Reap The Rewards Aime Weissinger & Randall Head Friday, November 16, 2012
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Reap The RewardsAime Weissinger & Randall Head
Friday, November 16, 2012
The Challenge
• Develop a Road Ninja campaign centered around OOH, PR and social media that features a strong Call-To-Action
Friday, November 16, 2012
Target Audience
• “Road Trippers”
• Travel 1-2 times per month
• Frequently use the interstate
• Smartphone users
Friday, November 16, 2012
Who is Road Ninja?
Friday, November 16, 2012
Chi Mon Jutsu
Friday, November 16, 2012
Building the Clan
• Interesting character
• Unique backstory
• Accessible & personable
Friday, November 16, 2012
Building the Clan
• “I’ve mastered the art of road tripping. Download my app to learn for yourself! [link]”
• @RoadTripper the trip to San Diego should take 2 days. Find food on the way with my app [link]”
• Found my old village on Google Maps...I don’t remember it being so busy. [img]”
Twitter & Facebook
Friday, November 16, 2012
Building the Clan
• Focus on the character of Road Ninja
• Feature his story, include animation
• House his blog, where he talks about his journey and cultural learnings
Website & Blog
Friday, November 16, 2012
Rallying the Clan
• Strong CTA backed by incentive
• People are prone to “Google it”
• Focus on promotions
Friday, November 16, 2012
Chi∙mon∙jut∙su(chee∙mohn∙joot∙soo)The ancient art of roadtripping.
Friday, November 16, 2012
Download and plan a pit stop.
I sense youlack provisions.
Friday, November 16, 2012
Download and beat the heat.
Current Temp. 98° F
Friday, November 16, 2012
Starbucks
FREETall Cof
fee
before 9am
Limit one offer
per customer
per visit. Valid
at partici-
pating location
s.
EARLY BIRD SP
ECIAL
Download and reap the rewards.
Friday, November 16, 2012
@RandallHead:
“Just got free Starbucks
thanks to ! ”#reaptherewards
Friday, November 16, 2012
Friday, November 16, 2012
Engaging the Clan
• Give Road Ninja fans opportunities to get involved
• Reach out to bloggers and media writers
• Swag giveaways
Friday, November 16, 2012
Engaging the Clan
• Establish presence at Comic Con
• Encourage clan members to dress as Road Ninjas
• Swag giveaways, app demos etc
• Road Ninja official costumed mascot present
Comic Con
Friday, November 16, 2012
Engaging the Clan
•Invitation scroll
•Ninja travel log
•Road Ninja poster
•Ninja vehicle adornments
•Navigation tools
Direct Mail
Friday, November 16, 2012
Questions, Grasshoppers?
Friday, November 16, 2012