BMW_Recap_2011_rev. EW Comments
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The Plum Network partnered with BMW to promote the launch of the BMW 6 Series through a short film series called Alter/Egos. The five films profiled high-profile individuals and their surprising hobbies or interests. BMW sponsored the films, which aired across Plum TV and online platforms. The partnership reached over 48 million impressions through the films, BMW brand spots, print ads, events, and an extensive social media campaign. BMW also received prominent placement at the Nantucket Film Festival as the presenting sponsor. The multi-pronged campaign effectively promoted BMW to Plum Network's affluent audience.
BMW_Recap_2011_rev. EW Comments
- 1. THE PLUM NETWORK & BMW SUMMER/FALL 2011
- 2. PART 1: 2011 PLUM NETWORK AND BMW PROGRAM OVERVIEW BMW GOAL Generate awareness for the launch of the BMW 6 Series by efficiently/effectively reaching a highly targeted group of active, affluent trend setters and potential BMW 6 Series purchasers who would be interested in a weekend car. PLUM TV RECOMMENDATION Presenting Sponsorship of Alter/Egos, a short, docu-style editorial film series answering the question of why people drive a weekend car...To express another side of oneself. Plum Studios Emmy速 Award winning production teams to produce an original short film series to live across all Plum platforms and beyond. ALTER/EGOS FILM SERIES Each of the five (5) unique and compelling editorial films is a close up look at the surprising and inspiring opposite sides of personalities of high profile subjects including Glenn OBrien, Donna Karan, David Yurman, Kevin Bacon & Doug Liman. These films are aligned with BMW 6 Series ad spots that airing across the network, online, and at high-profile events. PART 1: PROGRAM OVERVIEW
- 3. IMPRESSIONS DELIVERED TO DATE TIMING: 6/25/2011 10/19/2011 (does not include additional media pick up included in recap) PART 2 IMPRESSIONS Impressions Include: ≒Alter/Ego Films ≒:30 second brand spots ≒Print Units ≒Digital/Social Media ≒Events 48,652,378
- 4. PART 3: BMW PRESENTING SPONSORSHIP OF Alter/Egos About Alter/Egos Five Plum Studios-produced 5 minute short films taking a close- up look at the surprising and inspiring Alter Egos of high profile subjects in iconic destinations. Featured Subjects Film 1: Glenn OBrien Style Icon / Comedian Film 2: Donna Karan Fashion Designer / Humanitarian Film 3: David Yurman Jewelry Designer / Cowboy Film 4: Kevin Bacon Actor/Musician Film 5: Doug Liman Director/Pilot Media Schedule ( June December, 2011) BMW media campaign includes a high frequency rotation of BMW brand creative that aired in rotation across the Plum TV Network, as well as directly following each Alter/Egos short film. PART 3: ALTER/EGOS SPONSORSHIP
- 5. ALTER EGOS PROGRAM OVERVIEW JUN JUL AUG SEPT - NOV BMW BRAND CREATIVE Pink= Plum Miami Blue= Plum Hamptons Film #1 BMW Ad Burst Misco-Site, banner ads, leader boards and Alter Ego films live streaming 24/7 online and via mobile BMW Spread Creative Alter Ego Film #1 Nantucket Film Festival June 22 - 26 BMW BRAND SPOTS ALTER EGO FILMS ALTER EGO TEASERS SOCIAL MEDIA PLUM FILM EVENTS BMW Spread Creative BMW Spread Creative BMW Spread Creative PLUMTV.COM AND MOBILE Tune-in Teaser SL East Cover Party for Plum Hamptons Plum Hamptons Contributors Party PRINTTELEVISIONDIGITALEVENTS Prior, during and post the film launches and events, Plum Networks will post tune-in messages on Facebook & Twitter Film #2 Film #3 Film #4 Tune-in Teaser Tune-in Teaser Tune-in Teaser Film #2 BMW Ad Burst Film #3 BMW Ad Burst TUNE-IN TICKER Tune-In Ticker Film #5 Film #4 BMW Ad Burst Film #5 BMW Ad Burst Tune-in Teaser Tune-In Ticker Tune-In Ticker Tune-In Ticker Tune-In Ticker Tune-In Ticker Tune-In Ticker Tune-in Teaser
- 6. PART 4: PLUM DAILY INTERVIEW On June 22, Plum Studios produced a live two-minute interview, with Plum Daily host, Kate Brosnan, promoting the upcoming launch of Alter/Egos as well as the BMW Sponsorship of The Nantucket Film Festival. The piece aired inside Plums flagship hyper-local show, Plum Daily, on Nantucket during the Nantucket Film Festival and across the entire Plum Network on PlumTV.com.for four weeks. To view interview: http://www.plumtv.com/videos/alter-egos PART 4: ADDITIONAL TV EXTENSIONS
- 7. PART 5: PRINT CAMPAIGN Plum extended the BMW messaging with BMW 6 Series spreads in Plum Hamptons and Plum Miami Magazines. Four spreads with BMW 6-Series creative: ≒3 spreads in Plum Hamptons (June, July, August) ≒1 spread in Plum Miami (July/August) PART 5: PRINT CAMPAIGN
- 8. PART 6: THE OFFICIAL CAR OF THE 2011 NANTUCKET FILM FESTIVAL BMW was the Presenting Sponsor and The Official Car of The 2011 Nantucket Film Festival including vehicle displays, VIP Shuttle, event integration, and Official Sponsorship of the NFFs Screenwriters Tribute. VEHICLE DISPLAYS BMW received the opportunity to display a BMW 6-Series and a BMW ambassador at various venues during the Festival. VIP SHUTTLE BMW vehicles were used during the Festival as shuttles for celebrities and VIPs. Celebrities included Paul Haggis, Brian Williams, Ben Stiler, Maria Bello, Seth Myers, Jerry Sienfeld and more! Vehicles were branded with The Official Vehicle of The Nantucket Film Festival prominently on the side of each car. NFFS SCREENWRITER TRIBUTE Alter/Egos Film was shown at this most exclusive and high profile must-attend event during the entire festival including title sponsorship of the premiere event of the weekend, the Screenwriter's Tribe honoring Paul Haggis and hosted by Brian Williams. BMW logo center stage on screen during the reception and the show. PART 6: EVENT ACTIVATION
- 9. PART 6: EVENT ACTIVATION, CONT. PART 6: PLUM & NANTUCKET FILM FESTIVAL ADDITIONAL MEDIA EXTENSIONS SPECIFIC TO THE BMW 6 SERIES SPONSORSHIP
- 10. PART 7: ALTER/EGOS FILM SCREENINGS To enhance visibility of the Alter/Egos film series, Plum showcased the films at chic, sophisticated parties in the Hamptons in August. Events included: SL EAST AUGUST ISSUE LANCH PARTY Plum produced a high-profile party to celebrate Plum's August Fall Fashion issue featuring Cover Star Naomi Watts on Saturday, August 13th at this super chic nightclub/lounge in East Hampton. 300 hand- picked guests and VIPs were in attendance at the party which lasted from 9-11:30pm. BMW Alter/Egos films were running in rotation on flatscreens across the venue throughout the night. SOUTHAMPTON SOCIAL CLUB Plum hosted a literary dinner for 150 guests to honor its contributors: Jay McInerney, Jonathan Marc Sherman and Taylor Plimpton who helped create Plum Hamptons, at Southampton Social Club on Wednesday, August 31st, 2011. VIP Guests included Nacho Figueras, Delfina Blaquier, Savannah Buffett, Michael Showalter, Michael Mailer, Holly Peterson, Alexandra Shiva, Lawrence Bender, Lara Shriftman and Anne Hearst. The Alter/Egos films featuring Hamptons residents Donna Karan & David Yurman were shown on a big screen throughout the night. PART 7: FILM SCREENINGS
- 11. PART 7: FILM SCREENINGS, SOCIAL BUZZ
- 12. PART 8: ONLINE CAMPAIGN Plum extended the BMW messaging on PlumTV.com and social media promotion. The program provided BMW and Alter/Egos with broader distribution via a custom PlumTV.com microsite and Plums Facebook and Twitter feeds. ≒ Over 157,000 social media impressions across Facebook (74k+) and Twitter (83k+), with high levels of engagement- lots of "likes" on Facebook across Plum pages ≒ Approximately 293,000 display impressions across PlumTV.com ≒ Live streaming programming 24/7 on PlumTV.com featuring BMW spots and Alter/Egos films on a custom microsite as well as across the site PART 8: ONLINE CAMPAIGN
- 13. Facebook: 74,628 Impressions to date Twitter: 83,007 Impressions to date
- 14. PART 9: DIGITAL EXTENSIONS & DISTRIBUTION PART 9: EXTENDED ONLINE DISTRIBUTION Plum extended the BMW messaging via an online promotion. The program provided BMW with broader distribution via blog posts, tweets and articles on close to 20 sites and blogs.
- 22. THANK YOU FROM THE PLUM NETWORK PART 10: CONCLUSION