Turner Upfront 2015 - Inception Document

UPFRONT 2015 INCEPTION - 02.04.15

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TURN IT UP SHOWCASING ONE TURNER WITH ITS BROAD PORTFOLIO OF BRANDS

The 2015 Turner Upfront will be a bold and confident expression of Turner’s leading position in the marketplace. Attendees will be well entertained and impressed by Turner’s broad portfolio of brands as well as their programming and innovative approach to partnerships.

This year’s message and tone will be vibrant, optimistic, and confident while showcasing Turner’s cultural relevance and depth.

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DESIGN AESTHETICS A BOLD AND OPTIMISTIC DESIGN LANGUAGE THAT USES LARGE SCALE TYPOGRAPHY AND A BLACK AND WHITE PALETTE WITH POPS OF COLOR.

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THE STAGE 4

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CONCEPT 1: SINGLE SCREEN

A SINGLE VIDEO SURFACE BREAKS THROUGH THE PROSCENIUM AND IMMERSES THE AUDIENCE.

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CONCEPT 1: SINGLE SCREEN

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CONCEPT 1: SINGLE SCREEN

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CONCEPT 2: GRID

BOXES OPEN TO REVEAL SCENIC MOMENTS, ENTRANCES, AND SCREENS. WHEN CLOSED, THE GRID CREATES AN UNINTERRUPTED VIDEO SURFACE.

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CONCEPT 2: GRID

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CONCEPT 2: GRID

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CONCEPT 3: LAYERS

LAYERED VIDEO PANELS CREATE A COLLAGE. PANELS CAN BE USED AS INDIVIDUAL CONTENT AREAS OR COMBINED INTO A SINGLE SCREEN.

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CONCEPT 3: LAYERS

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CONCEPT 3: LAYERS

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CONCEPT 4: ORGANIC

CURVED PLANES OF VIDEO OVERLAY EACH OTHER TO BECOME ONE GIANT SURFACE.

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THE SHOW 15

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SHOW AND CONTENT CONCEPTS

ONE TURNER:

BRAND INTERACTIONS:

TARGETING & ANALYTICS:

Overarching concepts that unite the brands

Entertaining moments that highlight the many sides of Turner

Scenic and content elements that celebrate Turner’s revolutionary platform

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ONE TURNER: SPECTRUM

THE SHOW BEGINS IN BLACK AND WHITE; AS EACH NETWORK IS INTRODUCED, A CORRESPONDING COLOR ENTERS THE DESIGN PALETTE.

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ONE TURNER: CUT AWAY

EACH NETWORK HAS A DESIGNATED SPACE ON STAGE FOR SCENIC, VIDEO AND LIVE PRESENTATION ELEMENTS. EXECUTIVES AND PRESENTERS MOVE BETWEEN THE AREAS AS THE CONTENT FROM EACH NETWORK INTERACTS WITH ITS NEIGHBORS.

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ONE TURNER: TURNERLAND

A FANTASY-LAND VISION OF A WORLD POPULATED

BY THE NUMEROUS REAL, SCRIPTED, AND ANIMATED PERSONALITIES THAT MAKE TURNER UNIQUE.

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ONE TURNER:

A DAY IN THE LIFE FROM THE HEADLINES OF THE DAY, TO THE FINAL SCORES OF THE NIGHT, AND EVERY CARTOON IN BETWEEN, TURNER IS WOVEN INTO THE FABRIC OF DAILY LIFE.

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BRAND INTERACTIONS: INSIDE THE UPFRONT ERNIE, KENNY, CHARLES, AND SHAQ INTRODUCE THE UPFRONT AND PROVIDE ENTERTAINING COLOR COMMENTARY ON THE PROCEEDINGS THROUGHOUT THE EVENT. Relevant Networks: TS, TNT

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BRAND INTERACTIONS: GO THERE AS A TAKE ON CNN’S TAG LINE ‘GO THERE’, TURNER PERSONALITIES ARE PLACED IN FUNNY SITUATIONS: MORGAN SPURLOCK INVESTIGATES TURNER HQ WHILE ANTHONY BORDAIN GOES ‘BEHIND ENEMY LINES’ AT OTHER NETWORK UPFRONTS. Relevant Networks: CNN, HLN, TRUtv

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BRAND INTERACTIONS: UPFRONT INTERRUPTED TURNER’S IMPRACTICAL JOKERS AND TRIUMPH THE DOG SIDETRACK THE UPFRONT AT CRITICAL MOMENTS, RICK AND MORTY ARRIVE FROM AN ALTERNATE DIMENSION, AND BLACK JESUS DELIVERS A “SERMON ON THE UPFRONT.” Relevant Networks: TRUtv, TBS, TNT, ADULT SWIM

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BRAND INTERACTIONS: MUSICAL INTERLUDES CASTS OF TURNER SHOWS INTRO SEGMENTS OR NETWORKS USING OSCAR-STYLE LIVE NUMBERS FROM PROPERTIES SUCH AS COUGAR TOWN, ADVENTURE TIME, THE CLEVELAND SHOW, BRANSON FAMOUS AND SQUIDBILLIES. Relevant Networks: TBS, TRUtv, CN, ADULT SWIM

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BRAND INTERACTIONS: NETWORK PARODY WHETHER IT’S A LOWER-THIRD PROGRAMMING ANNOUNCEMENT OR AN ADULT SWIM STYLE INFOMERCIAL, THESE HUMOROUS BUMPS BRING THE TOUCHES OF COMIC RELIEF. Relevant Networks: TBS, TRUtv, CN, ADULT SWIM

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TARGETING & ANALYTICS: CHARACTER PRESENTERS TURNER CHARACTERS ARE ENLISTED TO EXPLAIN METRICS AND ANALYTICS, BRINGING A TOUCH OF PERSONALITY TO THE NUTS AND BOLTS OF TURNER’S REVOLUTIONARY AD BUYING PLATFORM.

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TARGETING & ANALYTICS: UPFRONT TARGETS A SECONDARY SCREEN EXPERIENCE DISPLAYS TARGETED ADS AT SPECIFIC AUDIENCE MEMBERS AND DEMOGRAPHICS THROUGHOUT THE SHOW. THE CONTENT IS ALWAYS RELATED TO WHAT IS HAPPENING ON STAGE.

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TARGETING & ANALYTICS: GRAPHICS TRACKING ADDITIONAL SCREENS CAN BE DEDICATED TO CONSTANTLY UPDATING DEMOGRAPHIC INFORMATION, RATING STORIES, AND NONANALYTICS SOCIAL MEDIA BUZZ.

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1. INVITATION

NEXT STEPS GUEST EXPERIENCE

2. ARRIVALS 3. THE LOBBY 4. THE THEATER 5. THE SHOW

6. DEPARTURE 7. POST SHOW EVENTS

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THANK YOU 30