Python Notes for mca i year students osmania university.docx
Butterfinger presentation
1. the 13th
RFIN GER
BU TTE Saman
th a Carte
r
&
o adman
Ch elsea R
01
PUR 3000.0
2. Campaign Basics
Client:
Nestle Confections & Snacks
(Glendale, CA)
Agency:
GolinHarris (Los Angeles)
Campaign Title:
Butterfinger the 13th : You can’t
scream with your mouth full.
Duration:
May 13 – Oct. 13, 2011
Budget:
Over $300,000
3. e Video: e r
YouTub i e T r a i l
v
f fic ial Mo
13th O
g er the
But terfin
4. Purpose
“We’ve been trying to not
only interrupt consumers,
but also provide valuable
content and engagement.”
“We wanted to go beyond
- Butterfinger brand the traditional 30-second
manager, Jeremy spot and use digital and PR
Vandervoet to engage and provide
something different. Our
target audience is digitally
savvy and consuming media
in different ways.”
5. Strategy
Maintain “edgy, fun” Contest: Consumer-
brand known for generated-content
innovation
Social media: outreach
-Nestle Confections & Snacks’
communications manager, Media relations
Tricia Bowles
Drive engagement Celebrity director: Rob
through multiple Lowe
channels during all
stages of production Appearance: Comic-Con
6. Dire ctor
Rob L owe
M akers: ent
Opinion rity Elem
b
Th e Cele
7. Tactics
Campaign announced: Social media
May 13
16 promo videos
Updates given the 13th of
every month until Oct. “Making Of,” etc…
Celeb director Rob Lowe
Released Oct. 13 at the
13th hour (1 p.m.) on FB Entertainment Tonight
and The Insider given
500 theaters
insider access
FEARnet (cable network)
Crackle (digital network) LA Live premier event
8. Evaluation
Sales: 2.5% increase Twitter followers:
(May to Oct. 2010 2,000 (May) 8,000
2011) (Nov.)
Facebook likes: Media Impressions:
770,000 (May) 1.1 500 million (goal =
million (Nov.) 100 million)
Coverage: CNN, MTV.com, USAToday
9. What next?
Future Crisis Management
A new 2012 Recent Pawngo
integrated campaign dispute following the
Patriot’s Super Bowl
No details currently defeat
available
Butterfinger’s brand manager says Lowe was hired because of his “extensive entertainment industry experience, intelligence, and sense of humor.” These attributes made him the perfect fit to direct and poke fun at the entertainment industry in behind-the-scenes videos. “ We’re clearly making fun of pop culture, directors, actors, and the ego involved, yet we were really creatign a movie. Part of it’s real and we promote it as real, but we never take ourselves too seriously.”