MASKD Communications Mike Hustava, Andrew Harvey, Simon Stuchlik, - PowerPoint PPT Presentation

MASK’D Communications Mike Hustava, Andrew Harvey, Simon Stuchlik, Kaleb Cypher, and Dustin Loussedes

Business Commuters ◦ Non-users ◦ Educated Male & Female ◦ Ages 22-45, Gen X and Y ◦ Earn $50,000 a year and up ◦ Achievers Secondary Markets ◦ High School Athletes ◦ Busy College Students

They’re internet savvy They’re missing their show … yet they’re unaware of Hulu!  Reach them when they are most frustrated ◦ Let them know Hulu can help! “Never Miss a Show, When You’re on the Go”

Unique Competitive Advantage ◦ Shows available the morning after ◦ Owned directly by the content providers No Direct Competition ◦ Netflix: Movies ◦ YouTube: User-Generated ◦ DVR: Restricted to one TV

What: Increase name recognition as well as add 3,000,000 user accounts consisting mainly of this target audience to the existing 72,000,000. How: A 12 month advertising campaign with focus on Broadcast, Print, Support Media and Interactive media that reaches our target audience through many contact points. Budget: $260,000,000 Revenues * 6.2% = $16,120,000

 Broa roadc dcas ast :  Interactive eractive  Budget = $6,450,000  Budget = $3,000,000  Pri rint: nt:  Sal ales s Pro romotion motion:  Budget = $3,002,472  Budget = $267,528  Suppo pport rt Media: ia:  Dire rect ct Response ponse:  Budget = $3,400,000  Budget = $0

 Utilizing Traditional Media: ◦ TV, Print (Magazine, Newspaper)  Allows for reaching target in conventional way through outlets they use every day  Utilizing Non-Traditional Media ◦ Out-of-Home: Bus Bench, Billboard, Transit, etc  Placed in frequently used areas to heighten curiosity  Related to themes in traditional media

TV Networks – Morning and Late-Night

Business Magazine Advertisements

Aims primarily at building awareness of Hulu Implements a free trial strategy of Hulu Plus Also caters to secondary markets with an extended promotion

 Places interactive ads on YouTube videos

6 5 Media areas per month 4 3 2 1 0 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Months

MASK’D Communications Mike Hustava, Andrew Harvey, Simon Stuchlik, Kaleb Cypher, and Dustin Loussedes