The Exorcist Full Interactive Plan

Situation InteractiveElizabeth M.| Sharon T. | Jessie G. | Jessica L. | Joyce T.

THE EXORCISTDigital Campaign

PositioningObjectives & StrategiesAudience Overview Digital Plan Overview

ScopeTime Frame

Media PlanOnline BannersSocial MediaCreative Campaigns

Agenda

For Broadway ticket buyers, The Exorcist is a one-of-a-kind show that is an entirely new way to experience this stirring tale. It is a psychological thriller that will give you chills even

without the special effects.

Positioning

1. Create buzz by engaging existing and new fans who are looking for a new way to re-experience The Exorcist

Utilize social channels to encourage Word-of-Mouth by creating conversations and engagements with fans

Initiate interactive promotions both online and offline to raise a broader scale of awareness

Objectives & Strategies

2. Encourage ticket sales Positions as a standalone theatrical

experience by focusing on the ideologies and themes of the 1971 novel

Emphasize the concepts of reality, fear, faith through design aspects that convey subtle eerie-like mood rather than in-your-face horror

Maneuver media buys to coordinate with both off-season months and holiday months such as Halloween

Objectives & Strategies

Primary target35-65Theatre enthusiasts, existing Broadway fansMore familiar with the classic Exorcist,

either with the book or the first film

Secondary target18-34Horror-genre enthusiastsExisting fans of The Exorcist or at least are

aware of the brand

Target Audience(s)

Digital Plan Overview

Scope

Time Frame Budget Deliverables

Start: July 1, 2012

End: Nov 31, 2012

Total: 5 months

Total: $1.225MM

Media: $225k

Production: $1MM

Media Banners

Creative Interactive Promotions

Social Media Content Calendar Promotions

Phase 1: July to Mid-Aug Raise awareness Launch website Generate buzz on social channels and build fan base

Phase 2: Mid-Aug to Late-Sept Focus on ticket sales – Pre-sales Generate WoM on social channels Initiate interactive promotion

Phase 3: Oct to Nov Push for ticket sales – Preview (10/23) Opening (11/13) Create buzz for Halloween season/promotion Heavy social network content sharing; encourage WoM Follow through with interactive promotions

Time Frame

Media Plan

Media Plan

ConversionPlaybill & Playbillvault

Google Display Network

Theatermania

BroadwayWorld

Ticketmaster

Travelzoo

Consideration

Time Out NY

NYCGo

Awareness

33 Across

Google Display Network

Owner IQ

Specific Media

Facebook

SEM

Bing/Yahoo

Google (Desktop/Mobile)

YouTube

Conversion Campaigns

Site Flight Dates Net Cost

Playbill & Playbillvault 7/1-11/30 $21,000

Google Display Network 7/23-11/30 $36,000

Theatermania 8/13-10/31 $10,000

BroadwayWorld 8/13-10/13 $5,883

Ticketmaster 9/1-11/30 $15,000

Target consumers who are specifically searching for theatrical or other live events

Conversion Campaigns

Playbill.com 42% Male / 58% Female 58% 35+ 354K Monthly unique visitors 30% NY DMA

Theatermania.com 40% Male / 60% Female 60% 35+ 583K Monthly unique visitors 37% NY DMA

BroadwayWorld.com 44% Male / 56% Female 57% 35+ 1.2MM Monthly unique visitors 41% NY DMA

Ticketmaster.com 44% Male / 56% Female 47% 35+ 2MM Monthly unique visitors (NYC)

* Data provided by Quantcast, August 2012

Consideration Campaigns


Time Out NY9/3-10/27

11/11-11/25 $20,000

NYCGo9/3-10/27

11/11-11/25$20,000

Target consumers who have shown an intent to or are in the context of researching entertainment options

Consideration Campaigns

NYCGo 46% Male / 54% Female 25% 35-44 86K Monthly unique visitors 55% NY DMA

Time Out NY 46% Male / 54% Female 53% 35+ 497K Monthly unique visitors 35% NY DMA

Awareness Campaigns


33 Across 10/15-11/15 $15,000

Owner IQ 10/15-11/15 $5,883

Specific Media 10/1-11/26 $25,000

Facebook 10/1-10/31 $5,000

Google Display Network 7/23-11/30

Split with GDN Remarketing

Budget

33 Across

Audience: Identify core consumers and prospects within the Exorcist Brand Graph™ Exorcist site visitors (via 33Across pixel) Exorcist conversion page (via 33Across

pixel) Users strongly-connected to and most likely

to be influenced by the above audiences

1 Insights: Gain unique insights on the social and online preferences of the Exorcist Brand Graph™ (sharing, search, video, blogs, social connections)

2

Campaign: Deliver Standard IAB media on premium content to effectively build exposure and sell tickets to The Exorcist

3 Optimize: Optimize campaign on a daily basis to maximize reach and performance

4

Network that utilizes "Social Proximity" targeting – focus on users who show similar characteristics to people who have purchased tickets

Network that utilizes “Ownership targeting” – targets based on what products and brands consumers actually own and/or intend to buy.

Owner IQ

Brands (Tickets):

Campaign Specifics Geo-target: NY DMA

Remarketing

A35-65 shopping For Tickets To Live Events

A18-34 shopping for horror-genre related events

* Data provided by Owner IQ Internal Numbers, December 2011

Network Statistics 52% Male / 48% Female

41.5% 25-54

162MM Monthly unique visitors

NY DMA – 95%

Sample Sites:

19

Specific Media

* Data provided by Specific Media, Feb 2012

Network that utilizes “Behavior retargeting” – targets consumers that had some sort of engagement with the brand or related categories but didn’t result in any conversions

Network Statistics 180MM Monthly unique visitors

(National)

Provides insight that increases the targeting scale & accuracy of the campaign


Behavior-target: Theater enthusiasts & entertainment seekers

“ROME” unit is two 160x600 that live on skins outside of site content

20

Facebook

* Data provided by Quantcast, December 2011

Network Statistics 146.7MM Monthly unique

visitors

45% Male / 55% Female

33% 35+


Profile Pages with Image + Text

21

Undertone

* Data provided by Undertone, May 2011

Network Statistics W35-54: 21MM Monthly unique

visitors; 58% Reach

Ad Network of premium websites

Provides high-impact Rich Media ad solutions


Full Page Grabber

Search Engine Marketing


Bing/Yahoo 7/1-11/30 $2,500

Google (Branded Search)

7/1-11/30 $20,000

Google (Non-Branded Search)

9/1-11/30 $10,000

Google (Mobile Branded

Search)8/1-11/30 $5,000

YouTube 8/1-11/30 $1,500

Online Banners

Banner Art

EXORCISE your inner demonsThe Exorcist comes to Broadway

You never know just how close evil can be…The Exorcist comes to Broadway

Evil can lurk inside us all The Exorcist comes to Broadway

Sample Media Messaging

Evil can lurk inside us all…ExorcistBroadway.co

m/tickets

Cut-out of Regan on bottom corner of screen with growing shadow

Regan with click and drag box of show information

Large solid black interference banner

Morphing page headers and title treatments

Banner Ideas

Website

• To buy tickets (Telecharge, Group Rates, Rush Tickets)

• Box Office/Hours

• Show times

Website Site Map

The Exorcist

Tickets The Show Cast & Creatives

• About the show

• Press Reviews/Interviews

• About the cast

• Photo gallery

Website Version 1 - Overlay

Website Version 1 - Homepage





Social Media

Social Media Rollout

Network Plan Content

Facebook

• Posts 4x a week

•Subdued, sophisticated and respectable tone

• Engagement: Trivia, exorcism facts, quotes from the play, video content• Campaign Announcements• News

Twitter •Regan's twitter page: A visual battle between Regan and the Devil

• Paraphrased Regan Quotes• Sporadic interactions with Mr. Howdy

Sample posts for FB

Awareness“It thrilled you as a novel and disturbed you as a movie…Prepare yourself for an unforgettable experience as the Exorcist is coming to Broadway!”

Questions“How old were you when you first read or saw the Exorcist?”

Quotes“Faith isn’t a matter of fairness. It’s finally a matter of love.”

Call-to-Action

“Share this if you plan on seeing the Exorcist on Broadway!”

Exorcism Facts

“Did you know that out of 400 exorcism requests, only 2 or 4 end up being approved by the church?”

Facebook

Twitter

Creative Campaign

“The Devil Inside”At its core The Exorcist is about demonic

possession. Our creative campaign will provide ticket buyers with new ways t0 engage with the little bit of devil that is

inside us all…

Facebook Ouija Board (Late Sept – Late Nov)

A state-of-the-art Facebook Application featuring a Ouija Board that allows users to ask questions and receive a prophecy from “the Spirits”

Allows users to ask questions for his/her friends and record the responses for sharing


Promoted through media buys, iPad use, and social sharing

Lives on Facebook, builds social fan base

Prominent “Get Tickets” call-out

Allows users to engage with their inner demons by asking question anonymously

Possible integration of discount codes and sweepstakes

Why we like it?Encourages sharing

Far-reaching appeal

Features a prominent prop from the show without being overly scary

Drives Website traffic


The Devil Inside Food Truck (Mid Sept – Late Oct)

A food truck decorated with Exorcist show information and key art that travels throughout New York City selling goodies that all contains the “devil” (something gluttonous) hidden inside

Built-in parametric speakers on the truck will shoot targeted messages at passersby

The Bishop The Regan The Mr. Howdy

Promoted through social + street appeal and word-of-mouth

All truck employees are dressed as priests and treat every transaction a theatrical experience

Perhaps even get Brooke Shields and other stars of the show to work a shift in the truck


Why we like it?New to the Broadway spaceCurrent trend that is unique to NYCWho doesn’t like baked goods?Flexible targeting Easy integration with socialTaking unique spin on the idea of the devil

insideThe idea of hidden devil but not creepy, a serious

theatrical experience


A large interactive billboard in Times Square that allows passersby to manipulate Regan’s actions on the screen through a touch screen kiosk nearby

Inside the kiosk will be a large touch screen that controls the “devil inside” of Regan. Using the touchpad, users can manipulate Regan’s actions on the billboard making her flail around, or glow red.

The Devil Inside Billboard (Mid Oct – Late Nov)

Kiosk also features ticket purchasing capability

Capability to connect with Facebook or Twitter to play

Allows users to be the devil and allows them to consider what if the devil was inside of them?


Why we like it?Great visibility; unique interactive experience

Builds social fan bases

Capability to change messaging and image

24 hours a day


Thank you. Questions?

Documents

The Exorcist Full Interactive Plan