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The Ask Drive tune-in and buzz for the premiere of HBO’s newest series, VINYL by creating exciting, energetic and synergistic content that leverages the position, power and influence of the One Solution brands: TV One, Interactive One, Radio One & Reach Media. Key Objectives Drive tune-in for the series premiere Spark interest and engagement through the various touch points of the series: music, nostalgia for the 70s, NYC, fashion, the pedigree and moreDifferentiate the series from other similar genre programming by emphasizing that VINYL is “one hell of a ride”Create fervor by making viewers both excited to watch and want to tell others about it.
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A One Solution Presentation | October 2015
VINYL Series Premiere Consumer Awareness Campaign
The Ask Drive tune-in and buzz for the premiere of HBO’s newest series, VINYL by creating exciting, energetic and synergistic content that leverages the position, power and influence of the One Solution brands: TV One, Interactive One, Radio One & Reach Media. Key Objectives • Drive tune-in for the series premiere • Spark interest and engagement through the various touch points of the series:
music, nostalgia for the 70s, NYC, fashion, the pedigree and more • Differentiate the series from other similar genre programming by emphasizing that
VINYL is “one hell of a ride” • Create fervor by making viewers both excited to watch and want to tell others
about it Target Urban Influencers & Tastemakers • Primary: AA Millenials 18-34 • Secondary: AA Adults 25+
Timing October 2015- January 2016
The Assignment
Our Approach • Use buzz worthy event/grassroots activations to fully immerse potential viewers in
the raw, gritty and fun energy of the the 70’s • Develop innovative branded integrations and social media extensions that break
through the advertising clutter and position VINYL as the must-watch show of the season
• Leverage celebrity talent and key influencers to create exciting and unique content that not only entertains but also gets consumers excited about the premiere
Custom Content Solutions • A Helluva Ride • The Throwback
The Assignment
Custom Content Solu,ons Acous&c Adventures Park Remix Road Trip
A Helluva Ride
A multimedia tour through New York City, documenting the people, places and things that defined the 70’s music scene.
Living in the 70’s was a fantastic experience in the midst of a unique culture. These were the days of pet rocks, mood rings, water beds, crystals, incense, and wild color. To help document the people, places and things that helped define this era commonly known at the “pivot of change,” we will produce a custom NYC tour content capsule. Hosted by a popular African-American personality, we will document our host traveling throughout New York City, visiting various sites1 significant to the 70’s music scene. Potential NYC tour locations1 may include: • CBGB • Apollo Theater • 1520 Sedgwick Avenue, The Bronx aka “The Birthplace of Hip Hop” • Studio 54 • Max’s Kansas City The celebrity hosted footage will be spliced with archival photos and VINYL show clips to create a 2:00 package piece that will run on television and digital. Talent Host Considerations2 • Melanie Fiona3 (Grammy-Winning Singer/Songwriter) • Machine Gun Kelly3 (Rapper) • Jasmine Simpkins (Entertainment Correspondent/Host, Hip Hollywood) • Rodney Rikai (Television Personality & Host)
A Helluva Ride NYC 70’s Inspired Tour Content Capsule
1 Loca'ons listed for illustra'on purposes only. Loca'ons to be confirmed upon award/approval of proposal. 2 Talent listed as examples only. All par'cipants to be confirmed upon award of assignment. Talent to be secured from client-‐approved shortlist.3 Premium talent may require an addi'onal financial commitment from client Melanie Fiona
Digital Extensions Digitally, the long-form capsule will live within writearounds of VINYL-sponsored editorial content on GlobalGrind.com. We will also leverage our custom “What’s Hot” television segments (:45) to drive consumers to the editorial content using high impact ad units and our iOne Pinpoint platform. High Impact Ad Unit We will create a VINYL-branded a high impact video ad unit to promote the digital tour series across the iOne network and drive viewer engagement with the custom content. In addition to the video series, the unit will also hold relevant series information including but not limited to sneak peeks and teaser clips and links to VINYL show social media handles. iOne Pinpoint We will activate our personalized influencer network of celebrities, bloggers, influencers and content creators to seed out the “What’s Hot” segments to the 80MM+ social users across the major social media networks.
A Helluva Ride NYC 70’s Inspired Tour Content Capsule
Key Elements • One (1) x 2:00 tour videos • One (1) x :45 custom “What’s Hot” television segment (:45) • One (1) x high impact ad unit
We will bring our content capsule to life through a buzz worthy event that will combine the raw energy and fun of the VINYL-era with 2016. Held at a New York iconic music venue1 (such as Studio 54 or The Apollo Theater), attendees will be treated to a number of unique sensory experiences designed to completely immerse them in the 70’s. Event activities may include: • Retro viewing stations for VINYL show content • 70’s Music Memorabilia Exhibit • Vintage Photo Booths The highlight will be a surprise mashup concert with one of the biggest names in music today performing alongside one of the biggest names in music from the 70’s. Potential talent2 considerations include: • J. Cole or Jay Electronica3 & Run DMC • Rita Ora or BANKS & Blondie3
• Solange & Chaka Khan3
• Justin Timberlake3 & Charlie Wilson/The Gap Band
Key Elements • One (1) NY-based concert activation (Location TBD)
A Helluva Ride 70’s Inspired Concert Event Experience
Justin Timberlake & Charlie Wilson Of The Gap Band
1 Loca'ons listed for illustra'on purposes only. Loca'ons to be confirmed upon award/approval of proposal. 2 Talent listed as examples only. All par'cipants to be confirmed upon award of assignment. Talent to be secured from client-‐approved shortlist.3 Premium talent may require an addi'onal financial commitment from client
Television Extensions Leading up to the premiere, the 2:00 long-form content pieces will run adjacent to VINYL premiere advertising creative throughout peak TV One programming such as Hollywood Divas and Unsung. Hip Hollywood Franchise Integration We will integrate VINYL into the TV One-exclusive Hip Hollywood franchise (i.e., “What’s Hot,” “Inside Out Beauty” and “Coming Attractions“). Hip Hollywood provides engaging video that gives our viewers an inside look to every current event that’s trending in pop culture. Hosted by popular correspondent, Jasmine Simpkins, the Hip Hollywood franchise has become a pop culture phenomenon and trusted source that TV One viewers anticipate. Tour footage will be repurposed to create custom “What’s Hot” segments (:45) which will run within relevant TV One programming such as Unsung. The VINYL-sponsored segment will end with premiere tune-in messaging.
Jasmine Simpkins
A Helluva Ride Ancillary Tactics
A Helluva Ride Amplifying the Idea
One (1) x 2:00 Tour Video
One (1) x custom “What’s Hot” segments (:45)
One (1) x 2:00 Tour Video w/editorial content
One (1) x Branded High-Impact Ad Unit
iOne Pinpoint to distribute tour video
series
Branded Social Wall
One (1) x NYC Concert Event Activation
Role of Media Promotion
Distribution
Engagement
Distribution
Engagement
Promotion
Digital Television Events/Grassroots
Custom Content Solu,ons Acous&c Adventures Park Remix Road Trip
The Throwback
ˈTHrōˌbak/ noun “a sudden reminder of the past” A multi-platform activation designed to fully immerse viewers into the sights and sounds of the 70’s.
Consumers will get a chance to experience the fun raw energy of the 70’s to 2016 through The Throwback DJ Event, a themed multi-city event in which today’s biggest DJ’s will put their own spin on the music of VINYL era. We will activate two different DJ events in major AA DMA’s (New York, LA & Chicago)1 leading up to the series premiere. Select African-American tastemakers, influencers and industry insiders will be invited to dress up in their best throwback outfits and party the night away while our celebrity spins a one-of-a-kind set of old school hits. Potential DJ talent2 considerations include: • Grandmaster Flash • Q Tip3
• Biz Markie • QuestLove3 • DJ D-Nice3
The Throwback Multi-City DJ Event Tour
Grandmaster Flash
DJ D-Nice 1 Loca'ons listed for illustra'on purposes only. Loca'ons to be confirmed upon award/approval of proposal. 2 Talent listed as examples only. All par'cipants to be confirmed upon award of assignment. Talent to be secured from client-‐approved shortlist.3 Premium talent may require an addi'onal financial commitment from client
Upon arrival, consumers will be completely immersed into the sights and sounds of the seventies through a variety of engaging on-site activities such as: • Retro viewing stations for VINYL video content • Soul Train “Word Scramble” Wall • Break dance tutorials Attendees will have the opportunity to see themselves in 70’s through VINYL Yourself, a custom photo experience activated on-site in which consumers will have the option of taking a picture on a 70’s-style album cover or in front of a graffiti wall. Event attendees will be encouraged to share their can photos socially using the #VINYLYourself hashtags which will be branded with VINYL premiere tune-in messaging.
The Throwback Multi-City DJ Event Tour
Questlove
Television Extensions VINYL Coming Attractions Segment Host by popular entertainment reporter, Jasmine Simpkins, Coming Attractions provides TV One viewers with weekly rundowns of upcoming theatricals, new/returning TV premieres and DVD releases. A custom Coming Attractions interstitial for VINYL will be created to run exclusively on TV One, generating additional buzz and excitement leading up to the premiere of VINYL. Digital Extensions VINYL Yourself Social App We will create a digital version of the VINYL Yourself, mirroring the photo experience from the DJ events (Photos will contain VINYL tune-in messaging). Consumers will be encouraged to share their photos socially using the #VINYLYourself hashtag.
The Throwback Multi-City DJ Event Tour
Series Premiere | January 2016 #VINYLYourself
Key Elements • Two (2) x DJ event activations (Locations TBD) • One (1) x Custom :45 Coming Attractions segment • One (1) x social app
Digital Branded Digital Destination Hub The Throwback is the ultimate digital destination for Millenials and 70’s Nostalgia-seekers. Housed on GlobalGrind.com, custom digital hub will build excitement the series premiere of VINYL through entertaining content on the music and fashion of the era. Aside from VINYL series content such as sneak peaks and trailers, The Throwback digital hub will contain custom content including but not limited to the following: • Editorial Content: Fashion Flashback
We will create editorial content around 70’s style and the impact that it has on fashion today. Content will live in the branded digital hub and take the form of articles, slideshows and listicle. Example titles include:
• Everything Old is New Again: How today’s celebrities are bringing back the trends of yesterday
• Show Style: VINYL: Fashion looks from the show and how to re-create them for today
• DJ Event Recap Featurette
We will capture content from each of the DJ events to create one (1) x :60 featurette which will live within our digital destination site.
The Throwback Ancillary Tactics
The Throwback Amplifying the Idea
One (1) x :45 custom “Coming
Attractions” segment
VINYL Yourself Social App
Branded Digital Destination Hub
Custom Editorial Content
One (1) x :60 DJ Event Recap Featurette
Two (2) x DJ Event Activations
Role of Media
Promotion
Distribution
Promotion
Engagement
Distribution
Promotion
Engagement
Digital Television Events/Grassroots
Thank You! Questions? Please Contact:
Judene Walden [email protected]
Jennifer Brown [email protected]
