summer 2013 campaign

by: Nicole Plunkett

strategy the unexpected

the “shock” factor

target demographic

primary: 12-17

secondary: 18-24

MTV attributes the show’s success to the network’s younger demographic of 12-17 (New York Times)

media vehicles &

tactics

facebook ads: may 25-june 25target: primary and secondary, 12-24

OOH: mall ads: june 1-june 25target: primary, 12-17

you never know who’s on the other side of your

screen.

season 2 premierejune 25, 10 pm EST

MTV

OOH: movie ads: may 25-june 25target: primary, 12-17

Fast & the Furious 6, Hangover Part III, Man of Steel, This Is The End

MTV ads may 25-june 25target: primary, 12-17

june 9-june 25target: secondary, 18-24

**next slide will begin teaser spot**

pre-rollYouTube ads

To: NevCC: Max

Subject: Finding Love

Dear Nev and Max,

I need help meeting my fiancé, Steven!

(cut to scene of Cassie knocking on door)

catfishTHE TV SHOW

season 2 premierejune 25, 10 pm EST

MTV

guerillastuntjune 18-25

place: Times Square; live feed on Catfish website

what: life-size fish tank designed to look like a computer monitor

you never know who’s on the other side of your screen.#caughtacatfish

thank you!

sources

MTV/Catfish Audience

Teens and Facebook

Instagram Users

Mall Shoppers

Cinema-Goers