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

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  • 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

  • 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


  • 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