CNBC PRIME | BRAND MARKETING TEAM | 10.27.2017
BILLION DOLLAR BUYER S3 CAMPAIGN IDEAS
BILLION DOLLAR BUYER / S3 CAMPAIGN IDEAS
CAMPAIGN THEME: THE MAGIC OF TILMAN Tilman literally makes dreams come true for these deserving small business owners. He has the power and is the inspirational force that presents them with an opportunity of a lifetime – and that opportunity will transform their lives and businesses forever. Tilman is the most important customer they will ever have.
BILLION DOLLAR BUYER / S3 CAMPAIGN IDEAS IDEA #1: THE TILMAN MAN CAN SPOT WHAT IT IS We put Tilman in the spotlight as the magical force behind The Billion Dollar Buyer and we rewrote the lyrics to the Candyman song to fit the ideology of the show. Our revamped song describes the show’s concept and presents Tilman as a fun and entertaining host. HOW WE DO IT We make a music video with our new song and shoot Tilman on a magical set or on green screen. The backdrop would be a yellow brick road –esque path of riches. He would walk past product - wink/point and the product would scale up in quantity in a surreal, fantastical way (exaggerated moves and magical, sparkly effects). For example a tray of cupcakes would turn into a 10foot tower of cupcakes. He would nod knowingly- he is the man that made this happen. (Truncated :30s version – one verse only) Who can take a business Place an order that’s extreme Reward how hard you’ve worked And answer all your dreams The Tilman man can Oh, the Tilman man can The Tilman man can Because he’s the best customer You will ever have!
BILLION DOLLAR BUYER / S3 CAMPAIGN IDEAS IDEA #2: SMALL TOWN AMERICANA SPOT WHAT IT IS We use a single small business owner (Maggie Jones’s Bakery) to represent all the entrepreneurs that work with Tilman and appear on the show. Scenes of Maggie in her bakery are intercut with Tilman walking down main street USA approaching her shop, culminating in the life-changing moment. You work hard, and it pays off. HOW WE DO IT Shot in warm rich tones to feel like and inviting, human story. 2 Execution options: narration/POV of Maggie OR narration/POV of Tilman (scripts next page)
BILLION DOLLAR BUYER / S3 CAMPAIGN IDEAS IDEA #2: SMALL TOWN AMERICANA SPOT/SCRIPTS :30 SCRIPT EXECUTION 1: Story is told as VO of Maggie's inner monologue.
:30 SCRIPT EXECUTION 12: Tilman narrates the small business journey.
Video: We see Maggie in her bakery, working hard. Baking cupcakes, icing them, checking on ovens. Making her business a success. Maggie VO: Every day I work hard. Every day I try to make my business better and better. The road has not been easy, but I keep at it.
Video: Tilman walking down street of small town USA looking for a particular store front. Tilman VO: All across America there are thousands of successful small businesses,
Video: Intercut as we track Tilman — He walks down street in small town USA. Cut to Maggie serving customers on line. MAGGIE VO: I’m the only bakery in Houston using organic farm to table ingredients. My cupcakes are unique, different and I know they’re really good. Video: Shot of store door open. We hear the bell on the door jingle — Tilman enters store — he walks inside. Maggie looks up. MAGGIE VO: But I’m ready to take the next step. I’m ready to scale my business bigger. And I deserve my big break. Video: Tilman walks up to the counter. MAGGIE on camera: “Can I help you?” TILMAN on camera: “Maggie Jones —I heard you have the best cupcakes in Houston, and I’d like to purchase 10,000 of them.” Video: Maggie’s eyes widen and slowly a huge smile comes across both her face and Tilman’s. MAGGIE on camera: “Oh wow!” TILMAN on camera: “Let’s make this happen.” Tag/VO: THE MOST IMPORTANT CUSTOMER YOU’LL EVER HAVE. THE BILLION DOLLAR BUYER SEASON PREMIERE WEDNESDAY JANUARY 3 AT 10P ET/PT
Video: Tillman stopping in front looking at bakery sign Tilman VO: The odds don’t seem to be in your favor, but hard work can pay off. Video: Tilman looking into storefront window: Maggie mixing bowl and working hard Tilman VO: It takes a special kind of person to be an entrepreneur. Video: Tilman reaches to open the door of the shop Tilman VO: Their passion is infinite. Video: The bell on the door jingles as he enters. Maggie opens ovens and pulls out her baked goods Tilman VO: Their products are exceptional. Video: Tilman waits on line in the bakery, Maggie’s icing cakes, bringing trays to counter Tilman VO: And for the hardest working ones, going from a small business to a big empire, is often just a dream. Video: Maggie ringing up a customer in front of Tilman Tilman VO: But one customer has the power to change everything. MAGGIE on camera: “Can I help you?” TILMAN on camera: “HI Maggie, I hear you have the best cupcakes in town. I’d like to order Ten Thousand.” Video: Maggie’s eyes widen and slowly a huge smile comes across both her face and Tilman’s. Tag/VO: THE MOST IMPORTANT CUSTOMER YOU’LL EVER HAVE. THE BILLION DOLLAR BUYER SEASON PREMIERE WEDNESDAY JANUARY 3 AT 10P ET/PT
BILLION DOLLAR BUYER / S3 CAMPAIGN IDEAS IDEA #3: REWIND SPOT WHAT IT IS In a compelling rewind experience, we see how a successful business has grown from the inception of the purchase order from Tilman. In reverse. We highlight the pivotal moments the pivotal Tilman moments that changed small businesses forever. HOW WE DO IT The audio is energetic, driving, inspirational music; no v.o. until the very end. SCENE 1 We focus in on a hot sauce bottle on a table in a Tilman restaurant, as the camera pans out, you see the restaurant patrons at the table using the hot sauce and loving it, as the camera pans out further, the viewer sees rows and rows of tables and each of them have the hot sauce bottle. Tilman and the hot sauce founder are watching the patrons enjoy the hot sauce and smiling and high fiving to each other. (REWIND TRANSTION) SCENE 2 We see a business front that is hustling and bustling with activity and customers. Inside the store there is rows and rows of the hot sauce and tons of customers. Tilman and the hot sauce founder/store owner are ringing up customers. (REWIND TRANSTION) SCENE 3 The hot sauce business owner and Tilman are in a manufacturing plant trying to choose packaging and product. They point to the logo and packaging they like and smile (REWIND TRANSTION) SCENE 4 Tilman is with the store owners in a small cramped kitchen. The store owners give him a spoonful of hot sauce to try. He takes a taste, and looks satisfied and smiles and says. TILMAN VO: “This is the best hot sauce I’ve had. Can you make 100,000 bottles?” VO & GRFX CARD: The Most Important Customer You’ll Ever Have THE BILLION DOLLAR BUYER RETURNS JAN 3
BILLION DOLLAR BUYER / S3 CAMPAIGN IDEAS IDEA #4: “GLORIOUS” SPOT WHAT IT IS A footage based spot cut to “Glorious” by Macklemore featuring Skylar Grey to excite and re-engage our viewers, and add to both Timan's and our brand's cool factor. HOW WE DO IT New footage of Tilman combined with quick cuts of existing BDB footage to emphasize certain moments in the song -- using bites to keep time in staccato. The shots grow faster and the rhythm builds through out spot. Sample Lyrics: You know I'm back, like I never left Another sprint, another step Another day, another breath Been chasing dreams, but I never slept Now I feel glorious, glorious SOT: “do we have a deal” I feel glorious, glorious Sot: “yeah we have a deal” Song fades out and sound drops. Black, then we see the title cards for new season of BDB. Over cards, we hear Tilman’s bite come up from silence… VO: The Most Important Customer You’ll Ever Have THE BILLION DOLLAR BUYER RETURNS JAN 3
BILLION DOLLAR BUYER / S3 CAMPAIGN IDEAS IDEA #5: WHO IS TILMAN SPOT WHAT IT IS A clip spot that illustrates the qualities and the characteristics of Tilman as the inspirational force behind the life changing moments he gives to the most deserving small business owners. HOW WE DO IT This will be executed with larg graphic text inour new neon look over inspirational show footage. GRFX CARD: BILLIONAIRE GRFX CARD: TEACHER GRFX CARD: MENTOR GRFX CARD: COMPETITOR GRFX CARD: INVESTOR GRFX CARD: PARTNER VO: HE HAS THE POWER TO CHANGE THEIR LIFE FOREVER. VO & GRFX CARD: HIS EMPIRE. YOUR MOMENT. VO & GRFX CARD: THE BILLION DOLLAR BUYER SEASON PREMIERE WEDNESDAY JANUARY 3 AT 10P ET/PT
BILLION DOLLAR BUYER / S3 CAMPAIGN IDEAS SOCIAL “Billion Dollar Advice” Contest If you’re a small business or entrepreneur, getting advice with a business tycoon, such as Tilman Fertitta, is magical. Encourage entrepreneurs, customers or friends to nominate a small business or entrepreneur who is deserving of “Billion Dollar Advice.” Submissions are done on the website, with a brief explanation on why the business is deserving of this once-in-a-lifetime opportunity. CNBC to review and vet submissions, and narrow down to 5 finalists. Have fans chose one winner of their choice on the website. Winner gets ‘Billion Dollar Advice’ either in-person or via FaceTime, in which Tilman evaluates their business and gives them priceless advice. The contest could have a sales component for additional monetary prize. The Tilman Transformation The deals on Billion Dollar Buyer are real and once a purchase order is made, Tilman’s involvement in a business is just beginning. Tilman Fertitta has transformed businesses and lives over the last two seasons. In this video series, we follow up with the successful business owners to see where they are now and how their businesses have grown. Social Extension: Post purchase order reaction GIFs on social that link to digital’s corresponding “Tilman Transformation” video. Post purchase order reaction GIFs on social and link to digital’s corresponding “Tilman Transformation” video. Digital will create a listicle with all of the reaction GIFs. Tilman Talks Tilman Fertitta sits down with other entrepreneurs like Shark Tank investor and NBA Dallas Mavericks owner Mark Cuban for an in depth conversation. The conversation will focus on what it’s like to help and mentor small businesses. With both being sports team owners, Cuban will offer Fertitta some tips on owning a sports franchise. Eventually, more sports moguls and celebrities with business empires could join Fertitta for a conversation including Derek Jeter, Jay Leno, A-Rod, Mark and Scott Kelly, etc. Social Extension: Post and share snippets from the conversations. We Live cut-ins are hosted by local celebrities, Houston Rockets players, Houston Fire Department, a representative from the American Red Cross (or other TBD), and Tilman himself.
BILLION DOLLAR BUYER / S3 CAMPAIGN IDEAS SOCIAL Day in the Life of Tilman To learn more about billionaire Tilman Fertitta, we tag along with the Billion Dollar Buyer to see how he operates on a daily basis. We follow Tilman Fertitta during a Houston Rockets’s game day to see what his day is like as the owner. What are his interactions with his new staff and (hopefully) team players? What are his reactions during the game? In addition, we explore what it takes to run the Landry’s empire. What new ventures are he exploring? How does he juggle all that falls under the Landry brand? We’ll also get a glimpse into his personal life.
APPENDIX
Record Breaking BBQ & Houston Fundraiser Just like the Texas tradition that says “everything is bigger (and better) in Texas,” when Tilman does business he goes BIG. Ahead of the S3 premiere we attempt to break the World Record for longest running BBQ, held in Houston at the Toyota Center parking lot. The current world record is 80 hours. - 80-hour event with interstitial live cut-ins via Facebook Live - We will invite small business owners that have been on the show to be a part of the event - This community-wide event will raise awareness and funds for Hurricane relief efforts. All proceeds will be donated to the American Red Cross - or other TBD whichever organization Tilman prefers We Live cut-ins are hosted by local celebrities, Houston Rockets players, Houston Fire Department, a representative from the American Red Cross (or other TBD), and Tilman himself. - Social coverage - Facebook or Instagram Live from the event (1st Facebook Live: Tilman kicking off the event, 2nd Facebook Live: when the record is broken); create an Instagram Story from the event (potentially allow a small business owner to takeover the account), highlighting the progress and counting down until we break the record; live-tweet from the event using hashtag #BillionDollarBuyer; create a Facebook photo album with pictures of the BBQ and small business owners; design a custom Snapchat lens for the event that enlarges when a user tries the lens (ex: cowboy hat that gets bigger when placed on someone’s head); and create custom Snapchat filter for the event with tune-in and branding.
Alt: Record Breaking BBQ & Houston Fundraiser Just like the Texas tradition that says “everything is bigger (and better) in Texas,” when Tilman does business he goes BIG. Ahead of the S3 premiere we host a 1-day BBQ fundraiser in Houston at the Toyota Center parking lot. - We will invite small business owners that have been on the show to be a part of the event, as well as local celebrities, Houston Rockets players, Houston Fire Department, a representative from the American Red Cross (or other TBD) - This community-wide event will raise awareness and funds for Hurricane relief efforts. All proceeds will be donated to the American Red Cross - or other TBD whichever organization Tilman prefers - Social coverage - Facebook or Instagram Live from the event (Tilman kicking off the BBQ, highlight the attendees - celebrities and Houston Rocket’s players); create an Instagram Story from the event (potentially allow a small business owner to takeover the account), live-tweet from the event using hashtag #BillionDollarBuyer; create a Facebook photo album with pictures of the BBQ, small business owners, celebrities; design a custom Snapchat lens for the event that enlarges when a user tries the lens (ex: cowboy hat that gets bigger when placed on someone’s head); and create custom Snapchat filter for the event with tune-in and branding.
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