Who Is Tuesday

Who Is
Tuesday?
Sunday Monday Wednesday Thursday Friday Saturday

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

The International Calendar Tribunal has been faced with a social challenge: how
do they engage Millennials with Tuesday in a new and exciting way?


You see, Tuesday is the dullest of the week.

But it’s hard to compare with epic weekends

And cute teens singing awful songs about Friday.


But why do we dislike something we haven’t gotten the chance to know.
Let’s rediscover Tuesday.


The target audience for the campaign are trendy men and women 18-24. The
audience is presently in college or college educated. They are culturally and
environmentally conscious, but also enjoy mindless weekend partying.

Fast Facts:
-14% more likely to use mobile device to access Internet.

-70% live in urban areas.

-Twitter is dominated by 18-29 year-olds in urban communities.

-69% are either pursuing or have a college degree.

This campaign focuses on early adopters, those often discovering trends before they are “hot”
and building sub-cultures around them. This campaign aims to tap into this community by integrating
Tuesday where they live online and allowing them to influence others.


The hashtag #WhoIsTuesday encourages the audience to use social media to discover the face
behind the name. Stickers and posters will be strategically placed in high-traffic areas where the
audience will be prompted to share photos (via Twitter, Instagram, Tumblr or Vine) of their Tuesday
finds. Photos will be shared via Twitter and posted on the official Tuesday website:
www.HeyTuesday.com.


Stickers

Home Hey Tuesday! Shop

Tue 4.2.13

poster
After a month of social engagement both on and offline, Tuesday will be
revealed via Twitter and the official website.


poster
Hey, Tuesday!

Home Hey Tuesday! Shop #IAmTuesday

Tue 4.2.13

Tuesday is personified as
a smart, young, sarcastic
college student who holds
a realistic point-of-view of
the world. She is aware of
her general dislike and
embraces it.

I hated Tuesday
before it was cool.

Tuesday is personified as
a smart, young, sarcastic
college student who holds
a realistic point-of-view of
the world. She is aware of
her general dislike and
embraces it.


Tuesday’s character will be brought to life every Tuesday with a :60 animated short.









With the “Hey, Tuesday!” app, users will be able to view the latest short and create their
own avatars to share with friends on various social sites.

Hey Tuesday! Hey You!

Play You!
#IAmTuesday

Vote for your favorite #IAmTuesdday scene

The app also has a feature where users can create their own “Hey, Tuesday!” scene
with or without their avatar to share with friends.


#IAmTuesday
In the #IAmTuesday feature of the app, users have the chance to have their scene
produced into a :60 short to be featured on the website. Users will promote their scenes
on their social sites and highest rated scene will be turned into a short.



#IAmTuesday?

Vote and share your favorite #IAmTuesday scene for a chance to have your idea feature in a
“Hey, Tuesday!” episode.

shop/merch

The website will have a page where “Hey, Tuesday!” items may be purchased.


Awesome ideas, but will this work?


I’m glad you asked. This campaign will be able to:
-Build a relationship with the audience using a relatable
mascot for the brand.

-Generate revenue for the International Calendar Tribunal by
selling branded merchandise.

-Engage the audience both on and offline.

-Offers the opportunity for the audience to personally interact
with Tuesday.

-Connects Tuesday across different channels

And it’s measurable!

-PR received from #WhoIsTuesday guerrilla tactics

-#WhoIsTuesday picture posting and participation

-App downloads

-Video Views

-New and returning visitors on website

-Contest participation

-Hashtag count

Mission Complete
something cute about mission
Operation Tuesday


Questions?
Shoot them to @HeyTuesday on
Twitter.



Presented by
Sallie Stacker


Who Is Tuesday

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