An Entertainment Marketing PlanBy: Chelsea Gregory

May 7, 2013, FTV 419-01

An Entertainment Marketing PlanBy: Chelsea Gregory

May 7, 2013, FTV 419-01

Phase 3Overall Strategy...17Campaign Timeline...18P&A Budget...19Distribution Strategy...20Release Date...21Creative Advertising...22Media Strategy and Plan...25Market Research...28Publicity Strategy...29Pitch Letter...30Publicity Activities...31Pitch Chart...33Promotional Strategy...34Internet Marketing/Online Publicity...35

Table of Contents

Phase 1Executive Summary...1Overview...2Synopsis...3Positioning Statement/Tagline...4Primary Audience...5Secondary/Tertiary Audience...6Marketing Opportunities/Obstacles...7

Phase 2Festival Strategy...9Target Festivals....10Festival Kit...11Cast/Crew Bios...12One Sheet/Key Art...14Festival PR/Stunting Strategies...15

Executive Summary

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It is safe to say that just about everyone has very memorable experiences of their first time driving. Some felt scared...some felt free...some felt nervous. Some were successful, some not so much.

Driving is about a girl named Kelly and her father. Kelly is just learning how to drive her father’s spaceship and is learning to deal with his perfectionism and criticisms. She is scared to drive in the first place, but her father doesn’t let her take it easy, using the motto: “Do or do not, there is no such thing as trying.” The movie goes through the relationship of a father and daughter and shows the importance of stepping out of your comfort zone and trying new things. There are ups and downs in the movie, all leading to a stronger rela-tionship between Kelly and her father as she tries to gain his trust.

While marketing Driving, we are trying cater towards teenagers, little kids and adults, making the movie a “go see” for the entire family. We have marketed in such a way by creating publicity stunts, trailers, advertisements and promotions to attract different age groups. In the end we want our audience engaged, excited, and counting down the days until Driving’s release.

Phase 1:Overview

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Overview

Genre:Science Fiction/Adventure

Rating:

Synopsis: Kelly is a typical free-spirited teenage girl, who lives with the constant pressure of living up to her dad’s impossibly high expectations. Her dad is tough - a perfectionist, overprotective, and a stickler for the rules, creating a stressful situation as Kelly learns to drive and attempts to gain his trust. As her dad takes her out for her first driving lesson around Planet Hello, Kelly must navigate his precious spaceship through the chaotic and convoluted traffic of other spaceships on the planet. After partaking in an unexpected space battle, driving around explosions, and risking both of their lives, Kelly decides she might not be quite ready to earn her

driver’s license.

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Positioning Statement

Tagline

Driving follows Kelly and her father as they embark on the journey of a lifetime through outer space as Kelly learns to drive. Filled with ups and downs and mishaps while navigating through Planet Hello, the film takes a closer look into father-daughter relationships and the challenges of learning to drive.

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“Driving can be an out of this world experience.”

Primary

Primary Audience

Teenagers Ages 13-17 Male Skewed

This age group will be able to relate with the idea of driving. Teens 12 to 17 are counting down the days or years until they are able to get their permit. They are either studying hard to pass their driving test, or enjoying their freeing first year behind the wheel. This audience is made up of males and females, but it is male skewed as many girls around this age are pulled more towards romantic comedies and further away from action. These teens enjoy movies like Tron, Iron Man and Star Wars and are fascinated by cool cars and adventure. They play a lot of video games, and ride the most popular rides at theme parks, which often re-late to outer space, high speeds, adventure, and driving.

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Primary

Secondary Audience

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Tertiary Audience

Teenagers Ages 13-17 Male Skewed

Children Ages 6-12

Adults Ages 30-45

The secondary target audience likes adventure, action and sci-fi. These 6 to 12 year-olds do not need to be exposed to violence to enjoy a film in these genres. All they need is excitement and alternate realities. The action and high speeds will attract the males in this age group, while the main character, Kelly, will attract the girls. Girls will look up to Kelly and imagine the days when they will be in her shoes...on Earth, of course. These kids enjoy movies like Cars, Tron, Monsters vs. Aliens and Meet the Robinsons. Many of these children have a dream job of being an astronaut and checking out outer space themselves.

It is important to market to adults so they take their families to see Driving. They will appreciate that it is an appropriate movie for their families and can also relate back to their days of driving. While watching this film, they will also be anticipating the days to come when they have to trust their son or daugh-ter to get behind the wheel. They enjoy movies like Honey I Shrunk the Kids, Space Jam, Star Wars, Back to the Future, and other older Sci Fi movies they can watch with their family. They remember watching The Jetsons and wish it was around for their kids to see.

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Marketing Opportunities

Marketing Obstacles

• Easily explained and simple yet full of adventure and anticipation• Relatable as the viewers think of their own challenges of driving with their parents for the first time.• There are many films about outer space and cars but the film is very original as it takes an average father and daughter in

space, and the daughter learns to drive a spaceship.• Shot in stereoscopic 3D with green screen and CGI effects which helps the audience feel as though they are in space with Kelly

and her father, experiencing the crashes, explosions, and high speed.• We are sympathetic towards Kelly because many of us have been in her shoes, driving for the first time and experiencing

honking cars, close calls and the panicking of our parents in the car with us. It is scary to drive for the first time, but even worse when you have a critical and perfectionist dad looking over your shoulder. For those who have not driven before, Kelly is still relatable when you think of learning something new that is challenging at first.

• The original music helps create the moods the film is trying to portray whether it be scary, intense, dangerous, or victorious.• The PG Rating will encourage families to see Driving together.

• There are no big stars and often people go to see a movie to watch these recognizable actors and actresses.• The crew of Driving is made up of first time directors and animators so they are not well known and do not have as much

experience as other directors and animators.• The animation throughout the film is not uniform and cohesive.• There is no villain-type character to root against.• Being set in outer space, it is hard to find room for product placement and iconography to be used as branding devices

because we do not have the same cars and other products here on Earth.

Phase 2: Festival Strategy

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Festival Strategy

Driving is a stereoscopic 3D film with green screen and CGI effects. The pri-mary target market is teenagers ages 13-17, but is a great film for the whole

family. Half of the movie is filmed with real actors, and the other half is created through digital arts, creating the sci-fi world where the story takes

place. The festival strategy for Driving is to search for festivals that cater towards genres such as children and family movies, animation, science fiction, and 3D. We want to get exposed and gain the attention of movie festival goers that fit our target markets. We will enter Driving into the San Diego

International Children’s Film Festival first because it has different categories for different age groups, so we can target the exact market we want. We can use any awards won at past festivals to gain credibility for future film festivals; if Driving is a part of Comic-Con, it will look very impressive. By entering film festivals, we will hopefully get exposure and recognition among the people who enjoy science fiction and animated films. While at each film festival, we will use marketing and publicity strategies to spread awareness of Driving and get the audience to begin interacting with the film to promote

excitement about its future release.

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Target FestivalsThe 10th annual San Diego International Children’s Film Festival is held in San Diego, as a part of Comic-Con International. Children’s films are featured, and because it is still a part of Comic-Con, a science fiction children’s film would fit very nicely. More than 100 short films from around the world in categories of animation, live action and documentary are shown in time

blocks catered toward different age groups. July 2013

The California International Animation Festival takes place in Modesto, California. It recognizes the similiarities and overlap in animation, gaming and film. There is an “Experimental/Other/Multi-Media” category that includes projects combining

live action and animation.

August 2013

The Philadelphia Film and Animation Festival is a three-day celebration of international independent film & animation. It features curated international shorts, features, music videos, and web series selections, as well as the World premiere of the 21-Day Filmmaking Competition shorts.

September 2013

The 3D Film Festival takes place in Los Angeles, California. It is a celebration of the 3D filmmakers and content creators from around the world. It is attended by thousands of filmmakers, fans, 3D technology companies, equipment manufac-turers and video game designers dedicated to the art and science of 3D. The festival features a diverse collection of studio

and independent films and has a Kids and Family Program within the festival with awards for the best 3D Animated Film.

September 2013

The Ottawa International Animation Festival is held in Canada. It is the largest event of its kind in North America with attendees from around the world. There is an undergraduate animation category that Driving would be entered into. “The Ottawa International Animation Festival presents the world’s most cutting-edge, quirky and important animation, transforming Ottawa into the center of the animation universe.”September 2013

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Festival Kit

DVD Case

Cover Folder

Pitch Letter

To Whom It May Concern,

Driving for the first time can be scary here on Earth, but it is a piece of cake compared to learning to drive on Planet Hello. Protagonist Kelly faces the challenges of explosions, crashes, and worst of all, her father’s nervous criticism.

Driving is a science fiction adventure film that goes through the challenges of Kelly trying to learn to drive in outer space, and examines the relationship of a father and daughter. Kelly has a stressful time on this lesson as her father’s perfectionism takes over, but after getting through the tough situations together, Kelly ends up noticing the love her father feels for her and the overall trust he holds that may not be apparent at first.

Driving is applicable to a large array of people but is particularly geared towards families with young children and teenagers. Your festival will provide a great platform for the film to be exposed to people who enjoy exciting science fiction, animation and 3D films.

I strongly recommend you to view the DVD as you will discover Driving is a perfect fit for your festival. You will also find cast and crew biographies and photography from the film in this folder.

Also you will find the cast and crew biographies and photography from the film in this folder.

I appreciate your time and consideration,Chelsea GregoryMarketing Director of Drivinggrego121@mail.chapman.edu

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Cast and Crew Biographies

Jordana Lilly plays the part of “Kelly” in Driving. A freshman theater major at Chapman University, Jordana’s favorite onstage roles have included Sue in Surprise Sue, Aphrodite in Xanadu, and Shelby in Steel Magnolias. Jordana was new to screen acting when she arrived at Chapman six months ago, and since then she has completely fallen in love with the medium thanks to the many incredibly warm and talented students in Chapman’s film department. She is thrilled and honored to be a part of Driving.

Richard Handley plays the part of “Dad” in Driving. Rich gained his training at the Actor’s Circle Theater in LA. He currently studies at the SAG AFTRA Actors Conservatory. He earned a Professional Certificate in Film and Television Producing at the UCLA School of Theater Film and Television, while serving as a development intern. Shortly after that, he and his friends developed Right Hemisphere Films. Together, they earned eight Telly Awards in film and video production.

Kelly

Dad

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Kevin oversees the creation of the entire film. He acts as the co-director, stereoscopic supervisor and did most of the digital arts work need-ed to bring the science fiction world to life. As a Digital Arts, Visual Effects BFA senior at Chapman University, he has had experience through his internships and work in visual effects, editing, 3D stereoscopic work and other digital arts work. Kevin aspires to one day be a professional visual effects artist.

Andrew is a senior at Chapman University, currently pursuing his BFA in Film Production with a Directing emphasis. With multiple short films edited and directed under his belt, and internships in the industry working on project development, research and production, Andrew is well equipped to direct Driving.

Jessica is a senior dual BFA Film Pro-duction (Producing) and BA Public Relations and Advertising major with a minor in Art at Chapman Universi-ty. Growing up in Australia, Indonesia and England due to her family’s work, she was able to experience the world in a unique way that would influence her creative ambitions and decisions. Jessica has experience working as a producer, documentarian, writer, di-rector, production designer and sound editor on various projects.

James is a senior BFA Film Pro-duction Cinematography and Documentary student at Chapman University. James is the creator of several documentaries of which have had television airings and have been part of the official selection at multiple international festivals. As the cinematographer for the project, James brings a wealth of camera and editing experience.

Jacob is a graduate of Chapman University with a Film Production, emphasis in Production Design major. He currently works as a Vi-sual Development Coordinator for Marvel Studios. As production designer, Jacob created the spaceship and assisted in the digital aesthetics in the film.

Kevin Riach- Project Creator, Digital Arts Lead and Editor

Jessica Phelps- Producer

Andrew Bergamo- Director

James Parker- Cinematographer

Jacob Johnston- Production Designer

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One Sheet/Key Art Photography

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Festival PR/Stunting StrategiesUSB Drive Key We will give out USB drives to the film festival attendees that look like car keys. The

USB drives will hold key art, photographs, and a link to the Driving website. We will also make some keys with our electronic press kit saved on the USB drive for potential distributors to have access to.

Valet Service We will offer a free valet service at each festival so the attendees do not have to worry about parking. Upon returning their cars, we will leave an outer space themed air freshener with the movie title and website on the back.

Outer Space Green Screen

We will have a photobooth set up with a green screen so attendees can take a picture driving through space in the space ship that Kelly drives. They will have the option of uploading it directly to Instagram and/or Facebook to share their photo with friends not at the festival.

Babysitting Because Driving is a family friendly movie, we want to cater to the families at the film festivals. We will create a babysitting area where parents can drop their children off for free if they want to see a movie that may not be appropriate for younger audiences. We will have experienced and CPR-certified babysitters that will play games and do crafts about space with the kids. Driving will be playing on the TV.

Phase 3: Consumer Strategy

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Driving’s primary target market is teenagers 13-17, but has the goal and potential to appeal to entire fam-ilies. To capture the attention of these families, we will create interactive and engaging ideas for our mar-keting material. We will use different tactics and aspects of the film to reach the children and adults. The children in the secondary target market will most likely respond to a little bit of both tactics depending on their exact age. The marketing campaign of Driving needs to be present in the target markets’ everyday life from the routes they take to school or work, to the websites they surf, foods they eat, and games they play. There are many science fiction films coming out in the summer of 2014, and although none of the films have a similar storyline, we still want to make sure that out of all the science fiction movies, Driving is the one that stand out to kids, and the one that parents choose to take their children to go see. Throughout our campaign, we want to generate hype and create the feeling that the audience can not wait for the movie to come out in theaters.

R/Stun

Overall Strategy

Campaign Timeline

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MayPublicity, Newspaper,

15 second TV spot, window clings, virutal motion

simulator, outdoor and a smartphone app.

August90 second Teaser

Trailer so kids and teen-agers can see it before they go back to school

OctoberTeaser poster

NovemberTeaser trailer #2 for families to see when

they go to the movies over

Thanksgiving break

December Character Posters in time for winter break

January Online marketing as

people have just become more familiar with the movie over

the holidays

MarchFinal Trailer in time for

spring breaks

AprilHave trailer play at the Kids Choice Awards, release a 30 second TV

spot, and release the final poster

JuneRadio spot and film release on June 6th

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P&A Budget

Television33%

Promotions16%

Miscellaneous10%

Publicity19%

Print9%

Online9%

Outdoor4%

Driving will have a P&A budget of

$46,000,000. It is a four-quadrant family friendly movie, so we want to make sure our marketing efforts reach this wide audience of people. The budget is allocated as follows:

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Distribution Strategy

Walt Disney Studios is my top choice in distributors. Disney has a great rep-utation with family and animated movies which will help Driving succeed even without a well known cast. There are a lot of science fiction Disney movies, so Driving will be in good hands at Walt Disney Studios. Looking into the future, Driving could be a successful addition to the Disneyland parks in Tomorrowland, and even turn into a television series.

20th Century Fox has experience in animation and science fiction with many successes such as Ice Age, the Star Wars series, Night at the Museum, Avatar and many others. It is #5 in the domestic market share, and #1 Internationally, and Driving could thrive in both of these markets.

Sony Screen Gems distributes many genre specific movies, science fiction being one of those genres. They have many successful past movies, many of which are also geared towards families and animated like Hotel Transylvania for instance, that will help Driving earn credibility.

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Release Date: 6-6-2014Driving will open with 3,700 engagements, following suit of similar family movies like Up. Driving will be a wide release film because it is a half-animated family film that will appeal to a wide audience. We hope to market Driving so children and adults are well aware of the film and it’s release date, and can not wait to go see it together. This audience seems to be reached through more traditional media rather than word-of-mouth when it comes to new movies being released. In the busy lives of families , it is often easier for them to go to their hometown theater rather than search what location and when a platform release might be playing.

Competitive Environment:There are many science fiction films coming out in the summer of 2014, but luckily there are not any that seem extremely similar to Driving. We chose to release Driving on June 6, 2014 just as families are beginning their summer breaks. As of now, there are no other films projected to be released that weekend. The Good Dinosaur comes out the previous week and although it may share some of the same audience, especially our secondary audience, it has a very different story line and time period. Transformers 4, The Hobbit, and How to Train Your Dragon come out this summer as well which are sure to be hits as they already have brand equity, but there are enough weeks separating these films from Driving to affect its success.

6.6.14

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Creative AdvertisingDriving’s creative strategy will focus on attracting the attention of a very wide audience, an audience of teenagers, children and parents. The materials will be thought out to reach all three target markets. Driving’s creative advertising will focus on the outer space setting, the 3D experience, the father/daughter relationship, and the familiarity of driving for the first time. In-theater items and activities will attract teenagers primarily, radio will be used to attract the children and parents, outdoor and magazine ads will attract parents, and trailers, television spots, and posters will attract all three target audiences.

TAGLINE: “Driving can be an out of this world experience.”

PostersTrailersMaterial List:

Driving will have two teaser trailers and a final trailer before it is released. The first teaser trailer will target teenagers, the second will target children, and the third and final trailer will target the entire fam-ily; this will hopefully encourage parents to take their families to see Driving at the movie theater.

There will be a teaser poster, two character posters and a final poster released. The teaser poster will show Kelly and her dad from the back with the high-tech GPS and outer space in front of them. The two character posters will be of Kelly and her dad with their scared, and nervous expressions frequently seen throughout the movie. The final poster will be the Planet Hello city scene seen on many other materials.

Creative Strategy

6.6.14

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Radio

TV Spots Outdoor

Magazine Ads

NewspaperA newspaper advertisement will be placed in big cities the week before Driving is released. This will have a piece of key art, the release date, and reviews that Driving receives at various film festivals.

The two movie poster images will also be used as magazine advertisements in a variety of popular magazines that cater to-wards different age groups.

6.6.14

There will be a 30 second television spot and a 15 second television spot. The first will give a background of the plot while the second will show the adventure that takes place in the science fiction world.

We will release two radio adver-tisements on a number of different radio stations. One of these will be catered towards children and played on Radio Disney, and the other will be played on popular Top 40 stations, catering towards adults and encouraging them to take their kids to see the film.

Driving will place advertisements on busses and bus shelters in a handful of big cities. The bus shelter will be the same design as the key art. The busses will have window clings that are only visible from the outside, attached to the side windows. This design will be of asteroids, flames, a space ship and the title and release date of Driving.

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In Theater

The month before Driving is released, there will be window clings on the windows of movie theaters. These clings will be of asteroids, space ships (the largest having Kelly and her father inside), stars, and planets placed all over the window. This will give viewers the feeling that they are looking into space and the area around Planet Hello where Kelly and her father drive. They will be similar to the images seen below. There will also be virtual motion rides set up in a few theaters in each major city. This virtual reality machine will have Driving posters surrounding it, as well as the title and release date on a large sticker stuck on the machine. Movie-goers can sit in these machines four at a time and it will make them feel like they are driving through space as their chairs move, stars and asteroids seem to be coming at them, etc.

In theaters June 6th

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Media Strategy and PlanDriving wants to find the best channels and media outlets to advertise on so we can successfully reach our primary, secondary, and tertiary target markets. We want to be remembered throughout these channels, and create buzz and excitement for the movie to be released in theaters. We will place our advertisements on television commercials, in magazines, on websites, on the radio, outdoor, and through mobile devices.

Network TV

Cable TV

Print

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:60 second spot

:30 second spot

:15 second spot

Print Ad

Interactive Ad

Online Takeover Other

Radio Ad

Radio

Online

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Mobile Device

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Market ResearchTo assure that Driving is ready to be released, we will put into place the following: Title Testing, Concept Testing, Exit Studies, and Test Screenings. From here, we will analyze the feedback and results and make any necessary changes with the title, editing, and way we go about marketing.

Title Testing Concept Testing Exit Studies Test Screenings

We want to make sure that “Driving” is an ef-fect title for the movie. It is simple but we hape that it is memorable as well, as it is not obvious the genre of the movie. Title Testing will let us know if Driving sends the right message to the viewers.

A movie must have play-ability and marketability to be a success. We want people to not only get to the movie, but enjoy sit-ting through it as well. There will be test screen-ings in large cities arounfd the country. We will be able to see the reactions of the audience, hear their thoughts on the movie as a whole, the characters, the story, pacing and length.

Concept testing will help us find out if the con-cept is appealing while Driving is still in devel-opment. This gives us a heads up if something is going to need to change with the story. Concept testing can also help us gauge what characters and objects are most liked in case we later want to create a Disne-yland ride, toys, etc.

Exit studies let us know who went to the mov-ie, how they liked it and how they heard about it. This will help us when do-ing any future marketing, so we know the best au-diences to reach and how.

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publicity activities, screening programs, press junket, pre-mieres, festivals, stunts

Publicity StrategyThe goal of Driving’s publicity efforts is to make all three target audiences aware of the movie, excited for it, and eager to participate and interact with us. We also want people to feel a deeper connection towards the movie as more information, behind-the-scenes looks, and unscripted programs make their way to the eyes of the public. We will strive to create and execute multiple publicity stunts so each target market has something that will reach and connect with them. Multiple mediums will be used, to make sure a lack of technology use does not get in the way of all advertising.

Electronic Press KitAn Electronic Press Kit will be sent to a handful of journalists so they have all the information they need to write up articles. This EPK will include photography from pro-duction, key art, a synopsis, and the cast and crew biographies. Some of this information will also be made available on Driving’s website.

Publicity Materials:

Behind the Scenes FootageBehind the scenes footage will be put together to help our tar-get markets feel as if they know or have a stronger connection to the characters when they see the movie. Cool facts and funny stories from set will build the excitement to want to see Driving.

Talking PointsThere is a potential for many in-terviews to take place before and after the movie’s release. To make sure everyone has a well thought out and appropriate answer, we have made talking points to guide the interviewees through the process.

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publicity activities, screening programs, press junket, pre-mieres, festivals, stunts

Press ReleaseOur eager audience will be updated on Driving through Press Releases. These will be written during any important event having to do with what is going on with the movie or what is going on with the publicity in place. These press re-leases will let everyone know what is new and exciting in the world of Driving, any success stories, and information about screenings and the release date.

To Whom It May Concern,

My name is Chelsea Gregory and I am the Marketing Director of the movie, Driving. Driving is about a teenage girl named Kelly, going for her first driving lesson with her father. They are from Planet Hello, so driving does not only include turning on the headlights, parallel parking and changing lanes, but it also includes explosions, oncoming space shuttle traffic, clouds of smoke, bright stars and a speed limit of 12 pc/h. Throughout her lesson, she learns what is really important to her and begins to trust herself.

We would like to suggest the idea of a Disney Channel Imagineer-ing segment about outer space. The Imagineers can put together a model spaceship and bring it to the set of Driving. On set, our characters can take the Imagineers around, showing them the green screens and other technological tools. The Imagineers can then take the model spaceship to Tomorrowland at Disneyland to be put on display.

Let me know if you have any questions or suggestions!

Chelsea Gregory

KeychainsSpaceship keychains will be made with the phrase, “My oth-er ride is a Space Shuttle.” ”Driving” and “6.6.14” will be writ-ten on the back. These will be given out at various events like talk shows our cast may attend and out on the street in big cities. There will also be buckets of them at many DMV’s across the nation so once a new driver passes their driving test, Driving will be their first keychain.

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Publicity Activities

Pimp My Ride

The Ellen ShowThe Driving trailer will appear on The Ellen Show to introduce an activity taking place on the show. We will have a green screen set up, and two lucky participants will get to stand in front of it. There will be screens in front of the participants showing themselves in a space setting and they will have to duck, jump and move out of the way to avoid the asteroids coming towards them, the spaceships blowing up next to them, etc. There will also be a screen for the audience to see the participants in space. The audience will not only see the participants flying through space, but looking very strange as they jump up and down and wiggle around in front of just a green screen. The winner will be told he/she gets to go on set of Driving with the cast and Ellen, where they will film a short video of themselves in the spaceship flying around Planet Hello. They will also win a ticket to the premiere. In the end, both participants will get this prize.

MTV’s old show “Pimp My Ride” will make a comeback for an episode. This episode will find a nerdier candidate, and “pimp their ride,” making it resemble a spaceship. There will be a high tech GPS inside similar to Kelly’s, the body will be changed to look as though it is from the space age, and there will be pieces of advanced technology and spoce-like design throughout. Kelly and her father will be brought to the show to give their approval of the car once it is done.

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Wired Magazine

17 Magazine

KIIS 102.7

Unscripted Web Series

E!

Disney Imagineering Z100

Press JunketJordana Lilly, who plays Kelly, will be interviewed in 17 Magazine. 17 Magazine has a lot of readers who will be able to relate to Kelly, a teenage girl, just learning to drive, and overprotective parents. Questions will be about her favorite things, her experience on set, and her personal driving stories.

The crew of Driving will have a piece in Wired magazine. There will be photos of the equipment used to make the movie 3D, photos on set with the green screen, and an interview about the challenges of making the movie.

The red carpet premiere of Driving will be held in Los Angeles. E! will be in attendance, inter-viewing and photographing people. They will be filmed live, so people can also see what is going on from their television’s at home.

There will be a mini segment on the Disney Chan-nel with Imagineers building a model space ship. They will take a quick behind the scenes look at the green screens and technology on the set of Driving. The spaceship that is made will be show-cased in Tomorrowland at Disneyland.

We will hold a press junket in Los Angeles because that is where Driving is filmed and where the premiere will be. We will buy three hotel rooms, one for Kelly, one for her dad, and one for members of the crew. Press can rotate between the rooms asking questions about experiences filming, special effects, etc.

We will put an unscripted web series on our website and YouTube. This series will have our two main characters, as well as other celebrities who are excited to see the movie, talking about their first times driv-ing, and what they can not wait to see in the movie.

LA’s Top 40 Station, KIIS FM will ask for call ins from listeners about close calls they have come in while driving. This could be almost getting a ticket, avoid-ing a crash, or returning a parent’s car before getting caught. The stories will be uploaded to KIIS’s website and people can vote on the best story. The top 5 sto-ries will get two tickets to the premiere.

New York’s Z100 station will do a similar contest to KIIS FM’s, but only two lucky winner will be chosen. These winners will get two tickets to the premiere with hotel and airfare accomodations. They will also receive a tour of NASA while they are in the area.

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Publicity Pitch ChartWhat? Medium Date

17 Magazine Print May Issue

Wired Magazine Print May Issue

Press Junket Event May 3, 2014

Z100 Radio May 15, 2014

Disney Imagineering Television May 16, 2014

KIIS 102.7 Television May 19, 2014

The Ellen Show Television May 21, 2014

Pimp My Ride Television May 23, 2014

Unscripted Web Series Online May 30, 2014

E! Red Carpet Premiere Television/Event May 31, 2014

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Promotional StrategyOur goal with promotions, is to spread awareness of the movie, and add excitement to the brand. There will be a series of promotions, each directed towards a different target audience. These promotions will run nation wide for the most part, but some of our more expensive promotions will be kept to the bigger cities of the country.

Subaru XV CrossTrek

Driving will partner with Subaru as Subaru promotes their Subaru XV CrossTrek. It is a family car, perfect for our tertiary market. We will create a commercial showing the Subaru driv-ing down the road like a typical car commerical, then we will zoom into the Subaru logo on the front of the vehicle. It will seem as though the viewers are pulled into the stars, and through the atmosphere, to find Kelly and her fa-ther now driving the CrossTrek through space.

Geico InsuranceWe will also pair up with Geico to promote car insurance. We will use the spaceship from Driving and the infamous gecko to do this. This will reach our primary and tertiary audience.

Kellogg’s will be one of our pro-motional partners. We will put our Driving movie title and key art on the box and have the snacks shaped as stars, space ships and planets. This will be a fun snack for our secondary tar-get market to eat while in the car, driving with their parents.

Kellogg’s Fruit Snacks Corn PopsWe want to stay consistent in working with Kellogg’s rather than other brands, so we chose to also partner with their Corn Pops cereal brand. On the back of the boxes, there will be a cardboard outer space drivers license that pops out, so kids can carry around their Planet Hello license.

McDonald’s McFlurry/Happy MealDriving will partner with McDonald’s in two ways. First, we will promote the Milky Way McFlurry, to communicate the outer space theme. We will add the driving logo and key art to the McFlurry cups during this time. McFlurry’s appeal to many people, but I think it will do a great job targeting our primary audience. We will also put space ship toys in the happy meals to appeal to our secondary audience.

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Internet Marketing/Online PublicityDriving’s strategy for internet marketing is to attract traffic on our web page and advertisements, and present ourselves as fun and engaging. We will use different internet outlets to reach out to our different target audiences, and by doing this, will be seen on most of the internet outlets available.

Instagram

Twitter

Web Page Takeovers

FacebookBehind the scenes photographs, movie posters, and other key art will be posted on instagram, as well as pictures from screenings, and the premier. All photographs up-loaded to instagram will be hashtagged #drivingthemov-ie. We will encourage others to begin using this hashtag and interacting with our instagram by posting contests. These contests will encourage the instagram users to take pictures of certain things, like their first car, some-thing that is challenging in their life, etc. and hashtag the picture. Those with the best pictures will win keychains, movie tickets, etc.

Key art from Driving will be used to takeover Youtube.com, wired.com and sciencefiction.com to increase traffic to our website, increase awarenesss, and increase the like-lihood that these people will go see Driving in theaters.

@Drivingthemovie will be the Twitter profile for Driving. We will post updates on the film’s progress and anything inter-esting that comes up along the way. We will create fun and interactive activities to do while on Twitter, hoping to encour-age interest and even discussion. One of our first posts will ask our followers to tweet 5 words that sums up their first driving experience. We also want to hear embarrassing driving stories from the time our audience was newly licensed. On top of our own content, we will also be following science related twitters so we can retweet any interesteing information about stars, NASA, planets. and anything else related.

Facebook advertisements will be created for our three target mar-kets and due to it’s tracking capabilities, they will be directed to-wards the right people. We will utilize the actual facebook page to post statuses and pictures about exciting updates, interesting facts, and contests where people like our page and certain photographs to win movie tickets to go see Driving. We will also hold a video contest and the video with the most likes will win. The video uploaded must be about the importance of trying new and challenging things.

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Driving Website

YouTube

Driving will have a very fun and interactive website. The basic movie information and key art will be present as well as links to see photography, behind the scenes footage, the trailer, promotion-al partners, and games for children and teenagers to play. These games will be racing games through space, puzzles, crosswords, word searches and other thought provoking games that parents won’t mind their children playing. There will be information available about constellations, planets and the galaxies, with a link to name a star after yourself.

We will create a YouTube Driving channel. This channel with have all the trailers, behind the scenes footage, interviews with the cast and crew, and videos we receive from fans trying to win tickets to the premier.

First steps of the animation

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Thanks To:

Dawn Taubin Kevin Riach Jessica Phelps Dodge College of Film and Media Arts