1.American Horror Story Summer 2012 Integrated Promotion A Real Steal Benjamin Gordon November 11, 2011

2. Observations

Content is king!

• Audiences interaction is key.

• Shows build massive fan bases by leveraging the power ofcontent ,speculation , andmythology .

AHS presents opportunities to leverage powerful storytelling and content

• History

• Intriguing characters (alive and deceased)

• Alternate realities

• The Murder House is as much a character as the people

Key narrative thread : The Harmons are trying to sell their home and escape its horrors.

• Thereal estate industryhas embraced digital, social, and interactive mediums in engaging and thought provoking ways

3. Idea

Maintain the excitement surrounding AHS throughout the summer with a promotional campaign leveraging marketing tactics used in the real estate industry. Program aims to

Generate press/audience conversation and speculation about the season finale, the characters, history, and Season 2.

Further build on the mythology behind Murder House, and

Acquire new audience members through earned media and repeat programming.

4. A Real Steal:Summer 2012 Promotional Campaign ASK FOR MARCY! 5. A Real Steal: Integrated Promotions Strategy

Story andcontent -driven

Initiated via tangible promotional channels

Designed to

• Continue momentum of show and expandmythology .

• Connect fan base and trigger speculation, ideation, and content sharing.

• Grow audience through repeat programming andearned media

6. A Real Steal: Integrated Promotions Strategy RADIO PRINT INTERACTIVE DIGITAL & EXPERIENTIAL PUBLICITY 7. A Real Steal: Channel Breakdown

DIGITAL

Online ad units

• Real estate theme

Magazine & Newspaper

Real Estate

Classifieds

Home

Lifestyle

Ask For Marcy/Ghost Spot

TV spot aired during AHS re-runs

Fictional phone number drives to message w/ clues

Bad JuJu House Cleansing PR Kit

Online video/content drops to media outlets

Phone, URL, Links & QR Codes drive to WEBSITESOCIALSEO/SEM PRINT RADIO/TV

OOHAsk for Marcy advertising

• Bus shelters, benches

• Open house signage

Comic-Con Virtual Open House Viewings

Sponsored by ahome security partner

PUBLICITY Interactive Space OOH/EXPERIENTIAL 8. A Real Steal: Interactive Strategy WEB SEO/SEM

Real-estate design/functionality

Hidden links to clues, images and videos

• Anomalies in web site design/images

Newsletter sign-up and phone

Links to Marcys Facebook/Twitter

Unconventional keyword search strategy

• Focus on real estate terminology

Keywords uncover links to pages embedded with content

MARCY 9. A Real Steal: Interactive Strategy

Leverage and mirror social interaction trends in real-estate to create an immersive home buying experience; each channel used as a front for uncovering clues, hidden content, and exclusive offers/fan memorabilia

The Dish with Marcy Webisode series showcasing the House, its history, and topics of interest GetGlue/GoWalla/FourSquare/Flickr Leverage social platforms to direct usersto real estate themed content with clues, hidden content, events and offers

Twitter

Live updates on other properties and exclusive offers

Ghost Tweets

Interact w/ Marcy andher team

Dream Home App

Augmented reality

Turn your house into Murder House

Leverage recognition technology to uncover clues and content

SOCIAL Marcys Realty 10. A Real Steal: Interactive Ballpark Budget

Website

Development

Maintenance/Updates

Social (Facebook, Twitter, GoWalla, GetGlue, etc.)

Development/Branding

Community Management

Content Production

Video production *

Photography

Creative Services (design, layout, writing)

*Includes writing, storyboarding, equipment, set-dressing, editing, re-touching, packaging, and streaming . Does not includetalent residuals and other associated licensing/legal expenses.

Dream House App

Development, maintenance, data collection

Apple App Store Annual Fee

SEO/SEM Strategy

Yearly retainer for ongoing SEO/SEM ($5000/mnth)

$50,000 $30,000 $50,000 $100,000 $40,000 $20,000 $90,000 $99 $60,000 TOTAL COST (BALLPARK):$440,099 11. Last Words: Content Generation Fans use Storify to leverage content from Twitter, YouTube & Flickr to find horror in the everyday and share it with friends horrify .me