originals tv. overview a web-based tv channel available 24/7 adidas branded shows non-adidas branded...
TRANSCRIPT
Originals TV
Originals TV
Overview
A web-based TV channel available 24/7
adidas branded shows
Non-adidas branded shows
Overview◄
USP
Why web
Objective
Content
Word on the Street
Production
Hosting
Delivery – Spine TV
Look and Feel
Interactive
Creator
Costs
Returns
Launch Process
Interactive competitions & downloads
Originals TV
USP, competition & benefits to adidas
No other sportswear 24/7 TV
Product promo / Marketing feedback
Connection with demographic
Overview
USP◄
Why web
Objective
Content
Word on the Street
Production
Hosting
Delivery – Spine TV
Look and Feel
Interactive
Creator
Costs
Returns
Launch Process
Cutting edge perception
Originals TV
Why broadcast over the web
Up to 10 times cheaper than conventional TV
Truly Global audience – 24/7/365
No regulation on content / advertising
Overview
USP
Why web◄
Objective
Content
Word on the Street
Production
Hosting
Delivery – Spine TV
Look and Feel
Interactive
Creator
Costs
Returns
Launch Process
Content updates possible within 24hrs
Much more interactive than regular TV
Originals TV
Objective
Draw visitors to the Originals site - sell
Connect with demographic
Inspire, Entertain and Interact
Overview
USP
Why web
Objective◄
Content
Word on the Street
Production
Hosting
Delivery – Spine TV
Look and Feel
Interactive
Creator
Costs
Returns
Launch Process
Maximize multimedia effectiveness
Originals TV
Content
Features – video, photos, articles, adverts
Music – exclusive artists (Ian Brown)
Downloads – web, phone
Format
Overview
USP
Why web
Objective
Content◄
Word on the Street
Production
Hosting
Delivery – Spine TV
Look and Feel
Interactive
Creator
Costs
Returns
Launch Process
Interactive – games, competitions, forums, feedback
Originals TV
Content
Youth-orientated
Cool without trying too hard
Involving Viewers
Style
Overview
USP
Why web
Objective
Content◄
Word on the Street
Production
Hosting
Delivery – Spine TV
Look and Feel
Interactive
Creator
Costs
Returns
Launch Process
Originals TV
Content
Entertainment – Spine TV list [Showreel]
Contributors (collaboration not competition) – free or licensed
Production
Company material [Superstar collection]
Overview
USP
Why web
Objective
Content◄
Word on the Street
Production
Hosting
Delivery – Spine TV
Look and Feel
Interactive
Creator
Costs
Returns
Launch Process
Originals TV
Special Concept‘Word on the Street’
Speakers Corner [Showreel]
Overview
USP
Why web
Objective
Content
Word on the Street ◄
Production
Hosting
Delivery – Spine TV
Look and Feel
Interactive
Creator
Costs
Returns
Launch Process
Originals TV
Special Concept‘Word on the Street’
Feature Benefit
International contributors Global appeal
Raw comments Real
Product comments Feedback
Social comments Cult status
Overview
USP
Why web
Objective
Content
Word on the Street ◄
Production
Hosting
Delivery – Spine TV
Look and Feel
Interactive
Creator
Costs
Returns
Launch Process
Originals TV
Special Concept‘Word on the Street’
Process
Qualifying for interview – purchase or nominal fee
In-store quality control – fee and Staff
Editorial quality control – non-adidas
Hardware / Footage – special boxes designed
Overview
USP
Why web
Objective
Content
Word on the Street ◄
Production
Hosting
Delivery – Spine TV
Look and Feel
Interactive
Creator
Costs
Returns
Launch Process
Originals TV
Production
Spine TV (Unorthodox Styles)
Overview
USP
Why web
Objective
Content
Word on the Street
Production◄
Hosting
Delivery – Spine TV
Look and Feel
Interactive
Creator
Costs
Returns
Launch Process
Established Urban Producer
Production capacity to handle channel output
Independent and cool
Originals TV
Hosting
Overview
USP
Why web
Objective
Content
Word on the Street
Production
Hosting◄
Delivery – Spine TV
Look and Feel
Interactive
Creator
Costs
Returns
Launch Process
AKAMAI
International Servers – backup / redundancy
Multi-lingual compatible
No hardware set-up costs
Proven business delivery track record
Originals TV
Delivery – As per Spine TV – Microsite / Videos
Overview
USP
Why web
Objective
Content
Word on the Street
Production
Hosting
Delivery – Spine TV◄
Look and Feel
Interactive
Creator
Costs
Returns
Launch Process
Loading Page
Originals TV
Delivery – As per Spine TV
Overview
USP
Why web
Objective
Content
Word on the Street
Production
Hosting
Delivery – Spine TV◄
Look and Feel
Interactive
Creator
Costs
Returns
Launch Process
Loading Page
Listings Page
Originals TV
Delivery – As per Spine TV
Overview
USP
Why web
Objective
Content
Word on the Street
Production
Hosting
Delivery – Spine TV◄
Look and Feel
Interactive
Creator
Costs
Returns
Launch Process
Loading Page
Listings Page
Viewing Page
Originals TV
Look and Feel
Overview
USP
Objective
Content
Word on the Street
Production
Hosting
Delivery – Spine TV
Look and Feel ◄
Interactive
Creator
Costs
Returns
Launch Process
Originals TV
Look and Feel
Originals TV
Interactive – Superstar Campaign
Overview
USP
Why web
Objective
Content
Word on the Street
Production
Hosting
Delivery – Spine TV
Look and Feel
Interactive◄
Creator
Costs
Returns
Launch Process
adidas Superstar Campaign – 35 new shoes
Overview
USP
Why web
Objective
Content
Word on the Street
Production
Hosting
Delivery – Spine TV
Look and Feel
Interactive◄
Creator
Costs
Returns
Launch Process
Interactive participation - collaboration
Overview
USP
Why web
Objective
Content
Word on the Street
Production
Hosting
Delivery – Spine TV
Look and Feel
Interactive◄
Creator
Costs
Returns
Launch Process
Interactive participation – personal features
Overview
USP
Why web
Objective
Content
Word on the Street
Production
Hosting
Delivery – Spine TV
Look and Feel
Interactive◄
Creator
Costs
Returns
Launch Process
Participation - forums
Overview
USP
Why web
Objective
Content
Word on the Street
Production
Hosting
Delivery – Spine TV
Look and Feel
Interactive◄
Creator
Costs
Returns
Launch Process
Interactive participation – video
Overview
USP
Why web
Objective
Content
Word on the Street
Production
Hosting
Delivery – Spine TV
Look and Feel
Interactive◄
Creator
Costs
Returns
Launch Process
Interactive participation – actual stunts
Overview
USP
Why web
Objective
Content
Word on the Street
Production
Hosting
Delivery – Spine TV
Look and Feel
Interactive◄
Creator
Costs
Returns
Launch Process
Interactive participation – online games
Overview
USP
Why web
Objective
Content
Word on the Street
Production
Hosting
Delivery – Spine TV
Look and Feel
Interactive◄
Creator
Costs
Returns
Launch Process
Interactive participation – competition
Overview
USP
Why web
Objective
Content
Word on the Street
Production
Hosting
Delivery – Spine TV
Look and Feel
Interactive◄
Creator
Costs
Returns
Launch Process
Originals TV
Channel Creator
Colin BurgessWingspan Air & Space Channel – UK Manager
Overview
USP
Objective
Content
Word on the Street
Production
Hosting
Delivery – Spine TV
Look and Feel
Interactive
Creator◄
Costs
Returns
Launch Process
Film &TV Associates – Head of Television
Unorthodox Styles creative agency
- Channel Manager Spine TV
- Account Director MTV youth trends monitor ‘Switched On’
- Project Manager adidas Superstar 35 Anniversary campaign
Originals TV
Costs
Set-up (one-off – production hardware)
Delivery (encoding, hosting)
Production (programme making)
Overview
USP
Why web
Objective
Content
Word on the Street
Production
Hosting
Delivery – Spine TV
Look and Feel
Interactive
Creator
Costs ◄
Returns
Launch Process
Originals TV
Costs
Option 1
Option 3
Option 2
Overview
USP
Why web
Objective
Content
Word on the Street
Production
Hosting
Delivery – Spine TV
Look and Feel
Interactive
Creator
Costs ◄
Returns
Launch Process
Originals TV
Revenue Streams
Broadcasters (sale of finished shows)
Interactive (downloads, competitions)
Overview
USP
Why web
Objective
Content
Word on the Street
Production
Hosting
Delivery – Spine TV
Look and Feel
Interactive
Creator
Costs
Returns ◄
Launch Process
Product Sales (tracked on-line)
Originals TV
Launch Process
Overview
USP
Why web
Objective
Content
Word on the Street
Production
Hosting
Delivery – Spine TV
Look and Feel
Interactive
Creator
Costs
Returns
Launch Process◄
Stage one: Initial proposal to adidas (approval) Stage two: Develop fuller proposal, relationships
Stage three: Second proposal, basic schedule
Stage four: Production / Marketing Stage five: Channel launch
Nike Recon – web marketing case study
• Nike release 90 limited edition shoes in the UK
• Marketing strategy initiated to create publicity frenzy and pre-sell all shoes
Nike Recon – web marketing case study
• Print – posters
Nike Recon
• Print – driving people to…..
• Web
Nike Recon
• Print• Web – leading people to…..
• Interaction (registration)
Nike Recon
• Web• Interaction – empowering people into…..
• Competition
Nike Recon
• Web
• Interaction
• Competition – qualifying people to…..
• Actual Place and Product
Nike Recon
• All 90 shoes sold in 6 minutes
Results
• Immediate Ebay re-sales
• Little or no bad publicity thanks to fair competition
• ‘Viral’ spread of publicity for Nike