In order to promote DMAX channel and his recent acquisition of the rights on the RBS Six Nations rugby championship, I imagined to realize a 360 degrees campaign, involving many different media and trying to get
new audience for the channel, in particular the target of an italian man or woman who doesn't know yet very well
or at all rugby as sport.
The media involved are: traditional print, tv, web and social.
A strong and emotional call to action "UNISCITI A NOI" ("JOIN US") communicate the start of the championship
and tries to convice italian people to support his national rugby team by watching the match on tv, going to see it
at the stadium or following it l in live streaming on the DMAX Tavern blog, which is a temporary pub set in Rome supported by a website too.
The DMAX Tavern is a temporary pub set in Rome during the RBS Six Nations championship and it's supported
by a website too. In a particular location dressed like an old irish pub, the tavern should be the core of the supporters
of Italy's dream team. Here the players would be interviewed by the fans and who can't be there could check the situation
by the live streaming on the branded blog of the tavern and partecipate from home.
In order to involve the target on more media as possible, I imagined the possibility to watch the match on tv
by an interactive mosaic, on mobile devices through the app of the DMAX Tavern and from the website
of the channel in live streaming after checking in with Facebook-connect.
About the first way to see the match from home, I imagined a collaboration with GoPro, with the intention
to get the audience the nearest as possibile at the real action of the match, so people can watch replays
by the app from a very close perspective.
If the mobile app wouldn't be enought, I imagined to watch in live streaming the match from DMAX website
by a different point of view, from the stadium stand near the supporters like a real and passionate fan.
And then I create an interactive mosaic widget to watch the match from home on television with the possibility
to swtich the point of view: from the stand, from the rugby field and as it is directed officially.
I imagined a contest for sport reporters too. DMAX will choose the best couple of reporter to comments live the match of the championship, so the audience will have the possibility to choose the kind othe commentary between the official one and the most interesting and fun DMAX's one. On top I developed the whole campaign on the main social profiles of the brand, essential media to communicate directly to the target the new initiatives.
NOTES:
This is an university project, part of an exam of strategic planning and advertising.
If you appreciated it, I would be grateful if you'll like it and you'll give me your opinion.
THANKS!
