1. Interactive Marketing
Campaign Ideas
12.9.2013
JACQUELINE FRITZ

2. Based on market research and competitor analysis, this
presentation explores potential ideas for activating
Dream Out Loud by Selena Gomez for Kmart
across the digital/ interactive landscape and drive sales of the
Spring 2014 collection.

3. Current interactive market
Since direct competitor NMC is new, now is a
good time to maximize SGDOL online reach while
there is space
• Free concerts
• Appearances
• Ads/ commercials
• Free concerts
• Free gear
• Appearances

4. • Sweepstakes/ co-brand
partnerships
• Appearances
• Ads/ commercials
• Use of Rich Media Posts on social
• Celebrity shoots
• Ads/ commercials

5. Target Demographic
SELENATORS
Females, 15-21 yrs old
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Enjoy socializing and trying out new
media/ technology platforms
Want to feel special, beautiful,
popular, and have fun/ laugh/ smile
Want to be liked by others and love
others
Look to their friends for validity and
approval
Want to feel empowered
“They take all that energy, all
that circulating fire in their
veins, and instead of letting
it destroy them, they choose
to love, ferociously. Be it a
band, or a book, or a series
of films. They do it to keep
themselves sane…teenage
girls find a buoy for
themselves in the sea of
emotional ruin, and they hold
on tighter than anyone else.”!
- Meghan Harper, via The
Huffington Post, 10/24/13

6. Digital/ Social Channels
Where are is SG DOL’s target audience and how are they using it?
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Mobile…mobile…mobile…
Apps/ Games – girls love playing games on phones; fashion apps give them the fashionista experience
Texting – older range of demo; younger range now moving into Snapchat
Facebook – defacto network; being used less by younger audiences now adopting newer platforms, but
still reaching older end of SGDOL demographic; Sharing images, poking friends, receiving likes
Twitter – Millennial digital party; **26% of teens use Twitter compared to 18% of adults. Tweets w/
images get 2x more shares
Instagram – Girls love taking pics and posting online to share with friends; great integration capabilities
Vine – creating 6 second video shorts and posting; more mobile friendly than YouTube easily shareable
SnapChat – younger range of demographic sends instant photo messages with 10 second lifespan
YouTube – posting videos to share with friends; watching funny clips or music videos; not as mobile
friendly
Tumblr – posting images of cool stuff and commenting/ liking; *59% of users between ages 13-25 use
Tumblr over Facebook; more teens here than on Fb or Instagram
Pinterest – less popular with younger audiences; 15% of adults use Pinterest compared with 1% of teens.
(more mature content: cooking, home design, etc.)
*Garry Tan via Business Insider
**Pew Research Center Studies from 8/2013,
May 2013 and Feb 2013

7. Digital/ Social Channels
*Garry Tan via Business Insider

8. Interactive Program Ideas
1. dreaME – Mobile app, interactive display build out +
Facebook campaign
2. Dream into Spring – Instagram/ Tumblr eco-contest
3. Dream your design – Vine video series
4. DreaMobile – Fashion show/ Pop-up store
5. Dream Closet – commercial starter

9. dreaME app
DOL dreaME app + Facebook
Build mobile app/ game to mix and match DOL Spring
2014 garments with social integration
Girls can interchange SG DOL images/ styles to create
‘looks’ via drag and drop collage functionality
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Call to action: Create look and share with 10
friends on DOL Facebook page to receive
discounts on clothing purchases; also option to
email to parents/ friends/ etc. for later purchase
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Selena picks one look per week on DOL Facebook
page she likes best during campaign over 3
weeks; winner receives free ‘look’
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‘Looks’ with most ‘Likes’ at end of campaign get
free $XXX shopping spree of SG DOL clothing at
Kmart
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App soundtrack incorporates Selena songs
Approximate cost for app development: $20-50K
(depends on gaming functionality + developer)
Approximate time for app development: 8-12 weeks

10. dreaME mobile app
Why Facebook?
Dream Out Loud already has a large following on
Facebook that can be further incentivized, and it
allows for Rich Media posts, which provide a more
engaging, interactive experience with the collection
through a scrolling mechanism that links directly to
the Kmart online store. Selena videos modeling each
collection piece can be integrated into the RMP’s as
a display feature, as well as images of ‘looks’ and
larger ‘collection posts’ that can be zoomed into, and
clicked on to purchase directly from Kmart. By using
this tactic in tandem with the ‘looks’ girls create and
upload from the mobile app, Selenators’ parents on
Facebook see what the girl wants, and easily
purchases through RMP posts. It is easy to share,
like, and view the collection in an interactive
catalogue form without having to initially go to
Kmart site. Conversions and engagement are easy to
track.

11. In store display
In store interactive display screen
Build out customized, interactive display screen/ panel to
place in select Kmart stores
• Separate dreaM! app built for interactive display; larger
version/ old school video game style of mobile app; two
apps are connected and integrated with social media
• Selenators can pull up the ‘looks’ they created through the
mobile app on the screen to get discounts on clothes in
store
• Display serves as content repository Selenators can play
with on site/ view various DOL online platforms and follow;
Shopping with Selena in store videos can be made about
outfits she likes to mix and match
• Selenators are directed to download mobile app they can
play with on large screen (like old school video games)
• ‘Pin’ certain looks they like on Pinterest in store
• Display device can easily be detached and used at
dreaMobile destinations as screen Selena will be streamed
live on
Approximate cost: $50-100k including mobile app and display
device app to integrate mobile

12. Dream into Spring with Selena!
Instagram/ Tumblr/ Twitter campaign – Part 1: Contest
Enter to win a photo shoot with Selena Gomez in next DOL collection!
Late January/ early February 2014:
Kick off: Post animated GIF of DOL bird on DOL Tumblr page, with contest
Terms and Conditions underneath
Call to action: Selenators take Instagram selfie wearing DOL garment(s) while
doing an environmentally good deed (i.e. planting a tree, recycling, conserving
electricity, etc.)
• To enter contest Selenator must push Instagram selfie to Tumblr #dolbysel
account
• Community Manager reblogs Instagram selfies to DOL Tumblr account for
constant content
• Each week for the month of Feb, the selfie with the most ‘Notes’ is named a
winner/ Finalist in contest
• Finalists are contacted by Selena asking them to create a 1min YouTube
video about an environmental project they are implementing in their
community, and its impact, why, etc. If they are wearing DOL while doing so
even better!
• 1st week of April the finalist videos are uploaded to YouTube (StyleSip) and
voted on. On Earth Day, April 22nd, Selena announces winner

13. Dream into Spring with Selena!
Instagram/ Tumblr/ Twitter campaign – Part 2: Drive Sales
February – March/ April 2014
If a Selenator doesn’t want to enter the contest but still wants to spread Selena
love…
Listed as part of the Terms and Conditions in the animated gif blog post on
Tumblr to kick off the campaign, Selenators can score discounts on DOL gear
by sharing the DOL love with friends
Call to action: Selenators must –
1. Follow @dolbysel on Twitter
2. Tweet 10 friends separately: Show your love @dolbysel
@yourfriendstwitterhandle #dolbyseltumblrcontestblogpostlink
• Community Manager keeps track of which Twitter accounts tweeted 10
times and to which accounts
• After 10 tweets, Selena sends Selenator a personal ‘Love Bird’ image with
individual discount/ QR code for Spring 2014 DOL collection
• Discount/ QR code may be used in store or online; only good for limited
amount of time and can only be used once
• The ‘Love Bird’ reach expands as more Selenators tweet 10 of their
friends…

14. Dream into Spring with Selena!
Why Instagram and Tumblr?
Both platforms are uber popular with teens and highly image
based. Tumblr is excellent for creating an engaged community and
activity can be tracked by number of registrations, photos
uploaded, and via likes/ hashtags.
91% of teens spend time on social media posting pictures of
themselves, and Instagram is the most popular photo creation app.
SG has an active following on these platforms to further incentivize
engagement with the DOL brand.

15. DOL dreaMobile
dreaMobile – Fashion show/ Pop up shop - Be in a DOL fashion show with Selena!
March 2014 – Part of Dream into Spring or can be used in another campaign
dreaMobile is a Winnebago-style, electric vehicle that opens up into a Pop-up shop on wheels
Based on locations generating the most selfie contest activity on Tumblr, the DOL dreaMobile will
voyage to set up shop in corresponding Kmart parking lots (location selection TBD; number of
locations TBD) ***if this kind of vehicle is not possible, a caravan of electric cars also works, i.e.
Caravan of Dreams
Call to action: Bring an old item of clothing to be donated to women’s charity (or UNICEF) to
dreaMobile destinations to be part of a fashion show for Selena’s DOL Spring 2014 collection and get
discounts on the gear!
• Selena promotes online her dreaMobile itinerary through Tumblr teasers, tweets, across all
platform; Leading up to stop she tweets first 10-20 girls to meet the dreaMobile on site with their
donations will be entered into the fashion show
• At sites girls receive ‘Love Bird’ shaped packets of bird, flower or tree seed with discount code on
it in exchange for their clothing donation; code can only be used once, that day, instore or on line
• Girls entered in fashion show get to try on DOL Spring 2014 collection and put together one
ensemble of their choice to walk down ‘runway’
• Selena is streamed in live on large screen to judge ‘runway’ competition and winner gets $XXX in
free DOL merchandise
• Video from fashion show and images from event put on Tumblr blog and girls take selfies in outfits

16. Dream Your Design
Dream Your Design
Vine + YouTube Video Campaign – Approximately 8-10
weeks
DYD DOL dedicated microsite created as contest hub
girls must sign in to with their Facebook account to
get discounts on DOL Spring 2014 Collection (which
girls can wear in Vine videos)
• Microsite hub holds Love Bird link for Twitter
sharing
• Even if girls don’t want to enter Vine contest, they
can still link up their Fb account/ follow @dolbysel
on Vine to boost channel engagement, and follow
on Twitter to get discounts driving sales
Kick off: Selena posts a weekly video on Vine
@dolbysel with a different ‘Day Dream’ (any slogan
that aligns with the DOL brand) for 6 weeks
Campaign continues on next slide…
“Vine has proved
surprisingly resilient,
and as it turns out, it
looks like it has a
hidden killer feature: a
distinct culture.” Mat
Honan for Wired, August
2013
Why Vine?
Vine is the fastest growing app in the
world. Its user base grew 403% from
Q1-Q3 2013.* Girls love creating
mobile videos and sharing them; using
the popular Vine storytelling platform
encourages Selenators to get as
creative as possible to express their
dreams out loud, and they get 6
seconds of fame to engage with the
brand on an emotional level
*Statista using GlobalWebIndex 10/2013

17. Dream Your Design
Dream Your Design
Vine + YouTube Video Campaign
Call to action: Go to DYD hub and sign in to get discounts on DOL Spring
2014 clothing.
Each week Selenators submit personal Vine videos @dolbysel Vine profile in
an outfit/ incorporating garment of DOL Spring 2014 collection they feel best
represents/brings to life Selena’s Day Dream (they share these on Facebook
to promote their Vine videos, and across platforms #myvinevideo)
• Vine contest shorts get ‘liked’ and video with most likes becomes weekly
Finalist over duration of campaign
• 6 Weekly Finalists are asked to create an extended, 1min personal video
for upload on Stylesip YouTube of their own ‘Day Dream’/ t-shirt slogan
explaining what it means to them and why their dream should get designed
• Vine campaign shorts could be made into longer video for posting on
YouTube channel; these could act as a teaser/ content lead up to final
round
• Selena chooses winning ‘Day Dream’ to be a slogan on a t-shirt in DOL Fall
2014 collection and winner helps design it
• YouTube video created showing SG + winner designing t-shirt, or winner
going to factory, meeting with design team, day in the life of fashion
designer
DreaMobile can
also be rolled into
this campaign,
asking girls to
bring in old Tshirts to donate

18. Dream Closet
Dream Closet funny commercial
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Selena is getting ready for a party in the kind of closet every girl dreams of (huge, millions
of shoes, clothes, etc.), and is talking on phone with friend about an outfit she dreamt about
but can’t remember
She starts pulling out clothes and trying on outfits
She gets a suprise text from the DOL logo bird, saying yay or nay to the outfits she tries on,
in funny, candid humor: i.e. ‘Justin would like that’ or ‘ (like a bestie would give outfit
feedback when getting ready for date)
Selena is in disbelief but keeps trying on outfits, SG DOL Spring 2014 clothes
Animated DOL bird starts appearing in closet as she is trying on clothes randomly; tension
created between Selena and bird through funny commentary/ Selena dressing up
As she slams closet door Selena’s songs blast from inside closet; she whirls around, opens
door and finds the party is already going on …. Animated DOL Birds are everywhere and
she realizes the party comes from within. Its about the clothes, DOL clothes to make you
feel fabulous, but its all about the attitude and fun you have in the process of getting ready
with your friends, expressing yourself

19. Measurement + Next Steps
Each program/ element has been designed for easy tracking and performance
analysis based on the following KPIs (among others):
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Reach/ growing brand awareness
Likes, Comments, Shares on various platforms
Contest registrations
New account platform followers
Conversions into sales online/ on site from discount codes
In order to determine ROI, we need to first clarify the budget, which would be the
next step. Soon to follow would be to bring on board a dedicated Community
Manager to distribute and implement various campaign logistics. Depending on
budget factors and Selena’s availability, we would organize her video shoots in
January during Sundance.

20. THANK YOU