Digital Marketing Campaign Presented by Damian Hagger

1. Digital Marketing Campaign Presented by Damian Hagger

2. Marketing Overview • Demographics • Adults 18+ • Parents with children (PG Rating) • Secondary audience: Baby Boomers who grew up with the original film (representing 77 million online users) • Psychographics • Tech Savvy • Buys Online • Watches Cartoon Network, American Idol • Drives Honda Odyssey • Positioning Statement • Alice in Wonderland meets Willy Wonka! • Positioning statement: A fantasy trip delivering outrageous characters (witches, flying monkeys, munchkins), The Wizard of Oz is the family adventure coming to a theater near you. 

3. Objectives/Strategies • Drive awareness and excitement leading up to the release of the film • Create favorable word-of-mouth online engagements • Excite family audience with this classic tale being re-imagined by a modern cinematic visionary.  • Capitalize on the robust characters and the timeless appeal of the story experienced by generations of movie lovers. • Be everywhere. Go to the demo online. Work on all devices with a focus on mobile. Tie the brand with users daily online activities. • Satisfy the fans. Bring in the fams. • Recognize the importance of International and repurpose assets accordingly.

4. Demo & Medium Key To easily identify the demo and distribution channel, the following key will be at the bottom of each campaign slide: Four Quad Medium

5. Phase 1 Timeline: 12 Months Out

6. Behind The Green Curtain • Video production diaries from Tim Burton • Storyboards • YouTube Channel, Vimeo, and site • RSS Feed for Flipbook • Free News Stand (iOS5) downloads • Danny Elfman Scoring Sessions

7. Phase 2 Timeline: 8 Months Out

8. Official Site • Launch Teaser Site Mobile • iPad/iPhone/Android App • General Movie Info • Push Notifications • Trailer Exclusive on App and Apple • “Coming Soon” with updates

9. Wide Trailer Launch • Yahoo, YouTube, Hulu, Amazon, Vimeo, Facebook Social Media • Official FB page launch • Twitter • YouTube Channel • Get Glue Sticker Set (e.g. watch trailer to get “Tornado” sticker)

10. Event SXSW Presence

11. Google Earth • Emerald City virtual structure dropped over Austin cityscape • Users can tour Emerald City via Google Earth and uncover codes for prizes/swag at SXSW booth Have You Seen This Dog? • Wildpostings around Austin of missing dog TOTO. Call number for details. • Users call a Google Voice number and get a message from Lady Gaga saying she has the dog….

12. Phase 3 Timeline: 6 Months Out

13. Mobile • App update: The Munchkin-izer. Voice and Image distorter. Users are able to post their creations on FB and Twitter Facebook • Launch First FB App: Are You Smarter Than The Scarecrow?

14. Teaser Banners • Character Banners: Users are introduced to the cast through character reveals • Users can ‘like’ the official FB page in-banner to reveal a character video.

15. Event Comic-Con Presence

16. Four-Squarecrow Directions! • Check in to select locations to win! • Users are encouraged to check in to the Emerald City-OZ booth, 5 Minute Sneak Peak and Talent Panel to enter for a chance to win Premiere Tickets and swag. • Foursquare, FB Places, GoWalla

17. Phase 4 Timeline: 2 Months Out

18. Mobile Official Site • App update: The Wicked Witch’s Crystal Ball: Accelerometer based fate generator • Full site launch • Classic line soundboard • Desktops, AIM Icons, iPad/iPhone home screens • Skins: Wordpress, Tumblr • Augmented Reality OZ • Sharing, Device Agnostic

19. Wizardential Campaign ‘12 Twitter Game • FB Vote for Who replaces OZ • Users can see character profiles for characters and cast their votes for who is best qualified • Go from the Yellow Brick Road to Emerald City in 10 keywords or less • Keywords of relevancy for the hour of play. A keyword in the top 100 grants you a move. • Winners post to FB and Twitter

20. Event Halloween: Education/Younger Children

21. Lesson Plan • Create a multipage, downloadable “Wizard of Oz” story book for children to learn from at school • Partner with Scholastic.com to promote the book around Halloween • Lesson plan follows the core themes from the film: Belief in oneself and the importance of family • Masked cut-outs and costumer suggestions

22. Phase 5 Timeline: 4 Weeks Out

23. Mobile • App update: Flying Monkeys VS Munchkins. Protect the Emerald City from the Flying Monkeys! • Multiplayer adhoc play! Picture Community/Partners • Free OZ Lenses for Hipstamatic and Instagram Users • Turns users pictures to OZ Green and Yellow Hue

24. Facebook Advent Calendar • Daily postings from characters with virtual gifts counting down to release date. • Partner with Amazon for exposure on their book and video pages reaching consumers who purchased The Wizard of Oz. Music Re-mix • Lady Gaga “Somewhere Over The Rainbow” fan remix contest. Winner becomes site soundtrack on opening day

25. Phase 6 Timeline: 1-2 Weeks Out

26. YouTube Flash Mob • Strategy: In the central screen, Dorothy asks the question: “Follow the Yellow Brick Road?” To her right, the adjacent thumbnails of munchkins come to life, affirming “Follow the Yellow Brick Road!” • Characters jump out from the thumbnails and onto the yellow brick road where they sing and dance their way towards the Emerald City.

27. ALL Mediums Updated: • Ticket Pre-sale Premiere • UStream/FB Live coverage of premiere in Kansas Banners • RM Peel-back video unit: The Wizard is shown working behind the scenes of video player • Hurricane Takeover: Yahoo, weather.com • In banner ticketing • Mobile banners

28. Media PlanCampaign Site Summary

29. Digital Marketing CampaignSummary Phase 1 Phase 4 Phase 2 Halloween SXSW Phase 5 Phase 3 Phase 6 Comic-Con

30. Digital Marketing CampaignSummary

31. Thank You. Questions for Damian Timeline: 3 Minutes 