Strategy document

X Marks the Spot

Develop relatively low-cost, high quality, category-killer web series with transmedia components.

Ultimate aim: build buzz, sell project to cable network for full-scale production.

GLOBAL OVERVIEW

Challenge: Obtain financing for innovative project in recessionary environment where existing independent financing models are broken.

Solution: Appeal to investors with opportunity to jump ahead of the curve of the ongoing convergence of digital, television and advertising spaces with a project that synergizes all three.

STRATEGIC OVERVIEW

Pitching transmedia element is New Bottle for Old Wine – attracts media partners and investors to cutting edge segment that is business all feel pressure to be in.

Cost/Benefit must be attractive: keeping investment number low enough where total write-off is acceptable and potential payoff is sexy.

Key is to target investors/partner for whom opportunity to enter new business is in itself of value

STRATEGIC OVERVIEW (CONT’D)

Leverage production experience and commercial post-production network to obtain partners and offset production & post-production costs.

Frame project as spec to keep initial overhead low enough to make necessary investment target attainable.

Structure deals to reflect payment of full rates upon sale of project.

Keep creative approach and budget in sync.

TACTICAL OVERVIEW

Supernatural genre is rich with possibilities due to its embedding in popular culture and its fun/fear factor,

Story needs to be compelling as a traditional narrative, with development of character, suspense and viewer investment in outcome;

At the same time story structure needs to be amenable to extension into the real world.

Many vehicles have used multiple media to “pretend” story exists in real world in order to push theatrical release. Our goal: reverse the process.

CREATIVE OVERVIEW

Central narrative exists as “Videodrome”/”Blair Witch” analogue: simulated found footage on an unbranded, spare website .

Website offers calls to action including direction to websites with mythology background, webcams and blogs and ask for email/text/Facebook logins to update upcoming viewings.

Phase One Rollout provides episodes. Phase Two Rollout begins augmented reality events i.e. treasure hunt and/or real world barcode placement, etc. which leads to augmented website content.

CREATIVE STRUCTURE

Pre-existing examples of successful webisode to TV pickups include:Sanctuary (SyFy Channel)Funny or Die (HBO)Children’s Hospital (Comedy Central)

INVESTOR VALUE PROPOSITION

CloverfieldBattlefield: Los Angeles

See website with purported evidence of U.F.O. evidence:

http://reportthreats.org/Blair Witch Project

http://www.cnn.com/SHOWBIZ/Movies/9907/27/blair.witch/

True BloodSee story on development of “Tru Blood”

fictional product marketinghttp://www.dexigner.com/news/15599

MARKETING CASE STUDIES

Leverage into high-level introductions within advertising community at new business/partner level

Synergize demonstrated production experience to advertising clients within exploding digital/social media arena.

Extension of resume to creative, high-level producing

Regardless of ultimate outcome, foundation for pitching future high-level work

TEAM VALUE PROPOSITION

Initial Goal: 60 minutes of footageParcel into (6) 10 minute webisodes, for a 6

week cycle.Visual style: sexy, mysterious,

grungy/beautifulAccommodate visual approach to budget

realities. Integrate doses of high end production technique (16mm film) with base of cost-effective production technique (7D/AF-100)

Use interstitials as key storytelling technique to extend footage.

PRIMARY PRODUCTION

Establish Social Media (Facebook, Twitter, FourSquare) Presence for Characters

Create content/narrative elements designed for mobile media (Ipad/Playstation)

Utilize affordable Google TV Ad Buys to bounce story presence from web to TV

Create Augmented Reality, External Participatory Element to Series modeled on Gold Run (http://www.goldrungo.com/)

Offer text/e-mail updates to viewers

TRANSMEDIA

Story/Creative DefinitionTraditional/Transmedia Scripting &

DevelopmentScope ProjectBudgetScope and Target Potential Management

TeamFundraising StrategyIdentify Potential PartnersIdentify Potential Sales LeadsIdentify Potential Legal/Sales/PR Team

FIRST STEPS

Establish Ballpark - $100K?Identify sources of potential investors.What percentage of budget can be in form of

trade/donation? What leads?What is return for investor?Can we qualify for tax credits?

FUNDRAISING/INVESTMENT

Top Level: Mystery and IntrigueMarketing focus: drive traffic to website –

website then drives viewership to transmedia elements and virtuous cycle is created.

Mystery element of marketing syncs with real world component of transmedia and makes marketing itself part of story.

Challenge: Create awareness of project while maintaining “meta” lack of acknowledgement of project.

MARKETING STRATEGY

Distinguish Paid Media vs. Free/Social Media approaches.

Begin free media tactics in advance of paid media – Blair Witch template, plant news stories, reach out to supernatural websites, establish social media presence of characters and backstory.

As launch date nears, focus Paid Media on NYC Metro area: maximize frequency over reach, and segment NYC residents as initial audience.

MARKETING TACTICS

Ceaseless, simple tagline throughout media: “X Marks the Spot” with website hyperlink as call to action.

Sample of marketing tactics depending on budget:

Utilize Google AdWordsTV for low-cost spot buys to reach target viewers.

Guerilla marketing – street posters and barcodes.

Viral commercials with mysterious trailer and call to action.

Barnum-esque street theater leading to news reports.

MARKETING TACTICS (CONT’D)