An integrated marketing plan designed by Shannon Lehotsky Entertainment Cross Promotions, Fall 2009 December 14th, 2009
Campaign Descrip.on Create an integrated marketing campaign to promote the new movie “Hot Tub Time Machine,” coming out on May 14th, 2010. We will brand the film as a fun and silly “bromance” with strong 1980s comedy themes. The campaign will generate interest and ultimately sell enough tickets for the film to make a profit.
Industry Overview “Bromance” genre becoming popular Male‐dominated cast Examples: The Hangover, The 40‐Year Old Virgin Science Fiction Comedy Examples: Men In Black, Back to the Future, Ghostbusters, Idiocracy
Compe..ve Overview Movies released in May 2010 Iron Man 2 Starring Don Cheadle, Gwyneth Paltrow and Robert Downey Jr. Robin Hood Starring Russell Crowe, Cate Blanchett and Vanessa Redgrave.
Goals/Campaign Objec.ves Promote the movie with the proposed messaging
and branding
Make a profit the first weekend of release Create a campaign that is viral and interactive.
The goal is to have the target audience view, share, and create content that will promote the movie.
Evalua.on Because the primary goal is to make a profit from the
film, I will evaluate it’s success if it the return is greater than the investment.
Use box office data on revenue and attendance Website Hits Reviews
SWOT Analysis Strengths
Weaknesses
‐ “Bromance” and goofy “Snakes on a Plane” movies very popular ‐ Strong cast ‐ Attention grabbing title
‐ Intentionally silly. Clearly not a quality film.
Opportunities
Threats
‐ Time travel / science angle makes creates a unique target ‐ Intentionally silly movies can gain cult following ‐ No recent successful science fiction comedy – untapped need/demand
‐ Similar movies coming out in February ‐ “Bromance” movie genre may be getting stale
Posi.oning For fans of comedy movies and science fiction, Hot Tub Time Machine offers an intentionally silly comedy that recounts the story of four men going back in time to re‐experience their younger years of booze and bad decisions.
Target Audience Primary Target: Males, age 18‐35 who enjoy comedies. Secondary Market: Men and women aged 18‐35 who
are interested in science, sci‐fi and time travel.
Tone/Style Silly Funny Male‐bonding Science Fiction Comedy Retro 80s Themed
John Chevy Rob Cusack Chase Corddry John Chevy Rob
Craig Clark Robinson Duke Craig Clark
Cusack
Robinson
Chase Corddry
Duke
HOT TUB T I M E M A C H I !E !
They!re gonna party like it!s 1986.
) )
May 14th 2010
Similar Genre Comparisons
Tagline
Radio Spots Pandora.com
!
See the trailer for Hot Tub Time Machine HERE
Pandora.com Home Page Ads
Website
Online Social Media
Facebook Twitter Stumbleupon Delicious Reddit Digg
TwiJer Launch #HTTM contest 2 weeks before movie release Ask for best suggestion about what someone would do if
they went back to the 80’s
Must respond in 150 characters or less Grand Prize Viral promotion
E‐mail / Direct Contact “Register” tab on the official website gathers the following information: Name E‐mail Phone Number Twitter account
Online Banner Ads
Google.com Adwords Purchased the following search phrases: ‐ Hot Tub Time Machine ‐ John Cusack ‐ Chevy Chase ‐ Rob Corddry ‐ Time Machine ‐ Time Travel ‐ Jacuzzi ‐ May movies ‐ Comedy films
Print Ads All print ads
sponsored by Jacuzzi.com.
Benefits to both
parties
Publica.ons Full page ad in each: Maxim Magazine Details Magazine Sports Illustrated People Magazine The Hollywood Reporter Cinefantastique Magazine (the magazine of horror, science‐fiction and fantasy movies.)
Television Ads ‐ Trailer 60‐second trailer (copy attached) Funny copy Includes tagline Gives insight into the 80’s, partying, bad decisions,
and time travel Includes movie title and release date Copy gives a sneak preview for the film If people want more, they can visit the site and register
for more clips and exclusive videos
Television Shows that will air trailer Primetime NBC – The Office Thursday nights, 8pm 30 second clip
FOX – Family Guy Sunday nights 30 second clip
Cable/Syndication Comedy Central – South Park Tuesdays 1opm 30 second clip
Comedy Central – The
Daily Show
Every night, 11pm 30 second clip
TBS – Family Guy Varied nights, 8pm 30 second clip
Movie Trailer in Theaters ‐ Use same 60‐second trailer as in TV commercials. ‐ Reaches the target audience ‐ People watching comedies will probably enjoy HTTM ‐Purchase advertising packages in New York and Los Angeles prior to the film.
Media Flight Schedule Date Campaign will launch: April 18th, 2010 * April 18-24
April 25-May 1
May 2-8
May 9-15
Pandora Home Page Ads Pandora iPhone Ads Website Launch Social Media Tools Twitter Contest Red Bull Promotion Event Print Ads Movie Trailer in Theaters Trailer on TV spots Google Adwords Online Banner Ads Direct Messaging / Contact
* Changed the real release date to May in order to have the Red Bull promotional events outdoors during warm weather
Barter‐based Promo.on Partnership with Jacuzzi.com No money exchanged In exchange of being featured in Jacuzzi’s media buys,
Hot Time Machine will feature Jacuzzi in the movie and ads whenever applicable.
!
Jacuczzi logo featured on all Hot Tub Products in Film
)
! !
Men.ons in the Film Chevy Chase: How could this be? It doesn’t make sense at all. I’ve had this Jacuzzi for 5 years and I’ve always gotten out in present time.
Details for the Deal Mentions in the film Mention the brand by name 2‐3 times Show logo on the hot
tubs 2‐3 times
Es.mated Value of Media Exposure If the movie generates $65 million total (gross
domestic), then about 6.5 million people saw the film.
6.5 million impressions 4‐6 placements in the movie, valued at about $8,000
each
Paid Media Placement All print ads
sponsored by Jacuzzi.com.
Benefits to both
parties
Publica.ons Full page ad in each, estimated 10,000 each: Maxim Magazine Details Magazine Sports Illustrated People Magazine The Hollywood Reporter Cinefantastique Magazine (the magazine of horror, science‐fiction and fantasy movies.)
Website Design Jacuzzi.com
Paid Revenue Source Event Sponsorship with
Red Bull Energy Drinks
Hot Tublympics Physical and Mental competition Portion 1: 80s Trivia Two teams of 5 must answer the most answers about 80s pop culture to advance to the next round Portion 2: Hot Tub Challenges
Swimming against a current Synchronized swimming Water slides Marco Polo
Event Details Winners of the #HTTM Twitter contest will be sent to
the contest in their closest city Events held in top 10 DMAs Los Angeles New York San Francisco Chicago Boston Philadelphia Miami Houston
Signage at the event
Specifics for the Deal Red Bull gets exposure in the movie with
favorable comments made about the product Product Placement Estimates Mention Red Bull 3‐5 times Have 3‐5 scenes where someone is drinking Red Bull and enjoying it.
Hot Tublympics Red Bull will have exposure at the event Girls giving away samples of Red Bull Picnic tables with logos on umbrellas Promotion Viral Ads placed by Red Bull for their product with mention of the event
Benefits for HTTM Complete funds for the Hot
Tublympics.
Recognizable and successful brand
to be associated with.
John Chevy Rob Cusack Chase Corddry John Chevy Rob
Craig Clark Robinson Duke Craig Clark
Cusack
Robinson
Chase Corddry
Duke
HOT TUB T I M E enjoying M A C H Ia!E Craig Robinson Red Bull They!re gonna party like it!s 1986. during the movie !
) )
th
May 14
2010
Thank you!