The Miss USA & Miss Universe Pageant 2011 Digital Marketing
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Strategic Recommendation: We recommend that Miss USA Pageant implement a niche advertisement plan targeting young female adults with ages between 18-34, who want to interact and vote while watching Miss USA Pageant and who wants to engage, gather information and share it about Miss USA. Background: Major television and sporting events are common triggers for simultaneous media use. Mass audiences tune in, and there is a wealth of content for people to access, from video highlights to articles to fan commentary. Today’s consumer has a variety of ways to engage with such events. Recommendation/Rationale: We recommend that Miss USA Pageant start a general advertisement program based on the use of digital elements to support the company's more traditional marketing efforts to promote Miss USA contestants while explaining how to engage with contestants and interact during the pageant. The recommendation is based in the following rationale: •Stuck growth. 4.6 million viewers 18-49, 2010. The numbers grew slightly from previous year. •77% of smartphone owners have used their cell phone simultaneously while watching TV. •Women are significantly more likely than men to go online, flip through a magazine, or read a book while watching TV. •Mass audiences tune in, and there is a wealth of content for people to access, from video highlights to articles to fan commentary. from Profiles Of The U.S. Simultaneous Media User: Television, Online, Mobile, Print Objectives: •Leverage content, generate Buzz and originate interest around the contestants by using Magazines, Blogs and, Facebook “like!” Twitter •To multiply our Facebook Likes and followers.
•Increase digital engagement during the Pageant by using Twitter, Facebook, Youtube, MSM over Miss USA Live Web page and Facebook page. •Grow visits to Miss USA Web page and Youtube page. •To leverage franchise brand equity and create value our sponsors and advertisers.
Why is to be“Like!”ed important? 1. The Like Button Gives Human-Edited Content. Human ranking trumps computerized ranking. 2. The Like Button Measures Your Effectiveness. Communicates volumes to both the reader & producer A)Network Engagement / Involvement. An engaged network is the best type of network for marketing. B) Customer Sentiment. A Like is a positive affirmation to the brand and the content produced. C)Content Value.The Likes serve as a content-qualifier, teaching you what your target market prefers to hear from you. D)Content Relevancy 3. Facebook Likes Gives the "Liker" Power & Control allowing us to "vote" for the content we find likable. 4. Facebook Likes Measure Your Social Media Success by the number of Likes and Comments received 5. Facebook Like Button Promotes Facebook Use in prompting users to post more and better content 6. Facebook Like Button Improves Human Condition. It plays into the fiber of our human need for connection and gives us the affirmation we crave. 7. Cure for Aloneness. Proper posting on Facebook builds self-esteem.
Message: “Now you can decide”, “Vote for Ms. USA”, “What would happen if you don’t vote for Ms. USA” Geography: Nationwide. Tonality: The tonality will be inviting, informative and upbeat Program details: This program would be divided in three stages. Pre, during and post broadcasting. The strategy to follow would be the one used in a political campaign, on when doing a trip abroad: 1) We think in long term in general thoughts.We read guides, we buy the tickets, we talk about our trip, we ask for advice, etc. 2) We thing in short term about the problematic. Then, we tend to worry about details, passport, visas, flights. 3) During the trip, we like to take decisions. 3) After, we like to share our experiences, pictures, videos, etc.
Pre: Leverage content, generate Buzz and originate interest around the contestants by using Magazines, Blogs and, Facebook “like!” Twitter. The voting and engaging tools will be developed to be used mainly on mobile devices, but also in home TV screens and home computers. 1. Each contestant will open a Blog, a Twitter account, a Facebook page, Flickr, and a Youtube account 2. Each contestant will generate relevant content about themselves a)Blog: Generating content about themselves, their life, their interest, their opinions, their values, why should they be elected
b)Twitter: To post about their every-day thoughts, retweet what they find important, to tweet about their social life and everyday experiences in order to connect emotionally with followers. c)Youtube: Contestant would upload their promotional videos d)Youtube Miss USA: Campaign adds will be generated to encourage people to vote, explaining them what would happen if they don’t do so. The tonality will be inviting, and generating a demanding call of action as “what would happen if you don’t vote” e)Flickr: contestants would upload photo shoots to show their beauty and style. f) Magazines: Would give information about the in and outs of the contestants, giving them an editorial opportunity to market themselves and to be know by readers. g)Facebook personal page: Would serve as a gatherer and wall of advertisement for the contestants. “Likes“ will be used to measure all the details explained previously. h)Facebook Mis USA page: Would update followers about news related with the competition. “Likes“ will be used to measure all the details explained previously. i) A banner campaign would encourage people to go and vote for the new Miss USA to the Web page. •By giving the opportunity to express themselves and market themselves, is likely that other blogs and media start to talk about the contestants to generate media buzz. •Some Youtube videos and opinions would be expected to generate controversy and, therefore, buzz. •Facebook “Like!”s’s will give us the opportunity to measure and market followers and to know them better to generate more actions and to segment them for our sponsors and advertisers, •All this digital campaign will be supported by tv interviews and Pageant advertisements. •TMZ will likely generate gossiping content which will attract more followers and potential viewers. Participation: a)Facebook “Like!”’s would be used to help the jury to select contestants. b)Twitts to send questions thew would like to ask to contestants during the pageant. c)SMS votes to vote for their favorite candidates before the pageant.
Remember, we want this campaign to resemble a political campaign and people to advocate for the contestant they like/trust the most. During: Miss USA web would be used as the-place-to-go for gathering information during the gala. A)Viewers would vote via SMS. 1) This voting action will generate big revenues. 2) Part of the income would be used to support Japan. Votes would be displayed on the screens during the broadcast. 3) A prize would be given after the competition to one of the voters selected by draw. D)Viewers would participate by sending tweets which will be displayed on the web. Those tweet would be measured.
After: •Our marketing efforts would be focussed on making the pageant relevant to media as long as possible. •Miss USA Web page would post all the content generated in the gala, with links to Youtube videos and relevant Tweets. •TMZ would cover all the in-and-outs to generate buzz •Blogs would be encouraged to give their opinion about the pageant and Miss USA 2011
Post Miss USA 2011: •A database would be generated with information about all digital followers and participants to market them with promotions etc. •All the activities where Miss USA is involved will be communicated to those followers by the medium they choose to engage with Miss USA. •Further decisions and actions would be weighted at that time.
Other information used: •The Marketing department of NBC is in charge of creating and developing a digital tie-is with the Miss USA Pageant that can be tied to the programs’ sponsor. •“The pageants are a joint venture between NBC and Trump. NBC's extension begins in 2011, with Telemundo on board to simulcast Miss Universe.” Paul Telegdy, executive vp of alternative programming, NBC •The Miss USA Pageant celebrates its 60th anniversary in 2011 •The annual event will take place in Las Vegas at Palnet Hollywood Resort & Casino Theater for Performing Arts on June 19, 2011. NBC, Donald J. Trump and Paula M. Shugart, president of Miss Universe Organization •The 2011 MISS USA® Pageant" will feature contestants from all 50 states and the District of Columbia. •Contestants will be judged in three categories: swimsuit, evening gown and interview. NBC, Donald J. Trump and Paula M. Shugart, president of Miss Universe Organization Miss USA Pageant Demographics: 4.6 million viewers 18-49, 2010 From http://likeaudience.com, based on the “likes” the The Official Miss USA Facebook has counted (14795 total likes), relative to the general Facebook population, people who like this are: •Liberal (52% Openness). •Well organized (88% Conscientiousness). •Outgoing (97% Extraversion). •Competitive (31% Agreeableness). •Emotional (44% Stability). •Number of Friends: Extremely high (average = 469) •In a relationship: Slightly more than average •Average age: 25.15, or 82% older than the average like age
SIMILAR LIKES By personality traits, IQ, and gender: Just because you can put it on doesn't mean you can wear it I knew what Seaside Heights was before the jersey shore was on tv We pregame harder than you party Chelsea Handler Svedka Vodka NEW JERSEY FG I'm not screaming. I'm Italian, that's how we talk. Italians do it better
Simultaneous Media Usage based on demographics: Profiles Of The U.S. Simultaneous Media User •Access the Web while simultaneously watching TV, reading the mail, doing household chores, or conversing with family members. •A study from AOL shows that 77% of smartphone owners have used their cell phone simultaneously while watching TV. A majority (56%) has been driven to mobile from other media, and 42% have been driven from mobile to another medium. Some 37% say the media use on their cell phone is complimentary to the content from another medium. •Mass audiences tune in, and there is a wealth of content for people to access, from video highlights to articles to fan commentary. Today’s consumer has a variety of ways to engage with such events. •A TV-only media user spends an average of 38 hours, 9 minutes, with TV in a typical week. A person who uses TV and one additional medium spends 37 hours, 43 minutes, with TV, and an additional 23 hours, 56 minutes, with the second medium. Time spent with TV holds steady as additional media are added. A person who uses TV and four additional media spends 38 hours, 54 minutes, with TV, and an additional 63 hours, 44 minutes, with the other four media in atypical week. •Likely to engage in other non-media activities while watching TV. These trends are particularly strong among 18-34 year olds and those with annual household incomes of less than $50,000. •People have easy access to the Internet while simultaneously viewing TV. •Women are significantly more likely than men to go online, flip through a magazine, or read a book while watching TV. •Those with a college education are more likely than the less educated to go online, use their cell phones, and read while also watching TV. •Americans of all races/ethnicities are most likely to access the Internet through a computer while watching TV.
•Regardless of education, the Internet is the medium Americans are most likely to use simultaneously with TV. •Single and cohabitating adults are more likely than their peers to use their cell phones both for communication and to go online while simultaneously watching television. •Men are more likely than women to own advanced mobile devices, but women are still more likely than men to multitask while using their mobile devices. •Women are also more likely than men to use their devices for calling or texting while simultaneously going online via a computer or watching TV.
The Miss USA & Miss Universe Pageant 2011 Digital Marketing
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