Winning Presentation for "Bringing Back Bonanza" TV Marketing Campaign @ iMedia Entertainment Marketing Summit

1. Presented by Rare Method
Kent Speakman – Director of Business Development
James Leal-Valias –Creative Director
www.raremethod.com

3. The Assignment
• Client: The CW Television Network
• Project: Bringing Back Bonanza
– Tune-in campaign for premiere
• Schedule & Context: Relaunch new
Bonanza following season premiere of
90210 on Tuesday, October 6th 2009

4. Competitive Landscape
Dances around our demo with same old moves
ABC’s Dancing with the stars – Results Show
Older Stars, older styles, older appeal
FOX’s So You Think You Can Dance – Second Hour
Low drama, popular appeal to younger Demo.
NBC’s Biggest Loser – Second Hour
More Reality – older demo
CBS’s NCIS Los Angeles
Spin off – male skewed

5. Core Emotional Drivers
“Lonesome Dove meets Smallville”
A dramatic and romantic setting of the 1860’s.
A matriarch single mother and her family building their dream
from the land in a time of freedom, opportunities and challenges.
Appeal to females looking for strong female role models,
simpler times and values while appealing to men that
appreciate adventure, action and comedy.
Characters the audience can connect with on different levels.

6. Time Period
• Virginia City in the mid to late 1800s
• A period of time known for its gun fighters,
lawlessness and adventure
• The myth of the Old West is different than
the reality of the Old West—the period is
very romanticized

7. Goals
• Drive awareness and excitement for the
show and its premiere
• Engage audience with the premiere in real
time and on broadcast, rather than viewing
online or via DVR after the premiere

8. Strategy
“Unprecedented level of
interaction and access”
• Create excitement and build a fan base of dedicated viewers by
connecting fans to the show and each other
• Develop real-time engagement tools that require tuning into the live
premiere for an optimal viewing experience
• Capitalize and retain the 90210 audience
Romance – Adventure – Comedy – Music

11. Audience
• Demographics
– Teens, youth and families
• Primary female skewed 18-32
• Secondary female skewed 12-18
– Middle and higher income households +67k
– North American
• USA and Canada
• Psychographics
– Tech savvy
– Social influencer
– Active on social networks
– Enjoys music and downloads it online
– Enjoys comedy, adventure, romance

12. Mindy Millennial
Mindy Millennial *(Millennial) Generation Y 18-32 Female
Everyday Brands:
Mac
Age 27 Starbucks
• Watches TV with friends (52% in segment) Sephora
Vanity Fair
• Downloads music online (highest of all segments) Vogue
• Has active Facebook account (+21M in North America I-phone
Marc Jacobs
for this segment as of June 2009) Coach
Tiffany’s
• Uses her iPhone to stay in touch with friends, go Victoria Secret
online and SMS (+1.8M for this segment in North Neiman Marcus
America as of June 2009) Aspiration Brands
• Watches 90210 Gucci
Chanel
• Single Prada
Dior
• Has 50/50 split of married and single friends Burberry
Audi
Mercedes
*Data Source: Forrester Research, Inc
and PEW Internet & American Life Project.

13. Sarah Smith
Sarah Smith *Social Shapers Techstyle Segment 12-18 Female Everyday Brands:
Mac - Ipod
Age 16 • Higher income household Starbucks
American Apparel
• Shapes decisions made by friends and family Hollister
Abercrombie & Fitch
Coach
• Shares opinions openly L.A.M.B.
Victoria Secret (Pink)
• Media multi-tasker Sephora
Covergirl
H&M
• Average of 53 people on main social network (the Cosmopolitan
most connected of all groups)
Aspiration Brands
• Determines what is cool from TV, movies and Gucci
Chanel
magazines, and tells friends about interests (80% Prada
for this segment) Dior
Zac Posen
• Willing to share personal information like e-mail, I-phone
Blackberry
name, etc. (50+% of peers for this segment) Rock and Republic
Vanity Fair
• Spends equal amount of time online and Vogue
watching TV Tiffany’s
• Uses cell phone SMS (83% for this segment)
*Data Source: Forrester Research, Inc
and PEW Internet & American Life Project.

14. Friendly Family
Juergens Family *Who are we?
Parents & Teens
• Combined household income of $71k
• 2 teenage children who live at home
• Mom and dad remember original Bonanza series
• 3 television sets in the home and 2 computers
• Dad has a Blackberry, mom has an iPhone
• Both girls download songs to iPod Touch
• Eat dinner as family 3 times per week
• Both girls have cell phones and use SMS
regularly
*Data Source: Forrester Research, Inc and
PEW Internet & American Life Project.

15. Rollout Timeline

16. PHASE 1
Phase 1 (60-30 days out)

18. Main Website
• Trailer and videos
• Cast bios
• Episode guide
• Music and photos
• Links to social networks
Phase 1 (60-30 days out)

19. Behind Bonanza
• Regular updates
on production
• Interviews with cast
and crew
• Behind-the-scenes photos
and videos
• Video blog and cast diaries
• One-click sharing with
social sites
• Photos and videos also
available via
Flickr/YouTube/Vimeo/RSS
/etc.
• Built-in Twitter feed
for #bonanza
Phase 1 (60-30 days out)

20. Awareness Banners
• High-impact creative
(overlays, interaction,
video, etc.)
• Target sites in sync with
desired demographics
Phase 1 (60-30 days out)

21. Phase 1 (60-30 days out)

22. Phase 1 (60-30 days out)

23. Online Media
Phase 1 (60-30 days out)

24. PHASE 2
Phase 2 (30-7 days out)

25. iPhone App v1
• Quickdraw game
• Regularly updated text,
audio and video content
from the main site and
production blog
Phase 2 (30-7 days out)

26. Facebook Game
• Play the game
• Invite and challenge
your friends
• Score points and
level up
Phase 2 (30-7 days out)

27. Webisodes
• “Choose Your Own Adventure”
style webisodes
• Set the tone for the show and
introduce characters
• Let users interact with the
show by playing out their own
live-action story
Phase 2 (30-7 days out)

28. Remix Contest
• Leverage the history and
iconic status of the
Bonanza theme song
• Users can download
samples, remix and create
their own version, and
upload it to win
• Using Social Media and
The CW website,
entrants can campaign
for their entry to be voted
the winner
Phase 2 (30-7 days out)

29. Social Media
• Content available on
all major social sites
• Creative Commons
licensing allows users
to use and share
content
Phase 2 (30-7 days out)

30. Social Media
• Content is easily
shared with bloggers
to drive awareness
and interest
Phase 2 (30-7 days out)

31. PHASE 3
Phase 3 (7 days out)

35. Media 3
• Final series of
awareness banners
• Use SMS technology to
let users set reminders
• Use social media
technology to share
with friends
Phase 3 (7 days out)

36. Media 3
• Night projections to
generate awareness
and buzz
• Leverage the adventure
of the Old West to drive
interest
• Use SMS gathering
technology to help
users set reminders
and interact with the
show
Phase 3 (7 days out)

37. PREMIERE DAY
Day Of

38. SMS
• Send reminders to
users so they don’t
forget to watch live
• Send additional
information such as
links to the website and
iPhone application
• Tell users they can
interact with the show
Day Of

39. iPhone App v2
• Update iPhone app to
include live chat, GPS
and other features
Day Of

40. Premiere Party
• Video blogs 7-9pm
• Behind the scenes with cast
• Leverage content created for the
production blog
• Make the premiere and live viewing
experience an event
Day Of

41. LIVE SHOW
Live (Hour of Show)

42. Live Chat
• Web-based through
the website
• iPhone-based through
the application
• Pushed content during
broadcast including
sponsor funded
contest trivia and links
to buy songs played
during the episode
Live (Hour of Show)

43. Streaming
• Stream live (including advertising) to
cwtv.com or popular video sites like Hulu
and YouTube
• Align with the live chat and pushed content
(trivia and song downloads)
Live (Hour of Show)

44. Interactive TV
• Users vote for their
favorite CW stars to
appear in a cameo
performance during the
premiere
• Separate scenes would
be filmed and, based on
voting, the winning one
aired in each time zone
• All clips would be made
available online after
the show
Live (Hour of Show)

45. Post Premiere
• Bonanza production blog continues
• Podcasts
• Commentary and pop-up video episodes for
repeat viewing
• Interactive TV episodes throughout season
• iTunes season pass includes free music

46. iTunes Integration
• Subscribe to the show
and receive free music
featured in each
episode

47. Budget Breakdown
Creative Fees Media Placement
Phase 1: Phase 1: Aug 1 - Oct 6
- Website, Primary Online Media, Blog - Youtube, TV Guide, People, Perez Hilton, US
$250,000 Magazine, Cosmo Girl, CMT, MSN, MTV,
YuMe
Phase 2: $271,500
- iPhone App, Facebook Game, Interactive Webisodes,
Theme Song Contest Phase 2: Sept 30 - Oct 6
$200,000 - CWTV, IMBD, TV
Phase 3: $53,500
- SMS Online Media, iPhone V2 Release, SMS Reminder
Message
$30,000 Phase 3: Oct 6
- Youtube (Takeover)
$175,000
$480,000 $500,000

48. More Info:
www.raremethod.com
kent.speakman@raremethod.com

49. Thank You
• Jeff Olsen – Chief Creative Officer Special thanks to:
• Kent Speakman – Director, Business Development
• James Leal-Valias – Creative Director
• Tyler Hellard – Senior Copywriter
• Wilson Tsang – Media Strategist/Planner
• John Hutchings – Sr. Strategist
• Dave Duncan – Group Account Director