oz fest digital marketing strategy

2012-13 OZ FEST Digital Marketing Presentation

2 0 1 2 - 1 3 OZ FEST

DIGITAL MARKETING PRESENTATION


Background

• Oz Fest is an initiative of the Australian Government to showcase a broad spectrum of Cultural & Business programs in India.

•  This initiative will span across 4 months: October 2012 to January 2013

•  The events will be held across India at: Delhi, Mumbai, Chennai, Bangalore, Kolkata, Ahmadabad & Hyderabad

•  The primary audience includes: - Young, educated middle class (18 - 35 years) - Decision makers & influencers


The Event Objectives

•  To build a people to people connection: a strategic partnership between India & Australia

•  To convey a strong & positive message about the capabilities & character of contemporary Australia

•  To create a sense of awareness towards Australia’s vibrant past & its culture

•  Demonstrate Australia's expertise in Innovation: - Cultural - Educational - Scientific - Technological


The Programs:

CULTURAL •  Opening night concert

•  Music theatre work

•  Performing Arts shows

•  Outdoor Light projection

•  Music: contemporary & collaborations

•  Visual arts exhibitions

•  Feature film launch

•  Trans-media projects

•  Writers’ delegations

•  Heritage restoration

BUSINESS •  Sectors

  Tourism   Education   Energy & Resources   Technology

•  Thought exchange

•  Networking

•  Alliances & Partnerships

•  Promotions

2 0 1 2 - 1 3 OZ FEST Digital Strategy & Approach


The Task

•  To strategize an ‘Integrated’ Digital marketing plan

•  To develop Digital touch points for:

  Pre-Event awareness & ‘buzz’

  Familiarization of shows / artists

  Exclusive previews, sampling & pre-visibility of content

  Audience participation & WOM

  Maximize event attendance

  In-Event coverage

•  Set goals & monitor, optimize & measure the success

•  Post event follow-up & acknowledge participation & position for future events


The Approach

•  Implement a sustained strategy for the event that includes the before and after – not just during.

•  Events should integrate with existing communities and social networks where they exist.

•  Cultural events (as mentioned earlier) can trigger very high to average levels of interest in the target audience.

•  In such a scenario it is important to maximize event engagement by driving & incentivizing group participation


The Approach

•  Make ‘content’ memorable: sampling through innovative medium & with an element of surprise

•  The new VIP: put the audience in the centre of action and invite individual opinion & influences

•  Give the audience control: offer them a chance to be ‘ambassadors’ of the event & to represent the initiative

•  Encourage interaction & engagement: across social platforms & drive a ‘social dialogue’

We will revisit / reinforce the ‘approach in action’ in the Ideas segment


The Approach

Turn an Event into an EXPERIENCE


The Approach

Let the audience experience Emotion… Surprise… Spontaneity… Serendipity…


Taking digital beyond the touch points…a few IDEAS


The Programs:














•  Networking


•  Promotions

2 0 1 2 - 1 3 OZ FEST The BIG Digital Ideas…

2012-13 OZ FEST Digital Marketing Presentation PRE-EVENT Create a Buzz… Allow your audience to ‘discover’:

- Previews of musicals - Trailers of Feature Film - Sneak Peek of music artists collaboration - Download music / wallpapers / videos

Medium: - BluFi zones in malls - Aboriginal music ringtones

Sampling / Familiarization of program content with the audience

2012-13 OZ FEST Digital Marketing Presentation PRE-EVENT Create a Buzz… Surprise your audience & engage:

- Flash mob in public venues like metro/rail stations - Innovative medium for ‘niche’ content :

Eg: aboriginal music & dance

Innovation in Public that can go ‘viral’ at digital touch points

2012-13 OZ FEST Digital Marketing Presentation IN-EVENT Maximize Participation… Engage college students as ‘ambassadors’

- Students can volunteer for programs of their interest: Music, dance, theatre, literature, business events

- Incentivize participation & ‘word of mouth’ / referrals Music, dance, theatre, literature, business events

Create a targeted community and extend participation via digital

2012-13 OZ FEST Digital Marketing Presentation IN-EVENT Maximize Participation…

Offer group discounts, early booking & Incentivize referrals

- Exclusive on social media: FB, twitter, Google Plus

- Social media facilitates persuasion & involvement

Integrates with existing communities & social networks

2012-13 OZ FEST Digital Marketing Presentation IN-EVENT Maximize Participation… Oz Fest Treasure hunt:

- Incentivize ‘check-ins’ through foursquare - Scan QR codes & ‘unlock’ offers / promos - Extend the campaign across ALL programs to

unlock more clues & increase participation

Real-time updates from audience & WOM

2012-13 OZ FEST Digital Marketing Presentation IN-EVENT The new VIP… Put the audience in control:

- Encourage live tweets from the event - Give them the opportunity to provide their reviews & opinions on the performances - Jam sessions: No speakers, No panels…

Just discussions. An open forum for audience to have real time conversations

Reward & recognize an active audience

2012-13 OZ FEST Digital Marketing Presentation IN-EVENT Provide Exclusivity… Google Plus ‘hangout’: Give the audience a chance to interact with the musicians, celebrities of the event through video conferencing.

Reward & recognize an active audience


The Programs:














•  Networking


•  Promotions

2 0 1 2 - 1 3 OZ FEST The Digital Channels


The Choice of Digital Channels

•  Event Microsite

•  Facebook Fan page

•  YouTube channel

•  Twitter

•  Google Plus

•  LinkedIn

•  Blogs

•  Mobile website

•  Mobile marketing (apps)

•  Email marketing

•  SEO & SEM

•  Display advertising


EVENT MICROSITE

Above image is for representation only. This is not intended as a design proposal


EVENT MICROSITE : Features

•  Primary Digital channel for in-depth information   Complete programs info with categorization: Cultural & Business

  City-wise calendar with location addresses & online map

  Sale / Book tickets & passes

  Online registration link (potential partners, sponsors, etc)

  Scheduling: Alerts & “Remind me” feature

  Social plug-ins & feeds to amplify participation & engagement

  “Share” functionality for digital WOM

  To feature contests & promos affiliated with the event

  Invite feedback / reviews / suggestions

  Post event updates: photos, videos, reviews


FACEBOOK FAN PAGE: Features

• Facebook is the largest & most active of the social networks. It’s also the most multimedia-friendly: text, pictures, audio, and video.

  Create a fan page with details on the events

  Provide exclusive content & offers: previews, free passes, give-aways

  Run contests to popularize the event & for referrals

  Build specific events tabs via facebook application

  Post on event wall and send updates

  Share your event on relevant Facebook pages and groups

  Create apps that allow fans / attendees to notify, invite & tag their friends & thereby increase engagement


TWITTER: Features

•  Twitter is a powerful tool to generate awareness and WOM buzz for events and stoke meaningful engagement among attendees   Create a Twitter account & integrate with microsite & social touch-points

  Customize the Twitter profile page (branding)

  Develop an event #hashtag

  Start a countdown to events to build buzz

  Exclusive offers via twitter: discounts / free passes

  Encourage live tweets from various events

  Artists, musicians announce their Twitter handles & invite interaction

  Display a feed of all Twitter conversations on-site by projecting them on a wall or scrolling them on a television or computer screen


LINKEDIN: Features

•  Two of the biggest benefits of LinkedIn: the community and question areas. Can be leveraged to establish the business capabilities, events & programs, speakers, etc


YOUTUBE: Features

•  YouTube is a great channel to publish content, create a buzz and generate meaningful conversations   Develop a ‘branded’ YouTube channel

  Enable sampling & familiarization: What to expect

  Post exclusive trailers / previews of feature film, musical, performances

  Use the “Event Dates” module to promote events on the YouTube channel

  Invite attendees to post videos

  Use the YouTube channel as a medium to seed ‘viral’ content: flashmob

  Showcase vox-pop: reactions of audience to performances, seminars, street theatre, outdoor projections, musical collaborations, etc


MOBILE SITE: Features

•  The WAP site will be a ‘lean’ version of the microsite

  Can be packaged with the QR code campaign

  Will showcase event information & optimized content

  Feature contests, promos, freebies

  Enable passes & ticket purchase

  Download music / videos / wallpapers, etc

  Can include Alerts, scheduler, notifications


2 0 1 2 - 1 3 OZ FEST

DIGITAL MARKETING PRESENTATION THANK YOU

oz fest digital marketing strategy

Entertainment & Humor

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audience control

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