Team 2 casey zana_niklas_ny

© MOMENTUM WORLDWIDE 2014: IN CONFIDENCE. THIS DOCUMENT MAY NOT BE DISTRIBUTED OR COPIED WITHOUT PRIOR CONSENT.

PRESENTED BY: CASEY JACKSON, ZANA GEORGES AND NIKLAS WALZIK

ZINEPAK

4/ AUGUST

2/

THE ASK: ZINEPAK WANTS TO BECOME A RECOGNIZED BRAND BY CONSUMERS AND SHOPPERS

ZINEPAK

Presenter

Presentation Notes

Give some background: Right now Zinepak is sold in the CD section in Walmart. Shoppers do not recognize it as a specific brand. What we want to do is get Walmart shoppers and consumers to become aware of ZinePak– aware of the exclusive information available in ZinePaks…get them to realize how it stands out. How it is superior to regular CDs. So that it becomes a go-to for fans to get exclusive info. A way for fans to get closer/engage with the celeb, show, band etc.

Tweens love ZinePak

THE AUDIENCE

Presenter

Presentation Notes

- The First thing we need to pinpoint is the ZinePak Target Audience…its sweet spot Who’s Zinepak’s audience? TWEENs. - We realized that the Zinepaks sold out online were the ones that were catered towards or popular amongst Tweens- like Selena Gomez, JB etc. - This is a great demographic to appeal to, and we’ll explain why.

4/

TWEENS ARE:

ZINEPAK

/ Impressionable / Celebs = Role Models / Eager to learn more

THE AUDIENCE

Presenter

Presentation Notes

Why are Tweens a great target demographic? Well, they’re at that age where pop culture is everything. Celebrities are role models. They’re hooked. They want to know everything they can about that band, singer, etc. They want to decorate their rooms with pictures, their computers with stickers. - Not to mention that Tweens are big spenders….?(throw in the statistic about tweens spending $....40 billion ?) We want them to realize that ZinePak is the bridge that brings them closer to this passion

5/

CONSUMER VS SHOPPER

ZINEPAK

/ Tweens = Consumers / Moms = Shoppers

THE AUDIENCE

Presenter

Presentation Notes

Something else we need to take into consideration is that the ZP consumer is not the same as the ZP shopper. The Shopper tends to be the mom, or the parent buying it for their kid. SO we also want to spread ZP awareness to parents so that next time they're in Walmart they’ll seek out ZPs for their kids.

Walmart shoppers are not aware of what ZinePak offers.

THE CHALLENGE

Presenter

Presentation Notes

The brand is often overshadowed by the celebrity– we want ZinePak to be recognized as a brand!

7/

ZINEPAK FAN VAN

ZINEPAK

• Project name CONCEPT 1

Presenter

Presentation Notes

Our idea for getting Zinepak to stand out is through the……….

8/

• WHERE: Outside of Walmart

• WHAT: ZinePak celeb trivia quizzes

• Singing Bee/Karaoke

• Photos/Videos to share on social media via #ZinePakFanVan

• WHY: Opportunity for tweens to get closer to their passions

HOW IT WORKS

ZINEPAK

• Project name • Project name CONCEPT 1 PART 1: ZINEPAK FAN VAN

Presenter

Presentation Notes

These celebrity-obsessed tweens think they know everything about their favorite artist– this fan van will give them the opportunity to showcase their fandom. The fan van will have trivia quizzes based on the info from ZPs. Tweens can quickly take the multi choice touch screen quizzes and get a score on the Fan-o-meter. This will encourage them to learn more. There will also be karaoke and singing bee. Which is fun for the whole fam. As well as opportunities for photos/videos from the touch screen to be shared on social media. – so even people who don’t visit the Fan Van will be aware of it and interested in why ZP is all over their newsfeeds. Also There will be kiosks for the immediate purchase of ZPs. At this event kids and parents will be informed of an opportunity….

9/

CELEB LIFE GETAWAY

ZINEPAK

CONCEPT 1 PART 2

Presenter

Presentation Notes

This can be applied to any ZP artist but for the sake of helping you all envision well just walk through it with a specific artist. Publicity So at the fan van, shoppers and tweens will be informed of the opportunity to enter a raffle to win a trip where they get to live in the shoes of their favorite. ZinePak celeb. Tweens will do anything to have an opportunity like this. SO here's how you get in the raffle… blab ballad. Let me walk you all through this: Here’s Zoey, she’s 12 years old and a Die Hard tay swift fan. Her room is covered in posters she know every little fact about Taylor Swift. The words to all her songs. The names of all the boys who have ever broken her heart. And she hears that she could win the opportunity to live a weekend as if she's Taylor swift. Shell be flown out to Nashville with her mom and 20 other girls. They will get to eat at her favorite restaurants. They’ll get guitar lessons visit the recording studio. See where Steven lived. Buy authentic cowboy boots etc. the whole thing will be documented and shell leave the weekend with her own customized Zp. Positive memories, bragging rights and exclusive knowledge about Tay Swift through the heightened experience She will leave the weekend knowing that ZP has the inside scoop, it can bring you closer to your passions. And for the fans who don’t win, they buy ZPs to enter the raffle, so they get to experience it that way.

10/ ZINEPAK

LIVE SWIFTLY

1. Tweet/Instagram picture with purchased ZinePak

2. Winners are flown to Nashville, TN to live in the boots of Taylor Swift for a weekend

3. Learn exclusive info about the artist that only ZinePak can provide

4. Leave with a personalized ZinePak of the weekend

Presenter

Presentation Notes

Publicity So at the fan van, shoppers and tweens will be informed of the opportunity to enter a raffle to win a trip where they get to live in the shoes of their fav. Zine pak celeb. Tweens will do anything to have an opportunity like this. SO here's how you get in the raffle… blab ballad. Let me walk all through this: Here’s Zoey, she’s 12 years old and a Die Hard tay swift fan. Her room is covered in posters she know every little fact about Taylor Swift. The words to all her songs. The names of all the boys who have wever broken her heart. And she hears that she could win the opportunity to live a weekend as if shes taylor swift. Shell be flown out to Nashville with her mom and 20 other girls. They will get to eat at hr fav restautaentss. They’ll get guitat lessons visit the reocrding studio. See where steven lived. Buy authentic cowboy boots etc. the whole thing will be documented and shell leave the weekend with her own customzied Zp. Positive memories, braging rights and exclsuive knowledge about Tay Swift through the heightened expereince She lll leave the weekend knowing that ZP has the inside scoop, it can bring you closer to your passiobns. And for the fnas who don’t win, they buy ZPs to enter the raffle, so they get to experience it that way.

11/ ZINEPAK

MEASUREMENT

• Track social media

engagement before, during and after

• Track sales before and

after at each Walmart

12/

• Walmart consumers, fans, kids and parents will realize that ZinePak has the exclusive info that you cannot get anywhere else

WHY IT WORKS

ZINEPAK

OUTCOME

Presenter

Presentation Notes

Zine Pak should plan to leverage their already existing relationships with the press Through engagemetn with the fanvan, tweens can experience how ZP has info not found elsewhere. Also the celeb get away brings to life what ZP does on paper. it’s a different medium for engaging with celebs. ZP will become people’s go –to for celeb inside– it got the hook up

THANK YOU

Team 2 casey zana_niklas_ny

Art & Photos

shoppers zinepak

zinepak live

purchased zinepak

personalized zinepak

works zinepak project

tweens love zinepak

works zinepak outcome

zinepak impressionable