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This post is part of an ongoing series Countdown to Super Bowl: A Crash Course In Marketing Integration. This post marks “T minus 20 days and counting.”
The Premise:
Your boss proudly announces that a fantastic deal on a Super Bowl spot just opened up. Bottom line? You have just weeks to execute a massive integrated campaign. Read our ongoing series to ensure that, when this sort of mad, high-stakes scramble happens to you, you’ll be on your game.
Media & Press Integration
You’ve determined what the on-air message is… now is the time to develop the creative connective tissue for the campaign that will make your brand resonate as you roll this sucker out. Meet with the PR team TODAY to coordinate traditional and new media breaks and social media strategy, as these will be dynamic elements of your campaign. Ensure that the team is staying on message and their efforts are tying into the campaign as a whole. Remember to provide them with strong assets and a spokesperson when needed. Lay out your timing for targeting the influencers in traditional media and the blogosphere, social media influencers, Twitter pundits. Since the campaign timing is tight, Twitter, bloggers and other fast-breaking outlets may be a valuable resource. Lastly, remember to discuss reporting methods and delivery ahead of time to ensure that you will have the figures and reports that compliment the results you will be sharing with the executive team.
…to be continued – next, Screen Proliferation.
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