Green Day’s American Idiot at The Ahmanson Theatre Street, Online and Print Campaign DMA: Los Angeles Project Manager: Sean Bello sean.bello@campuscircle.net
5042 Wilshire Blvd., #600, Los Angeles, CA 90036 P. (323) 939.8477 F. (323) 939.8656
Overview of Campaign •
Campus Circle worked on promoting Green Day’s American Idiot at the Ahmanson Theatre. This report recaps our efforts on multiple levels including:
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Bar Promotion – Campus Circle reps passed out American Idiot drink coasters at bars in Westwood Village near UCLA and downtown L.A. near USC. Campus Circle - We utilized our free weekly newspaper in L.A. as a marketing tool to promote Green Day’s American Idiot. Online Marketing through CampusCircle.com - Banner Ads, Newsletter Advertising, Trailer/Online Editorial Postings, Sweepstakes Hosting. Movie Screening Promotions – Campus Circle partnered Universal Pictures and the Ahmanson Theatre together to mutually promote both American Idiot and Universal’s releases of American Pie Reunion and Wanderlust starring Jennifer Aniston. Social Media - Campus Circle utilized its own Social Media channels to promote American Idiot. We disseminated original content we produced for the movie through our Facebook and Twitter pages along with various other efforts of outreach.
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Campaign stats for The American Idiot Campaign 1. Bar Promotion Retail Partnership (USC/UCLA) - ($1,500.00) 2. Print Ads - 30k circ., 90k readership, Cover Strip/1/2 Pg ads- 500 retail/40 schools, ($4,890.00) 3. Campus Circle on Issuu – 2,478 Page Views (Value = $100.00) 4. Banner Advertising – 2.1 million impressions, 651 clicks (Value = $10,000.00) 5. Dedicated Email – 28,116 sent, Total Opens - 4,686, Total clicks - 1,076 ($1,302.00) 6. Newsletter Banner Ad - 4 wks, 28,000+ emails per week, 250 Clicks ($1,200.00) 7. Calendar Listings - 438 Page Views (Value = $75.00) 8. Sweepstakes page - 1,351 page views in 8 days ($750.00) 9. American Idiot Trailer on website - 229 page views ($100.00) 10. Social Media - Campus Circle channels: Facebook - 6,090; Twitter- 2,529 ($1,075.00) 11. Online Editorial - 519 page views ($775.00) 12. Screening Promotions (4) – American Pie, Wanderlust; Pg views – 5,884 (Value = $5000.00) Total Impressions – 2,182,692; Total Emails – 28,116; Total Page Views – 15,479 Total Clicks - 1,737; Total Print Circulation – 90,000; VALUE OF CAMPAIGN = $26,767.00
Bar Retail Partnership Campus Circle set up a retail partnership with Bars in Westwood Village near UCLA and in Downtown Los Angeles near USC. We supplied American Idiot drink coasters to the establishments to use during the run of the show at the Ahmanson Theatre.
USC Bar distribution
USC Bar distribution
USC Bar Distribution
USC Bar Distribution
UCLA Bar Distribution
UCLA Bar Distribution
UCLA Bar Distribution
UCLA Bar Distribution
Campus Circle - Cover Ad •
Print Campaign
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An “American Idiot” strip ad appeared on the cover of Campus Circle.
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Campus Circle is an alternative newspaper distributed to 500 retail outlets and schools in the greater Los Angeles area. In its 22th year, Campus Circle covers film, music, events and L.A. culture.
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The value of the cover strip ad is $2,730.00
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Circulation: 30,000 Readership: 90,000
Distribution Examples #1
Distribution Examples #2
Distribution Examples #3
Print ads in Campus Circle – 3/1 Campus Circle ran a series of 1/2 page 4 color ads in 3 issues of Campus Circle. The value of each print ad was $1,630.00. Total value = $4,890.00
Print ad in Campus Circle – 3/14
Print ad in Campus Circle – 3/29
Campus Circle On Issuu •
Issuu is a community of publishers created by people & publishers alike. Publishers can share and publish in a format designed to make your documents look their very best. The Campus Circle issue featuring an American Idiot banner on its cover has 2,478 page views to date.
Banner Advertising •
Banner advertising for the film appeared on our website, campuscircle.com. The banner ads ran throughout 95% of the site. Our monthly traffic currently averages 594,000 page views and 135,000 unique visitors. The banner ads had a combined 2,192,693 impressions and 651 clicks. The value of the banner ads was $10,000.00.
Dedicated Email Campaign •
Campus Circle sent out a dedicated email to promote the release of the film.
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The stats for the email were as follows: Emails sent: 28,116 Total opened: 4,409 Total clicks: 836 Value = $1,200.00
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Newsletter Advertising – Week 1 •
Banner advertising for the film appeared in our weekly email newsletter for four weeks.
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The Campus Circle weekly email newsletter reaches 28,000 members per week in the greater Los Angeles area. The banner ads had 250 combined clicks.
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The total value of the banner ads over four weeks was $1,200.00
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Newsletter Advertising – Week 2
Newsletter Advertising – Week 3
Newsletter Advertising – Week 4
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Banner advertising for the film appeared in our weekly email newsletter for four weeks.
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The Campus Circle weekly email newsletter reaches 30,000 members per week in the greater Los Angeles area. The banner ads had 232 combined clicks.
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The total value of the banner ads over two weeks was $1,200.00
Bit.ly Tracking Stats •
Campus Circle used bit.ly as a third party tracking service to track click throughs for the newsletter advertising portion of our campaign. The total number of clicks for the American Idiot newsletter ads was 250.
Campus Circle - Online Calendar •
Campus Circle placed calendar listings for American Idiot on our website.
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The event listing has been viewed 332 times to date.
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Campus Circle website traffic averages: 590,000 page views/month 135,000 unique visitors/month
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American Idiot Sweepstakes •
The American Idiot sweepstakes had 761entries in 8 days. The sweepstakes page was viewed 1,351 times.
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The value of the sweepstakes is $750.00
American Idiot Sweepstakes Stats (Age) •
The American Idiot sweeps had the following demographics for entrants:
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74% of entrants were 18 to 34 52% of entrants were female. 37% of entrants were in school. 43% - Caucasian 21% - Hispanic 15% - Asian 07% - African American
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Total entries in 8 days: 761
American Idiot Sweepstakes Stats (Gender)
American Idiot Sweepstakes Stats (Ethnicity)
American Idiot Sweepstakes Stats (Status)
American Idiot trailer on our website
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The trailer for American Idiot appears on our website, campuscircle.com. To date, the trailer page has been viewed 229 times.
Campus Circle - Social Media Campus Circle utilized its own Social Media channels to promote American Idiot. We disseminated original content we produced for the musical through our Facebook and Twitter pages along with various other efforts of outreach. The following pictures recaps some of our approach. Facebook Likes: 6,090 Twitter followers: 2,529 Total Value = $1,075.00
Campus Circle - Social Media 2
Campus Circle - Online Editorial •
The American Idiot article that appeared in Campus Circle newspaper also appears on our website.
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Since 3/16, the article has been viewed 519 times. Campus Circle website traffic averages: 594,000 page views/month 135,000 unique visitors/month
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Screening Page – American Pie (Pasadena) Campus Circle set up a screening partnership between Universal Pictures and the Ahmanson Theatre to promote the American Idiot shows. These screening promotions generated great awareness for American Idiot. The value of the 4 screening partnership was $5,000.00.
Sample – American Idiot/American Reunion Screening Stats (Age) •
The American Idiot/American Reunion LA screening had the following demographics for entrants:
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88% of entrants were 18 to 34 50% of entrants were female. 41% of entrants were in school. 21% - Caucasian 37% - Hispanic 15% - Asian 07% - African American
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Entries - 633
American Idiot/American Reunion Screening Stats (Gender)
American Idiot/American Reunion Screening Stats (Ethnicity)
American Idiot/American Reunion Screening Stats (Status)
Screening Page – Wanderlust (Burbank)
Sample -American Idiot/Wanderlust Screening Stats •
The Bring It On sweeps had the following demographics for entrants:
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72% of entrants were 18 to 34 51% of entrants were female. 45% of entrants were in school. 30% - Caucasian 33% - Hispanic 13% - Asian 05% - African American
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Entries - 500
Sample -American Idiot/Wanderlust Screening Stats (Gender)
Sample -American Idiot/Wanderlust Screening Stats (Ethnicity)
Sample -American Idiot/Wanderlust Screening Stats (Status)
Screening Page – American Pie Reunion (Buena Park) Age – 74% (18 to 34); Gender – 52% Male; Status – 52% In School; Ethnicity – 35% Hispanic, 25% Caucasian, 17% Asian, 4% African American; Entries - 493
Screening Page – Wanderlust (Irvine) Age – 74% (18 to 34); Gender – 58% Female; Status – 43% In School; Ethnicity – 28% Hispanic, 26% Caucasian, 18% Asian, 4% African American; Entries - 195