1. Case Study:
Making room in the market
for another tablet computer.

2. Introducing…

3. Car te Blanche.

4. The goal:
An integrated launch strategy
that will position Carte
Blanche as the obvious
choice for cost-conscious,
tech-savvy urban youth.

5. Oh, and ideally support the
brand’s master plan of total
market domination.

6. … or at least 15% of the
market share.

7. That’s a .15 batting average.
It’s doable.

8. The Challenge:
The Apple iPad has everyone’s
attention right now.

9. Carte
Blanche
needs to
differentiate
itself
enough
from the
iPad to be
its own
brand, but
still capitalize
on the
current
tablet hype.

10. Products that lack their own
brand image risk losing to the
competition.

11. The Concept…

12. ™

13. jail·break [jeyl-breyk]
-noun
• To escape from prison.

14. jail·break [jeyl-breyk]
-noun
•To unlock a device in order
to maximize its potential.

15. I.e. run any/all code.
I.e. unrestricted access
to content.
I.e. total freedom.

16. Pwned.

17. Who is Carte Blanche
targeting?

18. This guy.

19. Um, who?
• Tech-savvy, urban individuals 18-26.
• They hang out here:

20. These people have held out on buying a
tablet computer for lots of potential
reasons:
• $$$
• Not sure what to use it for
• Incompatibility of current model with certain
applications.
• Not crazy about the name “iPad”

22. Carte Blanche will change their
minds.
•$
• Open source operating system
• Unlimited potential for
application
• It’s not called iPad.

23. The Strategy:
Use social media and personal
engagement to create
momentum and
interest for Carte Blanche’s
June 2010 launch.

24. Tactics:
• Microsite designed to inform and excite
consumers about the product
• Social media activity - use Facebook and
Twitter to drive people to microsite
• Contest to encourage social media
participation

25. And a kick-ass launch
party to enhance brand
image and encourage
trial usage.

26. The First Step:
A compelling and informative
product microsite, and a
targeted social media strategy
to direct the right people there.

27. ™
The microsite will serve Carte Blanche in two
ways:
From April 1st-June 1st
• Offer product information and exciting features
• Offer content, eg. blogs on “jailbreaking yourself” that can
be shared seamlessly on Facebook, Twitter, Blogs, etc.
• Offer contest rules and entry for the Jailbreak Yourself
contest.

28. ™
From June 1st onwards:
• The site will offer product information,
easily accessible user guides, technical
specs, and where-to-buy info.

29. ™
The site will also feature a
section for Carte Blanche
customers to participate in
forum discussions with app
developers and product
experts.

30. This will encourage two-way
discussion, making for a better
customer service experience.
It will also encourage
consumers to participate in
the app development process

31. Prepare to launch:
Leading up to the June 1st launch of
Carte Blanche, social media users
will be encouraged to Jailbreak
themselves as part of a contest to
win entrance to a super exclusive
launch party. Winners from several
Provinces will be selected.

32. Twitter:
Users will answer the question:
How do YOU ™
Tweets that answer the above question
using the hashtag #jailbreakyourself will be
entered to win tickets to the Carte Blanche
launch party, and/or a Carte Blanche tablet.
They’ll be allowed to enter once per day.

34. The Carte Blanche Facebook page will
also act as a platform for people to
connect with the brand and “like” the
concept of Jailbreaking themselves.
Fans will be entered to win tickets to
the launch party as well as other swag,
including Carte Blanche tablets.

35. Obvs.
Launch Party
Because it wouldn’t be a launch without a party, Carte
Blanche will have the best one ever, featuring a venue
that’s as buzzworthy as the product itself……

36. … the Historic Don Jail

37. Why the Don Jail?
• It’s thematically relevant
• It’s out-of-the-box
• Venue rental funds go directly to
Bridgepoint Health (hello, Corporate Social
Responsibility!)
• Ideal venue size of approx 400
• It has the air of exclusivity/secrecy to it.

38. The launch party:
Invitees will
consist of a mix
of contest
winners, local
media, and
targeted social
influencers, like
bloggers.

40. The hero of the party will be Carte
Blanche.
• Hostesses will be using tablet to
check people in
• Celebrity DJ using the tablet to spin
• Product demos/trial kiosks that will
project to a screen
• Everyone will be given a glossy Carte
Blanche brochure that looks like the
tablet.

41. The Result?
Everybody walks away from
the party not saying “that was
a great party” but “I want a
Carte Blanche… and that was
a great party.”

42. Follow Up
What happens after the party?
How do we keep people engaged,
coming back to the microsite?

43. My Jailbroken Life
• Use key influencers to generate
content for the microsite
• Blog using Carte Blanche
exclusively (I.e video, pictures,
music)

44. Campaign Timeline
Campaign Components

45. Budget.

46. Budget Breakdown

47. Project Component Dollars Allocated
Event $100,000
Media Monitoring $10,000
Social Media Monitoring $10,000
Web $20,000
Design/Development
Social Media Staffing $10,000
Contest $5,000
Microsite Maintenance $20,000
Staffing/Admin Costs $25,000
Total $200,000

48. Evaluation (ROI)
Qualitative:
• Number of click-throughs to microsite
• Rate of return visits to microsite
• Social media monitoring, both number of mentions and
sentiment metrics
• Number of Facebook fans
• Launch party attendance
• Positive media mentions

49. Calculating ROI
When it comes to calculating ROI in terms of
sales, it’s all about monitoring trends.
For example, does a high level of social media
activity correlate to higher sales?

50. Quantitative:
Sales - Investment ($200 000)
$200 000

51. $ Value of exposure/impressions -$200 000
$200 000
Eg. If each click-through to microsite is worth $1
$1000000 - $200000
$200000
ROI = 400%

52. With a unique brand message
and an image that’s says “I
don’t just follow the herd”

53. Carte Blanche is in a position
to become the next big thing in
tablet computing.

54. Slideography
• 3 http://www.izgadget.com/wp-content/uploads/2010/02/slide_4694_65109_large.jpg
• 7 http://www.ebbets-field.com/Hodges/Pictures/LAGIL9.jpg
• 9 http://www.cultofmac.com/wordpress/wp
content/uploads/2010/02/jobs_economist_cover.jpg
• 8 http://cache.gawkerassets.com/assets/images/4/2010/03/500x_500x_ipad-
calendar.jpg
• 10 http://www.maximumpc.com/files/u46168/zune_3_of_them.jpg
• 16 http://kaputik.com/wp-content/uploads/2009/06/pineapple.JPG
• 21 http://dailyshite.com/wp-content/uploads/2010/01/ipad.jpg
• 12, 27, 28, 29, 44 http://www.fotosearch.com/clip-art/lock.html

55. • 18 http://cdn.sheknows.com/articles/hipster-man.jpg
• 30 http://nihongo.istockphoto.com/stock-photo-124646-woman-holding-tin-can-
telephone.php
• 34 http://rlv.zcache.com/thumbs_up_you_like_this_bumper_sticker-
p128096592726024722trl0_400.jpg
• 35 http://westofwabansia.files.wordpress.com/2008/04/hip2.jpg
• 36 http://upload.wikimedia.org/wikipedia/commons/5/56/DonJail1860s.jpg
• 37 http://www.orchidfootwear.com/news/wp-content/mugshots450w.jpg
• 38 http://www.flickr.com/photos/terfe/4469506105/sizes/m/
• 45 http://www.vintagecalculators.com/assets/images/PhotoLib_t.jpg
• 52 http://www.flickr.com/photos/pntphoto/4486500057/in/set-488316/