The campaign
We presented eight different creative ideas in the pitch, but I'm going to focus on just a few of the major components here. These independent initiatives were all meant to be in sync, forming a build leading up to opening night. We would then plan to leverage the initial buzz and extend it through the two weeks following opening night.
The documentary site
In the strategic planning phase, we looked to conversational analysis for insights into both the product or brand we're working with, as well as the various target audience segments. This was a three-stage process (S-10-13):
- Identify
- Evaluate
- Join
For an event like this, there would be a lot of buzz already going on about the film. And that's something we could take advantage of right away.
We would do this with a blog that covered a number of the conversations happening around this remarkable film discovery and release. (S-21) These topics could include the restoration process, the original production, fashion (the styles in "Casablanca" are classic '40s, and there's currently a large retro movement happening in the fashion world) and numerous conspiracy theories surely to be happening about how a film like this could simply vanish.
This documentary site would track each of the above topics in a serial manner that could be a narrative for a future documentary. (S-22) It would give us a great opportunity to connect with key influentials and groups at the center of the conversations.
Next, we'll look at how we'd approach our target audience looking for love and connection. (S-23)