Strategy FUNdamentals
These are the 4 truths
What are
Audience
Brand
Culture
Category?
This is where the Dustin bike rider look-a-likes from Stranger Things let loose. (Hint: an event)
What is NY Comic-con
This collection of assets — including your bio, press photos, videos, and links — is sent to publications and podcasts to introduce who you are.
What is an Electronic Press Kit (EPK)?
A platform led campaign focuses on this
What is focusing on the streaming service rather than a show?
Liz said this is critical to working in entertainment
What is a thick skin
According to the five rules of a great PR stunt, it must be simple, visually clear, unexpected, on-brand, and this.
What is shareable?
These provocative, ambiguous taglines appeared on billboards in NYC, London, and LA before the Wuthering Heights trailer dropped.
What are 'Drive Mad' and 'Come Undone'?
Beyond a description of their music, an effective musician bio should include achievements and this.
What is their story? The description of why they make the music they do.
We reviewed Disney's platform level holiday campaign - this made it special.
What is showing one couple as they grow up, have kids, get old and how Disney characters and movie stay with you throughout the journey?
Maddy Sacks said these were the two most important marketing channels for musicians
What are Spotify playlists and TikTok?
It is a mistake if all 4 truths say the same thing because....
What is lack of strategic tension, less interesting creative ideas?
Alix Earle did this on social before the launch of her brand Reale Actives.
What is create a mystery social media account called @wtfisalixdoing? (400,000 people followed before she even revealed what it was for!)
These are the three methods for achieving international PR success in music.
What are Platform-led (social), Collaboration-led (partnership), and PR/Event-led (Coachella like)?
What marketing tool does Netflix use for marketing their platform most?
Billboards! (Stranger Things upside down billboard, Bridgerton billboard)
Mark showed us an example of a successful blood drive campaign between the Big 10 and his client, Abbott. He used these marketing channels to make it a success.
Social media, influencers, experiential/event marketing
It's called this when a movie is covered in different types of news outlets like Deadline and Rolling Stone and Elle and Vogue
What is cross-vertical PR
HBO Max used this for their platform level marketing
These are 3 reasons Taylor Swift's Eras tour was so successful?
Building hype, sincere messages to fans, creating community with friendship bracelets, easter eggs, empathizing with fans on Ticketmaster debacle
Tristan showed us how to come up with "taglines" for companies. This was Crunchyroll's brand line.
What is "everything goes here"?
The BTS case study we disccused said these were the biggest strategic risk of choosing a purely nostalgia-driven approach.
What is limiting growth and making BTS feel outdated or irrelevant to new audiences?
These are the 4 methods used in TV to make a show feel like it's everywhere.