Embed Size (px)
Citation preview
Two Dinners and a Kiss Social Media Marketing Plan
JaNée Allen August 16, 2014
Overarching Goal
The overarching goal of this project is to gross over $400,000 in ticket sales during our
limited release. The limited release locations include Los Angeles, CA, Washington, DC
and Las Vegas, NV. According to a study conducted by Nielsen found that these three
markets are ranked number 4, 6 and 8 respectively in terms of top markets for
millennials, the target demographic of this film. Upon comparing these markets to the
other markets that were listed these markets represent a more racially diverse
populations, something that will be explored further below. Narrowing in on these
markets will help us narrow in on this group to reach our overarching goal more
effectively.
Two Dinners and a Kiss
Story Synopsis
Two Dinners and a Kiss is an indie romantic comedy about Daniel, a single
amateur chef, his early 30s. Daniel is a guy who is decidedly coasting through his life
through a series of routines. This is ultimately shaken up when he meets Leia, a grocery
store clerk who rescues his dog then promptly invites herself over to his place for dinner.
After a rocky start, a real connection between the two characters develops and Daniel
steps fully outside of himself and makes a move only to be gently shut down by Leia.
After dusting off his bruised ego he agrees to a dinner with his ex-college roommate, who
happens to be married to his cousin and their two kids. Their dynamic can only be
described as incredibly uncomfortable as they try to sell a rosy idea of marriage and
family to Daniel in between bickering with one another, and trying to control their unruly
kids. After coming face to face with the ugly embodiment of love and relationships and
everything you’re “supposed to want out of life,” Daniel decides that he’s going to push
forward for happiness on his own terms. Leia inevitably comes along for the ride, but
while Daniel holds onto the idea of creating a modern fairytale love story, Leia stands
firm on her pragmatic, and sometimes incredibly biased views of love and life. In the end
the guy doesn’t necessarily get the girl, rather we’re left with a story about two people
getting to know themselves, and what it really means to find their own happily ever
afters.
Cast
Rupak Ginn (as Daniel) was born on January 24, 1983 in San
Francisco, California, USA. He is an actor and writer, known
for Friends with Benefits (2011), The Namesake (2006) and
The Cheetah Girls: One World (2008). (Source: www.imdb.com)
Nicole Beharie (as Leia) was born January 3, 1985. She is known
for her roles in American Violet (2008), Shame (2011),
and 42 (2013). Since September 2013, she has starred in
the Fox fantasy series Sleepy Hollow. (source: www.wikipedia.com)
Target Audience
The target audience for this film is as follows:
• Given the genre of the film, women are the target audience. The
breakdown of social media platform use by women is as follows:
o Facebook = 72%
o Pintrest = 25%
o Instagram = 16%
o Twitter = 15%
o Tumblr = 6%
• The target age group is 18-29 year olds. This age group is
comprised of what has been titled “the millennials.” Adjectives
used to describe millennial women include well educated,
ambitious, optimistic, arrogant, entitled and determined. While
research did not provide information solely about the internet
platform use of women of this age group, below details the internet
use of both men and women in this demographic:
o Facebook = 86%
o Instagram = 28%
o Twitter = 27%
o Pintrest = 19%
o Tumblr = 13%
• Married and Single
o According to a study conducted in 2010 by Pew Research
Center, 21% of millennials are married, 4% are separated
or divorced and 75% are single/never married. Because this
film is a romantic comedy, targeting married and single
women will yield the desired result.
• Because of the diverse casting we will focus on targeting White,
African-American, Hispanic and Indian audiences. Below is a
breakdown of the online habits of these audiences (Facebook was
not included in this portion of the Pew Study):
o White Audience:
§ Pintrest = 18%
§ Twitter = 14%
§ Instagram = 11%
§ Tumblr = 6%
o Black Audience:
§ Twitter = 26%
§ Instagram = 23%
§ Pintrest = 8%
§ Tumblr = 5%
o Latino Audience:
§ Twitter = 19%
§ Instagram = 18%
§ Pintrest = 10%
§ Tumblr = 8%
o Indian Audience: Unfortunately there were not any studies
that spoke specifically about Indian American social media
use. As Facebook is the most widely used social media
platform for the target age and gender demographic, the
strategy will include paid advertisements geared towards
targeting this audience specifically. Hopefully by getting
the word out about this film to this audience utilizing
Facebook, interest will be generated among Indian
Americans to see this film.
• Below is the population percentage breakdown by city for the
film’s limited release locations. Again the Indian audience is not
represented below due to lack of data:
o Los Angeles, CA:
§ Hispanic or Latino = 47.5%
§ Non-Hispanic Whites = 29.4%
§ Black = 9.8%
§ 50.15% of the population of Los Angeles, CA are
women.
o Washington, DC:
§ Black = 50.7%
§ Non-Hispanic Whites = 38.5%
§ Hispanic or Latino = 9.1%
§ 52.8% of the population of Washington, DC are
women.
o Las Vegas, NV:
§ Non-Hispanic Whites = 47.9%
§ Hispanic or Latino = 11.1%
§ Black = 11.1%
§ 49.6% of the population of Las Vegas, NV are
women.
Social Media Strategy
The overarching theme for the social media strategy will center around “meet
cutes,” the term used to describe the meeting of two characters in romantic comedies. In
Two Dinners and a Kiss, Daniel and Leia meet after Leia finds Daniel’s dog who
inadvertently runs away. This moment is a classic meet cute in an otherwise incredibly
modern story, and throughout the social media blitz, it will serve as a touchstone for
videos, posts and events.
Fundraising Phase
This film has a budget of $1 million, and it is the goal of this film to fundraise
$25,000 in 30 days in an effort to prove the necessary public interest to production houses
to finance the remaining $975,000. This is undoubtedly a lofty goal however $5,000 has
been raised prior to the onset of this campaign, which will be used as the first
contribution to the campaign to manufacture initial interest. A month prior to the
fundraising kickoff, Feburary 9th, 2015, Facebook, Twitter, Tumblr and Instagram pages
will launch.
The fundraising campaign will be conducted on Kickstarter’s term concerning all-
or-nothing funding clause creates a sense of urgency that will ultimately fuel the entire
project. The campaign appeal video will be a short video shot in the style of an old
Hollywood movie and it will explain the inspiration behind the film, introduce the crew
and cast and serve to set the tone for the upcoming campaign. On February 13th, the first
teaser trailer will be released with the header, “Just in time for Valentine’s Day fall in
love, or extreme like, with our movie.” This tag is a nod to a line from the film, in
addition to introducing the audience to the unconventional tone for the movie. This teaser
will be released across all platforms, and will be featured on the Kickstarter page. From
here the Kickstarter page will include bi-weekly updates of behind the scenes work,
scouting locations and information about meetings that are being taken.
The reward levels are as follows (each reward level includes the items mentioned
in the previous level):
• $10 – Backer’s Thank You Screening: Inspired by the Wish I Was Here
Kickstarter campaign, this will provide backers a digital pass to screen the
film from their computer or mobile device, and there will be a Q&A
session immediately following the screening.
• $25 – A digital copy of the film’s soundtrack.
• $40 – A limited edition and signed movie poster.
• $60 – A limited edition t-shirt and digital blooper reel – laugh at our
mistakes!
• $80 – A copy of the script signed by the writer and director.
• $100 – A series of 3 Polaroids sent from location and a special thank you
in the credits.
• $200 (20) – We’ll send you a prop from the set!
• $500 (10) – Invitation to the wrap party where you’ll get to hang out with
the cast and crew!
• $700 (3) – Have a character named after you!
• $1000 (3) – A VIP ticket to the Los Angeles premiere – you’ll be the
special guest of the director, and have a separate mention in the credits.
Throughout the fundraising campaign, rewards will be adjusted with more
rewards being added, or some being exchanged for other things depending on the level of
interest of the backers.
Creative Phase
During the creative phase, the primary platform that will be used will be Tumblr.
The film’s tumblr will be utilized to create the overall look of the film, while providing
more in depth updates and behind the scenes looks into production from scouting
locations, to table reads, casting decisions (including audition tapes). Tumblr will be
utilized to showcase some of the visual creative decisions that are being made, in addition
to giving insights into music, colors, fashion etc. that are driving the choices being made
for the film.
While Tumblr will be the primary voice during the creative phase, the other
platforms will be utilized to begin setting the tone for the overall film. Images of fashion,
set and prop decisions will be posted on Pintrest and Instagram. Facebook will be utilized
to curate some of these posts sporadically in an effort to give updates on the status of the
film, but not overwhelm followers.
Marketing Phase
During the marketing phase of the film the various platforms will begin to really
take on their own unique personalities.
Facebook will serve as a curator for the other platforms with 40% of the content
being generated from campaign posts generated on Twitter, Instagram and Tumblr.
Additionally, articles sourced from non-campaign generated sources will be posted
sporadically should they apply to the theme of the film. This tactic will be utilized to
generate conversation surrounding modern love and relationships, and will hopefully be
able to integrate some of the media buzz that will surround this film. For example, we
hope to have sponsored articles written by magazines and/or blogs such as Marie Claire,
Jezebel and Cosmopolitan that will speak to the film’s message and be appropriate to post
on the Facebook page. In light of our limited release, we will seek out regional magazines
and blogs that share the same tone as the aforementioned publications
Three months before the premiere of the film there will be a “Meet Cute
Competition,” in which we will reach out to our followers asking them recreate in video
their favorite cinematic meet cute scene. The winner of this contest will be invited to
dinner with the film’s stars followed by tickets to the film’s Washington, DC premiere.
The three finalists in the competition will have their videos posted on the Facebook page,
with the winner being determined by fan votes. The advertisement for submissions for
this contest will be restricted to the Washington, DC area, while the finalist’s videos will
be visible by all three markets.
Twitter will be utilized to post carefully worded thoughts about love, life,
independence and journeys. This will happen in the form of memes derived from quotes
from the film and carefully worded tweets that take on more of the personality of the
characters and their perspectives. Leia’s journey in the film is that of someone who is
finding herself, while Daniel takes on more of the role of someone embracing something
that he never knew that he wanted. The tweets will not be written in their voices, however
the content will be a reflection of the characters and their thoughts from subject matter, to
scenes from the film, etc.
Dispersed between the specially crafted tweets there will be posts that will serve
as a sort of count down to the films premiere beginning four months from the premiere.
Instagram will be used primarily for memes, and stills from the film. Additionally
there will be cast hand-offs of the Instagram account in which for a series of days during
promotion of the film the cast will post videos showing their day-to-day as they do
interviews, greet fans, etc. These will begin two weeks prior to each of the premieres with
a different cast member giving their perspective at their assigned event. On the night of
each event the cast photos and videos will continue to be posted.
Tumblr
Tumblr will serve as a more informative site for the production-side of the film,
however it will feature incredibly stylized photographs both behind the scenes and stills
from the film in keeping with the tone set during the creative phase.
Pintrest
Pintrest will continue to post fashion, props, set locations, colorboards etc.
throughout the marketing phase. Fashion from the premieres will be pinned immediately
following each of the premiere dates. A hobby of Daniel’s is cooking, so there will be a
Pintrest board devoted to Daniel’s recipes with a new one being posted every week
beginning 8 weeks prior to the film’s premiere. These posts will be broadcast by
Facebook in the hopes that will drive people back to Pintrest.
Conclusion
It is through the use of social media that the core audience will be reached, and an
excited and engaged community will be fostered. By tapping the enthusiasm of our core
audience this film will be able to reach the goal of grossing $400,000 in limited release
which will provide the film the platform it needs to move into more markets.
Works Cited
Azimeraw, Minwuyelet, and Joy Phillips. "District of Columbia State Data Center Monthly
Brief." (n.d.): n. pag. June 2011. Web. 12 Aug. 2014.
"Biography." IMDb. IMDb.com, n.d. Web. 10 Aug. 2014.
"Blacks and Hispanics Are More Likely Than Whites to Use Twitter." AdWeek. N.p., n.d. Web.
10 Aug. 2014.
"The Confident Generation: Millennial Women Are Changing What Work Looks
like." Washington Post. The Washington Post, n.d. Web. 12 Aug. 2014.
"Demographics of Los Angeles." Wikipedia. Wikimedia Foundation, 08 Apr. 2014. Web. 12
Aug. 2014.
"Demographics of Washington, D.C." Wikipedia. Wikimedia Foundation, 08 Jan. 2014. Web.
12 Aug. 2014.
"Las Vegas." Wikipedia. Wikimedia Foundation, 15 Aug. 2014. Web. 15 Aug. 2014.
"Newswire ." Millennials Prefer Cities to Suburbs, Subways to Driveways. N.p., n.d. Web. 10
Aug. 2014.
"Nicole Beharie." IMDb. IMDb.com, n.d. Web. 10 Aug. 2014.
Taylor, Paul, and Scott Keeter. "Millennials: A Portrait of Generation Next." Pew Research
Center (n.d.): n. pag. Feb. 2010. Web. 12 Aug. 2014.
"United States Census Bureau." Las Vegas (city) QuickFacts from the US Census Bureau. N.p.,
n.d. Web. 13 Aug. 2014.
