Marooned Tom Scearce, Tierney Sereika, Brooke Vaske, Terry Wallen
The Challenge â—? How can we best get people to share this game on social platforms? â—? Who is the best target audience for this game and why?
Strategy
Create personalized digital content that will enhance Marooned’s online presence and increase sales with their target audience.
Target Audience ●
PRIMARY | Single Socials ○ ○ ○ ○
●
21-35 year olds Young Professionals Urban Male
SECONDARY | “Man Cave” Dads ○ ○ ○ ○ ○
35-45 year olds Fridge full of beer Kids Poker Night or Card Club Josh Fleming
Messaging ● Call to action ○ ○
Sell through Amazon Include link to purchase through social
● Tone: Witty, clever and fun ○ ○ ○
Interactive User-submitted posts Seasonal Messages
Tactics ● Branding ● Local Partnerships ● Curated Content ○
Buzzfeed
● Social Media ○ ○ ○
Facebook Twitter Snapchat
Branding
Partner with a Brewery ●
Brewery Companies ○
Twisted Vine Brewery ■ ■
○
Fox Brewing in West Des Moines ■
○
Brewery with lounging areas perfect for game
Rock Bottom Brewery ■ ■
●
West Des Moines Already has collection of games to play
More of a restaurant style Chain Brewery
Local Liquor Stores ○ ○
Sell at the front counter Great place to reach target audience
BuzzFeed “BuzzFeed is the leading independent digital media company delivering news and entertainment to hundreds of millions of people around the world.” ● ● ●
Monthly unique visitors: 200+ million (Nielsen) Percentage of visitors age 18-34 years old: 50% (ComSource) Percentage of traffic from social media: 75% (BuzzFeed) ○
Facebook: 81%
BuzzFeed 1. 2. 3.
Create a free account www.buzzfeed.com/post Use publishing tool to create a draft of post ○ ○ ○
4. 5.
Use photos Keep it short Keep target in mind
Publish article to your account Share article across social media
BuzzFeed
BuzzFeed
Facebook Posts
Twitter Posts
SNAPCHAT FILTER ● Promote at partner breweries ● Use #maroonedmonday hashtag ○ ○
Brand awareness Consumer engagement
● Cost effective, good reach ○
Used 25 times could be seen by hundreds
Media Planning & Buying ● Facebook ○
Boost Facebook Posts ■ ■ ■
○
$5 per day Reaches over 2,000 people a day in our target audience Biweekly
Post once per day
●
○ Post 5x per day ○ Tweet between 6 - 11 p.m. to increase engagement Snapchat ○ $5 per night/per brewery ○ Large reach
Measurements ● Goal 6 months after launch: ○ ○
500 page “likes” on Facebook 200 Twitter followers
● Goal 12 months after launch: ○ ○ ○
1,000 page “likes” on Facebook 500 Twitter followers 5% click-through rate on Facebook ads
Future Tactics ● ● ● ●
Facebook Ads App Website Influencers...
Jimmy Fallon
Questions?