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Creative Brief- Martin Lawrence Season 5 Show Concept Updated: February 16, 2010 What’s the problem? We need to create a fresh campaign concept for Martin Lawrence 1st Amendment Stand Up, Season 5. What are the obstacles that stand in our way? We don’t want to repeat Season’s 4 concept. Starz is just beginning to emerge in the original programming space and even though Martin Lawrence 1st Amendment Stand Up is in its 5th season, Starz needs to continue to create an identity and build awareness for this show. What’s the objective? Build-upon the success of Martin Lawrence Presents 1st Amendment Stand-Up marketing concept to develop new materials that will promote the all new season (season 5) to drive existing and new audiences to tune-in. Who are we talking to? There are 76 Million Entertainment Individualists in the Unites States, which 24% are African American or some other minority race. We know that Martin Lawrence 1st Amendment Stand-Up appeals to minorities. Demographics:   

Average income $79,000 Audience skews toward the older demo (35 – and up) of the overall EI age demo of 25-44 More of these EI’s are married than single

Psychographics: They are mainstream entertainment enthusiasts that are POP obsessed and tune into networks like VH1, E!, MTV and BET. They are also young at heart and enjoy networks like G4/Tech TV, Comedy Central, Cartoon Network, Nickelodeon and Spike. They travel in groups and love team activities such as attending sporting events, playing billiards, dancing, clubbing and going to concerts and comedy clubs. They are willing to be publicly expressive, and thoroughly enjoy entertaining people in their homes. What’s the single minded thought? Showcase each comedian’s right to express their own brand of comedy. Why should they believe?   

Martin Lawrence’s career as a successful comedian TV/film star gives credibility and perspective to this show and to our network The show opens the door of opportunity for fresh comedy voices and veterans Doug Williams has credibility in the industry and has gotten positive feedback as the host


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While this show and comedy appeals to a general market, this series was originally intended for the Starz InBlack audience and attracts a minority audience. Plus, research shows that premium channels do well in minority households as they tend to believe in home entertainment. The series in Season 5, has growing fans on facebook and will be at the Chicago Theater this May The “Wanted” concept was very well-received by executive producers, pr and others involved

What is mandatory? 

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Concepts complete April 2 for a May 13 – 16 Chicago Theater shoot o We’d like to (if possible) use the concept for theater push tactics to take advantage of larger opportunities the Chicago Theater offers (email to 100K, jumbotron, etc.). This is why April 2 is the due date for concepts, but shouldn’t hinder the process if this poses challenges. Direction for shooting both Martin Lawrence (possibly in LA) and all other comedians that are part of the show Cohesiveness across on-air, Web, pr and any other tactics used to promote ML Season 5

MLS5 Creative Brief  
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