal of 25,000 new app users each month

- Promote using AdWords and social media, measure campaigns for effectiveness

Utilizing the Mobile App

Upon completion, the Nick@Nite app will:- Stream full episodes and clips of

programs with advertising spots

- Social media interaction with actors, directors, and producers

- Play games related to programming (Friends Bingo, George Lopez Airplane Adventure, etc.)

- Provide a live schedule/guide and allow user to set reminders for programming

- Include a photo app to put users in show scenes

Creating the Mobile App

Budget- $48,000 for 8 developers for 10 weeks- $30,000 for contractors/specialists- $30,000 per month in online advertising- $120,000 per year in bandwidth*- $70,000 for 2 Viacom social media

employees- $150,000 per year for employee

technical maintenance- $50,000 per year for actor social media

involvement

Yearly: $828,000 *will decrease as technology improves

Advertising the Mobile AppGoogle AdWords

- $30,000 per month of Top 6 keywords (television, channel, Friends, The Nanny, Full House, Nick) generates 320,000 impressions

- Click-through rate expected: 1%- 32,000 unique monthly visitors- Less than $1 per click

- Two or more advertising texts should be running at once to gauge effectiveness; after 5 days, drop worst performer and replace with new text

- Include keywords in text: “Your TV channel”, “Class TV shows”, “Friends on Nick@Nite”, etc.

Advertising the Mobile App continued

Twitter- Utilize established pages and actor accounts - Followers: Nick@Nite: 4,600, Nickelodeon: >1,000,000,

Scott Baio: >70,000, Jerry Trainor: >543,000. Total: >1,617,600

- Integrate feed with app

Facebook- Begin with free postings on affiliated pages - Likes: Nick@Nite: >69,500, Nickelodeon: >13,000,000,

MTV: >43,000,000, VH1: >5,700,000. Total: >61,769,500- Sponsor pages/postings if no traction is gained- Allow app to post to Facebook account

Thank You

Sources/References: - General Information: http://www.nickatnite.com , The New Media Driver’s License (Cole/Mehraban), and The New Rules of Marketing & PR (Scott)- Development Costs: http://kotaku.com/5986592/it-will-blow-your-mind-to-see-how-much-it-costs-to-add-one-new-character-to-a-fighting-game - Streaming Costs: http://www.streamingmedia.com/Articles/Editorial/Featured-Articles/Stream-This!-Netflixs-Streaming-Costs-65503.aspx

May I take any questions?