RED: Idol Pitch (Premium)

...we’ve smashed the Box

The Challenge

PlatformIdols should not be compared to

“cheaper” platforms

Low budget feel the focus should be more on quality

and not quantity

Judges miscommunication of judges’ brand

reduced their star dust

frankly, badly written

communication

Buzz

was not strategic. Pre-show: too long and so fizzled out

Personal stories

were very badly done

Made the contestant look tacky You cannot gossip about your own show!

Do we know the PR agency behind

American or West African Idol ?

Outdoor adverts

Were they too late? Did they say too much?

Strength

The brand

The

OMGnetwork and expertise

The Quality

of talent discovered

What we bring to the table

As premium content owners, we understand

both content and

communication

Our Advantage

We are leading content owners when

it comes to youth – with the

leading platforms and six years experience

We can keenly understand

your needs and interpret through

communication as well

as provide ideas.

The Future Awards

hence our preference for

Worked for them successfully and are still with them:

“Storm 360, Virgin Nigeria, Asa, British Council, American

Consulate, GTBank”

realitycontent

Amstel Malta Box Office The Apprentice Africa

House 4Gulder Ultimate Search

The AcademyBig Brother Nigeria

We are positioned to do PR with the focus on principles and processes

i.e. not just about press releases

To-Dos

Constant comparisons

with American Idol

Management Function – the PR Manager in the 21st century must be part of strategic management decisions.

Pay reviewers

de-emphasise platform

emphasise Proudly Nigerian

Quality of story-tellingwe should make our contestants

and judges Cover Material

Leave a sense of

mystery

Not everything that is news should be created

• Outdoor campaign should focus more

on the contestants, and then

judges.

Informal press insertions and

links are crucial and should be the

focus – still, firmly dissociate brand from sleaze

• Focus on Twitter and

Facebook Influencers

Facebook and Twitter Pages customised for brand.

Create #Hashtags per week, ask celeb guests to Tweet.

Season-long partnerships

Identify 5 premium

newspapers/magazine and 5

prominent websites and stick with

them (videos weekly)

This is Idol.

Stick with exclusive platforms

Create artificial scarcity that will lead to

exclusivity

Online Adverts

…Facebook and partner websites .

trivia and Viewing Times most important

embed curators on the

coolest platforms

Facebook.Nairaland.Twitter.NaijaRyders

Contestants should

be contractually bound to Tweet from @yekaNIGERIANIDOL till the end of the show

Celebs and Idol

contestants signings at the cool spots – Galleria, E-Centre, The Palms, etc., monthly

Google Plus

- a pioneer brand to use the hang out feature

“think brand association”

Dissociate brand PR from

sponsor PR on every level – truth is,

the Idol brand is much bigger than sponsor’s brand.

Contestants Hangouts

popular venues weekly – LifeHouse, Swe Bar, Terra Kulture, One Mic Naija etc – in addition to Courtesy Visits (TV, Radio, Newspapers, Magazines)

Image Audit at the end of every month

partnerships |exclusive content

radioTVBeat.Classic.Naija. FM

Soundcity.Trace.STV Entertainment

Best practices. Deliverables – weekly updates, press conferences etc.. ..

…these are a given. The Question is quality.

Our brand perception

There is a perception challenge; and we want to deliver real value measurable with the Idol brand internationally.

Milestones

+Buzz Creator | Fashion

Top 10 Unveiling – attach final 10 contestant to 10 hot designers

…who wears what?

Yeka’s Album Launch

• Interviews with the identified exclusive media; press conference just before the album launch and then coverage.

• Invite 5 of the celebrity judges to

introduce her to the audience and use that to create buzz i.e. MI & co. present the next bit thing.

The Opening :: Nigerian Idol 2.0

1st press releasecreate artificial scarcity

press briefing for exclusive entertainment reporters and editors .

Online availability streaming

Grand Finale :: Nigerian Idol 2.0

Red Carpet event exclusive media & VIP event

.

Press outside before event release/pictures given to them immediately selected press without cameras inside

Unveiling First Edition

In addition to traditional press, invite

50 social media influences

Bloggers | Twitterers | Facebookers

…online buzz

Additions/Extras | Buzz-Sustain

• Release strategic leaks to various websites

• promote a popular personal diary on BellaNaija.com and on the NI blog

• put up exclusive pictures per state on selected blogs/websites

• constant Tweeting/Facebooking on all public-approved events and activities.

Season Finale

A last press conference that will invite

all media

Thank you