2. This campaign was created by Auctus Communications in Dr. Kenon Brown and Mr. Randall Huffaker’s APR
424/433 Public Relations and Advertising Campaigns Course. Our contacts for @TheBuzzer are Justin Ching
justin.ching@fox.com and Kaitlyn Beale Kaitlyn.Beale@foxsports.net
Team roster
2
Media Director:
MacKenzie Brumley
Public Relations Director:
Erin Brown
Account Executive:
Kaitlin Goins
Creative Director:
Natalie Heishman Brandon Slay
Jeanette Chang Erica Daul Morgan Chandler Mollie Murtaugh Michelle Sue Agee
3. Dear Justin Ching and Kaitlyn Beale:
For the past three months, we have researched @TheBuzzer, its strengths, weaknesses and its potential target audience. We’ve
strategized and fully planned out executable tactics that will allow @TheBuzzer to be successful in sports, pop culture and the
news market.
We have two goals for this campaign. First, we want to establish a brand identity for @TheBuzzer. Then, we want to build
awareness of the @TheBuzzer brand among male and female millennial social sports fans.
We found that millennials feel it is important to stay up-to-date on current events, and many rely on social media to stay informed.
Millennials are college students and young professionals who are on-the-go a majority of the time. They want information that they
can access at their own convenience, which may be first thing in the morning, in-between classes or at night before bed. Therefore,
@TheBuzzer will fit seamlessly into millennials’ day-to-day routines.
We have positioned @TheBuzzer as millennials’ daily ritual that keeps them connected to sports entertainment. @TheBuzzer will
connect all sports fans to their favorite sports on a daily basis.
@TheBuzzer will be sports for everyone. @TheBuzzer: Your Routine. Your Ritual. Your Sport.
If you approve of our proposal, you will be able to implement a campaign that will not only increase millennial followers of
@TheBuzzer, but will successfully create a brand identity ritualized by all sports fans.
Kindest Regards,
Auctus Communications
3
4. 03
04
Situation analysis
Summary of Situation Analysis
Research and Insights
6-10
Communication Plan
Objectives
Big Idea
Target Audience
Creative Strategies
Content Creation
Promotion
Digital
11-47
4
:
:
7. 7
@TheBuzzer is an
uncelebrated brand
that:
•- Fails to organize it’s content
in a user-friendly way so that users
can easily access material
•- Produces inconsistent content
•- Has no identity
Integrated marketing and communication can improve
@TheBuzzer’s web presence and social media efforts to
capture target audiences and keep them coming back to
@TheBuzzer for more.
False Start!
Summary of Situation Analysis
@TheBuzzer is a brand of FOX Sports, a multi-platform U.S.
based sports program representing 21st Century Fox. It is a “daily
web series focusing on breaking sports news” that was launched
in March 2014. @TheBuzzer produces a variety of sports
entertainment and information through short, minute-long videos
and articles, which cater to busy, on-the-go viewers who don’t
have much time to waste.
According to their presentation, @TheBuzzer receives 4.5 million
views per week, and posts about 40 videos per week. As of
January 2015, @TheBuzzer had 23,600 followers on Twitter,
96,335 likes on Facebook and 195,040 subscribers on YouTube.
@TheBuzzer currently does not have its own Tumblr page, but
FOX Sports Tumblr posts @TheBuzzer content occasionally.
Although @TheBuzzer is on multiple platforms, it is difficult to
find on social media and has poor search engine optimization. In
addition, with competitors such as 120 Sports, SB Nation Report,
The Bleacher Report, Yardbarker and The Pulse, @TheBuzzer
needs to fit seamlessly into millennials’ daily routine.
:04
8. 8
@TheBuzzer’s current target audience is male millennials ages
18-24. Millennials are the most connected generation ever,
with digital media consumption exceeding traditional media
consumption. The average millennial checks his or her smart
phone 43 times per day and spends 14.5 hours per week viewing
digital content. Millennials are busy and constantly
on-the-go, so it is important to make information readily available
on mobile devices. In addition, millennials have a desire to always
be connected and have a fear of missing out—FOMO. They want
to be able to hold relevant conversations, but don’t want to spend
time watching or looking up sports information.
We conducted two surveys on millennials aged 18-34. The first
survey showed us male and female perceptions of @TheBuzzer
as well as social media habits and preferences concerning sports
information and news. Based upon our survey results, less than
25 percent of millennials are aware of the @TheBuzzer brand.
We also found that, content-wise, 68 percent of women and 70
percent of men agree that they enjoy funny sports videos and 62
percent of females and 78 percent of males like to watch highlights
from games. We asked participants to rank the platforms in which
they consume sports information the most. Our findings showed
that 36 percent of males put Twitter as their number one platform
for sports information, 24 percent said Facebook and 18 percent
said a mobile sports app.
After we reviewed results from the observational groups, the
focus groups, the first survey and the secondary research, we
found a lack of information on how millennials share content.
We also found a lot of information on millennials and their music
preferences, but wanted to know what platforms they use to
listen to music. We focused our second survey on millennial
males, but included females in the sample as well. Out of the 214
participants, 191 participants were male and 23 were female.
Eighty-four percent of participants were in college. Next, our
second survey found that more than 65 percent listen to music
1-4 hours per week, and more than 11 percent listen to music 5-9
hours per week. Spotify was by far the more popular app, followed
by Pandora. We also found the sharing preferences of millennial
males, with the majority being through text message (53.3
percent), followed by Facebook (48.6 percent), GroupMe (43.3
percent), Twitter (30.5 percent) and email (16.7 percent). Even
though millennials prefer to share privately, they still share publicly.
Research Insights
:04
9. 43FOMO
average millennial checks
his/her smart phone
TIMES
per day
millennials have serious
36%
24%
18%
53% 48%
43% 30%
mobile
sports
app
How 18-24
year old Males
visit Sports
Information
Platforms
How Males 18-24
years old share
:04
10. As of right now, @TheBuzzer is an uncelebrated brand that has no
true brand identity. It fails to organize its content in a user-friendly
way and produces inconsistent material. As a result, we decided
to reach millennial social sports fans at their convenience on all of
their favorite platforms.
@TheBuzzer’s target market allows for a large fan base that is open
to recent sports news and information. Since @TheBuzzer content
is not restricted to hard-hitting news, the brand can use on-air
and written personalities to provide fresh, entertaining content. @
TheBuzzer can even add location services that will relieve any strain
when searching for specific content. @TheBuzzer should focus on
being a site for quick, short sports videos. The Big Buzz feature
could be redirected as a daily sports entertainment newsletter,
such as The Skimm. Sports apps are also widely popular among
millennials, so the opportunity to create an @TheBuzzer app will
widen audience access to @TheBuzzer content. In addition,
@TheBuzzer will draw in the casual male sports fan through its
FOX-Y LADY gallery.
We want to make @TheBuzzer part of millennials’ daily ritual that
keeps them connected to sports entertainment. @TheBuzzer
will be a portal that social sports fans check daily. It will publish
sports news that will bring even the most casual of fans a variety of
content quickly through humorous, witty @TheBuzzer personalities.
We want @TheBuzzer to connect all sports fans. We want them
checking @TheBuzzer before and after a game as a ritual for its
users. @TheBuzzer will not only be the user’s daily ritual for sports
news, but it will also connect them to sports rituals for their favorite
players, teams, coaches, colleges and fellow-fans. @TheBuzzer
will be sports news for everyone.
Conclusion
10
:04
12. objectives
12
Objective 1:
To increase awareness of @TheBuzzer on
Facebook to 300,000 followers by Nov. 30, 2015.
Objective 2:
To increase awareness of @TheBuzzer on Twitter
to 75,000 followers by Nov. 30, 2015.
Objective 3:
To increase @TheBuzzer video and article shares
on Facebook to 300 shares by Feb. 28, 2016.
Objective 4:
To convince 30,000 people to subscribe to the
@TheBuzzer’s Big Buzz Weekly Newsletter by
June 30, 2016.
:03
13. 13
TheBig
Idea
:03
your routine. your ritual. your sport.
@TheBuzzer is your daily ritual that keeps you connected to
sports entertainment. Our big idea is @TheBuzzer will be the
portal that social sports fans check daily.
@TheBuzzer is here to serve all sports fans. Its sports news
keeps even the most casual of fans up to speed on a variety
of content, day after day. @TheBuzzer personalities deliver
humorous content, often surprising viewers with their quick wit.
Consumers want a moment to escape their day, and @TheBuzzer
is a haven for them, whether the user has three minutes or
30 minutes. A short moment with @TheBuzzer leads to this
conversation with a coworker: “Did you know that...” “Have you
seen this yet?”
@TheBuzzer connects all sports fans. It is a ritual for users to
browse @TheBuzzer before attending a game. During halftime,
users research players on @TheBuzzer and catch an update from
a game across the country. After the game, @TheBuzzer is the
first to console the losing fans and provide updates for the winning
fans. @TheBuzzer will join them to sports news and sports
entertainment that will allow them to connect with other fans.
@TheBuzzer will not only connect fans to sports news, but also
the rituals of their favorite players, teams, coaches, college and
fellow fans.
14. 14
:03
I hit my 100th Barre class this week! Time to celebrate!
I am 24 years old and a recent graduate from the University of Texas. As a true Texan, I have
learned to love the Longhorns and know everything there is to know about football. I recently
moved to Washington D.C. and have claimed myself as a fan of the Washington Capitols. When
Fall arrives, you can be sure to find me back in Austin rooting on my team! Donʼt be suprised if
your wall gets bombarded with highlight videos after my team wins a National Championship.
I am attached to my Iphone, so call me beep me if you want to reach me. I would like to think
Iʼm fun and strive to keep my followers entertained. Follow me on Snapchat and Twitter
@AmandaGrant to get the latest updates on my life and whatʼs going on around me.
I am taking applications for a new gym buddy to workout during the week, as mine is moving :(
Peace. Love. Cats & Coffee
Hi Iʼm Brandon! Iʼm a 21 year old student at the Univeristy of Notre Dame. I enjoy hunting,
playing video games, and hanging out with my freinds on the weekends. I like watching my
favorite basketball player, Leborn James, when heʼs on TV. I play FIFA, and Machester United
is the team I follow the most.
I keep up-to-date on sports by watching videos online. Donʼt know what I would do if I lived
before apps were invented. When I have the time, I read the Wall Street Journal online. I like
to share interesting articles with my freinds through our Facebook group and my fraternity
Groupme. I like to be the first of my freinds to share articles, and I am better at the internet
than anyone I know.
I like playing pickup basketball with my freinds and I love my dog Dixie.
�TBT to gameday with the parents! Canʼt wait to get
back to Austin to watch my team kill it.
November 2, 2015
Whose trying to play some bball tonight?! Hit me up.
Going out with the girls tonight! #GNO
Hi Iʼm Brandon! Iʼm a 21- year-old student at the University of Notre Dame. I enjoy hunting,
playing video games and hanging out with my friends on the weekends. I like watching my
favorite basketball player, Lebron James, when heʼs on TV. I play FIFA and Manchester United is
the team I follow the most.
I keep up-to-date on sports by watching videos online. Donʼt know what I would do if I lived
before apps were invented. When I have the time, I read the Wall Street Journal online. I like to
share interesting articles with my friends through our Facebook group and my fraternity
GroupMe. I like to be the first of my friends to share articles, and I am better at the internet
than anyone I know.
I like playing pickup basketball with my friends and I love my dog Dixie.
I am 24 years old and a recent graduate from the University of Texas. As a true Texan, I have
learned to love the Longhorns and know everything there is to know about football. I recently
moved to Washington D.C. and have claimed myself as a fan of the Washington Capitols. When Fall
arrives, you can be sure to find me back in Austin rooting on my team! Donʼt be suprised if your
wall gets bombarded with highlight videos after my team wins a National Championship.
I am attached to my iPhone, so call me, beep me, if you want to reach me. I would like to think Iʼm
fun and strive to keep my followers entertained. Follow me on Snapchat and Twitter
@AmandaGrant to get the latest updates on my life and whatʼs going on around me.
I am taking applications for a new gym budy to workout during the week with, as mine is moving :(
Peace. Love. Cats & Coffee.
Primary Audience
Profile
Secondary Audience
Profile
15. Strategies
15
:03
Content Creation - Digital - Promotion
Social Media Strategy:
@TheBuzzer’s social media handles will be more cohesive, with the same handle across all media platforms. We will strengthen the brand’s presence on
Instagram, Vine, a daily email and an app as well as their current list of media platforms.
Advertising strategy:
Through paid advertisements we plan to promote @TheBuzzer through Spotify, Pandora, Facebook, Twitter, Google SEO, Youtube and 2K Sports video game
advertisements.
Public Relations Strategy:
@TheBuzzer will have a traveling bus tour with pop-up marketing events in metropolitan areas at large scale sporting events to gain coverage of the brand.
Along the bus tour route, we will sponsor local bars with branded napkins and coasters to increase awareness of @TheBuzzer. Planning an event with an
interactive kiosk allows visitors to virtually interact with professional players that will target local markets and will increase awareness of @TheBuzzer. Finally,
we plan to partner with Southwest Airlines to provide free Wi-Fi access to Fox Sports, specifically @TheBuzzer website on their planes — similar to their current
sponsors for free streaming of television shows, but @TheBuzzer will be the first to provide free website access.
Digital
@TheBuzzer will create a new website — separate from FOX Sports — that is organized by category and updated on a weekly or bimonthly basis. The website will
be more visually appealing, which will keep visitors on the site longer.
@TheBuzzer will also have an @TheBuzzer App that provides a mobile friendly layout with exclusive in-app content and location-based services in larger
metropolitan areas that will connect visitors to the area’s sports culture.
17. content creation
17
Field Notes
#FieldNotes will let the audience know about the latest
unexpected events within sports entertainment.
Tour De Force
Find out why Will Ferrell - who is not a MLB
player - took the field for 10 teams in just one day. Read the
full story on @TheBuzzer’s website. #FieldNotes
@TheBuzzer
@TheBuzzer
:03
18. 18
content creation benched
:03
#Benched is a video series that highlights athletes’
vulnerability as they play a sport different than their
profession.
19. 19
content creation Escape
‘
‘
:03
#Escape will console the unfortunate fans of the loosing
team with music, highlight reels and other distracting
content.
20. 20
content creation Crazed and confused
:03
#CrazedandConfused will showcase fans’ vulnerable
sides and their game day rituals.
21. 21
content creation On the reel
:03
#OnTheReel will show fans their favorite athletes’
confessing their game day superstitions.
22. 22
content creation nom
:03
#Nom will showcase popular places to eat across the
country in major sports locations.
23. 23
content creation we do it better
:03
#WeDoItBetter will be a bimonthly article that highlights
the stadium and each city’s particular amenities that
make it unique.
24. 24
content creation trash talk
:03
#TrashTalk will let @TheBuzzer fans and athletes poke
fun at their rival teams.
25. 25
content creation true fan
:03
#TrueFan will let @TheBuzzer’s audience keep up with
bimonthly feature articles that showcase a long time fan
who is dedicated to their team.
29. 29
digital
:03
app exclusive
The @TheBuzzer app will include exclusive in-app
content. All-Star’s Journey will include a career timeline
of major events during an athlete’s career. The app will
also include location services features. When a user
arrives in certain metropolitan areas, the app will use
push notifications to provide a map of the area with
major sports locations such as stadiums and sports
museums.
30. 30
digital
:03
big buzz weekly newsletter
@TheBuzzer will create a weekly newsletter called The
Big Buzz. It will be sent out every Monday morning at
9 a.m. EST to subscribers. The newsletter will include
a video and the top stories of the past week and will
include links to @TheBuzzer social media channels.
The newsletter will be personalized for individuals.
The stories at the bottom of the newsletter will be
personalized based off a decision tree. The subscriber
will select personal interests, and @TheBuzzer will
provide content reflecting their choices.
31. 31
Advertising
:03
2k sponsorship
2K Sports will be the featured game for @TheBuzzer
in game advertisements. A partnership with 2K Sports
video games will allow @TheBuzzer to reach a large
audience, while giving 2K Sports the legitimacy that
brings its games to the next level.
32. 32
Advertising
:03
BAR SPONSORSHIPS
@TheBuzzer will send brand ambassadors to major
cities hosting rivalry teams in hockey and baseball.
These major cities will include Los Angeles, Chicago,
Detroit, Denver, Pittsburgh, Philadelphia, Washington
D.C., Boston and New York City. The ambassador can
start by flying from the West Coast in Los Angeles and
finish in New York City. Every bar has its own twist, drink
specials or even has great views to these stadiums. At
these bars @TheBuzzer will provide koozies and bar
napkins.
33. 33
Advertising
:03
FEATURED SOCIAL MEDIA POSTS
@TheBuzzer will create featured posts to reach our
audience on Facebook and Twitter who do not follow or
like @TheBuzzer. The purpose of these featured posts
will be to inform and call to action the audience to follow
and like @TheBuzzer’s social media.
34. 34
Advertising
:03
google ads
@TheBuzzer will use paid SEO words on Google to
drive the audience to @theBuzzer’s website. When
the audience searches for keywords on Google such
as sports, sports news, sports gossip, sports cultures,
athlete gossip or fan rituals they will be directed to a
search engine including the @TheBuzzer website.
35. 35
Advertising
:03
southwest sponsorship
@TheBuzzer will partner with Southwest to provide
free Wi-Fi access to the @TheBuzzer website for
passengers on their Wi-Fi enabled flights. Southwest
currently provides free streaming of 19 live channels
and 75 television episodes from popular series. Users
can connect to the Wi-Fi for $8 per day per device. This
partnership will allow passengers to connect only to the
@TheBuzzer site for free. Users will see the
@TheBuzzer logo on the Wi-Fi login page, as well as on
the Southwest flight information website. Users will be
informed on their flight confirmation emails if their flight is
Wi-Fi enabled and that @TheBuzzer will be available.
36. 36
Advertising
:03
Spotify/Pandora
Pandora/Spotify Ads (:15)
Female Voice (Erin Andrews)
“DO YOU KNOW WHO THE CINDERELLA OF MARCH
MADNESS IS THIS YEAR? WE GET IT. YOU DO NOT
HAVE TIME TO WATCH EVERY GAME. @THEBUZZER
HAS YOU COVERED FOR ALL YOUR SPORTS
ENTERTAINMENT NEWS. CLICK THE BANNER AD
TO DOWNLOAD OUR APP. @THEBUZZER. YOUR
ROUTINE. YOUR RITUAL. YOUR SPORT.”
Pandora/Spotify Ads (:15)
“STATS. SCORES. NUMBERS. WE ARE SO SICK OF
THE HARD NEWS. @THEBUZZER IS YOUR PORTAL
FOR ALL YOUR SPORTS ENTERTAINMENT NEWS.
WE WILL LET YOU KNOW WHAT YOU NEED TO
KNOW TO KEEP YOUR SPORTS CONVERSATIONS
GOING AFTER THE CLOCK RUNS OUT. CLICK THE
BANNER AD TO DOWNLOAD OUR APP.
@THEBUZZER. YOUR ROUTINE. YOUR RITUAL.
YOUR SPORT.”
37. 37
Advertising
:03
Youtube
- Guy wakes up and grabs
his favorite pair of orange
underwear
- Listeners will hear alarm
clock and after he puts on
his underwear he will say
“check”
- Viewers should see that
this guy always does the
same thing on a game day
morning and checks it off
Frame/Event Description
Timing (in secs) 0:03
Frame/Event
Description Timing
(in secs) 0:03
- Guy picks out and puts
on his favorite jersey – a
Cavaliers Lebron James
jersey . He puts it on and
says “check”
His favorite pump up song,
“Scheming up”, will be
playing
- The guy goes to the
kitchen to eat his Lucky
Charms because they are
obviously lucky
- Listeners will hear him
crunching on his cereal and
say “check”
Frame/Event Description
Timing (in secs) 0:03
- The guy goes to his
bathroom and looks in his
mirror to put his war paint
under his eyes
- The guy is still listening
to “Scheming Up” and
says “Check” after he has
his paint on
- The guy goes to sit down
on his lucky couch with a
bottle of his lucky beer and
says “check”
- Listeners will hear the TV
in the background
Frame/Event Description
Timing (in secs) 0:03
- This is the last scene
where the @TheBuzzer
logo swishes in
- Listeners will hear
swishing sounds and then
“@TheBuzzer on Fox”
Frame/Event Description
Timing (in secs) 0:03
Frame/Event Description
Timing (in secs) 0:03
38. 38
Public relations
:03
Bus tour
Launch a traveling bus tour with promotional events
around college and professional sporting events in
larger, metropolitan areas.
The traveling bus is a large part of our campaign and will
begin promotion a month ahead of time. A schedule of
the cities will be released on @TheBuzzer’s Facebook,
Instagram and Twitter. During the tour, Vine will be used
to give @TheBuzzer fans a sneak peak of what the bus
will offer.
The bus will be parked near or around the stadium and
will arrive one day prior to game. If the bus arrives early,
it will parked at a FOX-affiliated the news station.
Shaq Goodwin from the Memphis Tigers has his own special game
day ritual. Find out more about his #ritual and tell us yours.
#WhatsYourRitual #LiveAtTheScene
http://www.foxsports.com/buzzer
@TheBuzzer
#WhatsYourRitual Shaq Goodwin’s includes eating
a good breakfast consisting of a bowl of cereal on
game days. #LiveAtTheScene
http://www.foxsports.com/buzzer
39. 39
Public relations
:03
Bus tour
@TheBuzzer Ambassadors: Will have ambassadors
from colleges near the bus tour locations to register
volunteers to promote @TheBuzzer. They will also go to
local bars and hand out coasters with the @TheBuzzer
logo on it. In return, they will receive free swag and
lunch.
We will promote the bus tour on social media. Brand
ambassadors will promote around their campus and city
with swag. The bus will also include speakers, which
will draw attention to the fan trivia, and allow visitors the
chance to go on the bus.
40. 40
Bus Tour Schedule:
Aug. 28: Chick Fil-a Kickoff Classic in Atlanta (Sept. 5)
• Park at Big Sky
Oct.16: Jets vs. Patriots in Boston (NFC is Fox)
• CBS Scene Restaurant & Bar
Dec. 5: Lakers vs. Celtics-LA
• Big Wangs (LA Live Complex)
Jan. 3: UFC 183rd-Jones vs. Cormier in Las Vegas
• Nine Fine Irishmen-on the Strip
Feb. 21: Daytona 500- Florida
• In parking lot
Mar. 8-12: MLB Preseason-Florida
• Outside of Stadium (Won’t attend games at ESPN Wide World
of Sports)
40
Public relations
:03
Bus tour
Interactive Games:
Outside: The outside of the bus will include interactive
games. Through our partnership with Xbox Kinnect, we
will have sports video games where visitors can virtually
play sports on the Xbox Kinnect with their friends. We
will also have throw-offs and shoot-offs. The games will
be based off the current season.
Inside: Visitors who are invited inside the bus because
of their fandom or rituals will take a photo or video at a
booth. They will also be interviewed about their game
day rituals. This content will be used for the website and
social media. The inside of the bus is a VIP experience
where visitors are served food and drinks.
Evaluation: The bus tour will be considered a success if it
receives on average a 200 person hourly through rate.
41. 41
Public relations
:03
Mall event
This experience promotes the @TheBuzzer brand,
culture and makes sports entertainment tangible for
consumers. This will help connect consumers with
everyday experiences with the @TheBuzzer culture of
fast, sometimes unexpected fun. The overall experience
will be shared via Twitter, a commercial and YouTube.
An interactive green screen display will be placed in
popular high traffic areas where passerby’s can take a
photo or video with their favorite athlete and be apart
of their favorite game. The player will provide their
Twitter handle and email address before taking a photo
or image. @TheBuzzer will use the photo or video for
promotion, and in return, the player will receive online
privileges to share the photo.
We will have props such as a basketball, and the player
will imitate taking a shot. A screen will show them where
the player of their choice is defending them. A photo or
video will be taken, and the user will share it on Twitter in
order for them to get access privileges.
Specific dates/weekends and
locations include:
Atlanta, Georgia
Weekend of Aug. 28 2016
Chick-Fil-A Kickoff Classic
Shopping Center: Lenox Square Mall
Address: 3393 Peachtree Rd
Atlanta, GA 30326
Phone: (404) 233-6767
Dallas, Texas
Weekend of Oct. 12 2016
Cowboys vs. Seahawks
Shopping Center: The Galleria
Address: 13350 Dallas Pkwy
Dallas, TX 75240
Phone: (972)702-7100
Boston, Massachusetts
Weekend of Oct. 16 2016
Jets vs. Patriots
Shopping Center: The Shops at
Prudential Center
Address: 800 Boylston St
Boston, MA 02199
Phone: (617)236-2300
Los Angeles, California
Weekend of Dec. 5 2016
Lakers vs. Celtics
Shopping Center: The Grove
Address: 189 The Grove Dr.
Los Angeles, CA 90036 US
Phone: (323) 900- 8080
Las Vegas, Nevada
Weekend of Jan. 3 2016
UFC 183rd-Jones vs. Cormier
Shopping Center: The Forum Shops
at Caesars
Address: 3500 Las Vegas Blvd. S.
Las Vegas, NV 89109
Phone: (702) 893-3807
Daytona Beach, Florida
Weekend of Feb. 21 2016
Shopping Center: Volusia Mall
Address: 700 W International
Speedway Blvd
Daytona Beach, FL 32114
Phone: (386) 253-6783
Raleigh, North Carolina
Weekend of Mar. 7 2016
North Carolina University vs. Duke
Shopping Center: Crabtree Valley
Mall
Address: Crabtree Valley 4325
Glenwood Ave, Raleigh, NC 27612
Phone: (919) 787-8993
San Francisco, California
Weekend of April 11 2016
Sharks vs. LA Kings
Address: Union Square 170 O’Farrell
San Francisco, CA 94102 San Jose
Evaluation: The mall events will be considered a success if they receive on average a 100
person hourly through rate and a total of 500 shares on social media.
42. 42
Public relations
:03
Team @thebuzzer
In order to grow awareness and gain a semi-permanent
audience from millennials, @TheBuzzer will hold a
contest in which five winning intramural sports teams at
universities and in metropolitan areas will be sponsored
by @TheBuzzer. There will be two contests a year, one
in the fall and one in the spring, with five winners each
season. The winning teams will receive the title of “Team
@TheBuzzer,” and free jerseys paid for by @TheBuzzer.
Each team that wishes to participate will be asked to
make a three minute video covering the rituals of their
team — what they do before, during or after a game and
how their team celebrates their wins and losses. Teams
will either tweet their videos and tag the @TheBuzzer
Twitter handle or post their video on Facebook and tag
the @TheBuzzer Facebook page. Each team must
mention “Team @TheBuzzer” in their post. @TheBuzzer
representatives will pick five teams, per season, that best
present their team and its rituals.
49. 49
details
:02
timeline
End of Aug. 2015:
• Launch a traveling bus tour with promotional events around
collegesandprofessionalsportingeventsinlarger,metropolitan
areas.
• Sponsor local bars on game day weekends.
• Launch a mall promotional event that tours with the
@TheBuzzer Bus with an interactive kiosk that allows visitors
to virtually interact with professional players.
Sept. 1, 2015:
• Launch a new website separate from FOX Sports that is
organized by category, more visually appealing that keeps
visitors on the site longer and mobile-enabled.
• Publish consistent website content that will be updated on a
weekly or bimonthly basis.
• Launch a universal @TheBuzzer brand social media handle.
• Release YouTube advertisements.
• Publish featured posts on Facebook and Twitter.
Oct. 1, 2015:
• Release Google advertisements.
• Release advertisements on Spotify and Pandora.
Nov. 1, 2015:
• Launch sponsorship with Southwest Airlines to provide free
access to the @TheBuzzer website on their planes with Wi-Fi
access.
Dec. 1, 2015:
• Soft launch of an @TheBuzzer app that provides a mobile
friendly layout with exclusive in-app content and location-
based services in larger metropolitan areas.
Jan. 1, 2016:
• Launch the Big Buzz Weekly Newsletter that curates the
week’s biggest trending topics and allows you to personalize
your experience.
Feb. 1, 2016:
• Launch a team @TheBuzzer intramural sports competition
where intramural teams across the country can enter for a
chance to be sponsored by @TheBuzzer.
March 1, 2016:
• Hard launch of an @TheBuzzer app that provides a mobile
friendly layout with exclusive in-app content and location-
based services in larger metropolitan areas.
50. 50
details
:02
budget
DESCRIPTION COSTS
Bus Tour
Bus rental $250,000
Exterior $20,000
Interior $10,000
Gas $14,000
Parking $25,000
Driver $15,000
Geofencing
App Cost $40,000
Sensors $150
Intramurals
Jerseys $1,500
Equipment $2,500
Advertisements
Facebook $50,000
Twitter $50,000
Spotify $25,000
Pandora $25,000
Special Events
Wi-Fi*
Bar Sponsorships $20,000
Mall Event $10,000
Total $558,150
DESCRIPTION COSTS
Main Sponsor $100,000
Minority Sponsors $100,000
Total Spent $358,150
*to be determined
53. benched
The Star in Frisco
Dallas Cowboys wide receiver, Dez Bryant,
was running some drills when he was challenged to a game
of table tennis with members of the Dallas Table Tennis
Club. It was a pretty interesting game. #Benched
@TheBuzzer
@TheBuzzer
53
appendix
:01
@TheBuzzer features Dez Bryant, Dallas Cowboy WR.
Viewers see Bryant in pads, practicing agility drills with a
teammate, his fingers wrapped. The athlete is challenged to
play table tennis against a member of the Dallas Table
Tennis Club.
Dez Bryant
54. Escape
‘
@TheBuzzer
Alright #Bama fans we know you are devastated after that loss to
Auburn, but check this out. 9 reasons Alabama fans have no
reason to worry after the heartbreaking loss. #Escapé
http://www.foxsports.com/buzzer.
Tuscaloosa, AL
Alabama fans we know you’re hurting after
that loss... don’t worry though. Check out this article on the
@TheBuzzer website. 9 Reasons Why Alabama Fans Have
No Reason To Worry After That Heartbreaking Loss To
Auburn. #Escapé
@TheBuzzer
@TheBuzzer
ESCAPE
University of Alabama
Alabamaʼs proudest moments that reminded the rest
of the country whose boss:
1. When Tim Tebow cried after losing to Alabama in
2009.
2. Rumors spread that Nick Saban was abandoning
the Crimson Tide to coach Texas, but proved his
loyalty to us.
3. Sabanʼs $7 million raise as a result.
4. Alabamaʼs comeback to win their 15th National
Championship after the loss to LSU, proving to the
rest of the college football community to never get
their hopes up too high.
5. Teasing Auburn fans to let them have their moment,
and them hit ʻem with a 4th down conversion turning
the Iron Bowl around. (We like to play with our food)
54
appendix
:01
55. On the reel
55
appendix
:01
When the world thinks of NBA basket-
ball, one name unanimously comes to
mind, Michael Jordan. He is
infamously one of the most famous
players, and hardest workers in the
history. With this kind of success fans
around the world always want to know
how he did it.
MJ was known to have many super-
stitions and rituals. One of the lesser
known ones was he liked to wear his
college gym shorts, from The North
Carolina Tar Heels, under his Chicago
Bulls shorts. He even asked the
equipment manager for longer Bulls
shorts. Ironically this led to the
change of players wearing longer
shorts, making trends and history.
Another one of his signature moves was sticking his tongue out
every time he went for a monster jam. It hyped him up as he
made the move.
What you eat before the game is also looked at as very import-
ant for most people. Pre-game meals can be planned days in
advance in get enough carbs and energy for an entire game.
However, MJ always ate steak and potatoes before every game,
which a lot of people thought was an unhealthy choice. Clearly, it
did not effect his game too much.
MICHAEL JORDAN
56. nom
NOM- Where should you go eat while in Tuscaloosa for this
Saturday’s football game? We reccommend Rama Jama’s. If you
need a quick place to grab a bite before kickoff this place is known in
Tuscaloosa as one of the best diners in town.
http://www.foxsports.com/buzzer
@TheBuzzer
Tuscaloosa, AL
If you are going to a football game in
Tuscaloosa anytime soon you have to go eat at Rama
Jama’s. It’s right next to the stadium and has the best
milkshakes in our opinion. #NOM
@TheBuzzer
@TheBuzzer
56
Appendix
:01
If you go to an University of Alabama football game
then you need to get Big Bad Wolves nachos for
lunch! #NOM http://www.foxsports.com/buzzer
57. we do it better
Appendix
:01 57
The skyline of New Orleans is a popular image among locals and
visitors alike, and no image of New Orleans would be complete
without “The Dome.” The Saints claim to have the best stadium in
the NFL. http://www.foxsports.com/buzzer
@TheBuzzer MERCEDES-BENZ SUPERDOME
The skyline of New Orleans is a popular image among locals and visitors
alike, and no image of New Orleans would be complete without “The
Dome.” The Dome accents the skyline of tall, squared buildings with its
huge, curved top. While it is most prominently known for hosting the
New Orleans Saints, the Superdome has also hosted countless Final
Fourʼs, Mardi Gras parades, Super Bowls, and even a speech by the
Pope. Located in downtown New Orleans, 15 minutes away from the
debauchery of Bourbon Street and the French Quarter, the Dome is a
larger than life figure that serves as the central point of the downtown
business district.
The inside of the stadium, once known to
Americanʼs as a place of refuge during
Hurricane Katrina and an iconic image of the
damage and tragedy caused by that storm,
now is a state of the art facility capable of
hosting college and professional games for
multiple sports. One of the most versatile
areas in the country, a huge Mercedes-Benz
logo rests at the top of the dome, located at
the very center of the field and directing light
from beams placed around it to all corners of
the interior.
Color coordinated black and gold seats line the lower bowl, press and
luxury boxes make up the middle level and seats rise all the way up to
the championship banners lauding the cityʼs past sporting achievements.
Much more than just an arena, the Superdome is considered a home to
many New Orleanians, and because of the past events, it is ingrained in
the local culture perhaps more than any other stadium in the country.
58. Appendix
:01 58
trash talk
The Ice
This hockey player is straight up talking trash
to his goalie. Check out this video on our @TheBuzzer web
page! #TrashTalk
@TheBuzzer
@TheBuzzer
@TheBuzzer
Probably the most entertaining thing we have seen. Richard
Sherman reads memes of himself. Check it out here
exclusivley at http://www.foxsports.com/buzzer.
Hockey Chirps
Colombus Blue Jackets
@TheBuzzer will host a segment featuring athletes
reading mean tweets about themselves from fans. Or
sharing their best “Trash Talk” moments during a game.
59. Appendix
:01 59
true fan
Nick Jones spent 15 years working for the
Washington Redskins for concessions and says he
wouldn’t trade this job for any other. Read more
about his story here. #TrueFan
http://www.foxsports.com/buzzer
@TheBuzzer
Nick Jones worked for the Washington Redskins in concessions for
15 years of his life. He says he would not trade this job for any
c-suite job anyday. Read more about his story here. #TrueFan
http://www.foxsports.com/buzzer.
Nick Jones, a former employee of
FedEx Field, spent 15 years working
concessions for the Washington
Redskins games. Jones remembers
the long hours, hot days and endless
shifts, but said he wouldnʼt trade his
concession stand for a c-suite office
any day.
“Itʼs a different kind of work. A kind of
work thatʼs really fun,” Jones said. “I
would get to work on game days and
immediately stock the field house concessions. The players would
show up four and five hours early to start warming up. They need
their drinks and pregame snacks at 3 p.m., not 7.”
Jones remembers one particular game in 2009 when the Redskins
played the Dallas Cowboys, one of their biggest rivals.
“They had a staff meeting the Monday before the game, which was
played Sunday at 1 p.m.,” Jones said. “It was a big one, and we
knew it. Iʼve never seen a stadium so packed. Tony Romo actually
came to the stadium on Saturday at 1 p.m. just to walk the turf.”
To this day, Jones attends every home game at FedEx Field with his
son. They wear marching RGIII jerseys. Jones wears the same
Redskins cap he wore everyday during his 15-year-career at FedEx
Field.
“Itʼs not crazy unless it doesnʼt work,” Jones laughed.
Nick Jones
