Integrated marketing campaign

Sound Network

Friday, March 11, 2011

Problem?

No MoreMusic

Friday, March 11, 2011

YouTube Sound Network

Friday, March 11, 2011

YouTube Sound Network Launch Party:

April 15, 2011

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Capacity: 20,000people

Tickets:$150, $300

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Live Stream from the red carpet

Hosts from eachYouTube Sound Network

Show will be correspondents

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Then comes the live show...

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Lady Gaga

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Taylor Swift

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Justin Bieber

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Eminem

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Nicki Minaj

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Ranked 3rd most

searched term

4th most visited site

of 2010

Averages about2 billion views a day on

videos

200 million views a day on mobile

app (as of January

12,2011)Friday, March 11, 2011

External Factors

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TrendsFriday, March 11, 2011

Competition...

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Target Market 18-25

13-24 year olds spend 16.7 hours a week online

Only spend 13.6 hours a week

watching television

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To have at least 50,000 thumbs

or likes on YouTube

To have at least 1/2 registered YouTube users

viewing the launch

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Have 100% live attendance

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AdvertisingObjectives

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Featured articles in.....

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Featured and Interviewed on...

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1,000,000 subscribers

Friday, March 11, 2011

YouTube Sound Network is

announced during press conference

2/1/2011 2/3/2011

Print and Internet promotion

begins

Release promo video

Announce artists playing

the launch

Tickets go on sale

to the public

Interview with CNN

February 2011

2/20/2011 2/21/2011 2/22/2011 2/23/2011

Focus group reviews the website

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Announce contest

Promo for channel to be ads for

popular YouTube channels

Interview with Rolling

Stone

Send out press releases

Contest Ends

March 2011

3/1/2011 3/3/2011 3/5/2011 3/7/2011 3/8/2011

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Announce contest winners

Print Advertisements End

Day of launch party

April 2011

4/1/2011 4/13/2011 4/15/2011

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Budget

YouTube net revenue:

$945,000,000

Marketing for YouTube Sound

Network:$11,812,500

Amount used:

$4,500,490

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0.9%16.7%

15.8%

66.7%

TV PrintInternet Outdoor

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30 second

commercial=

$3,000,00066.6%

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Internet:16.6%

Amount used:$750,000

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$0.88 per click, $100 per day

Fan Page= free3 months

People between the agesof 14-25 make up 40%

of Facebook users

$400,000

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Channel ads begin in March

Ads for the live stream will begin

in April

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3 months

$1.00 per click

$350,000

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Print:

15.8%Amount used:$710,490

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3 months:$548,310

Full page ad

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3 months:

$162,180 26.95% of readers are

between 18-24

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Outdoor:

.9%

Amount used: $40,000

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2 billboards in West Hollywood:

$20,000 for two months

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Public Relations

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Focus Group

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Street TeamersFriday, March 11, 2011

Blog posts on...

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Contests

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YouTube Sound Network featuring Lady Gaga

Coming April

2011

Friday, March 11, 2011