The Brown Noise - Digital Services (2014 Q1)
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Transcript of The Brown Noise - Digital Services (2014 Q1)
T H E B R O W N N O I S E
CONTENTS๏ What Is THE BROWN NOISE ?
๏ Who We’ve Worked With
๏ What We Can Offer You
๏ Recent Successes
๏ Services
๏ Online Publicity (Earned Placement)
๏ Ambassador + Sponsorship Programs
๏ Social Engagement/Direct-to-Consumer
๏ Content Syndication
๏ Creative Development
๏ web, mobile, print, & video
๏ High Level Promotions
๏ Project Management
๏ Strategy + Consultation
๏ Contact US
WHAT IS THE BROWN NOISE ?
๏ THE BROWN NOISE is a “lean & mean” digital and social media solutions company delivering effective campaigns for brands, products, and personalities since 2008
๏ We specialize in Online Publicity, Blogger Outreach, Ambassador Programs, Social/Direct-to-Consumer Engagement, And Content Syndication
๏ Additional Services include: Creative Development, High-Level Promotions, Project Management + Strategic Consulting
๏ We’ve cultivated relationships with thousands of mainstream online press outlets, influential social media personalities, and niche tastemakers across many major verticals and categories
๏ With 20+ years combined experience in entertainment and brand marketing in the online space, we have executed hundreds of campaigns for Fortune 500 companies, Startups, Major Studios, Game Developers, Record Labels, as well as Independent Productions and Artists
WHO WE’VE WORKED WITH
WHAT WE CAN OFFER๏ Amplify your brand’s online presence and reach via a suite of
Online Consumer Outreach services
๏ Secure earned featured placement across key media outlets and blogs via engaging promotions and editorial content
๏ Connect your brand with key influencers + tastemakers across targeted verticals and demographics
๏ Syndicate approved content and copy via online media outlets and social media channels
๏ Heighten brand awareness, empower core fans and ambassadors, bolster and influence organic conversation and social interaction, as well as identify and engage new fans and consumers
๏ Develop a recognizable digital and social footprint for your brand that compliments efforts in other media channels
RECENT SUCCESSES
GOALS
๏ Secure 600+ unique editorial placements across targeted verticals, including: Parenting/Mommy/Daddy Lifestyle, Newlyweds, Personal/Family Finance, Boomers, and Seniors
๏ Develop engaging content effectively integrating Genworth Financial assets, highlighting the brand and services
๏ Identify and reach potential Genworth consumers within the digital & Social landscape, effectively positioning the brand as major resource of Financial Literacy
Results
๏ 700+ unique article placements
๏ 200+ participating blogs and sites
๏ 50,000+ social shares (Twitter, Facebook, Google+ Pinterest, and StumbleUpon)
๏ 81+ average social shares per placement
๏ 7,000+ user comments
RECENT SUCCESSES
GOALS
๏ Build pre-release awareness and anticipation
๏ Maximize post-release conversation via promotions, content, and announcements
๏ Drive traffic to media assets, game trailers, pre-sale page, and Official Facebook Page
๏ Secure featured placements, promotional giveaways, trailer and content features, game previews and reviews on targeted influencer blogs and online media outlets
๏ Maximize ancillary shares and activity within social media channels
Results
๏ 1400+ Placements landed on 85+ media destinations and blogs
๏ 500+ ancillary social media placements (Twitter, Facebook)
๏ 16+ placements per site average (not including ancillary social media posts)
๏ 142MM+ Impressions delivered from social placements
๏ 15x’s increase in weekly aggregate buzz volume from pre-campaign to activation (263K messages over 9 weeks *via BuzzMetrics)
๏ 132K+ video starts and 107K+ Completed video views
๏ 81% conversion rate (Click-to-completed-video-view) across 9 trailers
RECENT SUCCESSES
GOALS
๏ Build pre-release awareness and anticipation
๏ Maximize post-release conversation via promotions, content, and announcements
๏ Drive traffic to media assets, game trailers, pre-sale page, and Official Facebook Page
๏ Secure featured placements, promotional giveaways, trailer and content features, game previews and reviews on targeted influencer blogs and online media outlets
๏ Maximize ancillary shares and activity within social media channels
Results
๏ 1100+ Placements landed on 88+ media destinations and blogs
๏ 380+ ancillary social media placements
๏ 12+ placements per site average (not including ancillary social media posts)
๏ 149MM+ Impressions delivered from social placements
๏ 17x’s increase in weekly aggregate buzz volume from pre-campaign to activation (176K messages over 10 weeks *via BuzzMetrics)
๏ 118K+ video starts and 90K+ Completed video views
๏ 79% conversion rate (Click-to-completed-video-view) across 14 trailers
OUR SERVICESADDITIONAL SERVICES
๏ Creative Development
๏ Web
๏ Mobile
๏ Video Production
๏ High-Level Promotions
๏ Project Management
๏ Client/Vendor
Relations
๏ Strategy &
Consultation
CORE SERVICES
๏ Online Publicity
(incl. blogger outreach)
๏ Ambassador/Sponsorship
Programs
(earned & paid)
๏ Social/Direct-To-
Consumer Engagement
๏ Content Distribution
๏ Campaign Reporting +
Analysis
CORE SERVICES
ONLINE PUBLICITY๏ earn featured coverage and promotional opportunities
among key digital media outlets, including:
๏ Portals
๏ Mainstream sites + blogs
๏ Niche sites + blogs
๏ leverage established relationships with thousands of site editors, journalists, bloggers, community admins, and online tastemakers
๏ Syndicate approved content and messaging
๏ Recommended deliverables include: Press Releases, One-Sheets, and other approved Copy, Video, Images, Ad Units, Social Apps/Games, and URLs
๏ Develop engaging editorial and promotional opportunities to secure featured coverage and reader commentary
๏ online Publicity includes:
๏ Press release servicing/placement
๏ Content Syndication
๏ Reviews
๏ Video Features
๏ Downloads/Streams
๏ Event Calendars
๏ Promotional Giveaways (where applicable)
๏ Includes prizing fulfillment
๏ Interviews
๏ Press Junkets
๏ Campaign Reporting & Analysis
๏ Compliment and support initiatives in additional media channels (if applicable)
ONLINE PUBLICITY
2K Games
Bioshock Infinite
Reviews
Exclaim.Ca Examiner.com
COVERAGE EXAMPLES
2K Sports
NBA 2K13
Video Features
The Basketball Jones AnalogHype
COVERAGE EXAMPLES
2K Games
The Darkness ii
Giveaway Promotions
Horror Fix Bloody Disgusting
COVERAGE EXAMPLES
2K Games
XCOM Declassified: The Bureau
International Coverage
Tierra Gamer PixelSprite Jatokun
COVERAGE EXAMPLES
Genworth Financial
Genworth Celebrates Caregivers
“Site of the Week” Feature (Earned)
CareGiving.com
COVERAGE EXAMPLES
Verizon
Verizon Thinkfinity
Site Review (Earned)
New To Mom
COVERAGE EXAMPLES
MTV
Phoenix Unplugged
Tune-In Announcement (Earned)
BRM Cause=Time
COVERAGE EXAMPLES
AMBASSADOR & SPONSORSHIP PROGRAMS๏ IDENTIFY PARTNERSHIP OPPORTUNITIES WITH
INFLUENTIAL SITES AND BLOGS THAT ALIGN WITH YOUR BRAND
๏ RECRUIT BLOGGERS, SOCIAL MEDIA PERSONALITIES, AND ONLINE TASTEMAKERS TO SERVE AS “OFFICIAL” BRAND AMBASSADORS
๏ LEVERAGE EXISTING AUDIENCES WHO ARE ALREADY ACTIVE AND ENGAGED IN YOUR BRAND AND/OR KEY TALKING POINTS
๏ DEPLOY EXCLUSIVE CONTENT AND PROMOTIONS THAT IGNITE ORGANIC CONVERSATION AND SPEARHEAD WORD-OF-MOUTH (WOM)
๏ COMPLIMENT OUTREACH INITIATIVES WITH SPONSORSHIPS AND PAID MEDIA SUPPORT, SUCH AS: TAKEOVERS, VIDEOS, SPECIAL FEATURES, SPONSORED POSTS, AND BANNERS
Genworth Financial
2013 Consumer Outreach Program
WiseBread
AMBASSADOR EXAMPLES
Genworth Financial
2013 Consumer Outreach Program
AMBASSADOR EXAMPLES
Last.Fm
FacebookTwitterGenworth Financial
Genworth Celebrates Caregivers
AMBASSADOR EXAMPLES
Verizon Thinkfinity
Ambassador Outreach
AMBASSADOR EXAMPLES
SOCIAL/DIRECT-TO-CONSUMER
๏ Maximize presence within targeted social networks to amplify brand awareness, distribute news and content, engage core fans and ambassadors, and reach potential new consumers
๏ Create new and manage existing social media account using approved content and info within each targeted social network
๏ Connect with fans within relevant social networks and provide fresh and updated content and info (news, videos, events, promotions, etc.)
๏ Tweets & Status Updates
๏ Direct Messaging/tagging
๏ Upload/distribute content
๏ Identify & engage influential voices and active
participants in relevant social networks and
communities to initiate conversations and distribute
content & info
๏ actively participate in relevant conversations with
potential fans and consumers:
๏ Forums & message boards
๏ Online Groups & Fan Sites
๏ Blog threads
๏ Other user-gen commentary
๏ Empower diehard fans and brand ambassadors and
recruit new ones with exclusive content and
promotions
SOCIAL/DIRECT-TO-CONSUMER
ENGAGEMENT EXAMPLES
MTV/Yahoo!
Behind The Lens
MTV/Yahoo!
Behind The Lens
ENGAGEMENT EXAMPLES
Verizon Thinkfinity
Consumer Outreach
ENGAGEMENT EXAMPLES
CONTENT DISTRIBUTION๏ Upload and distribute available digital content to
relevant aggregators, user-generated sites, social
networks, video portals, and other communities to
maximize visibility
๏ Provide content strategy to enhance viral potential
(creative, specs, length, etc)
๏ Seed Content with relevant tags & metadata to
optimize search results
๏ Interact with other users within each community to
amplify the number of views, embeds, and user-
commentary
๏ Develop branded channels within each destination to
house all video/viral content (where applicable)
๏ Track user-commentary and viewer feedback to
further inform marketing & creative strategies
2K Games
Mafia II
PR News VGrevolution
PLACEMENT EXAMPLES
MTV/Yahoo!
Behind The Lens
Mi2n AntiMusic
PLACEMENT EXAMPLES
ADDITIONAL SERVICES
CREATIVE DEVELOPMENT๏ Design and develop engaging Apps and sites which house
optimal brand content in a single destination
๏ Content could include:
๏ Streaming Video/Audio
๏ Games
๏ Images
๏ Copy
๏ Purchase Links
๏ Email & Text Opt-in
๏ Social Media Adds/shares/embeds
๏ Upon approval of completed creative, apps can be
syndicated via online publicity, blogger outreach, and
social/direct-to-consumer efforts to maximize views,
actions, and distribution
HIGH-LEVEL PROMOTIONS
๏ High-Dollar Contests & Flyaways
๏ Press Junkets
๏ Promotional Events
๏ User Submissions/User-Generated Promotions
PROJECT MANAGEMENT๏ additional “eyes + ears” to
oversee the entire project and production schedule
๏ Ownership of entire project as part of the internal “team”
๏ Quality Control for all products and assets
๏ management of overall timelines + deliverables, including:
๏ Campaign Deliverables
๏ Creative Development
๏ In-House Marketing/PR teams
๏ Coordinate Video production scheduling + deliverables
๏ Video shoots, edits, encodes, delivery specs
๏ Coordinate Web Development, including official site, digital assets + apps
๏ Manage official site content and eCommerce
๏ Coordinate efforts with in-house web developers
๏ Manage communication with additional 3rd-party Vendors + Partners
๏ Creative Direction input
๏ Concepts & Product Development
๏ Art Direction + Design
๏ Creative Copy
๏ Coordination of manufacturing of physical product & collaterals
๏ Product Management and Fulfillment (if applicable)
๏ Event Coordinations
๏ Coordination of Media/Press requests and promotions
๏ Web
๏ Radio
๏ Coordination of Licensing/Publishing requests
๏ Coordination of Sponsorship requests
๏ Coordination of Retail promotions
๏ Budgeting and vendor billing
PROJECT MANAGEMENT
CONTACT
To Request A Tailored Proposal, contact:
Clint Kaminska
808.647.0181