the task was to develop an interactive algorithm to raise awareness about new global Michael Jackson release so we did it

1. Michael Jackson’s
inter_National Epic Project. Russia
4

2. background
New compilation is launched worldwide by SONY BMG and
Michael Jackson
It’s unique in each country because every track is decided for
inclusion by people
We have pre-set cross-promo agreements with TV channels
such as Mtv and Muz TV as well as MTS - the mobile provider

3. agency tasks
sell 30.000 copies
Creative idea
concept of new disc launch
interactive involvement program
Mobile marketing integration idea
Triggers of PR support program

4. target audience
Trendsetters
initiate active action and spread the knowledge
Trendseekers
join action out of curiosity, ‘coolness’ and fun

5. insight’s value is invaluable

6. insight
Of course i remember MJ and i loved him being a teenager!!
And i feel he’s still the King next to Elvis, not rock, u know,
true pop though. But my music is different now anyway
But it’s REALLY cool to have such a good flashback!

7. smart targeting
With all due respect to ‘the Pop
King’, but he’s not such a
media-person now
that’s why he got only true
oldschool fans - no new ones
so it means he won't sell out just
for the name
So we will target those, whose trigger is fun
and who will be attracted by active fun and than flashback into
their youth and spread the Word-Of-Mouth effect

8. fun as the super-conductor
fan
YES!!
fan fan
There are those 30 000 fans who
fan
will definitely buy new MJ artifact
fan
but they need to be told about it fan
and fun is the most apt emotion for
fastest spreading effect
fun
fun

9. knowledge of trends provides adaptive strategy

10. World Wide Video
Video blogging and Wide Web Broadcasting are the
upcoming and rapidly developing Web instruments
more than 10 new video-hostings launched during last year
more than 5 000 000 new accounts during last 6 months

11. It’s All About Me
i am unique
i affect the situation
i am in the game
i am getting prizes or fame
I AM INVOLVED!

12. challenge summons crowd

13. the BIG idea

14. the BIG idea
Show Me Your Jackson!

15. motivation
We bring iconic image of Michael Jackson closer to the
fans - now they are not just adoring him, but creatively
personalizing Jackson
we give users ability to express their own vision of the
legend and through this act they share ‘the shine’
Besides, we attract those, who might not be devoted
fans, but have good sense of humor and wish to have fun
in fact, we presume there is no such person who’s attitude
to MJ is neutral. We believe that there is at least one favorite
song for everybody

16. description
The standalone ‘showmeyourjackson.ru’ web-site is created to
accumulate the voters
they check the situation about the compilation and vote for songs
We challenge them not only vote with clicks, but also create their
own video covers of favorite songs and upload them as their
super-votes
there is vast difference between voting by a click or voting by a video
you may wait until 100 fans will vote for the song, adding 1 vote each
to be sure it’s included into the compilation
or you may record yourself singing a verse or a refrain of your favorite
song and add 100 votes at once!

17. 70% burnt 30% burnt
rating visualisation
promo portal
watch! vote !quot;#$%&!
listen to a song
as a karaoke tune
18 days
remaining record online
20% complete
The site is designed as an edition of MJ disc divided on
tracks and ‘total burning’ progress (time countdown)
viral
you can view top tracks directly on CD image potent
you can choose any track and vote for it by context menu

18. PR
trigger
russian look
TOTAL DESIGN BY SIMACH'V
he is still the only young and trendy designer who brings
‘russian roots’ to the level of art
Denis will be the first who will show us his Jackson!
we will record him singing his favorite MJ song as well!

19. dynamics
First we create promo-site which is used as the main zone of
communication
here we vote for songs and separately - videos
here we finalize compilation and appoint the date of ‘the first disc
burning’, announcing live broadcasting of the process
And after that we continue voting for videos as the top of them will
form bonus DVD compilation with all top rated users’ videos
Finally we broadcast [pre-recorded] film of ‘the first CD burning’
process
Afterwards bonus DVD distribution begins to all videobloggers

20. PR
trigger
‘special edition’
We need ‘special edition CD+DVD set’
to benefit the most active participators and give them
opportunity to merge themselves with their hero
to attract additional interest and encourage with promise of
‘fame’, not ‘prize’
Special edition CD+DVD set consists of
CD compilation
DVD bonus disc with users’ videos listed the compilation way
extra features such as rare music videos and bootlegs
full credits including nicknames of all participators

21. any speech has a matter and its way with words

22. triggers
Michael Jackson inter_National project itself
Denis Simach(v as the project lead artist
Top rated users’ videos form bonus DVD for the
‘special edition’ of the project
5 top rated vids are shown on MUZ-TV & Mtv nationwide
‘First disc burning’ on-line web broadcasting

23. video promotion
fields & tactics
on most video MJ topic hyping
hostings with in most blogs and
blogging support social networks
reviews in apt and
trendy online sources
to promote info and
web viral blogging make it ‘known’
video and social
networkin’
radio & TV
lifestyle PR
mobile viral broadcasting
video
videos
included in ‘free MUZ-TV VJs are
content’ pool of joking about project
MTS mobile content and put some
with additional content on air
print support

24. details
Mobile viral video
pre-made viral videos are used by MTS as a bonus prizes in
inner-network promos
they are also promoted as ‘free content’ in print and on-line
media of mobile-content-providers
each video has a link to our site
TV broadcasting
best rated videos rotated on MUZ-TV in line with the co-promo

25. the result is media-ubiquity

26. results
SURE results
More than 2 000 000 viral video views
At least 200 000 site visits [more likely 500 000]
Additional 200+ users’ showcases
No less than 2 prizes at Golden Drum and such fests
POSSIBLE opportunities
“Show me your jackson” integrates in contemporary language as a
motto, meaning “utmost fun and hilarious action”
We all become legends

27. every action has its consequences as well as price

28. cost estimate
matter description cost [EUR]
the Big idea and further going into
creative idea details 10000
concept design and general
Simach(v design involvement TBD
promo portal design and full scale production 30000
15 viral videos [from script and
video production casting to post-production] 10000
spreading videos in blogs and
blogging support promoting on ‘fun-sites’ 15000
creating buzz about the project and
social networking MJ himself 13000
creating chained articles and remarks
lifestyle PR in trendsetters’ media issues 6000
TOTAL 84000

29. this is it!

30. ubiq solutions team
this is it!
flashbackflip@gmail.com