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THE ‘A’ FACTOR

THE ‘A’ FACTOR. DCM.CO.UK. CONTENTS. THE ‘A’ FACTOR: PROPOSITION AND BREAKDOWN THE ‘A’ FACTOR ONLINE APPENDIX BBC CASE STUDY RED BULL CASE STUDY A HISTORY OF ALVINS SUCCESS.

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THE ‘A’ FACTOR

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  1. THE ‘A’ FACTOR DCM.CO.UK

  2. CONTENTS • THE ‘A’ FACTOR: PROPOSITION AND BREAKDOWNTHE ‘A’ FACTOR ONLINE • APPENDIX • BBC CASE STUDY • RED BULL CASE STUDY • A HISTORY OF ALVINS SUCCESS

  3. DCM is looking for a partner for The ‘A’ Factor, a unique competition offering unrivalled brand access to the multi award winning blockbuster franchise Alvin & The Chipmunks as well as money can’t buy prizes for its winners. The package offers a long term branding opportunity with some of this years biggest family films through a competition designed to fully interact with the cinema audience.

  4. THE ‘A’ FACTOR PROPOSITION AND BREAKDOWN

  5. THE ‘A’ FACTOR OPPORTUNITY Through a collaboration with Lime Film Promotions, DCM is offering a brand the opportunity to take ownership of The ‘A’ Factor competition. Families up & down the UK will be invited to enter by sending in a video of themselves singing their favorite Alvin song. The best entries will be screened prior to family films prompting cinema audiences to vote for the best. The winning entry will then be professionally choreographed with Alvin himself and screened within the credits of Alvin & The Chipmunks 3 in December.

  6. PROVIDING YOU BRAND WITH… • Original, bespoke creative content • A unique and PR driven opportunity • Up to 4 minutes of content driven advertising space in the Pre Reel position before 11 of the years family films* • Support via Cineworld & ODEON’s communication channels • Money can’t buy prize support from 20th Century Fox • Access to 20th Century Fox’s in-cinema marketing support for the release of Alvin and The Chipmunks 3 • * Running across Odeon & Cineworld sites. Digital screens only.

  7. Ad Reel Trailers Pre Reel Position IN CINEMA: THE PRE REEL POSITION Main Feature The Pre Reel position provides an exceptional platform to showcase content in a proven environment whilst also offering a cost effective strategy to build association with cinema through content that will engage audiences and ultimately shift perception. By using off screen marketing opportunities alongside the activity you can help drive the impact and reach of the campaign…

  8. CINEMA: THE ULTIMATE BRAND EXPERIENCE IN CINEMA: FILM LINE UP… …DELIVERING 3.1m ‘A’ FACTOR ADMISSIONS.

  9. IN CINEMA: OFF SCREEN MARKETING CHANNELS Online Both Cineworld and ODEON will host a dedicated landing page detailing the competition. Accessed via a News & Events button on the homepage of each circuit the page can also include a link to the partners own site. Further to this each cinemas e-mail database can be also activated to increase the competitions reach Foyer Promotion With an average of 18 minutes dwell time cinema foyers are a perfect place to further promote the competition. Standee’s, counter cards and six sheets can all be used to encourage entrants. Magazine and e-Mags In each magazine the partner will have the opportunity to promote the competition and their involvement to the cinema audience via a full page advertorial at the start middle and end of the campaign.

  10. IN-CINEMA ACTIVITY DRIVING TRAFFIC TO DEDICATED WEBSITE • The competition could work in three ways: • Through a Facebook application • As part of a sponsor / partner website • As a standalone website • Users would be driven to this space via the in cinema promotion where they would be presented with a page explaining the competition, instructions on how to get involved, entry form and potentially a page where other submitted videos are featured. Source notes: Please add notes here…

  11. CINEMA: THE ULTIMATE BRAND EXPERIENCE DEDICATED WEBSITE, FACEBOOK APP OR MICROSITE TAGGED ON TO YOUR CURRENT WEB PRESENCE Source notes: Please add notes here…

  12. WEBSITE FUNCTIONALITY • Admin tool to review the videos, as well as moderate the content. • Export any saved videos for use in the promotional cinema reel. • Video submissions: • Using YouTube • Direct Video Storage Source notes: Please add notes here…

  13. 20th CENTURY FOX FILM PARTNERSHIPS • Included in the film promotion package will be: • Exclusive category rightsNo conflicting partners in your sector • Bespoke content for use within ‘The A Factor’ • Full use of film assetsArtwork, logos, trailers, clips etc can be utilised within your communication channels • Prize fundsIncluding but not limited to: • Preview screenings • Exclusive movie premiums • Money-can’t-buy prizes • Film themed holiday packages • Trade purchase of DVD titles • Trade Incentives

  14. The Winner: • 16 Dec – 29 Dec • The Finalists: • 11 Nov – 15 Dec • Recruitment: • 22 July – 1 Sept • The Finalists: • 7 Oct – 3 Nov PROPOSED TIMINGS… Winning entry announced and screened with all Alvin & The Chipmunk 3 screenings nationwide Finalists announced with first batch screened in pre reel position. Cinema audience encouraged to vote for their favourite. Competition opens with bespoke onscreen creative encouraging families to enter. Copy refresh with second batch of finalists screened. Cinema audience encouraged to vote for their favourite

  15. ‘A’ Factor impacts - 3.1m Foyer promotions est footfall - 39.6m Cineworld online - 4m unique users per month ODEON online - 3m unique users per month Cineworld unlimited magazine - 2.1 million ODEON magazine - 1.4 million Newsletter database - 1.5 million per month Total Media Budget Required - £350,000 Gross* ex production

  16. APPENDIX BBC & RED BULL CASE STUDIES ALVIN AND THE CHIPMUNKS: A HISTORY OF SUCCESS

  17. BBC CASE STUDY • THE OBJECTIVE: • BBC were keen to engage with an audience that didn’t connect their quality out put with the brand. • The target audiences were: • 15 – 24 yr olds • Whole families • The key was to be entertaining and get people talking.

  18. BBC CASE STUDY THE SOLUTION Showcase the best of their programming within cinema which offered a media neutral platform. The environment would deliver their two core audiences. Whilst allowing them to showcase content across radio, Television and digital platforms. A 12 month deal would deliver consistent presence allowing them to take advantage of a wide range of films.

  19. BBC CASE STUDY THE RESULTS 87% of those recalled thought it was entertaining. 82% thought it was original. 81% thought it was exciting. 68% thought it was different to other ads at the cinema. 80% of all those remembering the ads remember them spontaneously.

  20. RED BULL CASE STUDY OBJECTIVES Red Bull wanted to engage their core 15 – 30 male consumers & reinforce the brands identity whilst utilizing bespoke content involving their freestyle sports stars. The brand wanted the activity to create a ‘talking point’ amongst their consumers that would be carried across social media networks.

  21. RED BULL CASE STUDY THE SOLUTION Red Bull launched a series of short films showcasing free sports action, in order to target cinemagoers via the pre-reel slot in all Cineworld digital screens. The short films change every month and are accompanied by activity in the Cineworld magazine, via social media, in foyers and via Cineworld's YouTube Channel. On top of this Red Bull Energy Drink and Red Bull Sugar free are also available at the concession stands in all Cineworld cinemas. The activity is running before targeted films such as Sucker Punch, Source Code & Limitless. http://www.campaignlive.co.uk/news/1062424/Red-Bull-screen-sporting-film-shorts-cinema-push/

  22. RED BULL CASE STUDY THE DETAILS • Exclusive to Cineworld • Appearing on 400+ digital screens • 4 minutes in length • Admissions – 4.9 million • Creative to change once every four weeks • To run 1st April – 18th July 2011 • Pre- Reel • Including foyer activity • Running in conjunction with social network activity • Rate card value - £917K gross

  23. "Red Bull has so much great footage and this is the first time we've worked so closely with a cinema chain to give it a platform on the big screen. Cinema represents premium content and this content is premium – it will be spectacular.“ Chris Carter – Red Bull

  24. ALVIN & THE CHIPMUNKS: A HISTORY OF SUCCESS

  25. THE HISTORY OF ALVIN • Since their inception in 1958, Alvin and The Chipmunks have entertained successive generations of families throughout the world. • A rich musical heritage with 5 Grammy & 2 Kid’s Choice awards to their name along with 3 Emmy award nominations. • Worldwide cinema grosses of over $800 million to date

  26. THEATRICAL SUCCESS Alvin and The Chipmunks Worldwide Box Office - $361m UK Box Office - £12m Alvin and The Chipmunks 2 Worldwide Box Office - $443m UK Box Office - £24m Voted “Favourite Movie” Nickelodeon Kids Choice Awards 2008 & 2009

  27. Tweens = 18% Kids (under 12) = 45% Adults = 37% * Source: 20th Century Fox

  28. ALVIN AND THE CHIPMUNKS 3: A WHOLE NEW ADVENTURE FOR 2011 GENRE: Family Adventure FORMAT: Live Action with CGI Animation ANTICIPATED RATING: PG THEATRICAL RELEASE: December 16, 2011

  29. THE CHIPMUNKS JESSE McCARTNEY (Horton Hears a Who!) Voices Theodore Theodore is shy, loving, sensitive, gullible, trusting and naive. In short, he is an easy target for Alvin's manipulations. In fact, Theodore often holds the swing vote between his two brothers choices of action. • JUSTIN LONG • (Live Free or Die Hard, • He’s Just not that Into You) • Voices Alvin • Alvin’s enthusiasm is boundless but, the term "look before you leap" definitely does not apply to him. He is impulsive, charming and full of animal magnetism. • MATTHEW GRAY GUBLER • (CBS’ Criminal Minds) • Voices Simon • In addition to having an IQ just north of Einstein, Simon possesses a very dry sense of humor as well as a keen wit. His chess master mind allows him to anticipate Alvin's harebrained schemes and devise a solution that is inevitably required.

  30. THE CHIPETTES CHRISTINA APPLEGATE (ABC’s Samantha Who) Voices Brittany Brittany is dynamic, fearless , competitive as well as a born rocker who can belt out a song. Although she is prone to vanity, she is fiercely loyal to her sisters and will always do the right thing. ANNA FARIS (House Bunny, Scary Movie series) Voices Jeanette Jeanette is the "absent minded professor." She is gifted with extraordinary intelligence but is shy. Jeanette will stand up against any kind of injustice. AMY POEHLER (NBC’s SNL & Parks & Recreation) Voices Eleanor Eleanor is self-assured, confident and extremely well organized. Although she is the youngest, she is the most maternal.

  31. THEATRICAL COMPARISONS UK BOX OFFICE £20.4M £24.0M £17.4M £22.8M £22.9M

  32. THANK YOU DCM Contact Jeremy Kolesar T: 020 7534 6275 E: jeremy.kolesar@dcm.co.uk Lime Contact Chris Spellman T: 020 731 9145 E: chris@limemovies.co.uk DCM.CO.UK

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