SU2C Project

Digital Strategy Day-of Telecast

Digital Strategy Day-of TelecastPlatforms

● Facebook Live ○ Red carpet questions with celebrities and influencers ○ Behind-the-scenes look at the preparation for each live

performance○ Sound check as performers are about to go on stage○ Invite media to cover these aspects of the event○ Outlets: Huffington Post and People

● Twitter○ SU2C Twitter account will retweet posts that use the

hashtag “#ReasonsToStandUp”○ Celebrities will tweet out a message encouraging people to

tune in to the broadcast and share the reasons they stand up for cancer


● Snapchat ○ Filter: SU2C National filter with logo / hashtag○ Snapchat Discover: DailyMail, Refinery29,

Cosmo, Buzzfeed, MTV, etc. ○ Snapchat Story: show influencer’s view of

celebrity appearances on the red carpet and backstage as everyone is prepping to go on

○ Snapchatters to invite: Jérôme Jarre, Amy Schmittauer, Chelsea Votel and Cameron Dallas

● Instagram ○ Celebs that are attending, hosting, producing,

etc. ■ SU2C account would use hashtag

#ReasonsToStandUp and post photos of Cancer survivors, families affected, etc.

■ Talent posting before performance■ Donors: if donor has really great story,

posting a photo along with the story onto the SU2C Instagram account


● YouTube○ Influencers will share videos of their favorite

segments of the broadcast and explain the reasons why they stand up to cancer then disseminate on their channel

○ YouTubers to invite: Tyler Oakley, Lilly Singh, Sawyer Hartman, Brittany Furlan, Jack and Finn Harries

● musical.ly○ Have people do a musical.ly to the live

performances by Céline Dion and Keith Urban○ Create a challenge for fans to use their voice to be

a part of the SU2C movement○ Musers to invite: Baby Ariel, Jacob Sartorius,

Loren Beech, Max Mills, and Juwany Roman

Digital Strategy Day-of TelecastPartnerships

● Radio Live Stream○ Talent shares their reasons to stand up

during a conversation for “On Air with Ryan Seacrest”

○ Callers can dial in to speak with the host and share their story for the reasons they stand up and why they support SU2C

● MirMir Photo Booth○ Utilize at the event so attendees can post

the photos directly onto their social channels

● LED Wristbands○ Create an interactive experience with the

audience○ The colors on the band with light up and

change colors when each song is performed

Innovative Talent Announcements

Utilizing Talents’ Social Media Profiles


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Announcement mainly rooted on Instagram profiles:

● Talent posts photo of themselves holding up #ReasonsToStandUp poster

● Caption of photo states reason why he/she is standing up to Cancer

● Then hints at next talent to announce by tagging their Instagram handle

● Next talent posts instantaneously after

Talent then will repost Instagram onto their Twitter profiles

When announced, talent then will post Snapchat story of them reading the their reason to stand up while holding #ReasonsToStandUp poster

Innovative Talent AnnouncementsUtilizing Talents’ Social Media Profiles: Embargo Strategy

● Smaller-Scale Strategy: utilizing Instagram, Twitter, and Snapchat profiles of participating talent

● Larger-Scale Strategy: Using an embargo strategy for Entertainment Weekly, Associated Press, and E!Online with exclusive information 24 hours in advance.

Pitch: On September 9th, Stand Up to Cancer will be hosting their 5th biennial telecast, collaborating with some of the greatest talent in the entertainment industry, to raise money for cancer research. From Sofia Vergara to Keith Urban to Celine Dion, all talent with social media accounts will be announcing their participation in a guerilla-style Instagram takeover on September 1. We would love to offer your outlet a chance to be ahead of the public by providing you, along with x and x, the order of the breaks 24 hours in advance.

Jessica Derschowitz, Digital News Editor

Carol Deegan, Celebrity Editor

Natalie Finn, Senior Editor Web Site

Alternatives to Social Media Profiles


Pitch to Patrick Gomez:On September 9th, Stand Up to Cancer will be hosting their 5th biennial telecast, collaborating with some of the greatest talent in the entertainment industry, to raise money for cancer research. Although most talent announcements will be conducted via Instagram, major talent such as Bradley Cooper and Scarlett Johansson do not have Instagram accounts. Thus, we would love to offer People the inside-scoop as to who is participating in this year’s telecast.

Reinforcement of Talent Announcements


Pitch to Richard Vogel, Associated Press Photography Editor LA Bureau: On behalf of Stand Up to Cancer, participating talent such as X, X, and X will be visiting X on X. We think this would be a great opportunity to showcase the impact that participating talent has on gaining momentum for Stand Up to Cancer, and would love for you to document the day by providing a photographer on site.

Reinforcement of Talent Announcements● TBTs● Mentions during appearances● T-Shirts


Coverage Pitching

Short-Lead Calendar Listings

“The Must List”“Why I Care”

“7-Day Television Forecast”

Long-Lead Magazine Features

“Man of Style” for Bradley Cooper“We Learn from Her” for Sofia Vergara“The Punch List” for Matthew McConaughey

Online Examples

Keith Urban chats on current world tour and SU2C performance

Scarlett Johansson on beauty, new film, and SU2C appearance

Céline Dion on husband and brother’s death and upcoming SU2C

performance

Post-Event Coverage

“Star Tracks” “The Scoop” “News In Photos” “Hot Pics!” “Fairground”

Unique PR and Digital Partnerships

Sofia Vergara vs. Keith Urban Who can reach the most steps in 5 days ?!

- Follow along on social media #StepUp2StandUp- Help the celeb of your choice by donating $1.00, which will add 5 steps to your celebs overall count- Ultimately, your donation with go to the Stand Up To Cancer organization- Nike+ Fuel will donate $10,000 to Stand Up To Cancer in the name of the celebrity winner

Ride for a cause!- Day of the event, 5% of all Lyft proceeds from major cities will go to SU2C- Cities: Los Angeles, New York, Chicago, Miami, Washington DC, Boston and San Francisco- Incentives

1. Surprise celebrity passenger/driver (Matthew McConaughey and Ken Jeong) in Los Angeles2. Other cities, there will be no surge pricing that day 3. Raise money for SU2C!

● Classes held in LA and NYC morning of event● 2 Celeb Captains competing for power points● Reaching out to ABC, CBS, NBC, FOX

○ Participation in class raffled on morning shows

○ Brief coverage of the class to boost donations

● Every $1 donated adds a power point to the team of their choice

● Winning team has the money raised donated to SU2C in their name

○ Participants will receive a free 5 class pack

Executive Visibility

Executive Visibility: Summits

Pitch: Stand Up To Cancer (SU2C) is holding its fifth biennial telecast this upcoming September 9 to benefit cancer research. As a co-founder and active spokesperson for the initiative, Katie Couric is a great fit to lead a conversation about cancer research and the advancements made due to SU2C’s grants. President and CEO, Dr. Sung Poblete, has spearheaded the SU2C scientific review and serves as the primary liaison for scientific communications. Her direct involvement with the research makes her an ideal participant for the summit, as she can discuss the cutting edge innovation taking place and what still needs to be done to cure cancer.

Pitch: Stand Up To Cancer (SU2C) is holding its fifth biennial telecast this upcoming September 9 to benefit cancer research. As a co-founder and active spokesperson for the initiative, Katie Couric received an award from SU2C this past April for her dedication to cancer advocacy and spoke at the 2016 MAKERS Conference. Katie is a great fit for a ZeitgeistMinds panel to discuss the groundbreaking work and ideas behind SU2C and how she turned her husband’s death from colorectal cancer into a groundbreaking initiative.

Executive Visibility: Long Lead

“Out & About: Philanthropy”Circulation: 486,297

“Passion Project”Circulation: 793,254

Executive Visibility: Press

Long Lead: “Out & About Philanthropy”

Pitch:Stand Up To Cancer (SU2C) is holding its fifth biennial telecast this upcoming September 9 to benefit cancer research. As a co-founder and active spokesperson for the initiative, Katie Couric received an award from SU2C this past April for her dedication to cancer advocacy and spoke at the 2016 MAKERS Conference. Katie is a great fit for the Out & About Philanthropy section to discuss how she turned her husband’s death from colorectal cancer into a groundbreaking initiative and provide information on the upcoming telecast.

Long Lead: “Passion Project”

Pitch: Stand Up To Cancer (SU2C) is holding its fifth biennial telecast this upcoming September 9 to benefit cancer research. As a co-founder and active spokesperson for the initiative, Katie Couric received an award from SU2C this past April for her dedication to cancer advocacy and spoke at the 2016 MAKERS Conference. Katie is a great fit for the Passion Project section to discuss how she turned her husband’s death from colorectal cancer into a groundbreaking initiative and provide information on the upcoming telecast.

Executive Visibility: Short Lead Online

UVM: 2,096,385“Health”

UVM: 25,236,993“Leadership”

UVM: 29,428 UVM: 59,823“People”

Executive Visibility: PressShort Lead: “Health”

Pitch:Stand Up To Cancer (SU2C) is holding its fifth biennial telecast this upcoming September 9 to benefit cancer research. As a co-founder and active spokesperson for the initiative, Katie Couric received an award from SU2C this past April for her dedication to cancer advocacy. Colorectal cancer survivor David McGowan presented the award, as he credits Katie’s awareness efforts to saving his life. Katie and David are a great fit for the Out & About Philanthropy section to discuss how she turned her husband’s death from colorectal cancer into a groundbreaking initiative and how David looked to her for inspiration.

Short Lead: “Leadership”

Pitch: Stand Up To Cancer (SU2C) is holding its fifth biennial telecast this upcoming September 9 to benefit cancer research. As a co-founder and active spokesperson for the initiative, Katie Couric received an award from SU2C this past April for her dedication to cancer advocacy and spoke at the 2016 MAKERS Conference. Katie is a great fit for the Leadership section to discuss how she turned her husband’s death from colorectal cancer into a groundbreaking initiative and provide information on the upcoming telecast.

Executive Visibility: Press

Short Lead: “People”

Pitch:Stand Up To Cancer (SU2C) is holding its fifth biennial telecast this upcoming September 9 to benefit cancer research. As co-founders and active spokespersons for the initiative, Katie Couric and Lisa Paulsen are great fits for the People section to discuss how they started this groundbreaking initiative and the upcoming telecast. As the CEO of the Entertainment Industry Foundation, Lisa provides a firsthand perspective on how SU2C stands out compared to other initiatives.

Documents

SU2C Project