Casablanca - Basement Presentation

Outline ,[object Object],[object Object],[object Object]

Project Launch ,[object Object],[object Object],[object Object],Strategic Assessment

Product: Casablanca Casablanca Found! Casablanca The Movie! The story about the movie The story in the movie Goal: Drive ticket sales

[object Object],[object Object],[object Object],[object Object],Casablanca: The Movie A story about love, and the sacrifices people make for it.

I stick my neck out for nobody Lazlo, you take the tickets, and the woman I love. I'll stay here and face the enemy.

[object Object],[object Object],Casablanca: Found! News = Conversation

Conversation Analysis ,[object Object],[object Object],[object Object]

Identify The Conversation ,[object Object],[object Object],[object Object]

Evaluate The Conversation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Join The Conversation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Competitive Landscape ,[object Object],Casablanca is a romantic option for women; while still having entertainment for men --- a shared experience for Valentines day.

Primary Target Segments & Interests ,[object Object],[object Object],[object Object],Rational Drivers Emotional Drivers Shared Activity Shared Experience Meet Someone Love & Connection Knowledge In the know Knowledge Discovery

Strategic Positions Love & Connection Discovery A romance movie with guts News based on found prints

Timeline of Activities 8 different tactics covering all target audiences

News based on found prints Discovery

Document The Story As It Unfolds Electronic Press Kit included ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Influential Outreach ,[object Object],[object Object],[object Object],Estimated Reach: 2.1 Million +

A Romance Movie With Guts Love & Connection

Making Big Sacrifices For Love Love requires sacrifice. As true today as when Casablanca was made . Shared by 3 main characters in the movie

Contest: Who can write the best personal ad declaring what they'd do for love?

How it works ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

"Vote for me" widget

Campaign Benefits ,[object Object],[object Object],[object Object],[object Object]

Paid and Social Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Content ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Site will be optimized for all key search terms.

Valentine's Day Promotion ,[object Object]

Valentine's Day 'Hint' Tool The perfect Valentine’s Day starts with an Email nudge.

Google Maps Mashup V-Day Planner ,[object Object],[object Object],[object Object],[object Object],[object Object]

Campaign Flow The Romance Generator. It takes a woman's idea, and transforms it into a man's idea.

[object Object],[object Object],[object Object],[object Object],Help Singles Connect On Valentine's Day

Partnership with Dating Sites ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Social Networks Profile Photo Contest

[object Object],... to this. Changing profile image to Casablanca enters you into a drawing for 2 free tickets to the premiere.

Leverage Movie Groups ,[object Object],[object Object],[object Object]

Reappearing Images ,[object Object],When someone asks, the participant is in the know.

Paid and Social Media ,[object Object],Estimated Reach: 9 million+

Red Carpet Interviews ,[object Object],[object Object],[object Object],Estimated Reach: 1 Million

Casablanca Movie Poster Photo Booth

Casablanca Movie Poster Photo Booth ,[object Object],[object Object],[object Object]

Drives To Social Networks ,[object Object],[object Object],[object Object],[object Object]

Mobile Is Viral Hot Button ,[object Object],[object Object],[object Object]

Movie Dialogue Ringtones ,[object Object]

Ringtone Distribution ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Budget Summary ,[object Object]

Contingency Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

"Louis, I think this is the beginning of a beautiful campaign."

The Beginning Doug Schumacher Jennifer Sparks Founder/Creative Director Director VP/Strategic Planning doug@basement-inc.com jennifer@basement-inc.com 310-928-3150 310-928-3154 Basement, Inc. www.basement-inc.com 1610 Broadway Santa Monica, CA 90404

Casablanca - Basement Presentation

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