Cisco Systems Flip Video campaign targets men aged 18-34 to increase market share of Flip video cameras. The digital campaign uses video and social media to promote a "Best Flip Moment" contest across entertainment websites and YouTube, encouraging sharing on the Flip YouTube channel. Contest winners receive tickets to Virgin Fest and opportunities to meet artists while filming with their Flip camera.

1. Cisco Systems Flip Video Jason Han Interactive Communications Instructor: Travis St. Denis February 17, 2011

2. Agenda Target Objectives and Strategies Campaign Plan Parameters Tactics Site List and Impressions Budget Allocations KPIs/Goals Next Steps and Deadlines Appendix

3. Target Market Men aged 18-34 High school; University education Single/Married Employed Full Time – Skilled/Unskilled; Tech; Sales

4. Target Insight The target is socially active and enjoys creative activities such as drawing and creating music They also enjoy electronics and like to keep up with news and information The target are youthful students or they are starting their professional career They enjoy outdoor activities like snowboarding and socializing with friends They keep up with trends and tend to be “influencers” in their circle of friends

5. Media Usage Data: PMB 2009

6. Consumer Activity Map Interests/Activities Leisure Locations Sports/Outdoor PMB 2009

7. Objectives and Strategies Objectives Develop awareness of Flip video cameras and the “Do You Flip” campaign as well as building loyalty with the primary target market fresh off the Christmas campaign Increase market share from 13% to 16% and establish Flip videos as a leader in the mini camcorder category – ahead of new competitors entering category such as Apple Strategies Connect with target by associating Flip Videos with “cool factor” and promotion of video sharing Use integrated digital campaign to stream viewers to microsite for “Best Flip Moment” contest and promote participation and interactivity with video sharing

8. Campaign Plan Parameters Phases/Flighting March 2011 – May 2011 Digital used in conjunction with out of home campaign Dayparts Impressions will be delivered between 11am-1pm and 7-11p when the target is most active on the internet Regions Ontario Targeting Men 18-34 Budget $550,000

10. Contest Details Flip Best Moments Micro site Link to Youtube channel “Best Flip Moment” microsite created for the contest where users can upload and share their Best Flip Moments with others in a video community “Best Flip Moment” videos are judged by creative use of Flip camera, fun, “likes” and spontaneity Winner is given 2 backstage passes to Virgin Fest where they meet their favorite artists, Flip “The Best Moments of V Fest” and have the videoshared on the contest website Viewers are directed towards the site from multiple channels from standard ad units placed on entertainment sites, Youtube, the Virgin Fest website, band websites and Twitter Contest ends end of Spring Watch and share videos

11. Standard and Impact Ads Big Box and Leaderboard ad units will be the primary ads placed on sites Vokens of the Flip Videos will drop down to the middle of the page take a snapshot and will do a 180 turn to show the video screen which shows a picture of the Flip Best Moments Contest Ad units will be tailored to theme of website – Sports, music etc...

12. Youtube Homepage Homepage Roadblock Masthead will be used 3x throughout campaign to reach target, once every four weeks Masthead will contain video and will link to Flip channel that contains video submissions for the contest and further information about contest promotion In addition, BB ad units will be placed in the “Search Results” for Entertainment and Music categories

13. Branded Content Youtube stars will produce their own branded content to promote contest Standard BB is linked to microsite Youtube “stars” or Video Bloggers will be approached to promote contest Video Bloggers can do a segment on how they use FLIP videos in their daily lives and direct viewers to contest site and the FLIP Youtube channel Stars such as Shane Dawson have aggregated 431 million views; these stars help reach a narrow target segment BB ad units will be placed alongside strategically chosen Youtube Stars

14. Twitter Twitter will be used to drive word of mouth about the contest and build a community around the brand Users can tweet about their “Best Flip Moments” and include an @reply to enter a contest to win 2 tickets to Virgin Fest Users must include a tagline about Flip cameras such as “Wish I had a Flip”

15. 16 Site Matrix Personal Special Interest Entertainment

16. Selection Evaluation Data: Comscore 2010

17. SOV Data: Comscore 2010

18. Costing

19. Costing Cont’d

20. Budget

21. Next Steps Approval for preliminary plan Jan. 24th Signed MPA Jan.26th Secure Media Feb. 1st Finalize Plan Feb. 12th Creative SubmissionFeb. 25th 22

22. Appendix

23. Topline

24. Top 100

25. Entertainment

26. Technology

27. Sports

28. Email

29. News

30. Music

31. Google Insights

34. Thank You