"Building a New Brand -- Leveraging Data to Inform & Program Robert Rodriguez's New El Rey Network"

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Marketing

Published on May 8, 2014

Author: imediaconnection

Source: slideshare.net

BRAND PROMISE EL REY UNITES REBELS, FANS AND AFICIONADOS THROUGH A LIFESTYLE POWERED BY BADASS CONTENT. FUCK YEAH.

AUTHENTIC AND ICONIC VOICE

ARTIST DRIVEN MOVIES SPORTS DOCSUNSCRIPTED ORIGINAL SERIES ANIMATION/ GRAPHIC NOVEL

THE PEOPLE’S NETWORK 2060 13% AA 17% Hisp 59% White 5% Asian 3% Other 15% AA 31% Hisp 43% White 8% Asian 3% Other 2012 Source: US Census Bureau

REDEFINING AUDIENCES YOUNG REBELS OLDER REBELSGENRE FANS SOPHISTICATED VIEWERS RODRIGUEZ FANS

WOULD DEFINITELY WATCH 7 33 14 13 20 49 % of Target Target 1 - (N=124) Target 2 - (N=526) Target 3 - (N=252) Target 4 - (N=229) Target 5 - (N=360) Not in any targ (N=879) % of Target That Would Definitely Watch 81 56 48 52 49 13 YOUNG REBELS OLDER REBELS GENRE FANS SOPHISTICATED VIEWERS RODRIGUEZ FANS

THE PEOPLE’S NETWORK – AN EMOTIONAL CONNECTION

The ALCHEMY of creating a network

THE SCIENCE Defining and validating audience Sizing the audience groups Determining the Emotional DNA

EmotionalDNA™

EmotionalDNA™ IS AUDIENCE DERIVED ( pretty appropriate for The People’s Network )

BUT… WHAT IS IT ?

A NEW TAXONOMY… Inspired by geneticists’ dendegrams

PRIMETIME DRAMA TAXONOMY Psychological EdgeTrue Wit Realistic Suspense Romantic Escape Deep, Dark, Sexy Action Escape

EL REY EMOTIONAL ATTRIBUTES Undemanding Unrealistic Tame Cold Superficial Slow Light Mild Intelligent Realistic Exhilarating Hot Inspiring Fast Heavy Spicy SMARTS REALISM ADRENALINE ROMANCE HEART TEMPO GRAVITY KICK

EL REY CONTENT DNA MIX Psychological EdgeTrue Wit Realistic Suspense Romantic Escape Deep, Dark, Sexy Action Escape 61% 39%

NIELSEN RATINGS BY CATEGORY Category Live + 7, 18-64 Action Escape 3.00 Psychological Edge 4.17 Realistic Suspense 4.45 Deep Dark and Sexy 2.70 Romantic Escape 1.81 True Wit 4.37 Total Average 3.44

EmotionalDNA™ informs MARKETING PROGRAMMING PROMOTION

LEVERAGING EMOTIONAL RESONANCE FOR ADVERTISING PARTNERS

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