insert CONAN back into the top of the pop culture conversation of 2015

CONAN
insert CONAN back into the top of the pop culture conversation of 2015
Image by:
Dustin Nguyen
TABLE OF CONTENTS
ct ics
E x e c u t i ve S u mmary Ta
3
Ca mpa ign Pha ses
S it u a t i o nal An aly sis 5
Med ia Object ives
I n d u stry Tre n d s 6
Med ia Mix
Med ia Flowcha rt
C o m p e t it i v e An aly sis 7
Budget Brea kdown
S h o w An aly sis 10
lua t ion
N e t w o r k Asse ssme n t Eva
11
Future Recommenda t ions
Vie we r Pro file s 12
28
34
35
36
37
38
40
41
Ca mpa ign 2
15
16
Introduct ion
Ta
ct ics
17
18
Med ia Mix
20
Future Recommenda t ions
21
Ca mpa ign 3
22
Introduct ion
Ta
ct ics
23
24
Med ia Mix
25
Future Recommenda t ions
26
T hought Sta rters
Sources
27
42
43
44
47
48
P r i m a ry R e se arc h
R e s e a rc h O b je c t iv e s
R e s e a rc h M e t h o d s
R e s e a rc h F in d in g s
S o c ia l M e d ia M o n ito rin g
S WO T
Mar k et i ng & C o m m u n i c a t i o n Dire c t io n
B r a nd Esse n c e
M a r k e t in g O b je c t iv e s
C re at iv e Brie f
2
R e c o m m e n d e d Camp aig n
I n tro d u c t io n
49
50
51
54
55
56
57
EXECUTIVE SUMMARY
Conan joined Turner Broadcasting Systems, Inc., in 2010
where he now hosts his self-titled show, CONAN, which
airs on TBS. The network considers CONAN a huge
asset and it recently renewed the show through 2018.
Conan’s wit and self-deprecating humor set him apart
from the comedic routines of other late night television
hosts. He is known for his ability to thrive in unscripted
situations and his willingness to be “weird.” The show
consistently features well-recognized celebrity guests,
up-and-coming bands and Conan’s hilarious co-host and
sidekick, Andy Richter.
and social engagement, especially among the millennial
audience. The millennials, adults 18-49, are the sweet
spot—the key to successfully reinserting CONAN into
the pop culture conversation.
Despite Conan’s comedic talent and the show’s loyal
niche group of fans, CONAN struggles to reach the mass
market both on air and on social media. This lack of brand
awareness results in missed opportunities for people to
engage with the show. The late night landscape is dense
and competitive; however, now is the time for Conan to
overcome these obstacles.
Prior to our research, we knew that millennials use a
variety of social media and use it frequently. Through our
research, though, we discovered that this group prefers to
directly send content to other users on social media rather
than press the “share” or “retweet” button. Therefore,
our evaluation of a job well done cannot come from the
share numbers, but instead from the number of views on
each picture or video. Our qualitative research, gathered
through focus groups and in-depth interviews, showed
us that the majority of our target audience doesn’t know
very much about the other aspects of CONAN aside
from Conan O’Brien himself. Therefore, we wanted to
emphasize the uniqueness and strength of other parts of
the show, such as the band, sidekick and set.
Our team has been tasked with reinserting CONAN back
into the top of the pop culture conversation of 2015. Our
intent is not to change Conan, but rather to highlight
his strengths and talents in a manner that appeals to the
millennial generation. The goals of our campaign are to
increase CONAN’s linear viewership, digital consumption,
Our campaign will employ social and digital strategies
along with more traditional tactics to achieve our goal
and implement what we discovered in our research. The
campaign’s budget is $5 million and activation begins
July 2015 with Conan’s appearance at Comic-Con
in San Diego. From here, we have three separate
3
campaign ideas that we believe will launch CONAN in
to the top of the pop culture conversation by the end
of 2015. Our first campaign aims to establish Conan
O’Brien as the “King of Late-Nighting.” We will forge
a partnership with Papa John’s, host late night concerts
featuring the Basic Cable Band in New York City and
create skits involving high profile athletes playing games
and going to parties. Our goal is to make CONAN a show
millennials can relate to.
Our second campaign will insert Conan and Andy into
different parts of the world and the U.S. We wantviewers
to play a game of “Where in the world is Conan O’Brien?”
We will heavily utilize social media platforms such as
Instagram and Snapchat so people can keep up with
where Conan goes. At each location, Conan will hold
giveaways, interact with citizens, host on-street interviews
and attend relevant pop culture events.
Lastly, the goal of our third campaign is to engage with
viewers on a deeper level, rather than just having them
watch the show. We decided to deem Conan the NotSo-Average CO. Conan will simply interact with average
people doing average things in average places. This
will be promoted on all Team CoCo accounts as well as
through traditional media. Through this campaign and
the previous two, the use of various communications
platforms, including both digital media tactics and inperson events, TBS can successfully execute the main
objective of reinserting CONAN into the pop culture
conversation.
4
SITUATION ANALYSIS
5
INDUSTRY TRENDS
d e crease in re al-t ime v iewers hi p
With the rise of the digital age, many trends have
developed in the late night talk show spectrum. However,
one overarching theme throughout all of television is that
viewers are now watching their favorite shows at their
own convenience online through online streaming and
services like Netflix. Real-time viewership has decreased
dramatically and has brought about an era of consumeroriented television. A large portion of millennials watch
late night shows in a time-delay format—watching
shows online after they have already aired or on their
prerecorded devices. Often, viewers do not watch entire
episodes, but instead watch only clips. Many late night
shows have changed their format to accommodate these
market habits.
co ntent creat io n
With the likes of Daly, Leno, and Letterman finishing
their tenures as the giants of late night television, many
predicted, a decline in late night viewership. On the
contrary, viewers watched as hosts Jimmy Fallon, Seth
Meyers and Jimmy Kimmel carved their own niche into the
market, signaling a new era in late night. These niches are
characterized by a heavier focus on sketches and games,
6
more fan engagement and interactivity with celebrities
that goes beyond simple interviews. Segments tend to
be short (with ranges between three to four minutes) and
take a minimal part of the viewers’ concentration or time.
These parts of the show are uploaded onto social media
platforms immediately with titles pertaining to current
pop culture in order to entice viewers.
COMPETITIVE ANALYSIS
s how
where to
wa tc h
s how
ov erv i ew
d i rec t mes s a g i n g
An insight from our team’s primary research was that
many millennials are now sharing content through direct
messages, while in the past they would share content
directly to their Facebook and Twitter pages. For example,
rather than pressing the “share” button on Facebook,
or the “retweet” button on Twitter, millennials are now
directly delivering content, such as videos or skits.
s ea s on
ra t i ng s
a v era g e
(18-49
year-olds)
(millions)
med i a n
age
The Tonight Show
with Jimmy Fallon
The Late Show
with David
Letterman
Jimmy Kimmel
Live!
The Daily Show
with Jon Stewart
The Late Late
Show
Late Night with
Seth Meyers
NBC - 11:35 p.m.
CBS - 11:35 p.m.
ABC - 11:35 p.m.
Comedy Central 11 p.m.
CBS - 12:35 a.m.
NBC - 12:35 a.m.
Formerly hosted
by Craig Ferguson,
The Late Late
Show is now being
hosted by James
Corden since
March 2015. It is
unclear what this
iteration of the
show will look like,
though CBS plans
to use the NCAA
Men’s Basketball
Tournament as a
launchpad for the
show.
Meyers’s show
has all of the
contemporary
resources afforded
to Fallon, as
they are both
on NBC. Late
Night is distinctly
reminiscent of
Saturday Night
Live’s “Weekend
Update” and
uses many of
Meyers’s former
castmates such as
Fred Armisen and
Bobby Moynihan
to bolster its niche
market.
A long-time
The leader in late
leader in late
night television,
Fallon has made a night, Letterman
represents one
name through his
interactive games of the last of the
traditional late
and performances
night hosts. He
with guests. His
will be leaving the
sketches and
show after the
performances
end of this season,
are viral click
replaced by
bait and are
marketed toward Stephen Colbert.
the millennial
generation.
Kimmel has risen Airing at the same
through the ranks time as CONAN,
the Daily Show
of late night with
is also aired
his charisma and
on syndicated
humor. He was one
of the first hosts to television, though
its ratings are
utilize sketches as
lower than
a major part of the
CONAN’s. Stewart
show.
will be leaving the
show after this
season.
1.15
0.51
0.61
0.55
0.33
0.49
53.1
58.9
54.1
40.5
41.6
38.8
7
late sh o w w ith da vid let t er ma n
235k likes
188k
followers
119k
followers
dates (1/26-2/9/2015)
60
50
40
30
20
10
0
dates (1/26-2/9/2015)
socia l m edi a u s e s
strength
213k
followers
41%
passion
21%
reach
sentiment
15:1
30%
• Includes many of the same
pictures form Facebook
• Some backstage pictures of
guests
• Seth selfies
• Most posts are photos with
links to video segments
• Links to other social media
• Q&A with Seth Meyers
• Promote guests for the week
• Includes full episodes
in certain graphics
• Multiple sections for guests,
music, sketches, “Ya Burnt”
• Larely posts the same
content shared on Facebook • Most popular videos average
~210,000 views
• Employs #LNSM
• Videos include click-through
• Posts often and asks
links to other videos on the
questions along with photo/
channel
video for engagement
t he t onight show: jimmy fal l on
720k likes
34.9k
followers
2k
subscribers
1.3m
followers
so c ial me d ia u ses
• “Top Ten” lists
• Information hub to promote
guests and show
• Not a unique platform
as tweets look linked to
Facebook simultaneously
• Pictures of guests holding
“thank you” signs
• Other posts include new
aspects of the show, stage
set-up, or topical hashtags
49%
passion
23%
reach
36%
sentiment
6:1
• Basic promotional platform
for guests and show
• Posts are minimal
• Information hub
• Includes clips of the show
and reoccurring skits (Stupid
Pet Tricks, Top Ten Lists)
• Created a playlist, “Best
Moments of 2014!” (1m+
views)
• Others videos receive 1-50k
views
j i mmy ki mmel l i v e!
5.7m
subscribers
strength
318k
followers
4.26m likes
2.1m
followers
695k
followers
percentage (%)
percentage (%)
178k
subscribers
60
50
40
30
20
10
0
percentage (%)
l at e n ig h t w i t h s e th me ye rs
COMPETITIVE ANALYSIS
percentage (%)
COMPETITIVE ANALYSIS
60
50
40
30
20
10
0
strength
1.2m
followers
47%
passion
52.4%
reach
dates (1/26-2/9/2015)
socia l media uses
sentiment
19:1
21%
• Fan engagement/interaction
• Promote past episodes
• Fans directed to official
Tonight Show website
• Platform mainly for
promotional and recap
purposes
• Behind the scene pictures
• Heavy focus on celebrity
guests (~80% of posts)
• Unique and intimate feel
• Extension of web page, but
with sprinkles of original
content
• Highlight/promote content
from recent episodes
• @fallontonight will RT fans
• Incorporate original stories
• Provide show clips
• Does a good job at labeling
clips (skit vs. interview)
60
50
40
30
20
10
0
dates (1/26-2/9/2015)
strength
2.04m likes
737k
followers
185k
followers
5.3m
subscribers
1.3m
followers
s oci al medi a us es
• Videos are often highlighted
clips from the show
• Photos are often memes with
humorous tone
• Postings are not frequent
• Platform mainly for
promotional and recap
purposes
• Not a platform for much
engagements/interaction
with viewers
42%
passion
29%
reach
42%
sentiment
14:1
• Frequent tweets promoting
upcoming show
• Tweets consists of recaps
• Retweets from guests and
guest affiliations
• Retweets from media outlets
• Backstage pictures of guests
• Adequate use of hashtags
• Outtakes from segments
• Clips from show
• Playlists consist of groupings
of clips
SHOW ANALYSIS
The Background
The late night talk show, CONAN,
premiered on TBS in 2010, grabbing
the attention of 4.2 million viewers.
The show has been renewed through
2018, and in its fifth season, airs
weeknights at 11/10c. Hosted by
writer, comedian and performer,
Conan O’Brien, the show also stars
sidekick Andy Richter and The Basic
Cable Band.
10
The Who
Conan O’Brien is known for his
active and spontaneous hosting
style, which has been characterized
as awkward, self-deprecating humor.
His late night programs combine the
lewd and wacky with more elegant,
narrative-driven short bits. Conan’s
intelligence and wit allow him to
create a comfortable environment in
which he connects with guests on a
personal level.
The Rundown
As a traditional late night talk
show, CONAN’s comedy is drawn
from recent news stories, political
happenings, prominent celebrities
and specific aspects of the show
itself. The 60-minute show typically
opens with Richter introducing
O’Brien, The Basic Cable Band and
the night’s guest stars. It continues
with an opening monologue from
O’Brien, and oftentimes transitions
to conversations between Richter
and members of the audience. Next,
comedy bits are presented from the
monologue stage. The next segment
is devoted to a celebrity interview,
with guests ranging from actors and
musicians to media personalities and
political figures. The show then closes
with either a musical or comedy
performance.
NETWORK ASSESSMENT
As of 2014, TBS holds the title as No. 1 entertainment
network on basic cable in primetime delivery for
adults ages 18-49. Television’s “very funny” network is
available in 101 million US households.
The Lineup
TBS currently airs a variety of shows, each catering to
a different type of consumer. Here’s a rundown of the
shows currently featured on TBS:
• Original Scripted Comedies: Cougar Town, Ground
Floor, Sullivan & Son, and American Dad!
• Original Unscripted Series: King of the Nerds, Deal
With It and Funniest Wins
• Late Night: TBS is home to the Emmy-winning series
CONAN, starring Conan O’Brien.
• Contemporary Comedies: The Big Bang Theory
and Family Guy, along with blockbuster movies and
championship sports
11
VIEWER PROFILE
me l a n i e, 2 4
12
Melanie is a Caucasian female who graduated from the
University of Michigan. She is a marketing professional
residing in Atlanta. Melanie is a music lover. She enjoys all
genres, but indie rock is her favorite. Her favorite bands
include The Black Keys and Arctic Monkeys. While Melanie
is extremely busy, she does travel to music festivals with her
college friends from time to time. Melanie is an avid reader
and writer. She always has an Ayn Rand book in her purse and
loves to blog about her experiences.
Melanie takes the time to stay informed about current events,
so she is highly active on social media and online news outlets
like BuzzFeed. She primarily uses Facebook for trending
topics and browsing through her newsfeed. She only uses
Twitter when a big event airs on television. Melanie is most
likely to share content with her friends privately versus sharing
publicly. When Melanie has time at work, she sneaks onto her
social media accounts to check out clips and videos that her
friends shared. Melanie does not go out of her way to watch
late night TV, but she will watch CONAN if it happens to be
on. She is usually in bed by 11 p.m., but she likes to check out
clips on Youtube the following day. She appreciates CONAN
because he features unique musical guests, and she likes his
awkward, goofy appearance.
VIEWER PROFILE
Stuart is an African American male who resides in Redmond,
Wash. with his wife. He is a graduate of Georgia Tech, and
he currently works as a digital analyst at Microsoft. He enjoys
spending time with his wife going out on movie dates and
catching up with friends at dinner. At home, Stuart and his
wife will watch House of Cards or Breaking Bad on Netflix.
They have very simple lives but enjoy spending time together.
In his alone time, Stuart likes to play Halo on his PlayStation 4;
he also likes watching college basketball.
Stuart will get his news information from online newspapers
like The New York Times or CNN.com. Stuart is not a big
social media fan, but he is a heavy user of Reddit. He is also
somewhat active on Facebook and Twitter. Stuart and his wife
usually are in bed by 11:30 p.m., but they like to unwind after
a long day of work and watch CONAN. If they miss the show,
they usually will use their DVR to record last night’s episodes.
Stuart loves the crude and dry humor that CONAN offers
because it appeals to his own.
s tua rt, 27
13
VIEWER PROFILE
Nick is a Caucasian male studying economics at the
University of Texas. He spends his free time attending
social events like fraternity parties and going out to
bars. His parents are always nagging him for running up
the credit card bill, but he comes from an upper-middle
class background. He likes hanging out with his friends
watching sports and drinking craft beer.
Nick is highly active on social media, and he receives
most of his news updates on Twitter. He also enjoys
posting videos of his dog on Snapchat. During the
weekdays, Nick does not go to bed until about 2 a.m.,
so he usually orders pizza late at night and watches cable
television. This often results in Nick procrastinating on his
assignments because he is often glued to the television.
Nick likes Jimmy Kimmel because he gets a kick out of
his outrageous skits and witty humor.
14
ni c k, 2 2
PRIMARY RESEARCH
15
RESEARCH OBJECTIVES
p u r p ose
obj ec t i v es
The purpose of our research is to determine the
awareness level and attitudes toward CONAN in
relation to his primary competition of late-night hosts
including Jimmy Fallon and Jimmy Kimmel.
1. To determine the most preferred ways people in
the target market (18-26 year-old male and females)
consume and share television and online content
2. To decipher the reasons people watch CONAN and/
or other particular late night hosts
3. To understand what associations the target market
makes with CONAN and its humor to better tailor
creative concepts
With these research objectives in mind, we thought of a
few objectives for the creative concepts as well:
• To increase knowledge and top-of-mind awareness of CONAN and its content
• To gain notoriety for CONAN's indie music platform using press and opinion leaders
16
RESEARCH METHODS
participants
me t h o ds
The majority of our participants were University of To gather our primary research, we used both quantitative
Georgia undergraduate students, both male and female and qualitative methods. The results we collected from
between the ages of 18-22.
our online survey gave us quantitative data to analyze.
Our qualitative research included two focus groups
Additional participants were males and females between and seven in-depth interviews. We also frequently
the ages of 18-31.
monitored CONAN’s social media presence along with
his competitors.
materials
We used Qualtrics to develop an online questionnaire
to survey our participants. This survey contained Likert
scales, multiple choice, and dichotomous questions. We
used this quantitative data to help us create our questions
for our moderator guides. The moderator guides were
used for the focus groups and in-depth interviews. We
hoped to collect useful qualitative data through our focus
groups and in-depth interviews.
pro ce du re
The focus groups were conducted at the homes of
moderators and within study rooms at the Miller Learning
Center. Prior to each focus group, the participants were
made aware of the general purpose of the research. The
moderator then proceeded to ask a variety of questions
from the guide. In-depth interviews were also conducted
via email, FaceTime, and face-to-face. The interviewees
were given a brief summary of the general purpose of
the research as well. The online survey was distributed
through email and social media outlets. We accepted
replies for two weeks, and received a total of 218
responses.
17
RESEARCH FINDINGS
Focus groups allowed us to gather rich, qualitative
data from our target audience. Like the survey
respondents, focus group participants struggled
to recall specific clips from CONAN. Instead, they
referenced clips they had enjoyed from other shows,
like Jimmy Fallon’s lip-synching and Jimmy Kimmel’s
“Mean Tweets.”
o n l ine surve y
Through our online survey results, we were able
to verify many of our expectations about attitudes
relating to late night television, and more specifically,
Conan O’Brien, amongst college students. The survey
also brought some new information to light that was
especially helpful in guiding our campaign.
Fifty-nine percent of respondents reported watching
late night television with their preferred streaming
methods being online or live.
Only 22 percent of respondents reported that yes, they
Jimmy Fallon proved by far to be considered the most know who Andy Richter, Conan’s co-host, is. Another 25
entertaining late night TV host, with 66 percent of votes. percent had “heard of him, but not really.”
Only 6 percent chose Conan O’Brien as
80%
When asked to list a memorable clip from CONAN,
the most entertaining.
only 55 of the 218 participants were able to
60%
respond. “Tinder with Dave Franco” and “Mortal
The most common words associated with
Combat with Marshawn Lynch” appeared most
Conan O’Brien from a list of 24 adjectives
40%
often.
were “funny,” “silly,” “entertaining” and
“middle-aged.” Sixty-one percent of
20%
participants reported that Conan is most
known for “his red hair.”
18
0%
Jimmy Fallon
f o c u s g ro u p s
Jimmy Kimmel
Jon Stewart
Conan O’Brien
Carson Daly
120
100
According to our participants there is no single,
memorable skit performed regularly on CONAN. In fact,
all of its skits are quite long, making them unlikely to
be shared on social media. One participant stated that,
“Conan’s lack of skits creates a void that I fill by watching
Fallon.” All participants agreed that Fallon and other late
night television hosts are “easier to share” and “more
relatable” because of their short, repeatable skits.
The majority of participants had very little knowledge
about CONAN in general. Like those from the survey,
they did not know who Andy Richter is or anything about
the bands that perform on the show. Interestingly, they
noted The Roots as a reason to tune-in to The Tonight
Show Starring Jimmy Fallon. Participants also knew
nothing about CONAN’s set, which was strategically
chosen to give the feeling of an old-time talk show.
80
60
40
20
0
Yes No
I have heard of him, but not really.
Focus group participants said that Conan is less relatable
than other late night hosts. They described his audience
as “high brow, sarcastic people” and those who are “more
studious and self aware.” Everyone felt that CONAN has
a more specific audience than its competitors.
In regard to social media, participants revealed that
they are much more likely to share content on Facebook
through direct messages than by posting it on their own
page. They are reluctant to follow late night television
hosts on Twitter out of a fear they would use the platform
only for sales purposes. Participants do, however, retweet or favorite late night skits posted from friends’
Twitter accounts.
19
SOCIAL MEDIA MONITORING
facebook.com/teamcoco
likes: 2,645,411
percentage (%)
@TeamCoco
following: 14.2k
followers: 575k
favorites: 5,058
25
20
15
10
5
0
youtube.com/user/teamcoco
subscribers: 2,508,645
dates (1/26-2/9/2015)
strength
21%
passion
11%
reach
17%
sentiment
11:1
plus.google.com/+TeamCoco
views: 161,152,198
people in circle: 1,492
instagram.com/teamcoco
following: 4,471
followers: 127k
posts: 1,061
vine.com/teamcoco
loops: 7,391,562
followers: 58.2k
following: 460
so c ial me d ia u se s
• A hub mainly used to promote bits and skits from previous
shows; offers various behind the scenes multimedia content
(images, videos, memes, etc.)
• A social center for all videos, skits, clips and bits featured on
CONAN
• Highlights various skits performed on CONAN as well as
interviews with celebrities and any antics featured on the show
CONAN
• Also attempts to interact with viewers with “Fan Corrections”
videos allowing fans to post original videos correcting any
statements or errors Conan made during his show
• Interactive focal point for fans (mostly millenials) to access a
plethora of multimedia content to use and share
• Offers various gifs, still images, memes, and photos from
CONAN (skits, quotes, interviews, fan photos of Conan,
celebrity photos onset at the show, etc.)
• Offers similar multimedia content as the Facebook page and as
well as the website
• Very little original content provided on the Instagram page
• Features some Conan fan art, but the majority of the content
are memes and images reposted from other CONAN-affiliated
websites
The TeamCoco Facebook page
is used to provide fans
and viewers various clips and
multimedia content highlighting
skits and pieces from the show (memes, Youtube clips, quotes, etc.). The page itself lacks any personal connection with the viewers,
as it is void of any unique content to draw fans or viewers in. The TeamCoco Facebook page is used more so as an “in case you
missed it, here it is” channel, providing fans an extension of CONAN if they are unable to see the show live. The Facebook page
does however give fans a forum to engage with other fans by sharing their thoughts/ opinions on the featured content.
face book anal yt i cs
SWOT
stre n gth s
• Conan O’Brien has extensive experience as a talk
show host and writer for top comedic shows.
• CONAN possesses a strong and unique brand of
humor that cannot be imitated or replicated.
• Conan O’Brien has a strong appeal among niche
audiences.
• The show has varied and diverse content ranging
from (but not limited to) celebrity guests and
interviewees to sketches and skits.
• Conan O’Brien is extremely intelligent (Harvard
grad).
• He has a beloved sidekick with a fan following of his
own (Andy Richter).
o ppo rtu n itie s
• David Letterman’s and John Stewart’s audiences
need a new show to record for late night television.
• Andy Richter, The Basic Cable Band, and the
CONAN set can provide a large draw to new
audiences.
• Leverage Conan’s versatility to engage with and
attract niche groups of people who enjoy witty and
sarcastic humor.
• Millennials utilize social media in order to engage
and interact with shows by replying to posts,
hashtags or tagging the show.
weaknes s es
• CONAN has a poor social media presence.
• The show lacks shareable content (i.e. punchy
interview clips and skits).
• Conan is known first for the hair and then for humor
• The show is watched for Conan himself and not for
other aspects of the show (i.e. band, set, etc.).
• Conan has no prior acting experience.
• Millennials do not share content publicly on Facebook
as much as originally thought.
threats
• The entertainment business is youth-oriented, and
young people tend to gravitate towards shows that
share similar experiences featuring young hosts.
• New faces are appearing on late night television
(including Stephen Colbert replacing Letterman).
• Stephen Colbert taking over for David Letterman
draws from the current audience of late night
television, and not just those interested in news.
• Jimmy Fallon has a strong relationship with major pop
culture celebrities.
• A large portion of the audience are baby boomers
who are aging and unfortunately may soon become
out of touch with television or current events.
BRAND ESSENCE
22
comical relief and an outlet to relax and enjoy
oneself while catching up on pop culture
personal ity
witty
analytical
goofy
hilarious
satire
skits
at
tributes
sidekick
intelligent
sarcastic
talkative
Team dry
innovative
mind of Coco
following
his own
CONAN offers a sarcastic and wittty comedic personality that provides
unique entertainment in the late night television sphere.
happy
care free
TBS
brand
Team Coco
Andy EmmyRichter
award-winner Harvard
valedictorian
in-the-know
entertained
how
MARKETING &
COMMUNICATION
DIRECTION
b
e
n
e
f
i
t
s
it makes you feel
comfortable
good sense of source
of aut hority
humor
what it says about you
knowledgeable street smarts
youthful
23
MARKETING OBJECTIVES
CREATIVE BRIEF
in creas e br an d a w a re n e s s ( i . e . se t, An d y R ic h te r, b an d , e tc .) o f t he show by 35 percent by dec.
31, 2015
k ey f a c t
CONAN is a late night talk show that interacts with viewers on and “My life can be extremely hectic during the week and I feel like
work is always on my mind. I just graduated from college and all of
off the TV screen to bring them humor and entertainment.
the sudden I have so much pressure to prove myself at work while
managing bills. I find myself asking, ‘since when did I grow up?’ I’m
c ons umer s i tua t i on/p rob l em
CONAN struggles to reach the mass market on air and on social just thankful for the days that I am outdoors with my dog listening
media. This lack of brand awareness results in missed opportunities to music.. as long as it isn’t the Pop 100 station. I love discovering
new artists, which will be at the upcoming Shaky Knees festival. I
for people to engage with the show.
also enjoy a good read, I think it is so crucial to the mind to have an
outlet that’s not work-related. When I’m at work, I try and look up
ob j ec t i v e
To increase the level of millennial engagement with CONAN by clips that are interesting and funny in order to give my day some
comedic relief while keeping my mind engaged.” —Hunter, 23
15% by Dec. 31, 2015.
Each of the campaigns will work to create brand awareness for CONAN by giving every aspect of the show (set,
Andy Richter, band, etc.) attention in clips, on social media and through promotional events. The show will use a
variety of platforms to point out the brand differentiations between CONAN and other shows to reestablish itself in
the late night space.
ta rg et a ud i enc e
College students and recent graduates between the ages of 18 and
26 who like to keep up with social media and current events. They
are digitally savvy, enjoy a rye sense of humor and pay attention to
up-and-coming musicians.
24
ta rg et i ns i g ht
“On nights when I am not out with my friends, I’ll lay on the couch
with my roommates and flip through the channels for something to
watch. I’m just really enjoying the freedom of being in college and
not having much responsibility yet. Usually I just want something
that will make me laugh and pass the time. I typically like to have a
beer in one hand and a slice of pizza in the other. Being in college
is awesome. When I’m bored in class, I may look up shows or clips I
missed when I was out the night before, I’ll just look at funny things m e d ia / co m m u n ica t io n ve h icle
• Team Coco website and social media platforms
people send me online.” —Brian, 19
• Television (mainly Turner-owned properties)
“I get home from work around 6:30, let the dog out, start dinner • National events (SDCC, music festivals, etc.)
for my husband and me, finish up some last minute work, then • Outdoor (billboard, transit, etc.)
finally relax a little bit. I love lying in bed watching CONAN with • Mobile devices and tablets
my husband. We really enjoy his witty sense of humor and have
followed him since when he was on NBC. We actually went on a m a n da t o r ie s
date to see his stand-up routine a couple years ago. I enjoy the • Legalities (waivers, release forms, etc.), CONAN and
TBS logos, showtimes
other late night shows too, but I think Conan doesn’t mind looking
like a fool or addressing a taboo topic. —Marissa, 29
in creas e C O N A N ’s v i e w e r s h ip b y 2 0 p e rc e n t in t h e mil le n n ial ma rket (18-49) by dec. 31, 2015
The new and unique format of the specific episodes will draw in new viewers and hopefully gain their favor in the
late-night market as their appreciation for Conan increases. In addition, the employment of various social media
platforms and eventual increase in engagement of audiences will lead to more attention directed towards CONAN.
pro m ise
With Conan O’Brien’s irreverent sense of humor and years of
comedic experience, CONAN will bring viewers pop culture that
goes beyond the norm to engage and entertain them.
su ppo r t
• Conan O’Brien has an extensive background in writing for top
comedy shows, including The Simpsons and Saturday Night
Live.
• Conan is not afraid to be weird and thrives on unscripted
conversation.
• The show often launches the careers of new musicians.
• The celebrity guests are relevant to the current pop culture.
25
INTRODUCTION
We want to create a connection between late night talk shows and the idea of “late-nighting”. By tying CONAN to
the latter, we will reach the millennial generation by connecting on their level. To do this, CONAN will align himself
with other elements of late-nighting: food, music, drinking and relationships.
The campaign will last for four months, beginning July 1, 2015, and ending Dec. 31, 2015, following a typical
academic calendar year. There will be four key areas of late-nighting that the campaign will cover: food, music,
drinking and relationships.
RECOMMENDED CAMPAIGN
King of Late-Nighting
26
27
mus i c: concert i n central park
TACTICS
f oo d: par t ne r s h i p w it h p a p a jo h n ’s
#KingOfLateNight #CoNOM
“real-world” scenarios.
Conan will also interview people on his show that are
linked to Papa John’s such as Peyton Manning. Viewers
have enjoyed interviews with professional athletes in the
past (for example, our research showed that members
of our target audience liked Marshawn Lynch’s feature
on the show), and Manning has been a spokesperson for
Papa John’s. The interview might just include talking, but
could also incorporate a game that the guest is required
to participate in, i.e. pizza dough throwing. Chefs and
other Papa John’s employees may be interviewed, as
well.
Why Papa John’s?
Pizza is a notorious late-night food among all college
students and young professionals (our target audience).
Papa John’s, specifically, enjoys great brand recognition
throughout the country, and the company is willing and
eager to form partnerships. There is a big overlap between
Papa John’s and CONAN’s target audience, and Papa
John’s frequently offers specials created specifically to
appeal to its millennial customers. Partnering with Papa
John’s would help both entities gain publicity and obtain
their goals.
To engage with the viewers and get them posting on
social media about Conan’s relationship with Papa
The Show
John’s, audience members will be given pizzas and/or
Conan O’Brien will go around New York City and make coupons as they leave the show. Viewers and audience
pizza deliveries on behalf of Papa John’s. This bit will members will be encouraged to share their “late night
be similar in format to the episode where he delivered moments” on social media portals using the hashtags,
chinese food. Some of the pizzas might have special “#LateNightwithConan” and “#CoNOM.”
touches like pepperonis saying Conan or heart-shaped
bread. It will be a one-time episode that will be condensed Pizza Boxes
into a short, shareable clip and pushed out on all social Papa John’s will print a picture of Conan O’Brien on the
media platforms. As determined by our research, clips of inside of the pizza box along with the punchline. When
this type are very well-received by our target the box is opened, the underside of the top will say the
audience, and they enjoy seeing Conan act in joke. The hashtags will also be on the box.
28
#KingOfLateNight
#ConanTakesCentralPark #JamminWithConan
Advertising Material
Conan O’Brien and Andy Richter will appear in Papa John’s
advertisements during the course of the campaign. These
will include both digital ads and traditional materials, like
coupons and billboards. The duo will also do a Twitter
takeover of the Papa John’s account for a day.
Social Media
• Post videos of individual deliveries as they occur
(before the final clip is compiled)
• Images of specially designed pizzas with images/
shapes on them
• Images of the Pizza Tracker
• Conan as Papa John for Halloween
• Twitter: solicit follower interaction by asking them to
tweet their favorite pizza, late night memories, etc.
Why a Concert?
Not only is music an integral part of latenighting, it provides an opportunity for bringing
awareness to CONAN’s band “Jimmy Vivino and
The Basic Cable Band.” Conan is an indie-music
fan and a supporter of up-and-coming artists,
and our millennial audience is known for its love
of new music. Our research showed that many
lack awareness of Conan’s musical interest, so
this presents a great opportunity. Incorporating
a concert into this campaign is a natural move
for CONAN.
Time & Place
The concert will begin at 11 p.m. in the middle of Central
Park. We want the concert to reach a large population
that would be out and about, and there is no better place
to do that than the city that never sleeps.
The Event
The concert will have three key parts. It will begin with a
performance from the main band, “Jimmy Vivino and The
Basic Cable Band,” then it will feature popular bands that
have gained success from the show and an appearance
from Conan. The Central Park stage will light up with
orange lights and then the band will begin to play.
29
Conan spends a lot of time and effort getting musical • During: Any videos posted by TeamCoco during the
guests that are extremely talented but haven’t hit the
show will be of Conan O’Brien or the show’s band.
mainstream yet. To promote this part of the show, there
There may be images posted of the other musicians
will be several performances by artists who became
performing, but the idea is to put the focus on CONAN.
successful after appearing on CONAN. One of these is • After: Ask followers to share their favorite moments
Mumford and Sons. They will take over the concert after
from the show.
about the opening act and play their tops hits.
d rin kin g : d rin king ga mes skit
Finally, Conan O’Brien will jump in and play a few different #KingOfLateNighting #BestKindOfLateNighting
instruments. This will remind people of his talents that #canCONANmakethat #CocktailswithCoco
extend beyond comedy.
CONAN and Team Coco will solicit audience members
and home viewers of the show to submit videos of their
While this is a free concert, food truck vendors will be
most epic beer pong shot and the best videos will be aired
invited to set up around the concert to provide another
on the show. The winner will have a chance to appear live
main component of late-nighting: food and drinks.
on CONAN and try to reenact that shot or come up with
another epic shot. This will not only increase engagement
Advertising Material
amongst viewers, but it will allow CONAN to be at the
There will be a heavy push of advertising material to
center of conversation when it comes to a popular late
promote this concert. We will use Turner Properties to air
night activity: drinking games.
commercials about the late night concert as well as share
the lineup of performances. Social and digital media will
Additionally, CONAN and Team Coco will take short
play a pivotal role in promoting the concert as well. We
video clips of guests sharing their favorite drink prior
will use cross promotion between the bands, Team Coco,
to the show and air those clips during the show. Andy
and Central Park’s social media outlets. Signage will be
Richter will serve as bartender during the course of this
implemented throughout the city to increase awareness
campaign serving up their favorite drinks on the show. The
and attendance.
corresponding hashtag will be “#CocktailswithCoco.”
Social Media
Another game we would like to include is “Dizzy Bat.”
• Before: People will be notified about the concert
Since Turner has a partnership with upcoming MLB
weeks prior to the show. Posts will highlight the
games, we would like to incorporate a baseball-themed
artists scheduled to perform.
drinking game different MLB players.
30
rela t ionships: cona n ca l ls
#KingOfLateNighting
#BestKindOfLateNighting
#ConanCall
Skit
Conan will call or text friends
of the show really late at night.
Since the show is aired in the
early evening, we will prerecord Conan calling guests
of the show late at night and
make shareable clips to post
via social media and on-air. The
skits will never be longer than
four minutes, and a new one
will be shown every month.
This is a way for CONAN to
develop a repeatable skit,
like those of other late night
shows.
Other Promotions
In order to build the idea
of “The Best Kind of Late
Night” outside of the show,
Team Coco will do a Buzzfeed
partnership featuring “Top
10 Party Schools” sponsored
by CONAN or “Best Late
Night Foods” sponsored by
CONAN.
31
Commercial
The goal of our campaign is to reinsert
Conan O’Brien into the top of the late
night television scene. Our particular goal
is to depict Conan as the “King of LateNighting.” For this, we have developed the
following 30-second television spot:
(Set in a royal palace. As the seen becomes
more apparent with the zoom out, late night
themed props appear in the background:
piles of solo cups, band playing on a
stage, couples dancing, etc. A fun, vibrant
atmosphere is going on behind him but
Conan remains stern in his speech.)
The commercial begins with a close up of
Conan’s face. He stares sternly for a couple
seconds. Then as the camera starts zooming
out, Conan walks toward the camera and
begins talking—all while keeping eye
contact. Conan begins by congratulating the people of
America for electing him to be “King of Late-Nighting.”
He says this in a serious, but still silly tone, emphasizing
the irony of voting on a king, not to mention the fact that
there were no elections to begin with. As he moves down
the aisle toward the camera – still delivering his speech –
servants take turns constantly pampering him: one does
his nails, one feeds him grapes, one guy is on Conan’s
heels fanning him with a large leaf, etc. These
servants appear in secession, pamper him, and
32
disappear quickly off-screen. His speech talks about all
the changes he will deliver to late night. These are satirical
promises like “free late night cab rides for everyone” and
“an Irish pub on every corner!” Before the scene closes,
his servants place a cape on him as he sits in his throne
at the end of the aisle. While sitting, his servants place
a crown on his head and a scepter in his hand. The last
servant opens a Papa John’s Pizza shaped like Conan
and places a slice of it in Conan’s mouth. Conan says, “I
am the voice of the people now…” he takes a bite and
delivers his last line while chewing “Sorry people.”
33
CAMPAIGN PHASES
MEDIA OBJECTIVES
campaign phase one: jul. 1 - sep. 1, 2015
The first phase seeks to build awareness for the campaign itself, by making current and potential viewers aware of
CONAN’s upcoming promotions and begin to increase awareness. The partnership with Papa John’s will begin at
the start of the campaign with a variety of traditional and nontraditional advertisements, television appearances,
promotional giveaways and more. This will be lighter during July and begin to build frequency towards the end of
the first phase. CONAN will also introduce its new skit, “ConanCall.”
achieve a reach of 80 percent amongst the target audience while maintaining an average
frequency of 3.5 during a six month period via social media, television, online, partnerships,
apps and outdoor
campaign phase two: sep. 2 - nov. 8, 2015
increa se CONAN’s socia l m ed i a fol l owi ng by 20 percent by dec. 31, 2015
The second phase aims to change viewers’ perceptions of CONAN and recognize Conan O’Brien as the “King
of Late-Nighting” while still growing awareness of the campaign. There will be even more public relations and
advertising pushes with Papa John’s and another “ConanCall” skit during this time. Most importantly, this will serve
as the main push for the music segment of the campaign. The concert in Central Park will take place Nov. 8, 2015
and will require extensive promotional work beforehand to ensure it reaches both the public and the press. There
will be both social media and advertising pushes to encourage fans to engage with CONAN by sharing their own
late-nighting experiences.
We will achieve this by both increasing the amount of posts and creating more relevant posts. Social media posts will
be consumer facing 80 percent of the time and brand facing 20 percent of the time. Current posts are redundant
and on par with any other late-night show, but by providing audiences with something new and engaging, they will
be more drawn toward the social media channels. The new posts will be in-line with the tone of the show without
directly referencing it. Furthermore, the posts and the show itself will encourage viewers to interact with CONAN.
An increase in followers on social media will also result in a direct increase of likes, shares and retweets.
campaign phase t hree: nov. 9 - dec. 31, 2015
By providing audiences with various games and competitions on Twitter and Instagram, audiences will be compelled
to interact and engage with CONAN’s social media channels in order to win prizes. Incentivizing engagement will
draw users in, leading to an increase in followers. Once the follower base has been established, engagement will
become consistent and strong on these platforms.
The final phase of the campaign seeks to increase fan engagement and solidify Conan O’Brien’s role as the “King of
Late-Nighting.” This phase will feature clips from the concerts and follow-ups with people who performed, as well
as another “ConanCall” skit and some promotional material about the Papa John’s partnership. Finally, TeamCoco
will use social media to interact with fans and encourage them to share their most epic beer pong shot. At the end
of December, Conan and a celebrity guest will attempt to recreate the shot on the show.
34
increa se t he enga gement of aud i ences by 50 percent on s oci al med i a by dec. 31, 2015
35
MEDIA MIX
MEDIA FLOWCHART
Vehicles/Media Channels
Months
July
1 - 15
16 - 31
August
1 - 15
16 - 31
September
1 - 15
16- 30
October
1 - 15
16 - 31
November
1 - 15
16 - 30
December
1 - 15
16 - 31
Social Media
Twitter
Facebook
Instagram
Snapchat
Youtube
Television*
In house
TBS
TNT
Turner Sports
Adult Swim
Other Networks
FOX
ABC
Comedy Central
*any
television
media that is
not a Turner
property
will be spot
television, in
the top 10
districts
ESPN
Online Network
Hulu
Online Websites
TBS.com
Buzzfeed.com
Teamcoco.com
papjohns.com
Partnerships
Papa Johns
Apps
36
Spotify
TeamCoco
Pandora
Outdoor
Billboards
Subsway Stations (Screens)
37
BUDGET BREAKDOWN
Social Media
July
August
September
October
November
December
Sub Totals
BUDGET BREAKDOWN
ESPN
$0
$0
$0
$0
$0
$0
$80,000 $240,000
$80,000
$0
$0
$0
$400,000
Hulu (online)
$0
$0
$0
$0
$0
$0
$133,333 $133,333 $133,333
$0
$0
$0
$400,000
Other
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$2,188,000
Twitter
-
-
-
-
-
-
-
$100,000 $100,000
-
-
-
$200,000
Facebook
-
-
-
-
-
-
-
$100,000 $300,000
-
-
-
$400,000
Instagram
-
-
-
-
-
-
-
-
-
-
-
-
$0
Snapchat
-
-
-
-
-
-
-
-
$241,400
-
-
-
$241,400
Outdoor
Youtube
-
-
-
-
-
-
-
-
-
-
-
-
$0
Billboards
$0
$0
$0
$0
$25,000 $25,000
$25,000
Other
-
-
-
-
-
-
-
-
-
-
-
-
$0
Subway Stations
$0
$0
$0
$0
$10,000 $10,000
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$841,400
Concert
$0
$0
$0
$0
$0
Other
$0
$0
$0
$0
$0
$0
$0
$0
$0
Sub Total
Online
July
August
September
$200,000 $641,400
October
November
December
Sub Totals
Sub Total
Sub Total
July
August
$0
$0
$0
$40,000 $714,667 $826,667 $606,667
September
October
November
December
$25,000
$0
$0
$0
$0
$100,000
$10,000
$10,000
$0
$0
$0
$0
$40,000
$0
$0
$0
$500,000
$0
$0
$0
$500,000
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$640,000
$35,000 $35,000 $35,000
$35,000 $500,000
Sub Totals
TBS.com
-
-
-
-
$1,000
$1,000
$1,000
$1,000
$0
$0
$0
$0
$4,000
TeamCoco.com
-
-
-
-
$1,000
$1,000
$1,000
$1,000
-
-
-
-
$4,000
Apps
Buzzfeed.com
-
-
-
-
$50,000 $50,000
$50,000
$50,000
$0
$0
$0
$0
$200,000
Spotify
$0
$800
$0
$800
$1,000
$1,400
$1,400
$1,200
$1,000
$800
$800
$800
$10,000
Papajohns.com
$0
$0
$0
$0
$10,000 $10,000
$10,000
$10,000
$10,000
$0
$0
$0
$50,000
Pandora
$1,200
$0
$1,000
$0
$1,400
$1,800
$1,800
$1,600
$1,200
$1,000
$800
$800
$12,600
$0
$0
$0
$0
$62,000 $62,000 $62,000
$62,000
$10,000
$0
$0
$0
$258,000
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$800
$1,000
$800
$2,400
$3,200
$3,200
$2,800
$2,200
Sub Total
Television
July
August
September
October
November
December
Sub Totals
July
TeamCoco
Sub Total $1,200
Partnerships
August
July
August
September
September
October
October
November
December
$1,800 $1,600 $1,600
November
Sub Totals
$22,600
December
Sub Totals
$4,167 $4,167
$50,000
December
Sub Totals
TBS
-
-
-
-
-
$10,000
$12,000
$15,000
$10,000
-
-
-
$47,000
TNT
-
-
-
-
-
$10,000
$12,000
$15,000
$10,000
-
-
-
$47,000
Turner Sports
-
-
-
-
-
$10,000
$12,000
$15,000
$10,000
-
-
-
$47,000
Production
Adult Swim
-
-
-
-
-
$10,000
$12,000
$15,000
$10,000
-
-
-
$47,000
Fox
$0
$0
$0
$0
$0
$0
$133,333 $133,333 $133,333
$0
$0
$0
$400,000
ABC
$0
$0
$0
$0
$0
$0
$200,000 $100,000 $100,000
$0
$0
$0
$400,000
Production (Ads,
Promotional
Products, Events) $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $200,000 $200,000 $200,000 $200,000 $5,000 $45,000 $1,000,000
Comedy Central
$0
$0
$0
$0
$0
$0
$120,000 $160,000 $120,000
$0
$0
$0
$400,000
38
Papa Johns
$4,167
$4,167
July
Grand Total $30,367 $29,967
$4,167
$4,167
August
$30,167
$4,167
$4,167
September
$4,167
$4,167
October
$4,167
$4,167
November
$29,967 $128,567 $169,367 $1,019,033 $1,330,633 $1,964,433 $205,967 $10,767 $50,767 $5,000,000
39
EVALUATION
d igital and social med ia evaluat ion
• Calculate and interpret the total number of TeamCoco followers on all social media platforms (Facebook, Twitter,
Instagram, Youtube) at the beginning and end of campaign in terms of retweets, mentions, hashtags, favorites,
followers, posts, comments and shares.
• Measure sentiment toward CONAN via socialmention.com looking for more positive and less neutral sentiment.
• Measure traffic to teamcoco.com and views on site before, during and after campaign aiming for a 15% increase
in page visits.
• Increase number of downloads of the TeamCoco app by 100% by Dec. 31, 2015.
promot ions and event market ing evaluat ion
• Log where all products and merchandise are placed for all events and monitor the inventory and distribution.
• Evaluate the success of guerilla marketing tactics for all concepts by monitoring the traffic in the area of marketing
materials.
publ ic relat ions evaluat ion
• Monitor the news media coverage by both traditional and non-traditional outlets of the late night concert.
overal l campaign evaluat ion
• Success will be realized if there is a 20% increase in CONAN viewership and digital consumption in the
millennial market by Dec. 31, 2015.
• Success will be realized if there is a 15% increase in fan engagement on CONAN social media, hashtag use across
platforms and fan uploads on teamcoco.com by Dec. 31, 2015.
• Success will be realized if there is a 100% increase of the Team Coco app by Dec. 31, 2015.
40
FUTURE RECOMMENDATIONS
Interaction
with
other
restaurants or food companies
associated with late night
eating will help brand Conan in
a way that grabs the attention
of the target audience
and makes him stand out.
Through a partnership with
Papa John’s, the connection
between CONAN and late
night food will already have a
solid foundation. It should not
stop there, though. Conan
can become a spokesperson
for various brands that offer
late night food, such as
Waffle House, Jimmy John’s
and Steak n’ Shake. He can
create brand conversations
with these companies and others on social media to spark a
connection while delivering hilarious content. Conan can also
work with more regional brands (aside from just chains) to
give this tactic and even more local, personal feel.
Similarly, Conan’s connection to music does not have to stop
with the late night concert in Times Square. This concert will be
large, leading to extensive coverage and certainly increasing
awareness of CONAN’s band. We can leverage this concert
into a live streaming platform that people will watch all over
the nation. Afterwards the show can continue to market the
band’s music as late night music. We could partner with Spotify
to promote “Late Night” playlists with Conan’s band as a
primary player. Conan could also promote free downloads of
the band’s music when purchased
after 11 p.m.
A great way to extend any concepts
and branding
employed by our campaigns is
through social
media. It is relatively inexpensive,
extremely
interactive and targets our niche
audience. Strategic
management of all CONANrelated social media
involves
continuing
the
conversation
with
fans across all outlets.
This may include asking
for feedback, holding
contests and/or giveaways,
and inviting the audience
to share their ideas. Each
of our campaigns
outlined in this book require
a significant level of
audience engagement, and the
best and simplest
way to keep that up is through
playing an active
and interactive role on social
media.
41
CAMPAIGN 2
Where in the World is Conan
O’Brien?
42
INTRODUCTION
Conan O’Brien’s trip to Cuba created buzz about the show that crossed over to daytime talk shows, news channels,
blogs, social media and more. It brought a spotlight onto the show and gave way to an opportunity for CONAN to
build upon its brand.
This campaign will capitalize on this by sending Conan around the world to four different countries over the course
of five months. Starting in July 2015 and ending in December 2015, Conan would travel to places that are relevant
to recent news and pop culture, as well as those that will put Conan into unfamiliar and interesting situations for a
comedic effect. Conan will also be traveling to these destinations with Andy Richter or a celebrity that is from that
area or descends from that area—for example, think Aziz Ansari could show him around India. This will add comedic
value while also giving celebrity publicity. Conan could even visit some of the celebrity’s local family members and
interact with them.
43
TACTICS
Why?
Conan already covers and satirizes news that is happening
internationally, so sending him to other countries that
are under the radar is a way to expand on this aspect of
the show. Each week will focus on a particular country,
featuring news, promotion and clips from that area of the
world. The key to this campaign is making it interactive
and inviting the public to “follow along” with Conan on
his journey.
places within the U.S., like San Diego or Las Vegas.
The Clips
Conan will travel to each country for a relatively short
period of time (about three days), during which he will
interact with the people, experience the culture and and
visit the landmarks of the city. He will be followed by
crew members who will collect clips and photos for the
show and social media accounts. Our research concluded
that people love to see Conan thrown into odd situations
where he is obligated to improvise, and this is the perfect
The Countries
We will focus on countries that are getting national news opportunity to see this side of him.
coverage and are relevant in pop culture. This is what made
Conan’s Cuba trip such a success. At the same time, we Celebrity Guests
don’t want to send Conan anywhere dangerous or where A large draw of late-night shows is the featured guests
there is risk for legitimate controversy. We are aiming for for that night. If Conan’s travels are to be documented
countries that are culturally different enough from our as an episode, it is important to provide viewers with a
own where Conan would have unique experiences and celebrity guest. This could be done in a variety of ways.
material to work with, since this is where he performs Many countries may have a native celebrity that could
show Conan around interact with him. If there is no
best. Some countries we thought of:
native guest, the show could schedule the visit around
• Germany (Oktoberfest, EDM night club, pretzel
an event in which a U.S. celebrity is also in a foreign
making)
country (i.e. Jennifer Lawrence at the premiere of Hunger
• Brazil (street dancing, nude Beaches, soccer game)
• India (Taj Mahal, street food and performers, ride
Games: Mockingjay Part Two in a foreign country). The
two could travel and talk together and play off of each
elephants)
Between the trips abroad, Conan could visit other in various situations. Conan could also travel to an
44
international event in which there is a possibility to see smaller hubs and accrue low costs. We will have cardboard
celebrities and play as a reporter and interview many “face-in-the-hole” printouts stationed in terminals and
heavily populated schools where people can snap photos
different people.
and upload them to social media using relevant tags and
hashtags provided on the materials. Promoting CONAN
The Flag
The symbol of this campaign as a fun way to learn about the world would be a great
will be the Conan O’Brien way to get the show into universities. This will invite the
flag. We envision a simple public to get in on the conversation and incite curiosity
design: a green flag with the to find out “Where in the World is Conan O’Brien?”
stamp of Conan’s face printed
on it. It will not only be passed “Where in the World is Conan?” Scavenger Hunt
around to audience members Using the TeamCoco app, we will develop a scavenger
during the shows, but it will be shared on social hunt in major cities in order to increase the interactivity
media and placed in recognizable spots around of millennials. Stickers with the signature Conan hair, or
the world. We want people to recognize the flag another defining CONAN image, along with a QR Code,
and associate it with Conan O’Brien, as well to will be placed throughout a city
in a “Where’s Waldo?” manner.
take part in sharing and engaging with the flag.
Some stickers may be in very
observable places, while others
Promotion
Aside from on the show and social media outlets, we are placed in less ubiquitous
will promote “Where in the World is Conan O’Brien?” places. Some could be placed
through online content and in areas related to travel. As in partner restaurants if those
for the online content, we will invite fans to follow Conan relationships are fruitious. The
in his travels around the world using a digital pushpin goal will be to find most or all of the codes in order to win
map. We will place clickable flags in all of the key cities prizes and access content previously unavailable to them.
with links to clips, episodes, photos and more from that If a user finds all of the codes in a city they will be prized
location. We will heavily promote this campaign through with going on one of Conan’s “adventures” alongside him
travel hubs such as cabs and train stations. Promoting and the crew. This scavenger hunt will provide a game for
the campaign in schools and universities will be another those searching for it, as well as a promotional aspect for
great way to reach our target market. Simple ads with the anyone using their smartphone to read the QR
flag, website and social media info are great options for code out of curiosity.
45
Restaurants
If possible, we’d like to have U.S. restaurants that serve
food native to the countries Conan is visiting—especially
those serving very popular cuisines like Japanese, Thai and
Mexican—partner up with the show and offer discounts
on the weeks Conan is in the respective country. This will
be especially important for Germany, because Conan
will be here during the month of October, participating
in Oktoberfest. As Conan travels across the U.S., he will
undoubtedly visit restaurants. Each of these will be given
one of the TeamCoco flags and offer a “Conan Special”
for a limited time. Perhaps his favorite item from the
menu offered at a discounted rate. This would create a
mutual benefit to both the restaurant and show, as the
restaurant receives publicity and dedicated patrons ay
be more likely to tune in to see their favorite restaurant
on the show.
Spotify Partnership
We really want emphasize the use of
Spotify in each of our campaigns because
it is such a unique and efficient way to
reach millennials. In each country, CONAN
will create a playlist that will appear on
the homepage of Spotify and will also be
promoted on the TeamCoco Facebook
page. These playlists will feature songs
that are popular in the region of the U.S. or
the country that Conan is currently visiting.
46
MEDIA MIX
instagram
twi t te r
facebook
sn apch at
•
•
•
•
•
Still shots from various cities
“Behind the scenes” images from set and countries
Wear the cultural attire and post it on Instagram
An Instagram giveaway game
Feature close-ups or random photographs from the
given countries and invite followers to guess where
Conan will be travelling next
• Do a giveaway for the first several correct guessers
and award winners with tickets to see a show (or travel
vouchers, etc.)
• Pictures with celebrities he’s with
• Focus on live feed of his adventures abroad
• Allow the people to vote on what Conan will do in the
respective destination once the destination is released
by show or discovered by the fans.
• Real-time news and updates
• Twitter posts would pull funny quotes or moments
from Conan’s travels.
• They would rarely include links and would be first for
entertainment, and second for promotional pushes.
• “Retweet or favorite” poll to vote on Conan’s next
destination
• Banter between Conan and celebrity he’s with
• Focus on sharing articles and blog posts from the tour • Have a My Story of where Conan is that day
• Show giveaways
• Share clips from episodes featuring Conan abroad
• Bands/Concerts/Restaurants
• Insert Conan in Oktoberfest snapchats
India
Brazil
Germany
47
FUTURE RECOMMENDATIONS
Over the course of five months, this campaign could be
both physically and financially demanding. It is not feasible
to continue international travel with such frequency.
However, to maintain an image as a “traveler,” and to
provide a show where viewers can tune in and learn more
about other cultures, Conan could continue his travels
throughout the United States. Going to cities within the
U.S. will maintain Conan’s travels in a more economical
and practical way. Viewers will be able to see different
parts of their country, learn about the cultures and maybe
even see their own city highlighted in a particular week.
This will provide a taste of locality to the viewer, as well as
an added incentive to watch CONAN. Any of the tactics
employed abroad could also be used here, and some may
be even more conducive to traveling within the states.
Emphasis could be put on music from each city and a
celebrity guest could often be found in each city to help
show Conan around and provide a talking point for the
show’s comedic effect.
48
CAMPAIGN 3
The Not-So-Average CO
49
INTRODUCTION
If you can’t beat them, join them. What better way to resonate with millennials than to join them? The data gathered
from the survey and focus group research studies formed our foundation for this idea. Simply put, participants
largely noted CONAN as, “middle-aged,” “silly,” and “sarcastic”—thus, we will transform these results into a funny,
outlandish, self-deprecating theme entitled, “The Not-So-Average CO.”
Off the camera, Conan is an “average Joe,”—an Irish native of Massachusetts, a loving father and a husband who is
driven to be successful. As much as Conan tries, however, the reality is that he is far from average. Conan is seen as
a celebrity to the American population; his name is known globally and his face is recognized wherever he goes. The
Not-So-Average CO will draw on the mundane tasks of life such as grocery shopping, riding public transportation
and doing laundry. This will engage audiences as they see a “Not-So-Average” Conan being thrown into very typical
situations and interacting with the American population in unexpected ways. Conan’s “high-brow” humor stems
from his high intellect, which, according to our research, makes him less relatable to millennials.
By aligning Conan with activities and scenarios that are standard of everyday life, it will create a common ground
for viewers—allowing the target audience to relate and connect with Conan on a personal level. Furthermore, it
will provide Conan opportunities to use his quick wit and convivial personality to entertain and engage viewers.
This tactic is advantageous as it includes the opportunity for viral digital content, press coverage and optimal fan
interaction.
50
TACTICS
Execution
This tactic will begin with a brand partnership with Trader
Joe’s and grocery shopping as the foundation to relate
to viewers. CONAN will film Conan O’Brien shopping in
Trader Joe’s. As he wanders through the aisles and samples
various products and beverages, Conan will interact with
customers and employees and carry out his own errands.
The point is not to have a plan, but instead to let Conan’s
personality shine. He is often most entertaining off-set
while interacting with people. To continue promotions
after the clip, “Conan Approved” stickers will appear on
items that Conan enjoyed during his visit.
Value is something that Trader Joe’s corporation takes
very seriously. As a national speciality foods market, it
strives to always offer innovative, great-tasting products
at the lowest price. Similarly, CONAN reflects the same
core essence of always promoting true originality. Conan
is not defined as a comedian, but rather as an average
guy with ambition, goals and dreams. Of course, he also
values and enjoys quality entertainment. This tactic is
intrinsically twofold—first of all, millennials will be drawn
in by the relatability and pure entertainment of Conan
in a grocery store. Trader Joe’s appeals to college-age
millennials, who are often on a budget, and healthconscious individuals in their twenties and thirties.
Secondly, individuals who feel overwhelmed by grocery
shopping in today’s chaotic world will especially connect
with this tactic.
Event/Activation
As mentioned, CONAN will film Conan pursuing an
average task of grocery shopping in Trader Joe’s. Conan
will put his own spin on this activation plan and bring
his natural entertainment to the table by showing his
audience a new side of him. Trader Joe’s is known for its
free samples—especially the coffee station which can be
found at every location. This plan utilizes the normality
of grocery shopping as a task while also giving Conan
the opportunity to hone in on the “new age” of grocery
shopping. Today, grocery shopping is much
more than it once was—it’s endless free
samples, it’s finding new and exotic products,
51
and it’s also an overwhelming world of organic quinoa,
flax and chia seeds and other unpronounceable health
crazes of the moment. The bit can tap into a few aspects
within this activation, each with Conan’s personal spin.
Why Trader Joe’s? We chose this food store chain because
a fundamental aspect of Trader Joe’s is its causality, this
laid back atmosphere is reflected by the Hawaiian shirts
workers wear, Two-Buck Chuck wine and great specials.
Simply put, this is yet another forum where Conan can
add his own spin while relating to millennials.
tasks normally associated with mothers by media. He
embodies the somewhat naive dad navigating through
the average world of grocery stores and errands. This
association with a relevant issue will garner popular and
press attention.
on items that Conan tried during his visit.
Trader Joe’s will carry a new orange-colored juice
branded by CONAN available at all Trader Joe’s stores,
capitalizing on the juice cleanse trend that is popular with
health-conscious millennials.
Press releases will be aimed to both national news outlets
like The Los Angeles Times and The Washington Post and
niche market interest websites like the woman’s issueoriented Jezebel.com and Huffington Post.
In tangent with the Trader Joe’s opportunity, Conan
and Team Coco will proide CONAN-themed bumper
stickers (stereotypical of consumers who frequent Trader
Joe’s) to shoppers, fans and viewers whom are onsite
during filming. The bumper stickers will be orange while
incorporating the hashtag #NotSoAverageCo, mimicking
popular health conscious bumper stickers (Coexist, I <3
Yoga, Namaste, 26.2, etc.)
Press
Tweet Examples
A byproduct of Conan grocery shopping is the subtle “Playing flip cup with my new Not So Average Juice at
statement on gender roles. Conan tackles everyday the Alps Road Trader Joes in Athens, GA. Game starts
at 6, be there or be average! #free #juice
#NotSoAverageCO”
“Have survived three days so far from
living off Trader Joe’s free samples
#NotSoAverageCO”
“Anyone know where I can find the Organic
Persian Pickles at Trader Joe’s? #JuiceLife
#InAPickle #NotSoAverageCo”
Guerrilla Marketing
To continue promotions after the clip,
“CONAN Approved” stickers will appear
52
Promotional Events
• Food trucks in various Trader Joe’s parking lots,
starting with the Los Angeles market that sells and
advertises promotional items such as CONAN’s juice
and other merchandise
• Incorporate local ScoutMob deals when Conan visits
various locations. This will not only inform people of
Conan’s appearance on a local level, but also promote
and draw fans, viewers, foodies and families to come
out and try some of the food available at the CONAN
food truck(s) as well as the CONAN juices.
• Taste of Atlanta, Taste of New York, etc. (™) events that
occur during the summer and fall around the nation,
where Conan will display his Not So Average Juice
and gain press attention and “foodie” admiration
53
MEDIA MIX
i n s tag ram
Based solely on picture and 15-second clip sharing,
Instagram will be used primarily to share picture-worthy
moments on The Not-So-Average CO treks. Guerrilla
marketing tactics and events will also be shared. The
#NotSoAverageCo hashtag can also be used for fan
engagement (possibly featuring clever and/or exciting
fan photos, who use the #NotSoAverageCo hashtag in
their photos) and to connect to other platforms.
vi n e & youtu be
YouTube is a powerful platform in today’s digital
communications. Our goal is to utilize YouTube to its full
potential and use the medium as an original source for
content to go viral. By reaching out to YouTube-famous
and Vine-famous mini-celebs to promote CONAN and
his “Not-So-Average” visits.
f aceb ook
The Facebook page will be the primary method for
reaching current CONAN fans by getting them to engage
and share content with others. Facebook will serve as a
hub to encourage fans to interact with the campaign, its
events and other CONAN fans. Content posted by Team
Coco will also have a motive of driving fans to
teamcoco.com/notsoaverageCO
54
FUTURE RECOMMENDATIONS
tw i t t er
We intend to boost traffic to CONAN’s Twitter page by
encouraging interaction between fans and CONAN. The
hashtag #NotSoAverageCO will be used in the majority of
posts to draw attention and curiosity to CONAN’s latest
antics to the fans, most of which already watch comedy or
late-night television. Fans can encourage Conan to visit
their Trader Joe’s or other “average” errands/ locations
and/or share their own version of CONA-fying average
tasks.
The following ideas are intended to be executed similarly to the Trader Joe’s activation above. The main theme
behind The Not-So-Average CO tactics is to increase engagement with current late night viewers through relatable
situations, specifically letting Conan’s natural charisma shine through during the “Average Situation.”
• Laundromat
• Public transportation (Metro)
• MLB Game
• Movie Theatre
• Other various shopping locations (i.e. Costco, Whole Foods, H-Mart, etc.)
s na pc ha t
Conan will incorporate various first-hand snaps under his
CONAN Story during promotional events. This allows
for fans and viewers to experience first hand accounts
of Conan interacting at various events, and locations. By
incorporating various snaps at each location, fans will
enjoy the opportunity to see Conan share his comical
exchanges wherever he is in real time.
pi nt eres t
Pinterest is the perfect medium for CONAN to connect
with his growing female audience. As a dominantly female
platform, it is a hub of inside tips, ideas and inspiration.
CONAN will contribute pins of various merchandise and
foodie-related ventures.
55
THOUGHT STARTERS
• CONAN Comic-Con Snapchat
host
• Conanan Copping Air Mags
• Can’t spell comic-con without co
co
• NCAA half time host/segment
• NCAA final four team theme
show
• Goodie bag drop at NCAA march
madness arena
• Bonnaroo and/or other music
festival appearances
• Oddball Comedy Festival in
August, etc.
• Coco Puffs
• “Coco” campus music tour with
rapper O.T. Genasis
• CONAN CoCo Calendar Spread
• Conan photobooth
• Coco Chanel
• News Reporting
• “Richter” Scale
• Shave Conan’s head
56
• Have the moon in the set talk (cat
ears when Conan purrs)
• Battle of the bands
• Prank call celebrities
• Conan does impressions
• Netflix/streaming sights
• Conan CoCo Latte/Cappuccino/
Frap Drink
• Millennials and Baby Boomers
LOVE caffeine, what better
way to relate with your target
audience than partnering with
Starbucks for a seasonal Conan
inspired/collaborated coffee drink
(i.e. Starbucks’ “Pumpkin Spice
Latte”)
• Conan orders a Tall Flat White from starbucks--new drink
• Conan collaborates with Oculus
Rift
• Oktoberfest
SOURCES
(n.d.). Retrieved March 1, 2015, from https://pressroom.turner.com/us/tbs/conan
COMPANY. (n.d.). Retrieved March 1, 2015, from http://www.turner.com/company#
Dawn, R. (2009). ‘The Tonight Show With Conan O’Brien’. Hollywood
Reporter, 410(3), 11.
Labrecque, Jeff. (2014, December 15). General format. Retrieved from http://www.ew.com/article/2014/12/15/
late-night-tv-2014
Lafayette, J. (2010). Conan’s Baaaack… And Right Where He Belongs. Broadcasting &
Cable, 140(42), 10-12.
Poggi, J. (2014, February 13). Why Jimmy Fallon’s ‘Tonight Show’ Can Thrive With Fewer Viewers When Conan’s Couldn’t. Retrieved March 3, 2015, from http://adage.com/article/media/jimmy-fallon-s-tonight-show-thrive-
fewer-viewers/291646/
Turner Broadcasting System. (n.d.). Retrieved March 1, 2015, from
http://www.timewarner.com/company/operating-divisions/turner-broadcasting-system
57