ZINEPAK 04/ AUG

● Curt Chapkowski ● Chelsea Elliott ● Fitz Kern ● Tory Lipsey ●

Position ZinePak as the go-to entertainment product for music super

fans while simultaneously boosting brand awareness.

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/ THE ASK

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/ AUDIENCE / Super fans ages 10-15

Meet Jenny:

/ 14 year old from the Midwest

/ Wants to be a celebrity like her favorite artist Katy Perry

/ Craves memorabilia of Katy

Perry

/ Has the means to buy ZinePaks with her parents money

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INSIGHT

/ A UCLA study found that the desire for fame was the most

popular future goal among teens, overshadowing hopes for financial success, achievement,

and a sense of community

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THE CHALLENGE

/ Cut through the clutter of an overcrowded music memorabilia

market.

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/ Give fans a taste of fame in order to connect with them on a personal level and promote top-of-mind

awareness.

THE SOLUTION

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ACTIVATION

ZinePak Rock Star Experience

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ZINEPACK ROCK STAR

EXPERIENCE

/ A rock star obstacle course hosted in Walmart parking lots

nationwide

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FIRST CONSUMER CONTACT

/ BA collects Jenny’s personal information

/ She receives VIP Pass

/ RFID to track her activity

during experience

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RED CARPET STRUT

/ Jenny poses for a picture as she walks down red carpet

/ BELT IT OUT

/ She sings a song of her choice for 15 seconds

/ Awarded performance-based score and ranked via online leaderboard

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ROCK STAR MOVES

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STAGE DIVE

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FOLLOW UP

/ Jenny is emailed code from event

/ Code takes her to ZinePak website

/ Grants access to photos from Red Carpet Strut/Stage Dive & Rockstar Moves GIFs

/ Target is given ZinePak Coupon to encourage prompt purchase

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IN-STORE ACTIVATION

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MEASUREMENT

/ #ZinePakRocks

/ Tweets / ZinePaks sold

/ Google Analytics

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THANK YOU!