Summer Situation Interactive intern project.

1. Situation Interactive
Elizabeth M.| Sharon T. | Jessie G. | Jessica L. | Joyce T.

2.  Positioning
 Objectives & Strategies
 Audience Overview
 Digital Plan Overview
 Scope
 Time Frame
 Media Plan
 Online Banners
 Social Media
 Creative Campaigns

3. For Broadway ticket buyers, The Exorcist is a
one-of-a-kind show that is an entirely new
way to experience this stirring tale. It is a
psychological thriller that will give you
chills even without the special effects.

4. 1. Create buzz by engaging existing and new fans
who are looking for a new way to re-experience
The Exorcist
 Utilize social channels to encourage Word-of-
Mouth by creating conversations and engagements
with fans
 Initiate interactive promotions both online and
offline to raise a broader scale of awareness

5. 2. Encourage ticket sales
 Positions as a standalone theatrical experience by
focusing on the ideologies and themes of the 1971
novel
 Emphasize the concepts of reality, fear, faith
through design aspects that convey subtle eerie-like
mood rather than in-your-face horror
 Maneuver media buys to coordinate with both off-
season months and holiday months such as
Halloween

6.  Primary target
 35-65
 Theatre enthusiasts, existing Broadway fans
 More familiar with the classic Exorcist, either with
the book or the first film
 Secondary target
 18-34
 Horror-genre enthusiasts
 Existing fans of The Exorcist or at least are aware of
the brand

8. Time Frame Budget Deliverables
Start: Total: $1.225MM Media
July 1, 2012 Banners
Media: $225k
End: Creative
Nov 31, 2012 Production: Interactive
$1MM Promotions
Total:
5 months Social Media
Content Calendar
Promotions

9.  Phase 1: July to Mid-Aug
 Raise awareness
 Launch website
 Generate buzz on social channels and build fan base
 Phase 2: Mid-Aug to Late-Sept
 Focus on ticket sales – Pre-sales
 Generate WoM on social channels
 Initiate interactive promotion
 Phase 3: Oct to Nov
 Push for ticket sales – Preview (10/23) Opening (11/13)
 Create buzz for Halloween season/promotion
 Heavy social network content sharing; encourage WoM
 Follow through with interactive promotions

11. Conversion Consideration Awareness SEM
Playbill &
Time Out NY 33 Across Bing/Yahoo
Playbillvault
Google Display Google Display Google
NYCGo
Network Network (Desktop/Mobile)
Theatermania Owner IQ YouTube
BroadwayWorld Specific Media
Ticketmaster Facebook
Travelzoo

12. Site Flight Dates Net Cost
Playbill &
7/1-11/30 $21,000
Playbillvault
Google Display
7/23-11/30 $36,000
Network
Theatermania 8/13-10/31 $10,000
BroadwayWorld 8/13-10/13 $5,883
Ticketmaster 9/1-11/30 $15,000

13.  Target consumers who are specifically searching for theatrical or other live events
Playbill.com
 42% Male / 58% Female
 58% 35+
 354K Monthly unique visitors
 30% NY DMA
Theatermania.com
 40% Male / 60% Female
 60% 35+
 583K Monthly unique visitors
 37% NY DMA
BroadwayWorld.com
 44% Male / 56% Female
 57% 35+
 1.2MM Monthly unique visitors
 41% NY DMA
Ticketmaster.com
 44% Male / 56% Female
 47% 35+
 2MM Monthly unique visitors (NYC)
* Data provided by Quantcast, August 2012

14. Site Flight Dates Net Cost
9/3-10/27
Time Out NY $20,000
11/11-11/25
9/3-10/27 $20,000
NYCGo
11/11-11/25

15.  Target consumers who have shown an intent to or are in the context of researching entertainment
options
NYCGo Time Out NY
 46% Male / 54% Female  46% Male / 54% Female
 25% 35-44  53% 35+
 86K Monthly unique visitors  497K Monthly unique visitors
 55% NY DMA  35% NY DMA

16. Site Flight Dates Net Cost
33 Across 10/15-11/15 $15,000
Owner IQ 10/15-11/15 $5,883
Specific Media 10/1-11/26 $25,000
Facebook 10/1-10/31 $5,000
Google Display Split with GDN
7/23-11/30 Remarketing Budget
Network

17.  Network that utilizes "Social Proximity" targeting – focus on users who show similar characteristics to
people who have purchased tickets
Audience: Identify core consumers and Insights: Gain unique insights on the
prospects within the Exorcist Brand Graph™ social and online preferences of the Exorcist
 Exorcist site visitors (via 33Across pixel) Brand Graph™ (sharing, search, video, blogs,
 Exorcist conversion page (via 33Across pixel) social connections)
 Users strongly-connected to and most likely to be
influenced by the above audiences
Campaign: Deliver Standard IAB media on Optimize: Optimize campaign on a daily
premium content to effectively build exposure basis to maximize reach and performance
and sell tickets to The Exorcist

18.  Network that utilizes “Ownership targeting” – targets based on what products and brands consumers
actually own and/or intend to buy.
Brands (Tickets): Sample Sites:
Network Statistics Campaign Specifics
 52% Male / 48% Female  Geo-target: NY DMA
 41.5% 25-54  Remarketing
 162MM Monthly unique visitors  A35-65 shopping For Tickets To Live Events
 NY DMA – 95%  A18-34 shopping for horror-genre related
events
* Data provided by Owner IQ Internal Numbers, December 2011

19.  Network that utilizes “Behavior retargeting” – targets consumers that had some sort of engagement
with the brand or related categories but didn’t result in any conversions
Network Statistics Campaign Specifics
 180MM Monthly unique visitors  Geo-target: NY DMA
(National)  Behavior-target: Theater enthusiasts &
 Provides insight that increases the entertainment seekers
targeting scale & accuracy of the  “ROME” unit is two 160x600 that live on skins
campaign outside of site content
* Data provided by Specific Media, Feb 2012 19

20. Network Statistics Campaign Specifics
 146.7MM Monthly unique visitors  Geo-target: NY DMA
 45% Male / 55% Female  Profile Pages with Image + Text
 33% 35+
* Data provided by Quantcast, December 2011 20

21. Network Statistics Campaign Specifics
 W35-54: 21MM Monthly unique  Geo-target: NY DMA
visitors; 58% Reach  Full Page Grabber
 Ad Network of premium websites
 Provides high-impact Rich Media ad
solutions
21
* Data provided by Undertone, May 2011

22. Site Flight Dates Net Cost
Bing/Yahoo 7/1-11/30 $2,500
Google 7/1-11/30 $20,000
(Branded Search)
Google 9/1-11/30 $10,000
(Non-Branded Search)
Google 8/1-11/30 $5,000
(Mobile Branded Search)
YouTube 8/1-11/30 $1,500

25.  EXORCISE your inner demons
The Exorcist comes to Broadway
 You never know just how close evil can be…
The Exorcist comes to Broadway
 Evil can lurk inside us all
The Exorcist comes to Broadway

26.  Cut-out of Regan on bottom corner of screen with
growing shadow
 Regan with click and drag box of show information
 Large solid black interference banner
 Morphing page headers and title treatments Evil can lurk
inside us all…
ExorcistBroadway.com/
tickets

28. The Exorcist
Cast &
Tickets The Show
Creatives
• To buy tickets • About the show • About the cast
(Telecharge,
Group Rates, • Press Reviews/ • Photo gallery
Rush Tickets) Interviews
• Box
Office/Hours
• Show times

29. Website Version 1 - Overlay

30. Website Version 1 - Homepage

32. Website Version 2 - Homepage

33. Website Version 2 - Homepage

35. Network Plan Content
Facebook • Posts 4x a week • Engagement: Trivia, exorcism
facts, quotes from the play,
•Subdued, video content
sophisticated and • Campaign Announcements
respectable tone • News
Twitter •Regan's twitter • Paraphrased Regan Quotes
page: A visual battle • Sporadic interactions with
between Regan and Mr. Howdy
the Devil

36. “It thrilled you as a novel and disturbed you as a movie…Prepare
Awareness yourself for an unforgettable experience as the Exorcist is
coming to Broadway!”
Questions “How old were you when you first read or saw the Exorcist?”
Quotes “Faith isn’t a matter of fairness. It’s finally a matter of love.”
Call-to-
“Share this if you plan on seeing the Exorcist on Broadway!”
Action
Exorcism “Did you know that out of 400 exorcism requests, only 2 or 4 end
Facts up being approved by the church?”

41. At its core The Exorcist is about demonic
possession. Our creative campaign will provide
ticket buyers with new ways t0 engage with the
little bit of devil that is inside us all…

42.  A state-of-the-art Facebook Application featuring a
Ouija Board that allows users to ask questions and
receive a prophecy from “the Spirits”
 Allows users to ask questions for his/her friends and
record the responses for sharing

44.  Promoted through media buys, iPad use, and social
sharing
 Lives on Facebook, builds social fan base
 Prominent “Get Tickets” call-out
 Allows users to engage with their inner demons by
asking question anonymously
 Possible integration of discount codes and sweepstakes

45. Why we like it?
 Encourages sharing
 Far-reaching appeal
 Features a prominent prop from the show without being
overly scary
 Drives Website traffic

46.  A food truck decorated with Exorcist show information
and key art that travels throughout New York City selling
goodies that all contains the “devil” (something
gluttonous) hidden inside
 Built-in parametric speakers on the truck will shoot
targeted messages at passersby

48. The Bishop The Regan The Mr. Howdy

49.  Promoted through social + street appeal and word-of-
mouth
 All truck employees are dressed as priests and treat every
transaction a theatrical experience
 Perhaps even get Brooke Shields and other stars of the
show to work a shift in the truck

50. Why we like it?
 New to the Broadway space
 Current trend that is unique to NYC
 Who doesn’t like baked goods?
 Flexible targeting
 Easy integration with social
 Taking unique spin on the idea of the devil inside
 The idea of hidden devil but not creepy, a serious theatrical
experience

51.  A large interactive billboard in Times Square that allows
passersby to manipulate Regan’s actions on the screen through
a touch screen kiosk nearby
 Inside the kiosk will be a large touch screen that controls the
“devil inside” of Regan. Using the touchpad, users can
manipulate Regan’s actions on the billboard making her flail
around, or glow red.

53.  Kiosk also features ticket purchasing capability
 Capability to connect with Facebook or Twitter to play
 Allows users to be the devil and allows them to consider
what if the devil was inside of them?

54. Why we like it?
 Great visibility; unique interactive experience
 Builds social fan bases
 Capability to change messaging and image
 24 hours a day

55. Questions?