ESPN Rivalry Week

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  1. 1. 1 ESPN RIVALRY WEEK Master Program Plan Integrated Strategic Marketing Recap Ken Rosselli December 16, 2008
  2. 2. 22 Executive Summary
  3. 3. 33 Q4 Marketing Objectives and Strategies Executive Summary Primary Objectives: Utilize ESPN College Football Rivalry Week to build Unaided Awareness and drive the Most Preferred Brand Status: Help raise overall Samsung Mobile unaided Brand Awareness to 53% (from 51%) by the end of 2008. Help maintain or exceed the Brand Preference goal of 17% (from 13.7%). Marketing Research will assist the program with measurement. Secondary Objectives: Drive Sales for Samsung Propel @ AT&T 3 Key Strategies: Focus on our Youth Minded Consumer (YMC) passion point of sports, by leveraging a proven equity in American College Football. Create an integrated marketing plan that reaches the Global Brand Target (ie. YMC) in multiple ways. Provide local activation activities, including carrier partnerships (ie. AT&T), that will drive sales (ie. Samsung Propel).
  4. 4. 44 Who: Target 1: Adults 25-35 years; Target 2: Adults 18-24 years Delivers College Football fans (Nationwide), especially Males 18-34 years What: Deliver broad campaign reach to grow unaided mobile brand awareness from 51%-53% Drives sales for the Samsung Propel @ AT&T How: Utilize ESPN (Home of College Football) for combination broad reaching national media including TV (ABC, ESPN, ESPN2, ESPNU), ESPN.com, ESPN Radio, Print (ESPN The Magazine and the USA Today). Brand / Iconic Product Integration, Public Relations, Consumer Promotions and Channel Partnerships. Local Activation will provide Consumer Touch-points through Experiential Marketing & Media Events. Where: ESPN College Football Rivalry week is national in scope (USA) When: Saturday, Nov 22 Saturday, Nov 29, 2008, with promotional activity starting earlier Program Objectives and Strategies Executive Summary
  5. 5. 5 Public Relations: ESPN Program initiative support STA PR Team press outreach STA Recycling The Samsung Experience Center Activation Pre-Game Drive to AT&T Retail Stores: Radio Promotions (2) Radio Remotes (2) Samsung Propel Samsung Prizing Tickets / Hospitality: Michigan @ Ohio State Samsung Mobile Rock N Rally Event: Samsung Recycling Direct bags distribution Interactive Marketing ESPN Online Banner Ads and Promotions: ESPN.com - College Football Home Page ESPN.com/ Samsung Rivalry Week Pages ESPN.com - College Football Polls (daily) ESPN Mobile: Text Messaging (Polls) STA Brand Assets: Samsung websites email blasts (bi-monthly) Social Media Program At-A-Glance Executive Summary Advertising Television: ABC ESPN ESPN2 ESPNU Print: ESPN The Magazine USA Today Newspaper Radio: ESPN Radio Network Local (Columbus, OH)
  6. 6. 6 Advertising: Television Print Radio Interactive: ESPN Online ESPN Mobile STA Brand Assets Public Relations: November 2008 09/28- 11/29 11/15-11/29 Program Schedule Executive Summary Campaign 11/16-11/29 Planning October 2008 Activation: Pre-Game @ Retail Tickets / Hospitality Rock N Rally Event 11/09-11/29 11/28 USA Today + 12/29 ESPN The Magazine 11/16-11/29 11/02-11/29 11/15 + 11/20 Remotes 11/22 Michigan @ Ohio State 11/21 Event 11/02-11/29
  7. 7. 77 The Campaign
  8. 8. 8 Global Brand Target Youth Minded Consumers Youth Minded Consumers (YMC) Brand Target: Youth- Minded Consumers Media Target Universe of Mobile Shoppers As our brand target, the YMCs will be the constituency on which we will focus when crafting all of the brands activities. Our media target will be influenced by the YMC, but will be a larger group to ensure the reach that we need to deliver on our business goals. The influence of YMCs will in turn ripple outward to the broader universe of Mobile shoppers. InfluenceInfluence In early 2008, GMO also released a redefined global brand target The college football fan profile fits well with the Samsung Youth Minded Consumer: Average Age 31; Largest age range of sports 18-54; Male 63%, Female 37%; Median Household Income $61,000; Over 80% have graduated or had some college; Collegiate fans are 57% more likely than the American population to make over $150K per year
  9. 9. 9 TV Activation Print Digital Product Placement Radio Public Relations A 360Integrated Marketing Plan Awareness Consideration Engagement Purchase Interactive Marketing
  10. 10. 1010 ESPN / ABC Media Schedule
  11. 11. TV Football Games - Week 1* Saturday, November 22nd ESPN on ABC: 12 Noon = Michigan @ Ohio State (Big Ten): 2 Samsung Spots 3:30 PM = Boston College @ Wake Forest (ACC): 3:30 PM = Michigan State @ Penn State (Big Ten): 3:30 PM = Stanford @ California (Pac-10): 8:00 PM = Texas Tech @ Oklahoma (Big 12): 2 Spots ESPN: 12 Noon = West Virginia @ Louisville (Big East): 2 Spots 7:45 PM = Florida State @ Maryland (ACC): 3 Spots ESPN2: 12 Noon = Indiana @ Purdue (Big Ten): 3 Spots 3:30 PM = reverse mirror of Big Ten & ACC games from ABC: 2 Spots 7:15 PM = Pittsburgh @ Cincinnati (Big East): 2 Spots ESPNU: 2:00 PM = Jackson State @ Alcorn State (MEAC): 2 Spots 5:30 PM = Duke @ Virginia Tech: 2 Spots *NOTE: Network and start times are subject to change per ESPN production discretion. 3:30p regional telecast, 2 spots will be shown in these 3 games.
  12. 12. TV Football Games - Week 2* Saturday, November 29nd ESPN on ABC: Florida @ Florida State/ Maryland @ Boston College 3:30PM = 4 Spots Oklahoma @ Oklahoma State 8:07PM = 2 Spots ESPN: Virginia @ Virginia Tech 12:00PM = 2 Spots Notre Dame vs USC 7:45PM = 3 Spots ESPN2: South Carolina @ Clemson 12:00PM = 1 Spot Kentucky @ Tennessee 6:30PM = 2 Spots ESPNU: North Carolina @ Duke 3:30PM = 2 Spots Vanderbilt @ Wake Forest 7:00PM = 2 Spots *NOTE: Network & start times are subject to change per ESPN production discretion.
  13. 13. 1313 The Concept (Look & Feel)
  14. 14. ESPN Rivalry Week Sponsorship: Key Creative Elements Samsung Propel Phones ESPN College Football logoSamsung Ellipse logo
  15. 15. Samsung Rock N Rally Concert Event: Key Creative Elements Samsung Propel Logo Treatments
  16. 16. Samsung Rock N Rally Concert Event: Venue Renderings - Columbus, OH
  17. 17. Samsung Rock N Rally Concert Event: Venue Renderings - Columbus, OH
  18. 18. Samsung Rock N Rally Concert Event: Venue Renderings - Columbus, OH
  19. 19. 1919 Advertising: Television
  20. 20. 20 20 20 Advertising: ABC, ESPN, ESPN2, ESPNU ESPN/ESPN2/ESPNU Execution: 18 games total* (6 ESPN; 6 ESPN2; 6 ESPNU) Full-screen Rivalry Week :05 animation to run prior to every game with audio to read Welcome to Rivalry Week brought to you by Samsung Mobile (logo will be included). Sponsor logo or name in text to also appear in any promos for Rivalry Weekend Two (2) billboards per game First Half Stats feature in each game over the two weeks. First half stats brought to you by Samsung (Samsung logo will be on included) Estimated spots per network: ESPN: 60 ESPN2: 20 ESPNU:100-200 ABC Execution: Six games total* Full-screen Rivalry Week :05 animation to run prior to every game with audio to read Welcome to Rivalry Week brought to you by Samsung Mobile (logo will be included). Sponsor logo or name in text to appear in any on air promos for Rivalry Week Two (2) billboards per game Estimated spots: 10-12 *Total number of games subject to change
  21. 21. 21 Advertising: ESPN Rivalry Week - Promotional TV Slate Samsung Ellipse as it appeared in ESPN Tune-in Campaign.
  22. 22. 22 Advertising: ESPN Rivalry Week - Opening TV Animation Samsung Ellipse as it appeared in ESPN Opening Animation.
  23. 23. Advertising: ESPN Rivalry Week - Samsung Propel TV Spots Samsung Propel :30 TV Commercial, featuring Ozzy.
  24. 24. Advertising: ESPN Rivalry Week - TV First Half Stats Samsung Ellipse as it appeared in First half stats brought to you by Samsung Mobile.
  25. 25. Advertising: ESPN Rivalry Week - TV Text Messaging Polls Samsung Ellipse as it appeared in 11/22 Michigan @ Ohio State & 11/29 Games, to predict the winning teamstext RIVAL to 43776 during ESPN Rivalry Week.
  26. 26. ESPN Rivalry Week Results: Summary and WAP Numbers Summary of impressions and ratings from the unit detail report: - Each ABC Game (pending) - ESPN (total) - ESPN2 (total) - ESPNU (not rated) - Bottom Line (total for all units) WAP Numbers: 11/22 - Michigan vs. Ohio St. - 738 uniques texting RIVAL - 788 total RIVAL texts - 455 opted in to automatically receive next weeks poll question (61% of uniques) 11/29 - Oklahoma vs. Oklahoma St - 1,479 uniques texting RIVAL - 1,555 total RIVAL texts
  27. 27. 2727 Advertising: Print
  28. 28. 28 Advertising: USA Today - ESPN Rivalry Week Tune-in Ad Samsung Ellipse as it appeared in USA Today Tune-in Ad (Fri, Nov. 28th)
  29. 29. Advertising: ESPN The Magazine - BCS Preview (On Sale Dec 19th ) Samsung Rock N Rally AdvertorialSamsung Propel Print Ad
  30. 30. 3030 Advertising: Radio
  31. 31. 31 Samsung Mobile and ESPN Radio Samsung Mobile Propel :30 Radio Spot Samsung Mobile SC :10 in Mike & Mike Samsung Mobile Blink The Herd Samsung Mobile - Rivalry Week Promotion The Herd Samsung Mobile - Rivalry Week Promo Mike Tirico
  32. 32. Advertising: ESPN Rivalry Week - TV & Radio Copy Samsung ESPN College Football Rivalry Week :05 TV Billboards _ESPN & ABC VO: Brought to you by Samsung Mobile, proud sponsor of ESPN Rivalry Week. :05 Radio VO: Brought to you by Samsung Mobile, proud sponsor of ESPN Rivalry Week. :10 Radio VO: Brought to you by Samsung Mobile, and the new Samsung Propel. With its slide-out, full QWERTY keyboard, the Samsung Propel lets you make yourself heard. :30 Radio VO:Brought to you by Samsung Mobile, and the new Samsung Propel mobile phone. Thanks to its slide-out,