Digital Marketing Strategy for OZ FEST 2012-13

OZ FEST 2012-13 Digital Marketing Presentation

OZ FEST
2012-13

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 BUSINESS
•  Opening night concert •  Sectors
•  Music theatre work   Tourism

OZPerforming Arts shows
FEST Digital Strategy & Approach
  Education
• 
  Energy & Resources
•  Outdoor Light projection   Technology
2012-13
•  Music: contemporary & collaborations •  Thought exchange
•  Visual arts exhibitions •  Networking
•  Feature film launch •  Alliances & Partnerships
•  Trans-media projects •  Promotions
•  Writers’ delegations
•  Heritage restoration


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:

CULTURAL BUSINESS

OZPerforming Arts shows BIG Digital Ideas…
FEST The
  Education
• 
2012-13

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

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

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

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

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

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

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:

CULTURAL BUSINESS

OZPerforming Arts shows Digital Channels
FEST The
  Education
• 
2012-13


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


OZ FEST
2012-13

DIGITAL MARKETING PRESENTATION
THANK YOU

Digital Marketing Strategy for OZ FEST 2012-13

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