AmericanHorrorStory

American Horror StorySummer 2012 Integrated

Promotion

“A Real Steal”

Benjamin Gordon

November 11, 2011

AmericanHorrorStory

Observations•Content is king!

• Audiences interaction is key.• Shows build massive fan bases by leveraging the power of content, speculation, and mythology.

•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 Harmon’s are trying to sell their home and escape its horrors.

•The real estate industry has embraced digital, social, and interactive mediums in engaging and thought provoking ways

AmericanHorrorStory 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.

AmericanHorrorStory

A Real Steal: Summer 2012 Promotional Campaign

ASK FOR MARCY!

AmericanHorrorStory

A Real Steal: Integrated Promotions Strategy

1. Story and content-driven

2. Initiated via “tangible” promotional channels

3. Designed to

a) Continue momentum of show and expand mythology.

b) Connect fan base and trigger speculation, ideation, and content sharing.

c) Grow audience through repeat programming and earned media

AmericanHorrorStory

RADIO PRINTINTERACTIVE

DIGITAL & EXPERIENTIAL

PUBLICITY

A Real Steal: Integrated Promotions Strategy

AmericanHorrorStory

A Real Steal: Channel Breakdown

DIGITAL 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

Phone, URL, Links & QR Codes drive to

WEBSITE SOCIAL SEO/SEM

PRINTRADIO/TV

• OOH “Ask for Marcy” advertising•Bus shelters, benches•Open house signage

• Comic-Con Virtual Open House Viewings •Sponsored by a home security partner

PUBLICITY

Interactive Space

OOH/EXPERIENTIAL

AmericanHorrorStory

A Real Steal: Interactive Strategy

WEB

SEO

/SEM

MARCYMARCY

•Real-estate design/functionality•Hidden links to clues, images and videos

•Anomalies in web site design/images

•“Newsletter” sign-up and phone•Links to Marcy’s Facebook/Twitter

• Unconventional keyword search strategy

•Focus on real estate terminology

• Keywords uncover links to pages embedded with content

AmericanHorrorStory

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

Marcy’s Realty

“The Dish” with MarcyWebisode series showcasing the House, its history, and “topics of interest”

GetGlue/GoWalla/FourSquare/FlickrLeverage social platforms to direct users to “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 and her team

Dream Home App•Augmented reality•Turn your house into Murder House•Leverage “recognition” technology to uncover clues and content

SOCI

AL

AmericanHorrorStory

A Real Steal: Interactive Ballpark BudgetWebsite•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 include talent 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

$60,000TOTAL COST (BALLPARK): $440,099

AmericanHorrorStory

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