Anime Expo 2012 Online, Social Media and Print Ad Campaign DMA: Los Angeles Project Manager: Sean Bello sean.bello@campuscircle.net
Campus Circle - 5042 Wilshire Blvd., #600, LA, CA 90036 P. (323) 939.8477
Overview of Campaign This report recaps our efforts on multiple levels including: • Online Marketing through CampusCircle.com Banner Ads, Newsletter Advertising, Online Editorial Postings, Social Media Posts and Dedicated Emailing were all utilized for this event. • Campus Circle We utilized our free alternative newspaper in L.A. as a marketing tool to promote the ballet through print advertising. • Social Media Campus Circle utilized its own Social Media channels to promote the event. We disseminated content through our Facebook and Twitter channels • Street Marketing Campus Circle used its street teams to distribution event flyers in multiple areas of Los Angeles as well as comic book stores in L.A. and OC. Finally, we hand to hand distributed materials at Campus Circle screening events. The Anime Expo was a partner on Avenger screenings in LA/OC. The Avengers went on to become one of the biggest grossing films of all time.
Anime Expo 2012 Campaign Recap Banner Advertising - 1.8Million impressions, 1,241 clicks Sweepstakes – Page Views – 3,336; Entries – 1,007 Online Ed (Preview) – Page Views – 1,408 Online Ed (Review) – Page Views – 417 Avenger Screening Pages - Page Views - 4,097 (LA), 1,044 (OC), 2991 (Bur) Dedicated Email – 27.4K sent, Total Opens – 3,826, Clicks – 792 Newsletter Banner Ad (4X) – 27.4K emails, 248 clicks Social Media - CC related channels: Facebook – 6,220; Twitter - 2,800 Online Calendar - 1,043 page views Print Ad - 30k circ./issue, 90k readership, 500 retail/40 schools
Total Event Related Page Views – 18,162 Total Clicks – 2,281
Street Marketing 1
Street Marketing 2
Street Marketing 3
Street Marketing 4
Comic Book Store Distribution 1
Comic Book Store Distribution 2
Screening Page
Avengers LA Entries – 1,255 Page Views – 4,097 Demographics of Entrants Age – 67% 18 to 34, 33% 35+ Gender – 54% Male Ethnicity – 33% - Caucasian; 24% - Hispanic 14% -Asian Status – 41% Working, 29% in College
Screening Page
Avengers OC Entries – 521 Page Views – 1,044 Demographics of Entrants Age – 40% 18 to 34, 60% 35+ Gender – 59% Male Ethnicity – 28% - Caucasian; 27% - Hispanic 23% -Asian Status – 22% Working, 51% in College
Screening Page
Avengers BUR Entries – 1,109 Page Views – 2,991 Demographics of Entrants Age – 65% 18 to 34, 35% 35+ Gender – 54% Male Ethnicity – 26% - Caucasian; 34% - Hispanic 17% -Asian Status – 22% Working, 51% in College
Street – Avengers Screening LA
Street – Avengers Screening LA
Street – Avengers Screening LA
Street – Avengers Screening OC
Street – Avengers Screening OC
Street – Avengers Screening OC
Banner Advertising Banner advertising for the event appeared on our website, campuscircle.com. The banner ads had a 95% ROS. Campus Circle’s monthly traffic currently averages 519,000 page views and 140,000 unique visitors. Impressions – 1.8Million. Clicks – 1,241.
Dedicated Email Delivered – 27,425 Opened – 3,826 Clicks – 792
Newsletters Emails – 27,400 (4X) Total AE Clicks – 248
Online Calendar Page Views – 1,043 Website Traffic Page Views – 519,000/month Unique Visitors – 140,000/month
Online Editorial (Preview) Page Views – 1,408 Website Traffic Page Views – 519,000/month Unique Visitors – 140,000/month
Online Editorial (Review) Page Views – 417 Website Traffic Page Views – 519,000/month Unique Visitors – 140,000/month
Sweepstakes Entries – 1,004 Page Views – 3,336 Demographics of Entrants Age – 40% 18 to 34, 60% 35+ Gender – 56% Female Ethnicity – 42% - Caucasian; 23% - Hispanic 11% -Asian Status – 41% Working, 29% in College
Sweepstakes Demo - Age
Sweepstakes Demo - Ethnicity
Sweepstakes Demo - Gender
Sweepstakes Demo - Status
Print Ads (5/23, 6/7, 6/21 Issues) Size – Full Page 4C Circulation – 30,000/Issue Readership – 90,000/Issue Distribution – 500 Retail Outlets and Schools
Print Editorial Circulation – 30,000 Readership – 90,000 Distribution – 500 Retail Outlets and Schools