The Firm: Premier Productions

Positions: Development Manager – Sydnie Baker Public Outreach Manager- Ashley Liggins Social Media Manager-Tyra Virgil Brand Manager- Briayna Knighten Fundraising Manager- Tzviah Benshalom

Client: Activision

Strategy: Pop Up Event

Brands: (Day) Angry Birds, SpongeBob, Skylenders, and Moshi Monster. (Night) Call of Duty, Black Ops, Modern Warfare, Ghost

Goal: Eradicate negative connotations of video games and their violence as well as promote the social awareness campaign against gun violence in a creative yet impactful way

Creative Brief:

OBJECTIVE: To create a high level of brand awareness as well at create corporate responsibility, while also increasing sales.

CHALLENGE: Parents should engage their children in alternative forms of entertainment. Getting users to differentiate between “reality” and “fantasy”.

TRUTH: Activision has various video games that portrays violence. The video games are a form of entertainment.

ANSWER: Pop up event.

Insight: Gun violence is a prevalent issue in our country today. Gun violence is in the media almost on a daily basis. Statistics show that children are affected at a much higher rate than in previous years. In wake of tragedies such as Sandy Hook, the Save Children Not Guns Foundation is working to bring awareness to the issue and also provide opportunities to take action towards a safer environment for everyone. The National Institute of Justice notes, “People between the ages of 15 and 24 are most likely to be targeted by gun violence as opposed to other forms of violence. From 1976 to 2005, 77 percent of homicide victims ages 15-17 died from gun-related injuries. This age group was most at risk for gun violence during this time period. Teens and young adults are more likely than persons of other ages to be murdered with a gun. Most violent gun crime, especially homicide, occurs in cities and urban communities.”

Cause Branding, Pro-Social Message:

We will partner with Best Buy and Game Stop in order to facilitate a drive where guests will be able to bring or mail in old games that will either be recycled, traded in, or donated at the guests’ discretion. Recycled games will benefit the environment. Donated games that are still operating will be given to charity and those that don’t work will be recycled. The trade- in option allows guests to give their old games and receive a new game in return or a gift card to Best Buy or Game Stop.

Competitive Landscape: Wargaming AmericaStrengths: # 1: They create strategy video games that appeal to the same target demographic as Activision.

#2: They have a strong pro-social message that is geared towards supporting veterans.

They’re Weakness, Our Strengths: War gaming America is a smaller publishing company with only three video games, compared to the many games that Activision has created. Also, War gaming’s pro-social message only appeals to a specific group, while our social message benefits everyone.

Target demographic: parents, children, politicians, executives

Sponsors: Activision, Rovio Entertainment, Nickelodeon, YouTube

Strategic Partners: Best Buy, Game Stop

Digital: ‘Pinterest’ – We will use Place Pins to share destination information with attendees

gathering for the day and night party. Boards will be embedded on our event’s Web site or shared via email, and users can access them via Pinterest’s Android and iOS apps for on-the-go access.

Website: Our company website will display key information pertaining to our various pop up events.

Twitter: We will use the social networking site Twitter to keep an open line of communication with our clients and potential clients. Twitter will allow us to tweet event locations, times and dates.

Instagram: We will use the social networking site Instagram to post pictures of our pop up events. In addition to posting pictures we will also add videos during our events.

Press and PR: News Coverage: We plan on communicating with local media outlets to inform the

community of the pop up event. We would like to include are coverage in local newspapers, magazines as well as local TV broadcasting. Coverage in the press will raise awareness.

Word of Mouth: Since we are a smaller start up company, we still rely on many cost effective techniques to promote our business. We will post flyers at local businesses, bus stops, and various retail stores as well as pass out flyers.

Event: Concept: Day Party/ Night Party

Day Party Logistics: The event during the day will begin with informational sessions for parents and children. There will be three sessions and each will have two different sections to alleviate wait time for guests. After attending three sessions, the parents and the children can enjoy the arcade sponsored by Activision. After each session is completed the children will be given tokens in order to play the various games.

Location: Indoor playground (similar to Chuck-E-Cheese)

When: July 19, 2014

Food and Beverage: All American finger foods, assorted candies

Giveaways: Gift bags

Sessions: 1. Police Department gives tips on gun safety and strategies in case of an emergency 2. Includes a thought proving clip about gun violence3. Informative session on gun laws that ends with the opportunity to sign a petition

Night Party Logistics (Theme and Color Story included): ‘The Call to Duty’ will be the overall theme for the nighttime events. Each floor will have a different design based on actual Activision games.

The first section will be a mixer catered with food and drinks for party guests. The room will have an all-white Ghost theme. The décor will include shot themed accoutrements.

The second section will have a Modern Warfare theme. The color will be black and the lighting will be illuminated through the furniture, in a neon green color.

The third section will have a Black Ops theme. Where projections and other resources will be used to inform guests of valuable information about gun violence. Black with silver accent.

Location: 201 Mulberry Street, Open House Headquarters New York, New York

When: July 19, 2014

Food and Beverage: Shot themed appetizers. All food and drinks will be served in shot glasses throughout the night.

Furniture Vignette: Illuminated bar and lounge furniture to serve as accents in the Modern Warfare room. White, black, and metal accent furniture throughout the venue.