Team 4 gabrielle paris_lucas_taylor

© MOMENTUM WORLDWIDE 2014: IN CONFIDENCE. THIS DOCUMENT MAY NOT BE DISTRIBUTED OR COPIED WITHOUT PRIOR CONSENT.

31/ JULY

Gabrielle Lipsitz Paris Proctor Lucas Valentine Taylor Weis

Pitch Project ZINEPAK: BEYOND ENTERTAINMENT

2/ ZINEPAK

/ Brand Knowledge / Target Knowledge / The Plan / The Measurement / Logistics

• Project name AGENDA

AGENDA

3/ ZINEPAK

/ Make ZinePak stand out as the tangible content leader

/ Differentiate ZinePaks from CDs / Engage your target market digitally and socially,

in addition to at point of sale

• Project name BRAND KNOWLEDGE

THE CHALLENGE.

4/ ZINEPAK

/ ZinePak has the ability to showcase what it offers in order to differentiate itself as the one-stop shop for tangible entertainment.

• Project name BRAND KNOWLEDGE

THE OPPORTUNITY.

WE UNDERSTAND THE SUPERFAN.

6/ ZINEPAK

An avid enthusiast with a strong dedication to a particular person, event or product; one who seeks out additional information or goes out of one’s way to establish and maintain a personal, deep-rooted connection with the target.

• Project name TARGET KNOWLEDGE

SUPERFAN (N):

7/

• The three types • The lifer

• Loyal customer with potential

• The influencer • Social media maven

• The enthusiast • The all-knowing fan page aficionado

SUPERFANS: WHO ARE THEY?

ZINEPAK

TARGET KNOWLEDGE

8/

YOUR CONSUMERS ARE DIVERSE.

ZINEPAK

TARGET KNOWLEDGE

9/

• For a relationship to be built with them • To have input • For people to “hop on their fan bandwagon” • To be recognized for their fandom • Custom entertainment that brings them closer to the artists and shows that they

love

SUPERFANS: WHAT DO THEY WANT?

ZINEPAK

TARGET KNOWLEDGE “I am the ultimate Superfan because I am absolutely in love

with Taylor Swift! I NEED to see her again! I need to show Taylor that people from here

support and love her!” -Alli, 17

(Pepsi Superfan Contest)

10/ SUPERFANS: WHY ARE THEY IMPORTANT?

ZINEPAK

TARGET KNOWLEDGE People are more likely to act

on

recommendations from another person than a

traditional advertisement

For every fan who shares a brand’s

campaign on Facebook,

14 people will learn about that campaign through

their newsfeed

9.3% of those people

will decide to engage with the

campaign in response

EACH SUPERFAN = MORE AWARENESS AND ACTION

11/

ZINEPAK CAN MAKE THIS DESIRE A REALITY.

ZINEPAK

TARGET KNOWLEDGE

© MOMENTUM WORLDWIDE 2014: IN CONFIDENCE. THIS DOCUMENT MAY NOT BE DISTRIBUTED OR COPIED WITHOUT PRIOR CONSENT.

THIS IS HOW YOU CAN GET IT.

13/ ZINEPAK

• Project name THE ALL ACCESS PLAN

EXCLUSIVITY. CONNECTION. ACCESS.

14/ ZINEPAK

ZinePak Access©

Beyond Entertainment.

THE ALL ACCESS PLAN

15/ THE DATA

ZINEPAK

THE ALL ACCESS PLAN

The transition from physical formats has led to double-

digit sales declines over the past several years. In the first half of 2013, CD album sales were down 14.2% from 91.1 million units to 78.2 million

during the same period in the previous year.

Nielsen Soundscan

Amid shifts in music consumption, the past

several years also saw a significant shrinkage of

retail shelf space for CDs sold through mass

merchants and big-box outlets such as Wal-Mart Stores Inc., Best Buy Co.

Inc., and Target corp.

iTunes overtook Wal-Mart stores in

2008 to become the largest music retailer

and remains the dominant player in the US digital music

market.

PORTABILITY AND ACCESSIBLITY ARE NOW MORE IMPORTANT THAN EVER

THE INSIGHT

16/ OUR RECOMMENDATION

Alternative to CD’s

ZINEPAK

THE ALL ACCESS PLAN

If you want to reduce production costs and/or create a more compact

package…

If you want to keep a tangible item in the

package…

Branded ZinePak Flashdrive Include a digital code in the package that operates

through a partnership with iTunes/Spotify

17/

WE UNDERSTAND, CDS ARE A PART OF YOUR FOUNDATION.

ZINEPAK

/ Include a peephole to showcase the actual CD that is included

/ Larger, more noticeable logo on the actual ZinePak product

THE ALL ACCESS PLAN

RETAIL: PACKAGING

18/ RETAIL: POINT OF SALE

ZINEPAK

/ Highlight the exclusive access that only ZinePak provides

/ Red carpet / Life-size cutouts / Display

Glass: consumers can look in to see what is included Digital: consumers can swipe through photos and videos to see what is included

THE ALL ACCESS PLAN

SUPERFAN ZONE.

19/ RETAIL: POINT OF SALE

ZINEPAK

THE ALL ACCESS PLAN

WAL-MART’S ROLE.

Kantar Retail IQ

20/

SOCIAL/DIGITAL BRANDING

ZINEPAK

/ Updated Website / User-friendly interface / Simple landing page

THE ALL ACCESS PLAN

21/

SOCIAL/DIGITAL BRANDING

ZINEPAK

/ Step 1: Gain a following / Implement a

contractual agreement with clients to promote ZinePak products, sweepstakes, promotions, and more.

THE ALL ACCESS PLAN

22/

SOCIAL/DIGITAL BRANDING

ZINEPAK

THE ALL ACCESS PLAN

/ Step 2: Gain awareness / Leverage current followers by

encouraging them to share the ZinePak name

/ Scavenger hunt • ZinePak will tweet clues, items to

find, challenges and more • Tweet back at ZinePak with the

correct answer to be entered in the sweepstakes

• First tier prizes: authentic memorabilia from that star

• Second tier prizes : smaller items such as signed guitar picks

23/

SOCIAL/DIGITAL BRANDING

ZINEPAK

/ Step 3: Engage and converse with superfans / Offer exclusive content:

/ Follow us and we will DM you with whose ZinePak is currently in the works!

/ Make fans feel like they play an important role:

/ Vote here for the next ZinePak you want to see on shelves!

/ Initiate a two-way conversation between you and the consumer:

/ Who are YOU the biggest #superfan for?

THE ALL ACCESS PLAN

24/ ZINEPAK

THE ALL ACCESS PLAN

25/ ZINEPAK

THE ALL ACCESS PLAN

LOLLAPALOOZA, 2013

26/ PRESENTATION TITLE

PROJECT NAME

27/

28/

29/ SPONSORSHIP: LOLLAPALOOZA

ZINEPAK

LOLLAPALOOZA 2015 ZINEPAK. / Featuring 2 CDs:

/ 1 with music from 2015 Lollapalooza headliners / 1 with music from smaller artists

/ Exclusive interviews with featured artists / Backstage photos with the artists / Special Lollapalooza Bracelets / Lolla Laptop Sticker

THE ALL ACCESS PLAN

30/

THE ZINEPAK ACCESS TENT. / Exclusive content about performers / Interactive activities like contests and raffles

/ Prizing: After-party tickets, Lollapalooza ZinePaks, Walmart gift cards, etc.

/ Every 100th person who enters the tent will receive a FREE Lollapalooza ZinePak

SPONSORSHIP: LOLLAPALOOZA

ZINEPAK

THE ALL ACCESS PLAN

31/ SPONSORSHIP: LOLLAPALOOZA

ZINEPAK

THE ALL ACCESS PLAN

#ZPVIP / ZinePak will host a social

media competition where consumers who hashtag #ZPVIP with a photo of them and their favorite ZinePak will be entered to win a ZPVIP Experience at Lollapalooza, granting them 3-day entry tickets, backstage passes and meet-and-greets at the show, bringing them closer to Lollapalooza AND ZinePak than ever before.

ZINEPAK & LOLLAPALOOZA THE PERFECT MATCH.

33/ MEASUREMENT

ZINEPAK

Momentum has the technology to predict your success. / Updated Social Media

/ Currently 5,445 FB Likes / Currently 7,379 Twitter Followers

/ Retail Sales / $25 million in past 3 years

/ Lollapalooza Results / Drive retail sales / Huge increase in brand awareness / More partnership opportunities

MEASUREMENT

34/

LOGISTICS

ZINEPAK

/ Retail / Recommendations (A la carte)

/ Lollapalooza / Custom sponsorship packages built by Lolla based on client needs / Timing

LOGISTICS

March *Tickets Released

July/August *Event Days

THANK YOU