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ChiliadAgency_FINALBOOK_spreads

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  1. 1. The intention of this integrated marketing communications campaign is to position @TheBuzzer as a feeder for passion points among its target audiences. @TheBuzzer is a branch of FOX Sports, focusing on the more lighthearted entertainment aspect of the sports arena. However, through research conducted, it appears that this entity has low brand recognition and support. Three insights from our research led us to believe that @TheBuzzer serves as the perfect conversation starter for the millennial audience: 1. According to our initial survey, the number one type of content preferred by the millennial audience are short, funny videos which are synonymous with the content @TheBuzzer produces. 2. Additionally, the initial survey indicated that the majority of millennials consume sports information for an hour or less per day, tying into the need for a platform that produces quick, entertaining information. 3. The consumer research found that the millennial generation enjoys sharing information or “passion points” that they are able to identify with. This campaign is designed to appeal to two audiences, the Laid-Back Sports Follower and the Eclectic Trendsetter, through raising awareness of @TheBuzzer, driving recognition of @TheBuzzer as a conversation starter and increasing the number of users who return to the site. This plan is focused not only on building brand recognition and awareness, but also on developing content that is conversational and feeds into the audience’s passion. To accurately appeal to two distinctly different audiences, the campaign’s strategies and tactics are divided into content creation, advertising, public relations, and digital strategies. The advertising and promotional tactics will play into brand transparency, allowing audience members to interact with @TheBuzzer on a more personal level. Additionally, the content creation and digital work is imperative to the success of this campaign because it is the driving force that will keep the audience interested in the site’s premise and increase the return rate. CAMPAIGN DURATION: August 1, 2015 - July 31, 2016 BUDGET: $380,000 TARGET: Males and Females, 18-24 E X E C U T I V E S U M M A R Y
  2. 2. C H I L I A D A G E N C Y P R O F I L E ACCOUNT EXECUTIVES Kathleen Bentley Elizabeth Saracini PUBLIC RELATIONS DIRECTOR Alicia Cohen MEDIA DIRECTOR Sam Silverman CREATIVE DIRECTOR Hillary McDaniel CHILIAD DIRECTORS HILLARY MCDANIEL Senior - Advertising @hill_mcd KATHLEEN BENTLEY Junior - Public Relations @kebentley1 ELIZABETH SARACINI Senior - Advertising @lizasaracini ALICIA COHEN Senior - Public Relations @aligcohen SUSAN HURWITZ Senior - Public Relations @Susan_Louise14 SARAH BETH ZIMMERMAN Senior - Advertising @sibbiezimmy JESSICA PHILLIPS Senior - Advertising @jlinphillips HAJUNG KIM Senior - Public Relations @fournine49 SAM SILVERMAN Senior - Advertising @sbsilverman MEGHAN DORN Junior - Public Relations @dorn_onthecob ALEXANDER FAULK Senior - Advertising @RorschachTV
  3. 3. ACCOUNT EXECUTIVES / Kathleen Bentley + Elizabeth Saracini PUBLIC RELATIONS DIRECTOR / Alicia Cohen MEDIA DIRECTOR / Sam Silverman CREATIVE DIRECTOR / Hillary McDaniel April 8, 2015 Justin Ching @TheBuzzer 12422 W Bluff Creek Drive Los Angeles, CA 90094 Dear Mr. Ching, For those of you who are sports fans, but whose eyes glaze over when they hear the dry stats and standings, @TheBuzzer is answer. This innovative, video-based site provides the snackable sports gossip that fans will not hear anywhere else. Because @TheBuzzer is the only outlet of its kind, it has the opportunity to reach the laid-back sports fans and eclectic trendsetters. @TheBuzzer feeds viewers’ passion points to spark conversations about the casual sports gossip that provides the inside scoop. Our research has found that millennials enjoy concise, funny videos that are more than just click bait. This is exactly what @TheBuzzer provides and with the right promotional tactics, can expand its audience. With our campaign, this agency is going to achieve an increase in recognition, sharing and return rate by reaching the audience across multiple platforms. The goal is to show that @TheBuzzer owns the laid-back, lighthearted look at sports entertainment by putting an emphasis on short, quippy video content, and straying away from the norms of your typical sports news outlets. Thank you for your consideration and we look forward to speaking with you. Sincerely, Kathleen Bentley Elizabeth Saracini Agency Executive SITUATIONAL ANALYSIS BIG IDEA TACTICS Content Advertising Public Relations Digital BUDGET TIMELINE SCHEDULE EVALUATION APPENDIX Sources Extra Tactics 1 7 11 12 25 30 34 39 40 41 42 43 45 53
  4. 4. S I T U A T I O N A L A N A L Y S I S 1 situational analysis situational analysis 2 @TheBuzzer lacks brand recognition and loyalty that affects its prominence within the sports entertainment community. Although it is a subsidiary of FOX Sports, there is a deficiency of awareness for the site within the sports entertainment community due to a lack of compelling content and a user friendly interface. @TheBuzzer currently produces videos that inform the viewer about the pop culture side of the sports arena. Additionally, @TheBuzzer does not host its own domain, making it easy for its viewers to unintentionally navigate off the site. An integrated marketing communications campaign will help @TheBuzzer increase awareness of its brand and develop brand loyalty. To sufficiently learn about @TheBuzzer’s target audiences, we completed both primary and secondary research. Our primary research consisted of conducting a survey targeted at a millennial audience that asked questions about media habits, sports inclinations, and more specifically, @TheBuzzer. Additionally, the primary research included focus groups and observational research to understand the millennials interaction with @TheBuzzer and learn what they are looking for in a sports entertainment site. Along with primary research, secondary research was conducted to understand the atmosphere @TheBuzzer is competing in. The research conducted spanned the consumer arena, brand analysis, FOX Sports competitors, and a company analysis. The research conducted led to three key insights that guided our campaign. 1. “I enjoy funny sports videos” In our survey, this was the number one response to a question about content preference. Millennials enjoy lighthearted, witty entertainment that they can share with their friends. 2. “Passion Points” From our secondary research, it was found that the millennial audience enjoys sharing stories that they relate with on a personal, philanthropic and humorous basis. It is important for content to appeal to the audience’s emotions if it wants to be something that is shared and liked by a wide reach. 3. “The majority of sports media consumption is less than one hour (47%) or one to two hours (27%).” With the millennial audience responding that a very minimal amount of the media they consume daily is sports, it is important to make content quick and to the point. Millennials will not wait around for long articles and videos or trouble themselves with content that they deem uninteresting or unrelatable. P R O B L E M R E S E A R C H I N S I G H T S
  5. 5. 10 A U D I E N C E P R O F I L E S Primary Target Males 18-24 The Laid-Back Sports Follower Blake Ryan is a 22-year-old senior at the University of Oregon. He is a business major that is specializing in finance. He is a member of Sigma Pi fraternity and is a captain of their intramural flag football team. During his free time he enjoys taking his dog around campus, going to the gym and staying connected through social media. He avidly uses Twitter as his main source of news. Blake follows @stockpicsNYC, @PublicWire, @Marketwatch and @TheStreet for all of his financial updates. He checks his ESPN app throughout the day for sports updates on his favorite teams. Blake also uses Snapchat to keep up with his friends’ and family’s lives. Blake has an Instagram and a Facebook, but does not post as often on these outlets. Often Blake sits down to do homework and listens to music via his premium account with Spotify and Soundcloud. He actively seeks out new music by following his friends and favorite artists on social media and Spotify. He has a strong fear of missing out, and always wants to be in on the joke. He enjoys pop culture and commits to being up to date via social media. Blake enjoys winding down with his friends at the bar a few nights each week, often watching sports games and playing pool. Blake favors craft beers with his meals but is budget conscious and will look for deals on lower quality beer pitchers to split with friends. He follows his home team, the Seahawks, on Twitter and Facebook and wears college and professional sports team clothing occasionally. 3 situational analysis situational analysis 4 Secondary Target Females, 18-24 The Eclectic Trendsetters Olivia Rutland is a 21-year-old junior at the University of Maryland. She is working on her bachelors degree in Communications with a minor in Marketing. Olivia works part-time at a local restaurant and maintains 15 hours a week at her marketing internship. She spends her mornings listening to playlists on Spotify while getting ready for the day. She checks her Twitter to get her morning news updates and checks her Weather Channel app for the daily forecast. Olivia’s friends look to her as a trendsetter, and often view the content she shares via Twitter, Instagram or Facebook. Olivia follows a wide variety of accounts on Twitter; from news outlets to pop stars, she loves to stay in the know. She follows @espn, and @ESPNU for all her sports news updates. She is an avid Ravens fan and loves to keep up with her school’s basketball team. Olivia keeps her friends in on the loop via her Snapchat story. She likes to read and is always recommending new things to friends. She has her own sense of style and knows where she wants to go in life. Olivia enjoys going to the bar every now and then to capitalize on happy hour and to relax with her friends.
  6. 6. 5 SITUATIONAL ANALYSIS 1. To obtain a weekly Facebook Complete Rate of 30% by January 1, 2016. 2. To increase the number of Twitter followers to 60,000 by March 1, 2016. 3. The obtain 45,000 downloads of the mobile platform by July 31, 2016. O B J E C T I V E S SITUATIONAL ANALYSIS 6 C O N C L U S I O N The research conducted highlights the fact that for @TheBuzzer to be successful among the millennial audience, it needs to create content that is witty and conversational, touching on the millennials passion points. The content shown needs to grab the audience’s attention quickly, get to the point of the entertainment and be sharable, making the viewer an expert on sports entertainment.
  7. 7. BIG IDEA 87 BIG IDEA @TheBuzzer provides fans unique information on their sports passion points; things that millennials are most likely to care about, share content about, and see as part of their identity. A funny story about the quarterback on their favorite team feeds more directly into their sports passion points than say statistics or game run downs of how their team performed because the personal quality of the athlete is there. The millennial can say they “know” the athlete because @TheBuzzer gave them an inside look into their life apart from stats and records. “ @ T h e B u z z e r f e e d s y o u r p a s s i o n t o b e t h e t r e n d s e t t e r f o r s p o r t s e n t e r t a i n m e n t s t o r i e s . ” B I G I D E A :
  8. 8. CREATIVE 10 @TheBuzzer owns the laid-back, lighthearted look at sports entertainment by putting an emphasis on short, quippy video content, and straying away from the norms of your typical sports news outlets. @TheBuzzer will position itself as the source for millennials’ passion points in the sports arena. We will raise awareness among Laid-Back Sports Followers and Eclectic Trendsetters by going to where they already are (Twitter, Facebook, Instagram, Mobile Apps, etc.), and we will keep them coming back to the site by streamlining the experience across all platforms and focusing the content on fun, lighthearted, gossipy sports entertainment stories. Sharing will be irresistible by capitalizing on their need to be the source for what’s currently trending in all areas for their group of influence. Content will be more focused on feel good stories, trending topics, and behind the scenes of popular teams and players. Today’s millennials want to feel a connection with not only brands, but public figures they are invested in as their passion points. By catering to their particular passion points, @TheBuzzer can ensure audiences keep coming back for more. Public Relations will be used to also create that more personal feel between the brand and its audience. Advertising will be used to primarily drive users to @TheBuzzer content, whether it be on an app, their website, or social media. Finally, digital upgrades to the @TheBuzzer website, and the creation of an app, will cater to the audiences’ “on-the-go” nature and sensitivity to aesthetics and ease of use when browsing online. C R E A T I V E A P P R O A C H 9 MEDIA M E D I A S T R A T E G Y To supplement our campaign we will develop content that spans their existing social media and site platforms. This content will generate interest and awareness across the target audience as well as provide shareable information. Stories will focus on news and stories that speak to millenials’ “passion points,” so they will be more likely to share this content with their circle of influence. The overall goal of advertising campaigns to reach target audience across multiple platforms to increase awareness and overall perception. By utilizing social media we will relay the brand attitude and generate attention. Broadcast advertising will be used to reach FOX Sports previously established fan base. Digital music outlets will target unsuspecting audience members who aren’t directly seeking sports gossip/information. Television: Utilizing FOX Sports and parent company Transit: Grabbing the attention of consumers while they are a captive audience Digital Music Outlets: Sponsored playlist and ads The overall goal of the public relations media strategy is to use various events to interact with the audience and drive awareness of the @TheBuzzer brand. Social media will be used to promote happenings within the company and to directly interact with members of the audience. Event sponsorships will promote a positive perception of the brand within local communities. Event Sponsorship: To drive awareness of @TheBuzzer through supporting community events. To help increase awareness, identity and availability, The Chiliad Agency has redesigned @TheBuzzer’s website into a more user-friendly format that allows seamless use while still giving consumers what they need. The new @TheBuzzer interface provides a less cluttered, easy to use site that will give our target audiences exactly what they are looking for while touching on their passion points. Another new implementation will be the addition of an @TheBuzzer app. With the app, users will be able to access the site’s videos on the go. The format will be user-friendly and be similar to the new site design. This will ensure that consumers always have constant access to @TheBuzzer’s content. Website Re-Design: Easier to navigate and use App creation: Content on the go C O N T E N T C R E A T I O N A D V E R T I S I N G P U B L I C R E L A T I O N S D I G I TA L
  9. 9. content 11 12
  10. 10. 13 CONTENT S P O T I F Y P L A Y L I S T S Our Laid Back Sports Followers and Eclectic Trendsetters are passionate about the music that they listen to. They are constantly on the go and want to be able to quickly access their music. Spotify’s personalization features make this possible, and therefore had become very popular among our target audience. Of Spotify’s 60 million active users, 40% of them are in the 18-24 age bracket. According to Spotify’s data, “compared to the general population, Spotify users are 26% more likely to be a student, 20% more likely to be a college student and 3.75x more likely to be a graduate student.” This gives @TheBuzzer a great opportunity to get straight into the headphones of our target audience. To combine our audience’s passions of music and sports, we propose creating branded playlists of professional athletes’ favorite music. This would give fans the opportunity to get to experience new music in the Spotify library, as well as feel a different connection to their favorite athletes through music. Branded Playlists require a minimum of 40 songs from different artists, so if the athlete doesn’t give you that large of a library, we recommend using music of a similar style to finish out the playlist. Branded Playlists allow for links to other websites. This space should be used to write a short summary of @TheBuzzer and links to @TheBuzzer’s other sites. F O X - Y L A D I E S CONTENT 14 Fox-y Lady will be rebranded to feature professional, successful and philanthropic female athletes. This will attract the female audience @TheBuzzer has not been able to reach before. In addition, re-tooling this segment clears up confusion and misleading articles on @TheBuzzer’s site. Throughout these interviews, anchors will have the opportunity to sit down with each athlete, giving users a chance get to know them on a more personal level. The Fox-y Lady would also focus on athletes who participate in charities in order to dig deeper into the target audience’s passion points. This segment should be scheduled to be published bi- weekly. The Fox-y Lady will be chosen based on nominations made by @TheBuzzer users. Lolo Jones: Summer and Winter Olympic Athlete Example Fox-y Lady: Bio: Lolo was named Lori after her mother, but said she started going by “Lolo” in order to differentiate the two on the telephone. From the time she was a child, Lolo wanted to achieve her dream of being a famous track star. When her family decided to move to Forest City, Iowa, however, it seemed like this possibility was going to be out of reach. Jones told her mother, “Mom, I can’t go to a city that doesn’t have a track.” This didn’t end up stopping her though. Lolo went on to become one of the most popular athletes and competed in the 2012 Olympics. Other possible Fox-y Ladies: Danica Patrick, Lindsey Vonn, Caroline Wozniacki, Skylar Diggins, Venus and Serena Williams, Hope Solo
  11. 11. F A N F O C U S 15 CONTENT Some of @TheBuzzer’s most unique video content is when it finds the special stories about fans who have an over the top passion for their team. Seeing others who are over zealous about their team, gets others into the game. This makes it more likely for fans to share this content. With the Fan Focus segment, in coordination with the Fan Experience tent, @TheBuzzer can post on social media that they are coming to a certain sporting event. They will also use social media to find and invite whoever is the “most passionate fan”. At this event, they need to prove to @TheBuzzer that they deserve to be a part of that week’s Fan Focus. Once chosen, they will be interviewed about their story as a fan and how they became passionate about the team. CONTENT 16 1 2 3 4 5 6 Slide 1: (3 seconds) <Media List> cool “dun dun ---” insert buzzer noise Slide 3: (10 seconds) describe: what the fan is wearing/ length of loyalty to the team/ favorite player/ weird tradition odd / fun facts <media list> song: kernkraft 400 Slide 5: (10 seconds) conversation with interviewer and fan/ anchor asks final questions/ current events about the team/ future predictions <narrative> conversation with the interviewer and fan <media list> song continues Slide 2: (5 secs) clip of the fan saying who they are, where they are from, and what team they are passionate about <narrative> asking fan for the information if needed <media list> audio from the 10 sec clip Slide 4: (15 seconds) focus on fan uniqueness:/ how does fan show they’re pas- sionate - ex: tattoo, tailgate, costume, chant, etc <narrative> interviewer can ask questions of the fan if needed <media list> song from the previous clip continues lide 6: (5 seconds) @TB anchor final statement about segment inform about up- coming game or event <narrative> “there you have, watch (fan’s team) play with (insert fan’s name) tonight at (insert time). And catch more Fan Focus on @TB” Possible Qualifications Tattoos Over the top costumes Tricked out tailgates Naming babies after players Unique songs/drinking songs for teams Special traditions for certain teams - i.e. Soccer teams exchanging jerseys Possible ways to locate Fans for Fan Focus Using @TheBuzzer social media to tweet or Facebook post that @TheBuzzer is coming to an event, and go through responses to identify a fan Ask for fans to send in pictures of their tailgates, outfits, tattoos, then go through this material to identify a candidate who seems to be the most unique (and location) If a fan is interacting a lot with @TheBuzzer one week, @TheBuzzer can reach out to them and invite them to be the Fan Focus If social media outreach fails, you can also identify a possible Fan Focus with the Fan Experience tent. Seeing if any unique fans come by with an evident passion for the team and inviting them to be the Fan Focus.
  12. 12. B E H I N D T H E J E R S E Y 17 CONTENT Every month @TheBuzzer will sponsor a behind the scenes segment called “Behind the Jersey”. Each segment will feature clips of the players and their daily routine. The clips will give an inside scoop on athletes and teams that reach our audience through the organic lens of what happens off the field. These shots will show the locker room, practice field, philanthropic events, talks with coaches, etc. The audience will be drawn in because they are passionate about their favorite players and want to be apart of their everyday lives. Seeing their favorite teams off the field, in an unscripted environment, will shine a different light on them. This piece will be launched monthly, with a new segment coming out every third week of the month. 1 2 Teammates in the locker room with fellow players and coaching staff (:60) Teammates participating in “do-good”/charitable events (:60) CONTENT 18 3 54 Team practices on home court or in media room (:60) Players and coaching staff on bus ride to away games/team events (:60) Casual/Informal interview with Head Coach (:60) Seasons by month: August: NCAAF, University of Alabama September: NFL, Seattle Seahawks October: NCAAF, University of Oregon November: NFL, Carolina Panthers December: NCAAF, Ohio State University January: NFL, New England Patriots February: NCAA BK, University of North Carolina at Chapel Hill March: NCAA BK, University of Kentucky April: MLB, Yankees May: NCAAB, University of California at Los Angeles June: NASCAR, Kevin Harvick July: UFC, Fight Night San Diego; Tony Ferguson vs. Josh Thomson
  13. 13. R E A L A T H L E T E S , R E A L S T O R I E S 19 CONTENT @TheBuzzer will produce a seasonal human interest series called “Real Athletes, Real Stories”. @TheBuzzer will provide viewers with an inside look at an athletes inspirational journey; feeding the viewer’s passion by bringing new life and meaning to the heart of the game as well as the heart of an athlete. This segment will further exemplify how it is not necessary to have a contract or be a celebrity icon in order to be considered a “real athlete,” but can happen by simply embracing one’s love of game. @TheBuzzer will select each athlete via public nominations and relevant news stories. Viewers will have the opportunity to nominate athletes for each seasonal segment series which gives the audience a sense of control in the content creation. The video will contain 10- 15 minutes of unscripted content regarding the following: who is the athlete, why are they inspirational, how has their passion impacted others around them, etc. This tactic puts an emphasis on the passion our target audience has in regards to a feel good story and inspirational people. This will be a seasonal series, with one week full of 10-15 minute videos during each season. Teddy is introduced, narration about autism and Teddy’s love for baseball (:30) Memories of high school baseball careers (:15) Player expresses gratitude and emotional statement towards Teddy and how he has changed the team (:20) Teddy cheering on his team, watching his favorite player hit a homerun from the dugout (:30) 1 5 2 6 CONTENT 20 Teddy narrates his bond with his team and how it’s impacted his life (:25) Teddy’s parents speak on how the their child’s experience has impacted their lives (:25) Players recap time with Teddy (:10) Closing remarks about Teddy (:15) 3 7 4 8 Seasons by month: Fall: 5 stories Winter: 5 stories Spring: 5 stories Summer: 5 stories Possible Examples: Any nominated athlete that has positively impacted their community through sports or related to sports (with illness or without illness--just going for feeding into the inspirational passion point) Kayla Montgomery: NC High School Track Champion suffering with MS Courtney Wagner: High school senior soccer player with Stage IV glioblastoma Wayne “Pretty Boy Bam Bam” Lawrence: 7-year-old boxing phenomenon
  14. 14. 3 0 S E C O N D R O U N D U P 21 CONTENT In order to appeal to the on-the-go nature of our audience, while also keeping them up to date on their passion points, @TheBuzzer will present a 30 second recap of the week. These clips will be sans anchors or narration; viewers will get the news simply by viewing video clips and images, with some overlaid text to explain the story. Videos will also have an upbeat, current song as the music bed, which can then be uploaded to @TheBuzzer’s Spotify account. 30 second round ups will be released every Friday, so viewers can catch up on the top stories of the week before heading out with their friends for the weekend. Establishing shot; No anchor. Audio: Dun Dun Dun and buzzer sound (:03) Closing shot; No anchor. Audio: Dun Dun Dun and buzzer sound (:03) Story 1: US Senator Menedez asking FiFA to strip Russia of their 2018 World Cup (:10) Video clips compacted of mini clips relating to April Fools told by athletes (:10) Video clip of Jozy Altidore drops F-bomb on ref at a friendly game against Switzerland. (:10) 1 2 3 4 5 CONTENT 22 Possible Clips (depending on the week): Funny, controversial and/or entertaining tweet from an athlete or coach’s Twitter handle Instagram/Twitter pictures shared from athlete, coach and/or fan’s twitter accounts Relevant news stories (recap) Game highlights (top four best and worst plays of the week)
  15. 15. B U Z Z E R M O N D A Y 23 CONTENT Buzzer Monday is a short segment ranging from 60 to 90 seconds long. It will be a fresh broadcast once a week throughout the campaign period. The segment is a competition between two anchors (Andy Nesbitt and Kristin Balboni) to provide the most interesting video clip, and back it up with a short argument. A celebrity judge will decide who makes the most persuasive argument. The celebrity will depend on what Fox Sports has going on that week. If an MMA match is being covered, then our judge will be an MMA fighter they have brought in for their own broadcast. The Fox-y Lady of the week can also be invited to be the celebrity judge. Each anchor’s clip will present their favorite sports video that is trending that week. Possible topics covered include exciting or horrible plays, interview moments, charity events, referee or fan moments, etc. Once both videos are shown, each anchor will have until the sound of the buzzer to discuss why their clip should be chosen as the best clip of the week. The judge will award points based on quality, humor or relevance. This will help the anchors choose trending topics to compete with one another on the show.The judge will be actively awarding points and commenting on what anchors are presenting during each anchor’s argument. The hashtag #BuzzerMonday will be used on Twitter for fans to tweet who they thought had the better clip and argument/discussion. Followers and users of the site/app will receive a Buzzer notification to their phone, tablet, or computer alerting them that a new video has been uploaded each Monday. CONTENT 24 (Intro 10 seconds) Andy, Kristen introduce themselves, show, and guest judge (Second Clip 5-7 seconds) Ronda Rousey speedy KO (shortened to just show knockout) (Third Clip 15 seconds) Andy Nesbitt defending his clip (Fifth clip 15 seconds) Kristen Balboni defending her clip (Fourth Clip 5-7 seconds) Baby Races at NBA game are the “Best thing you’ll see all day” (Sixth clip 10 seconds) Landon Donovan chooses winner, does outro 1 2 3 4 5 6
  16. 16. P U B L I C T R A N S I T A D V E R T I S I N G According to our research, young professionals are drawn to large cities to begin their careers. Due to the size of these cities, public transportation is the most effective way to get around. Additionally, many colleges in large cities distribute transit passes to their students as a way to navigate the city. Strategic transit advertising will reach our target audience effectively and in a creative way. The advertisements will feature professional athletes who are popular in a specific city (i.e. in New York, a Mets player will be shown). In addition, the logo and text about feeding fans’ passion for sports will be printed next to the athletes. By featuring popular athletes and having a simple slogan, we are giving them a quick look at what @TheBuzzer offers. Transit adveritsing will include outside wraps and inside subway car ads. Suggested Company Partnership: Outfront Media is the leader in out-of-home advertising. This company is able to provide everything @TheBuzzer will need in order to launch a successful and crisp looking transit advertising campaign across many large cities. Due to their success, exclusive transit contracts with major cities and ability to engage with both mass and targeted audiences throughout the day, we believe Outfront Media is the most promising provider. TARGET MARKETS: New York City Los Angeles Boston Chicago Miami Nashville New York City Bus Back Ad New York City Bus Side Ad FEEDING YOUR PASSION FOR MORE THAN THE GAME Orlando Philadelphia Phoenix ADVERTISING 26 advertising 25
  17. 17. I N - H O U S E T V A D V E R T I S I N G 27 ADVERTISING @TheBuzzer will buy 15 second advertising spaces on Fox Sports. These spots will open with an in-house shot of the anchors, followed by a three second emphasis on @TheBuzzer’s logo, followed by previous broadcast footage, and finalized with an enticement related to the near-future featured athlete or story on @TheBuzzer. In the storyboard provided, Andy Nesbitt and Kristen Balboni are featured as the anchors, LeBron James as the previous interview footage from @TheBuzzer and Clint Dempsey as a potential teaser to finish out the spot. A voice overlay will briefly describe what the audience will gain from visiting @TheBuzzer during the logo emphasis. Four different sports will be focused on, with each sport having its own set of ads. @TheBuzzer ads featuring NFL coverage will run August 2015 through November 2015. This insures coverage of both the preseason and regular season. During UFC, each month of the year has between three and six fights. Because there are at least three fights, @TheBuzzer will have the opportunity to feature a few different fighters in the advertisements. These ads will be run throughout the campaign. Its frequency will be based on the event schedule of the other three sports. NASCAR ads will run February 2015 through June 2015. This ensures complete coverage from the Sprint Cup Series to the Chase for the Sprint Cup. In between those two major events are smaller races that will also be featured. Soccer themed ads will begin two weeks before the beginning of the season. Due to the amount of coverage the MLS Superdraft brings in, it is worth extending soccer themed @TheBuzzer ads into February. February and November are months where three sports are covered at the same time. Because of this, the @TheBuzzer advertisements will have a lot of variety. During the other months, there will be a minimum of two different sport-themed @TheBuzzer ads running. 3-5 seconds Clip of funny anchor banter from past videos 3-5 seconds “@TheBuzzer, your home for...” 3-5 seconds Clip of funny athlete mishap in an interview 3-5 seconds “... feeding your passion for more than the game.” Buzzer sound and tones ADVERTISING 28 1 2 3 4
  18. 18. 29 ADVERTISING S P O T I F Y A U D I O A D S In order to get Spotify listeners to the branded playlists (under Tactics: Content), we recommend running audio ads each week a new playlist is launched. Playlists should also be released before major games in order to capitalize on the already high hype and interest in the upcoming game.The audio ads interrupt a Spotify user’s listening session, and with the built in features of volume control, are hard to ignore. In this opportunity you can direct listeners to click on the banner below to listen to the favorite music of Dale Earnhardt Jr., Lebron James and other professional athletes. Even if they don’t click on the link itself, the audio ads are still a great opportunity to raise awareness of @TheBuzzer in our target market. Since around 20% of Spotify listeners are using Spotify premium, and therefore will not be exposed to Audio Ads, we recommend using Spotify’s social features to share the playlists on @TheBuzzer’s twitter and Facebook feeds. This way current fans of @TheBuzzer will have direct access to this content, and could drive fans who don’t yet have Spotify accounts to these playlists.We recommend launching two new playlists each month. This will create an active feed and build up a base that will make @TheBuzzer the main location to access this content. Spotify would be about a hundred thousand dollar investment. With the direct connection to our target audience, and building up of the @TheBuzzer brand as the cool place to access unique sports content, it will be worth the investment. Mock Audio Ad Announcer - Andy Nesbitt. Using Andy will make fans more aware of his voice, and will build him up as a key member of the @TheBuzzer franchise. Audio Ad Focused on Directing Listeners to Branded Playlists “The Sounds of the Game” Audio You know the sounds of sports. Description Male Announcer Character SFX Race car whoosing noise Audio But what are the sounds that inspire your favorite athletes? Description Male Announcer Character SFX Sound of a Basketball going through a basket Audio Click on the banner below to listen to playlists that inspire Dale Earnhardt Jr., Lebron James and many more before they go into the game. Brought to you by @ TheBuzzer. Description Male Announcer Character SFX Kanye West’s “Amazing” Clip SFX Buzzer Noise public relations 30
  19. 19. B R A N D E X P E R I E N C E T E N T S @TheBuzzer Pregame Tailgate Pregame Tailgate Like and Follow @TheBuzzer to be Entered to Win the Ultimate Fan Experience The UltimateFan Experience 31 PUBLIC RELATIONS The Fan Experience tent is meant to create an exciting atmosphere at a variety of sporting events that allows the fan to interact with @TheBuzzer while getting excited for the upcoming event. At each event, a custom-printed @TheBuzzer tent will be set up along with a game, opportunities for promotional prizes and social media interaction. There will also be music being played from the Spotify fan playlists. In addition, participants will be encouraged to give their email address and like @TheBuzzer on social media in order to enter in a drawing for the ultimate fan experience. This will include either meeting their favorite player or touring the athletic facilities. The ROI for this event is the brand exposure and interaction, in addition to an increased knowledge of the audience. Football- Texas vs. OU at the Cotton Bowl: The Red River Rivalry is a major Big 12 event that is held each year at the Cotton Bowl in Dallas, Texas. For this game, @TheBuzzer will set up a tent outside the venue that creates an exciting atmosphere for fans of both teams and allows them to express their passion for the game. There will be a competitive buzzer game in which two players have a set amount of time to throw a football through a tire before the buzzer sounds. The player who completes the most throws will win a stress ball sized football with the @TheBuzzer logo on it. Additionally, there will be 3-4 cornhole games set up for fans to interact with @TheBuzzer in a more casual manner. In the tent, there will be a place for users to register their email address and like @TheBuzzer on social media. This will allow them to also be entered into a drawing for the ultimate fan experience. This will include either a tour of the facilities or meet and greet with their favorite player. To create a buzz on social media during the fan experience tent, a cutout of a buzzer will allow for people to take a polaroid-like picture and share on social media with the hashtag #BuzzerOnFox. PUBLIC RELATIONS 32 UFC in San Diego: The fight on July 15, 2015 is a huge match-up in the Ultimate Fighting Championship arena. For this match, @TheBuzzer will set up a tent outside the venue that creates an exciting atmosphere for fans of both teams, and allows them to express their passion for the fight. There will be a competitive buzzer game in which two players put on sumo suits and wrestle until the buzzer sounds. Participants will be required to be over 18 and sign a waiver. The player who wins the match will get a stress ball sized boxing glove with the @TheBuzzer logo on it. Additionally, there will be 3-4 cornhole games set up for fans to interact with @TheBuzzer in a more casual manner. In the tent, there will be a place for users to register their email address and like @TheBuzzer on social media. This will allow them to also be entered into a drawing for the ultimate fan experience, which will include either a tour of the facilities or meet and greet with their favorite fighter. To create buzz on social media during the fan experience tent, a cutout of a buzzer will allow for people to take a polaroid-like picture inside and share on social media with the hashtag #BuzzerOnFox. NASCAR- Indy 500: The Indianapolis 500 is a major NASCAR race. For this event, @TheBuzzer will set up a tent outside the venue that creates an exciting atmosphere for fans of both teams, and allows them to express their passion for the race. There will be a competitive buzzer game in which two players control race cars and drive them around a track in a race. The player who wins the race will win a promotional race car stress ball with the @TheBuzzer logo on it. Additionally, there will be 3-4 cornhole games set up for fans to interact with @TheBuzzer in a more casual manner. In the tent, there will be a place for users to register their email address and like @TheBuzzer on social media. This will allow them to also be entered into a drawing for the ultimate fan experience, which will include either a tour of the facilities or meet and greet with their favorite driver. To create a buzz on social media during the fan experience tent, a cutout of a buzzer will allow for people to take a polaroid-like picture inside and share on social media with the hashtag #BuzzerOnFox.
  20. 20. 33 PUBLIC RELATIONS O U T D O O R S C R E E N I N G E V E N T S @TheBuzzer “For the Fans” Viewing Experience FOX Sports has previously broadcast the Cowboys vs. Eagles NFC rivalry game. The first meeting of these two teams next season will take place at the Eagle’s stadium in Philadelphia. This will leave many Cowboys fans watching the game at home. @TheBuzzer wants to share these fans’ passion for the game by creating an environment in which they can celebrate the rivalry together. For this game, @TheBuzzer will sponsor a viewing in the heart of downtown Dallas at Klyde Warren Park. A 31ft projector screen will be set up in the middle of the park. This will create an atmosphere for fans to sit outside and enjoy the game together. @TheBuzzer will benefit from this event through the increased brand exposure. The Venue: The event will take place at Klyde Warren Park. Security for crowd control will be provided by the park. Food and alcohol will be available at this event. Klyde Warren has a catering company they use for all events. This event will be free to the public so tickets will not be necessary. It is BYOB (bring your own blanket) to sit on to watch the game. digital 34 Other Example Games: FIFA: Miami, San Diego, Dallas UFC: LA, New Jersey NASCAR: Atlanta, Indianapolis US Men’s National Soccer Team: Miami, San Diego, Dallas Big Ten Football Championship Game: @ school locations Pac 12 Football: University of Oregon, USC Big 12 Football: Texas, TCU ACC Football: Florida State FOX NFL Sunday: 49ers vs. Seahawks, Cowboys vs. Eagles Other Possible Viewing Experience Locations: Boston Dallas Chicago Miami Nashville New York Orlando Philadelphia Phoenix
  21. 21. W E B S I T E R E D E S I G N 35 DIGITAL PODCASTS PHOTOSBIG BUZZ Lebron James is a great world leader. Hope Solo is a Fox-y Lady. RECENT TWEETS Who are the top players in Europe so far in 2015? Wrong Answers with AJ Allmendinger $87,500 for a ticket to Mayweather-Pacquiao?! LeBron: I only have three friends in the NBA VIDEOS @JimmyTraina Currently both the @TheBuzzer and FOX Sports websites are linked, which allows traffic to be shared between the two. However, the current design is cluttered, does not follow a clear hierarchy and users can accidentally navigate away from @TheBuzzer’s site. Additionally, more millennials are using their mobile devices to access content. To streamline the user’s experience, we simplified the design of @TheBuzzer’s website and will function as a landing page for users. All of @TheBuzzer’s content will be made available, but the latest videos will be at the top. This allows users to find what they are looking for quickly. The biggest video will automatically start playing, without sound. The @TheBuzzer navigation bar will, however, remain on the page below the FOX Sports navigation bar. Links to all of @TheBuzzer’s social media feeds as well as their YouTube page will be available and gives users easy access to all the platforms. The new site will still be connected to the FOX Sports site, but content not related to @TheBuzzer will be removed from the page. This will give @TheBuzzer’s content a chance to stand alone, and create a more streamlined experience for users. There will be simple modules for not only @TheBuzzer’s blogs, podcasts, videos and feeds, but also links and navigation to view more content and specific segments. Ad space will also be available. The website will be implemented at the beginning of the new year, accompanied by the app and transit ads. DIGITAL 36 PODCASTS PHOTOSBIG BUZZ Lebron James is a great world leader. Hope Solo is a Fox-y Lady. RECENT TWEETS VIDEOS @JimmyTraina
  22. 22. A P P C R E A T I O N 37 DIGITAL LOG IN sign up username password Log In with Facebook Our target is always on the go, and because of this, @TheBuzzer’s digital content needs to be easy to quickly view. To cater to their preference, we will create a hybrid app for @TheBuzzer. The app will be created as a hybrid, so it will be available on the Apple app store and Google Play store. This will allow for simple coding and for the app to run on its own. As @TheBuzzer updates its site and YouTube channel, the app will aggregate these videos directly and sort them using tags. This app will be for video content only. It will also allow the user to jump to @TheBuzzer content on other apps, such as Facebook, Spotify, YouTube and Twitter. When the app first opens, the user will be able to either make their own account or login using Facebook. The big pull for this app is its ability to cater to the user’s passion points. Users will be able to create lists of content they want to see using the video tags. Some filters users can use to create these lists include sports, leagues, teams (only those with @TheBuzzer contracts) and type (i.e. newest, most popular, funny). Users can not only make lists using tags, but they can also order these lists. For instance, Maya can make sure she sees the newest stories at the top of her feed and, when she has extra time, she can scroll to the bottom to stay updated on the her favorite league. The app will send a push daily notification to remind the user to check for new videos. The push notification will be accompanied by a shot-clock “buzzer” sound and a few tones unique to @TheBuzzer. Users can turn off this notification, or make notifications sound only when specific content is uploaded. The app will be implemented at the beginning of the new year, accompanied by the website and transit ads. DIGITAL 38 Kobe Bryant and Wife have a Fun Time Kobe Bryant and his wife are at it again; Find out as Andy Nesbitt investigates. Roman Reigns: Richard Sherman, J.J. Watt could be WWE Main Event wrestlers MAR 24 2015 6:32 PM ET @TheBuzzer’s Andy Nesbitt asked WWE superstar Roman Reigns which NFL player could be a pro wrestler, and he gave two answers. OLIVIA’S LISTS Blackburn fan gets awful birthday cake surprise MORE TOP STORIES NBA NASCAR NFL about settings my lists sounds notifications Want more? Hi, Olivia!
  23. 23. S O C I A L M E D I A S T R A T E G Y Currently, @TheBuzzer is on Facebook, Twitter, and Snapchat. The Chiliad Agency is also promoting the launching of a new website platform and app for better mobile access to @TheBuzzer’s content. These media platforms combined will make @TheBuzzer more accessible and actively present for Laid Back Sports Fans and Eclectic Trendsetters. @TheBuzzer is currently maintaining their Facebook page well, and we want them to continue some of the strategies they have in place. Uploading the content as it is created, and keeping the Facebook page constantly updated. With the change in the Facebook’s algorithm, we recommend @TheBuzzer uploads their videos within Facebook in order to get a higher presence on News Feed. The main improvement to the Facebook is that it needs more interaction, having @TheBuzzer respond to people’s comments on their posts, and doing more tagging of teams in the videos in order to get a higher presence on News Feed. These factors combined will make @TheBuzzer show up more in people’s daily logins to Facebook, and therefore make better usage of this media outlet. Facebook’s event option is also a good way for @TheBuzzer to promote that they are going to be coming to different sporting events. The Chiliad Agency is also recommending a Fan Experience tent at different major sporting events and projecting games and creating events, and these tactics could easily be promoted through Facebook events and invite fans to these occasions. The event page also allows @TheBuzzer to get a more accurate headcount of how many people will be coming to their different events, and track the success of their promotional efforts. Chiliad Agency is also recommending that @TheBuzzer start making Spotify playlists, hitting on a combination of fans’ interests in Sports celebrities’ preferences and their passion for music. These playlists can be promoted on Facebook and Twitter by sharing the Spotify links that would direct fans to the playlists. The key to the Twitter page is interaction and posting in the moment. Retweeting fans’ responses to @TheBuzzer content, responding to current events as they are live, and reacting to different Fox Sports news as well. Twitter is a constant feed, and users are only looking it at when content is live, different than Facebook where posts can have much a longer life on News Feed. Because of this nature, @TheBuzzer’s content on Twitter is more than just links to their newest video, it can be more content of what is relevant right now in sports news. Snapchat is a great opportunity for @TheBuzzer to show behind the scenes content at the different sporting events they attend and humorous events around the office. The quick snackable template of ten seconds or less photos and/or videos is perfect for on the go Laid Back Sports Fans and Eclectic Trendsetters. It is also a great promotional tool to get the word out about new videos. The Snapchat story needs to be updated on a regular basis to become a relevant presence on a person’s Snapchat Timeline. Using apps like Snap Save, in order to save snaps from fans, and Snap Up, to upload those photos, could be a great interaction opportunity for @TheBuzzer and fans. Fans can send in their own views on different sporting events and is a great opportunity to possibly identify people for Fan Focus clips. It is also a good tool to develop a more concentrated following of @TheBuzzer fans, who are frequently checking in to see if their photos are placed on @TheBuzzer’s story. With the launch of the new website design and app, both of these events need to be promoted heavily on all of @TheBuzzer’s existing Social Media platforms. That way current fans know they can experience @TheBuzzer in a new way and new people can get to know @TheBuzzer through these new means. The goal of this social media campaign is to help build brand awareness and overall brand loyalty. These were the two of the issues that our research presented us with. The amount of activity and the content that is presented has to be increased and contain more substance in order to gain that loyal following from the Laid Back Sports Fans and Eclectic Trendsetters. 39 DIGITAL DIGITAL 40
  24. 24. 41 BUDGET Pregame Tailgate Tent: Tent Craft- Mastertent 10’ x 20’: Base Price (tent, heavy duty stakes, transport bag): $2,585. With graphics on all four peaks and valances: $4,300 range. 10’ unprinted walls: $199/each Stress balls: Football: Quantity: 250- $400 Car: Quantity: 250- $575 Gloves: Quantity: 250- $290 Corn hole sets: Victory Tailgate Sets: Quantity: 5 custom sets- $188.99 per set, $944.95 total Big tire: Quantity: 2 tires- $142 per tire Remote control cars: Quantity: 2 cars- $63.95 per car Table: Quantity: 5 tables- $38.88 per table Viewing Experience Projected Equipment Price: Projector Screen: Da-Lite - Fast-Fold Projection Screen / 31 ft / 4:3- $10,000 Projector: Acer - 3D Ready DLP Projector / 720p / HDTV / 16:9- $600 Banner: Vista Print 2.5’ x 12’ Banner- $56.24 Transit Ads Projected Advertisement Costs: New York: King Size Bus Poster: 30’’h x 144’’w Ad space cost: 75 minimum, $800 per poster Print cost: $35.00 each Full Back of Bus: 8’h x 8’w Ad space cost: $600 Print and installation cost: $1,150.00 each Interior Bus Card: Ad space cost for 11” x 46”: $20 each 250 - 500 each Print cost: $7.00 each Subway Cards: Ad space cost for 10.875’’h x 45.875’’w: 1000 minimum, $40,000 per 4 weeks Print cost: $7.00 each Ad space cost for 10.875’’h x 69.875’’w: 1,000 minimum, $45,000, per 4 weeks Print cost: $11.00 each Los Angeles: Ultra Super King Ad space: $1,500 per 4 weeks per bus Print and installation cost: $5,500.00 Interior Bus Card: 11’’h x 28’’w Ad space cost: $25 Print cost: $5.00 each Bus Tail: 15’’h x 65’’w Ad space cost: $150 Print cost: $18.00 each Bus- Kong: 36’’ x 215’’ w Ad space cost: $1,000 Print cost: $150.00 each Rail Interior Car Card: 20.25’’h x 20’’w Ad space cost: $100 per car Print cost: $7.00 each Website Cost: $10,000 App Cost: $35,000 Spotify Ads Cost: $100,000 TOTAL: $379,698 B U D G E T TIMELINE 42 T I M E L I N E AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL Spotify Ads Spotify Playlists* Transit TV ads** Experience Tents Outdoor Screenings Fan Focus* Fox-y Ladies* Behind the Jersey* Buzzer Monday* 30-second Roundup* Real Athletes* App Creation Website Restructure
  25. 25. 43 SCHEDULE S C H E D U L E * All content pieces will run throughout the year, however, they have their own scheduling within the year. Spotify Playlists will coincide with big games on FOX, and when @TheBuzzer has access to athletes via interviews Fan Focus will coincide with big games on FOX, preferably running at least twice a month FOX-y Ladies will run at least twice a month, or when @TheBuzzer has access to female athletes via interviews Behind the Jersey will run at least once a month, being released during the third week of each month Buzzer Monday will run once a week, every Monday 30-Second Roundup will run once a week, every Friday Real Athletes, Real Stories will run one week each season, with an entire week of RARS stories **TV Ads will pulse throughout the year, with ads running heavier during UFC fights, NASCAR races, and the NFL Season The App and the Website will need six months to be created. Both will launch in January 2016, to start the new year off with a new look and a new way to stay involved with @TheBuzzer. Transit ads will begin in November, when temperatures across the nation drop and people have to use public transportation more. In January, the ads will focus primarily on the new app that is available to download, to push people to get connected with @TheBuzzer. Spotify Ads will pulse for most of the year. The Experience Tents and Outdoor Screenings will coincide with specific games that FOX has the rights to show. EVALUATION 44 To track the return rate of visitors to the website and their interaction with social media pages, Google, Facebook and Twitter Analytics will be used. Additionally, the dashboard for the app development software will feature the ability to track downloads and usage of the mobile platform. At the completion of the campaign, a survey will be run to evaluate the target audiences perception and awareness of @TheBuzzer. Other evaluation methods include reaching out to participants of the hosted events to get their feedback on the brand’s transparency and message. E V A L U A T I O N
  26. 26. appendix 45 appendix SOURCES 46 S O U R C E S 10 Millennial Personality Traits That HR Managers Can’t Ignore (MindTickle), online blog http://www.mindtickle.com/blog/10-millennial-personality-traits-hr-managers-cant-ignore/ 10 Things Everyone Spends Their Money on... Except Millennials (Time), online magazine http://time.com/money/2820241/10-things-millennials-wont-shell-out-for/ A Closer Look at Millennials and Technology: New Tech, Social Media Usage and More | Lab42 (Market Research Blog Infographics Custom Research News Lab42), online database http://blog.lab42.com/millennials-technology Acer - 3D Ready DLP Projector - 720p - HDTV - 16:9 - White. (n.d.). Retrieved from http://www.bestbuy.com/site/acer-3d-ready-dlp-projector-720p-hdtv-169-white/1306125558.p?id=mp1306125558&skuId=1306125558 Advertise on Spotify-Forum.com. (n.d.). Retrieved from http://www.spotify-forum.com/advertise.php Arizona State has ridiculous free throw distractions. (2015, January 16). Retrieved from http://www.foxsports.com/buzzer/video/our-own-nicole-dabeau-does-icebucketchallenge-thebuzzeronfox-081214?vid=385111619768 Biernacki, S. (2013, October 14). Pandora and Spotify: What Advertisers Need To Know. Retrieved from http://emgonline.com/blog/2013/10/pandora-and-spotify-what-advertisers-need-to-know/ Bleacher Report. (n.d.). Retrieved from https://www.crunchbase.com/organization/bleacher-report Bleacherreport.com’s audience profile. (2015, January 1). Retrieved from https://www.quantcast.com/bleacherreport.com Boxing Glove Stress Ball Keychains. (n.d.). Retrieved from https://www.bluetrack.com/squeeze/boxing-glove-stress-ball-keychains.html
  27. 27. 47 SOURCES Branded Playlist - For Brands. (n.d.). Retrieved from https://www.spotify.com/us/brands/formats/branded-playlist/ Businesses Cable Network Programming. (n.d.). Retrieved from http://www.21cf.com/Business_Segments/Business_Units/ CLIO Sports Awards | Film, Integrated, Audio | Robert Gottlieb. (n.d.). Retrieved from http://www.cliosports.com/jury/?juryid=3&jurerid=189 Create Your Own Cornhole Set. (n.d.). Retrieved from https://www.victorytailgate.com/custom-order.html?id=16444 Da-Lite - Fast-Fold Projection Screen - 376.8” - 4:3 - Portable. (n.d.). Retrieved from http://www.bestbuy.com/site/da-lite-fast-fold-projection-screen-376-8-43-portable/1309100521.p?id=mp1309100521&skuId=1309100521 Dale Earnhardt, Jr. talks about his musical preferences with @TheBuzzer’s Daryl Motte. ‪#‎NASCAR‬NASCAR on FOX. (n.d.). Retrieved from https://garagemonkey.com/peg/2015-02-16/183318/dale-earnhardt-jr-talks-about-his-musical-preferences-thebuzzers-daryl-motte-‪ Dale Jr. Loves Blink-182, Wants to be a Music Scout. (2015, February 16). Retrieved from http://www.foxsports.com/nascar/video/dale-jr-loves-blink-182-wants-to-be-a-music-scout-and-planning-trip-to-germany- 021615?vid=399918147647 Do NASCAR stars get songs stuck in their head during a race? (2015, February 21). Retrieved from http://www.foxsports.com/buzzer/video/daytona-500-nascar-jimmie-johnson-songs-stuck-in-head-022115?vid=402444355962 Eric Shanks. (n.d.). Retrieved from http://www.sloansportsconference.com/?p=4600 Express Frame Tents. (n.d.). Retrieved from http://www.tentcraft.com/tents/frame-tents/express SOURCES 48 Ferarri F430 Challenge 1:12 RTR RC Car. (n.d.). Retrieved from http://www.hobbytron.com/FerarriF430Challenge112RTRRCCar.html FIFA extends World Cup TV deal rights with FOX Sports through 2026. (2015, February 12). Retrieved from http://www.foxsports.com/soccer/story/fifa-extends-world-cup-tv-deal-rights-with-fox-sports-through-2026-telemundo-021215 For Brands. (n.d.). Retrieved from https://www.spotify.com/us/brands/ FOX Sports (United States). (n.d.). Retrieved from http://en.wikipedia.org/wiki/Fox_Sports_(United_States)#Current_broadcast_rights FOX Sports announces major executive reorganization. (2014, July 1). Retrieved from http://www.foxsports.com/other/story/fox-sports-executive-reorganization-052610 FOX Sports at Daytona International Speedway. (2015, February 22). Retrieved from https://www.facebook.com/foxsports/posts/10153650063504552 Greenfeld, K. (n.d.). Fox Sports 1’s Strategy vs. ESPN: ‘Jockularity’ Retrieved from http://www.bloomberg.com/bw/articles/2013-07-18/fox-sports-1s-strategy-vs-dot-espn-jockularity Here’s The Real List Of The 19 Best US Cities For Millennials (Business Insider), online magazine, By: Holodny, Elena. http://www.businessinsider.com/19-best-cities-for-millennials-2014-6#dallas-texas-193) Insights-It’s a whole new ball game (Nielsen) online database http://www.nielsen.com/ph/en/insights/news/2014/its-a-whole-new-ball-game-the-millenial-sports-fans.html Key, P. (2010, October 16). Comcast SportsNet content sharing with SB Nation. Retrieved from http://www.bizjournals.com/philadelphia/blogs/technology/2010/06/comcast_sportsnet_content_sharing_with_sb_nation.html
  28. 28. 49 SOURCES Lafayette, J. (2013, December 5). Fox Sports Shuffles Executive Lineup. Retrieved from http://www.broadcastingcable.com/news/currency/fox-sports-shuffles-executive-lineup/125537 Large 5” Football Stress Balls (n.d.). Retrieved from https://www.bluetrack.com/squeeze/large-foot-ball-stress.html Lunden, I. (2012, August 6). Update: It’s Done. Time Warner Buys Bleacher Report, Price Reportedly $175M. Retrieved from http://techcrunch.com/2012/08/06/time-warnerbleacher-report-deal-gets-ftc-nod-price-reportedly-under-200/ Mainstays 6’ Centerfold Table, Multiple Colors. (n.d.). Retrieved from http://www.walmart.com/ip/33148258?wmlspartner=wlpa&selectedItemId=33148259&adid=22222222227022772852&wl0=&wl1=g&wl2=c &wl3=40845548072&wl4=&wl5=pla&wl6=78658976912&veh=sem Marketers: The 3 Differences Between Millennial Guys and Gals (Entrepreneur) online magazine http://www.entrepreneur.com/article/229574 Media Information. (n.d.). Retrieved from http://static.foxsports.com/content/fscom//binary/2013/08/27/Gottlieb_Promotion_Announcement1377627501316.pdf Millennials: Confident. Connected. Open to Change (Pew Research Centers Social Demographic Trends Project RSS), online database http://www.pewsocialtrends.org/2010/02/24/millennials-confident-connected-open-to-change/ Moss, C. (2014, August 19). This Is What Breaking News Looks Like On Snapchat. Retrieved from http://www.businessinsider.com/now-this-news-snapchat-2014-8#ixzz3PIhye6y8 Ourand, J., & Fisher, E. (2010, May 24). SB Nation, Comcast SportsNet sign deal to share content. Retrieved from http://www.sportsbusinessdaily.com/Journal/Issues/2010/05/20100524/This-Weeks-Issue/SB-Nation-Comcast-Sportsnet-Sign-Deal-To- Share-Content.aspx SOURCES 50 Schonfeld, E. (2009, April 13). SB Nation Scores A Link Deal With The NHL. Retrieved from http://techcrunch.com/2009/04/13/sb-nation-scores-a-link-deal-with-the-nhl/ Shaw, L. (2014, January 12). NBCUniversal News Invests in Mobile News Start-Up NowThisNews. Retrieved from http://www.thewrap.com/nbcuniversal-news-invests-mobile-news-start-now-news/ Smiley, B. (2015, February 12). Royals fan produce wacky pump-up video with cats suits, wigs. Retrieved from http://www.foxsports.com/buzzer/story/kansas-city-royals-anthem-unfinished-business-021215?adb sc=social_20150212_40417236&adbid=882139661849689&adbpl=fb&adbpr=744152948981695 Snapchat Is Now The #3 Social App Among Millennials (TechCrunch), online blog http://techcrunch.com/2014/08/11/snapchat-is-now-the-3-social-app-among-millennials/ Some Millennials - And Their Parents - Are Slow To Cut The Cord (NPR), online http://www.npr.org/2014/10/21/356951640/some-millennials-and-their-parents-are-slow-to-cut-the-cord Stock Car Stress Balls. (n.d.). Retrieved from https://www.bluetrack.com/squeeze/stock-car-stress-balls.html Streaming Music Has a Problem-It’s a Huge Success. (2012, January 10). Retrieved from http://www.adweek.com/news/technology/streaming-music-has-problem-its-huge-success-137381 The Buzzer on Fox (Twitter) online social media site https://twitter.com/thebuzzeronfox The Men, the Myths, the Legends: Why Millennial “Dudes” Might Be More Receptive to Marketing than We Thought (Newswire), online article http://www.nielsen.com/us/en/insights/news/2014/the-men-the-myths-the-legends-why-millennial-dudes-might-be-more-receptive- to-marketing.html
  29. 29. 51 SOURCES The Millennial Male Is Not Who You Think He Is (AdWeek), online magazine http://www.adweek.com/news/advertising-branding/millennial-male-not-who-you-think-he-152929 Wrangler RT/S Tires. (n.d.). Retrieved from http://www.goodyear.com/en-US/tires/wrangler-rts Yu, R. (2014, October 20). ‘Bleacher Report’ claws toward respectability. Retrieved from http://www.usatoday.com/story/money/business/2014/10/19/bleacher-report-emergence/17425347/ (n.d.). Retrieved from https://nowthisnews.com/ (n.d.). Retrieved from https://www.facebook.com/NowThisNews/info?tab=page_info (n.d.). Retrieved from https://twitter.com/nowthisnews (n.d.). Retrieved from http://instagram.com/nowthisnews/ (n.d.). Retrieved from http://www.voxmedia.com/brands/sbnation (n.d.). Retrieved from http://www.sbnation.com/ (n.d.). Retrieved fromhttps://twitter.com/sbnation (n.d.). Retrieved from https://www.facebook.com/sbnation (n.d.). Retrieved from https://www.youtube.com/user/sbnation (n.d.). Retrieved from http://sbnation.tumblr.com/ (n.d.). Retrieved from http://bleacherreport.com/ SOURCES 52 (n.d.). Retrieved from https://twitter.com/bleacherreport (n.d.). Retrieved from https://www.facebook.com/bleacherreport (n.d.). Retrieved from https://www.youtube.com/user/BleacherReport (n.d.). Retrieved from http://instagram.com/bleacherreport (n.d.). Retrieved from http://www.outfrontmedia.com/pages/default.aspx
  30. 30. extra tactical examples 53 EXTRA TACTICS EXTRA TACTICS 54 S P O T I F Y P L A Y L I S T S
  31. 31. 55 EXTRA TACTICS EXTRA TACTICS 56 F O X - Y L A D I E S EXAMPLE INTERVIEW FOR LOLO JONES: When Jones isn’t training, she is heavily engaged in philanthropic work through her foundation, Hurdles of Hope. The focus of this foundation is to empower young children who face socio-economic hardships and inspire them to pursue their dream. The program consists of encouraging them to reach their full potential and giving them the tools to do so. This program has been implemented in many inner-city communities and has made a real difference in the lives of its participants. Tell us what a typical day of training looks like for you? My schedule fluctuates depending on what time of the year it is because my coach, Dennis Shaver, works in cycles. In the fall, for example, I do longer tempo stuff. This is when workouts pertaining to pilates comes in. In the spring, we begin to concentrate on my sprinting techniques. Weight training is the only thing that stays constant throughout the year. Lets talk about your free time. What do you do? What would we be surprised to learn about you? I absolutely love Dance Dance Revolution. It’s fun and a good way to de-stress from the day. I also enjoy rock climbing and reading. I am kind of a nerd when it comes books and video games. I read at least three books a month ranging from Harry Potter to Stephen King novels. As for gaming, one thing people would be surprised to learn about me is that I love Call of Duty and Halo. Also, I truly love the work we do through my foundation. I had a rough upbringing, so I am thankful and blessed for all of the opportunities I have had to be able to make a difference in of those who are faced with daily struggles similar to what I experienced. How about cheat food. What is your guilty pleasure? I usually treat myself to wings twice a month. In the off-season, I want to go for the record of eating 70 super spicy wings. I am the self proclaimed “Wing Queen”. I once entered a wing competition, and I may or may not have come in first place. What are some goals you hope to achieve in the coming year? Regarding the 2016 Olympics, I hope to achieve my goal of getting a gold medal. Who do you look up to? Throughout my life I have had the honor of being able to work with so many wonderful people who have helped and inspired me throughout this whole process. My parents, however, have always been a constant source of support. From shuttling me from one practice to another every day and icing my ankles every night when I was young to cheering me on at the Olympics, they have never complained or tried to steer me in another direction. They were always encouraging and I couldn’t have gotten here without them. Their selflessness, warmth and loyalty is something I try to emulate in my daily life.
  32. 32. 57 EXTRA TACTICS B U Z Z E R M O N D A Y (Intro 10 seconds) Andy, Kristen introduce themselves, show, and guest judge Andy’s clip (6 second vine) Stephen Curry breaks Chris Paul’s ankles (Third Clip 15 seconds) Andy Nesbitt defending his clip (Fifth clip 15 seconds) Kristen Balboni defending her clip (Fourth Clip 5 seconds) Jozy Altidore mouths off to referee (Sixth Clip 10 seconds) Lolo Jones Chooses winner says thank you and finishes outro 1 2 3 4 5 6 EXTRA TACTICS 58 S P O T I F Y A U D I O A D S Mock Audio Ad Announcer - Andy Nesbitt. Using Andy will make fans more aware of his voice, and will build him up as a key member of the @TheBuzzer franchise. Audio Ad Focused on Directing Listeners to Branded Playlists “You are the Player” Audio You have the jersey. You know all the stats. But do you know what it’s like to be in the mind of your favorite athlete? Description Male Announcer Character SFX Hip Hop beats play in the background SFX Briefly have a few lines of hip hop lyrics rise to the top of the audio, then go back down for the announcer to speak again Audio @TheBuzzer brings you the songs that Lebron James, Richard Sherman and other professional athletes listen to to get their head in the game. Click the banner below to get into the mind of your favorite athlete. SFX Hip Hop Song Fades Out SFX Buzzer Noise Mock Audio Ad Announcer - Andy Nesbitt. Using Andy will make fans more aware of his voice, and will build him up as a key member of the @TheBuzzer franchise. Audio Ad Focused on Directing Listeners to Branded Playlists “Get to know a Professional Athlete like your friends” Audio One of the best way to get to know your friends is by sharing music. Description Male Announcer Character SFX Light pop music in the background Audio “Wow, you have every Tupac song...” Audio “Even that one the hologram wrote!” Audio @TheBuzzer wants you to get to know Professional Athletes by giving you the playlist that gets Lebron James ready for the big game, what Dale Earnhardt Jr. listens to driving around town and what Marshawn Lynch plays with his money that he didn’t lose to fines. Click the banner below to get to know your favorite athletes better. SFX Light pop fades out SFX Buzzer Noise Mock Audio Ad Announcer - Andy Nesbitt. Using Andy will make fans more aware of his voice, and will build him up as a key member of the @TheBuzzer franchise. Audio Ad Focused on Directing Listeners to Branded Playlists “Sounds of the Locker Room” Audio The sounds of the locker room are made up of not only a lot of conversation, but also of the music that gets players into the game. Description Male Announcer Character SFX Loose shouting, doors slamming, the sounds of the locker room SFX Rising Hip Hop music into the audio with a couple lines of lyrics. Audio Listen to the music that gets the Seattle Seahawks, the Miami Heat and other teams around the country use to get pumped up for the big game. Brought to you by @TheBuzzer. Click the banner below to listen to the pump jams of your favorite locker room. SFX Hip hop and SFX fades out SFX Buzzer Noise
  33. 33. 59 EXTRA TACTICS P U B L I C T R A N S I T A D V E R T I S I N G FEEDING YOUR PASSION FOR MORE THAN THE GAME Los Angeles Bus SideLos Angeles Bus Side Los Angeles Bus Back EXTRA TACTICS 60 NOW AVAILABLE IN THE APP STORE FEEDING YOUR PASSION FOR MORE THAN THE GAME NOW AVAILABLE IN THE APP STORE FEEDING YOUR PASSION FOR MORE THAN THE GAME New York City Subway Interior New York City Subway Interior
  34. 34. 61 EXTRA TACTICS 3-5 seconds Behind the scenes in the studio 3-5 seconds “@TheBuzzer, your home for...” 3-5 seconds Previous humorous stories covered by @TheBuzzer (Kevin Durant, OKC Thunder) 3-5 seconds “... feeding your passion for more than the game.” Said by Athlete Buzzer sound and tones 1 2 3 4 I N - H O U S E T V A D V E R T I S I N G EXTRA TACTICS 62 3-5 seconds Funny clip of anchors playing around in the office 3-5 seconds “@TheBuzzer, your home for...” 3-5 seconds Clip from Fan focus of a crazed fan doing something ridiculous 3-5 seconds “... feeding your passion for more than the game.” Said by Athlete Buzzer sound and tones 1 2 3 4
  35. 35. BookDesign:HillaryMcDaniel

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