CHRISTINE YEE

Content Marketing. Writing. Social Media. SEO. Digital PR

I joined the Urgent Content team with the main focus on managing the social media campaign for Adobe's Subscription Diaries video series.  However, this client project faced internal delays and decided to postpone their marketing initiatives.

The main project that I worked on was the social/digital PR outreach for a comedy screen writing contest held by the Allance for Family Entertainment (AFE): Search For America's Newest Comedy Writer. 

About the Alliance For Family Entertainment (AFE)

The AFE is a large coalition of U.S. advertisers who is supported by the Association of National Advertisers (ANA). Collectively, their members represent over $10 billion spent yearly on nation wide television ads. Their membership base includes the following companies.

Since 1998, the AFE has worked to help air high quality, family friendly television shows, incuding"

• Gilmore Girls
• Everybody Hates Chris
• Eight Simple Rules

Screen Writing Comedy Writing Contest

In their efforts to continue offering high quality shows that the entire family can watch, the Alliance for Family Entertainment decided to hold a contest to find a talented comedic screen writer.  

 Urgent Content was hired to help promote the contest online.  My role was to find highly targeted influencers who are connected to groups burgeoning screen writers. The main performance indictor was simply to achieve as many placements as possible across a wide reach. 

Within a time span of about one month, I worked to compile a list of highly relevant sites and blogs. I also contacted influencers within the screen writing niche who would help spread the word about the contest to their followers

SAMPLE PLACEMENTS AND STATS

Here are a few screen shot images of sample placements and stats that resulted by the October 28th deadline. 

Words Trumpet (unique monthly visitors = 1102)

Indiana Film Commission  (unique monthly visitors is 2,373,864)

Minnesota Film Commission (unique monthly visitors = 2673)

Stage 32 (unique monthly visitors = 3199)

Georgia Film Commission - Facebook Page (12,865 followers)

Michigan Film Commission - Facebook Page (7401 followers)

In the final week of the contest, the Facebook reach totaled 25,663.

According to our data collection efforts, the total cumulative reach on Twitter includes approximately 105,378 followers. In just the last week the reach was 45,684.

These numbers reflect an aggregate total. Some of these tweets did not result from UC outreach. For example, Laughspin accounted for 905 individuals. And we’ve estimated collage outreach to include 1469 followers.

Neoganda regularly submits pitches for web development projects within the mainstream entertainment industry. I provided research, ideation and writing support to help the company develop documentation and other material used to vie for a few of these opportunities. 

Project For Wes Craven Movie - My Soul to Take 

(1) True or False- Wes Craven changed his original career as a humanities professor and started in the film industry as a production assistant.

(2) What was the original title of My Soul to Take?

a. Abel’s Revenge

b. Return of the Ripper

c. 25/8

d. 7 Souls

(3) In 1999, Wes Craven directed a movie starring Meryl Streep which was a departure from the horror genre. Instead, it revolved around

a. Music

b. History

c. Romance

d. Comedy

(4) John Kenneth Muir wrote a biography of We Craven, titled: 

a. An Illustrated Guide to Horror Cinema

b. The Mind of Wes Craven

c. Horror and Paradox

d. The Art of Horror

(5) Which of the following celebrities did not appear in Scream 1?

a. Rose McGowan

b. Alyson Hannigan

c. Skeet Ulrich

d. Drew Barrymore

e. Neve Campbell

(6) True or False -The 1977 version of The Hills Have Eyes was about a family’s encounter with evil religious cult members.

a. In the Hills Have Eyes (2006), the people of the hills are

b. religious cult members

c. witches

d. cannibals

e. mutants

(7) Which of the following quotes was not said by Wes Craven?

a. Any horror element is as much psychological as special effects

b. Horror films don’ t create fear, they release it

c. It’s a boot camp for the psyche

d. I like to address the fears of my culture. I believe it’s good to face the enemy for the enemy is fear.

(8.) The original inspiration for Freddy Kruger was

a. A character from Craven’s favorite book

b. Jack the Ripper

c. An encounter with a frightening stranger

d. Charles Manson

(9) Which of the following was the first feature film directed by Wes Craven?

a. Swamp Thing

b. Chiller

c. Deadly Blessing

d. Last House on the Left

(10) True or False- Wes Craven’s early career in film involved working as an assistant editor for Sean Cunningham

(11) Which of the following actresses starred in Cursed?

a. Alyssa Milano

b. Rose McGowen

c. Fairuza Balk

d. Christina Ricci

(12) Which of the following is not true of the movie, Wes Craven’s New Nightmare?

a. Stars Wes Craven as himself

b. Johnny Depp re-emerges from the dead as Nancy’s boyfriend

c. Features Heather Langenkamp, who played Nancy in the original Nightmare on Elm Street.

d. The Nightmare movies served to protect the world from a real demon.

(13) Who did Wes Craven play in Scream 3?

a. Janitor

b. Visitor touring the studio

c. Grandfather

d. Store Clerk

(14) True or False- In the movie Brook Shields plays the monster’s love interest in Swamp Thing.

(15) The movie, Deadly Blessing involves which of the following

a. succubus

b. incubus

c. child demon

d. sorceress

(16) True or False- In the movie People Under the Stairs, the strange owners of the house hide an escaped convict.

(17) Which of these features was the second hit film directed by Wes Craven?

a. A Nightmare on Elm Street

b. The Hills Have Eyes

c. Swamp Thing

d. The People Under the Stairs

(18) Who played the vampire in The Vampire in Brooklyn?

a. Eddie Murphy

b. Robert Pattison

c. Denzel Washington

d. Jaime Foxx

(19.) The Michael Jackson scene was in

a. Scary Movie 1

b. Scary Movie 2

c. Scary Movie 3

d. Scary Movie 4

(20) Where is Elm Street located?

a. San Francisco

b. Milford Pennsylvania

c. Postsdam, New York

d. Waitsburg Washington

(21) What is Wes Craven’s production company called?

a. Craven Maddelena Films

b. Craven Miller Entertainment

c. Craven Paul Productions

d. Craven West Films

iMedia Connection/ Fox Home Entertainment - Mirrors 2 Competition

Neoganda entered an iMedia Connection competition which required the development of a new media/ tech development project that would promote the release of Mirrors2 on DVD during the Halloween season of 2010. 

The company came up with the concept of a branded chat roulette site, specifically designed for the movie. This included the following key features:

• 3 to 8 second custom interstitial videos are inserted between each user skip
• A sub nav of all the 30 to 60 second clips sit below and can be viewed at anytime
• Halloween themed design

Neoganda also wanted to include a social campaign along with their entire submission.  My role was to provide support and general management for this component. The company specified the following requirements:

SOCIAL PLAN

• Rich Media Industry Buzz
• Industry Email Blast
• Industry Blog Post about the innovation of CT in a banner
• Industry blog post on Neoganda and the thinking behind the unit
• http://www.bannerblog.com.au

Startup Segment Buzz

• http://gigaom.com/ and similar sites

Horror Blogs: How to connect with horror fans

• blog seeding and connecting with influencers

Youtube Channel

• Post 30 second clips
• Invite user to create their own clips
• Post user submitted clips from the original Mirrors
• Deleted scenes
• Junket footage
• Feature clips from DVD extras
• Mirrors (original fan mash-ups and parodies)

Facebook

• Start conversations about the story
• Cross post videos from the Youtube channel

Twitter

• Users can tweet out a bit.ly link on the site
• Add content to current Fox Twitter account. http://twitter.com/foxhomeent

Additional

• A Halloween idea to differentiate the site during a period when everyone is simply promoting a scary film.

20th CENTURY FOX, GULLIVER'S TRAVELS - SOCIAL GAME FEATURE 

Neoganda was also interested in being considered for a project offered by 20th Century Fox for the movie, Gulliver's Travels. Promoters of the film were interested in developing a compelling social feature for sites like Facebook. 

Neoganda came up with the following list of concepts.

(1)Similar game to Guitar Hero

• works like this http://www.forbiddenkingdommovie.com/game/
• use the number keys to play a song and get a score. Challenge friends to beat this score

(2) Rock Lyrics

• A line from a rock song is presented to the player. They have to guess the title
• What format is this game/quiz? Facebook app? e-card?

(3) Lilliputian Official Speaketh App

• Write a note to your friends. Translater adds "-eth" to the end of words
• Send to your friends
• Is this a third party app that lives on the Gulliver's Travel's main site? Facebook app?

(5) Building game

• based on client's suggestion (getting Lilliputian players to build something)
• they can build a battleship for example
• this is on the main site?

(6) Full page ad

• Whirlpool to Lilliput
• Ad displays a whirlpool in action which then displays the main site

7. Tourbook

• Do users turn pages by mousing over the top right corner of the book?
• Content is static
• Book lives on the main site and can be shared
• Facebook connect can pull names of friends into the book so that it can be personalized and shared

8. E-card- Upload yourself as Gulliver

• Users can upload their photo and crop out the head.
• System seamlessly masks Jack Black's head with user's image
• Send to a friend
• on main site and on Facebook page as an app?

9. Facebook app Collective game

• be able to play with your friends.

Here is the concept that I further outlined in a document that I had drafted. The contents were used within the official submission to Fox. 

Concept Summary

• The Gulliver’s Travel’s rivalry of the little people will be recreated as a social game on Facebook. Users can participate either as Lilliputians or Blefuscians to see which side can build the bigger online nation. The objective will be to recruit the most soldiers and incur the fewest number of traitors. Players will act on behalf of themselves as well as patriots of Lilliputia and Blefuscia

• Because Facebook users can actively recruit their friends which is the main goal of the actual game, this application has enormous viral potential. Participants from all around the world will enjoy playing as Lilliputians and Blefuscians.

How to Play

• Profile pictures of all players will be displayed on the interface along with other details (e.g. blurbs they write about themselves, points, status etc.)

• Players can join by downloading the app. They can also join by being recruited through a friend invitation.

• Players who download the app will be required to take a personality quiz. This will determine which side they will join.

• Those who receive an invitation to play can choose the same side as their friend. They also have the option to betray their friend and join the other side. They will be labeled as a “traitor” on the game interface.

• Players who recruit the highest number of friends will receive special rank as a “general.” These points will be displayed on their profile picture.

• Each nation will choose their princess through a voting process. Female players can opt to be considered for this voting process. Or they can decline.

• The side who gains the most soldiers through betrayals is allowed to kidnap the princess from the other side.

The influence and power of mom bloggers cannot be denied. They write content from their own experience on a variety of different topics from food recipes, DIYs, household tips and tricks parenting advice, product recommendations and their own personal musings.

Legions of other women often find this type of content to be helpful for their own lives. Thus passionate and dedicated mom bloggers are able to attract huge followings. When it comes to product and brand reviews, popular moms are not only able to share their message across a huge reach, their audience members trust and often follow their recommendations. 

According to one article by PTPA (Parent Tested Parent Approved) media, 66% of moms attribute word-of-mouth as their most trusted source of information. 81% of U.S. consumers trust advice and information presented in blogs.

In 2012, BlogHer conducted a questionnaire study on 37 million readers and found that 61% of U.S. online consumers make purchase decisions based on information and opionions found on blogs. 

A marketing site called Punch Bowl shares other interesting insights about the power of mom bloggers.

• In 2013, the number of mom bloggers was estimated to be about 4.2 million. 
• On average, these bloggers mention brands as often as 73 times a week
• 60% of mom bloggers state that they regularly write about brands their either love or hate
• Established mom bloggers are able to achieve 20,000 or more views per month 

User, Scorpio posted this "Valid ONLY At The Following Save-A-Lot Locations

Charlotte (Freedom Dr.), Lexington, Shelby, Kannapolis, Fayetteville, NC And North Charleston, SC

Title of post: "New Save-A-Lot Stores Mark Opening"

This was written by Jen Aronoff who writes for the Charlotte Observer

Fabric Interactive was selected as one of the vendors to assist with the marketing for IKEA's Easy to Assemble web series. 

Our developers and designers worked on creating a page for the official website of the show and building a voting box feature.

Within the storyline, the characters, Illeana Douglas and Justine Bateman engage in a competition with one another, vying for the coveted title, Coworker of the Year. And with the voting box feature, fans would be able to vote for either Illeana or Justine and thus influence how the rest of the story unfolds.

Additionally, a small division of Fabric's internal team focused on using PPC strategies to drive traffic to the official website for the show.

My role was to balance these efforts by developing initiatives by encouraging organic traffic to the site. We were given a rather limited time frame. Therefore, it made the most sense to leverage other sites with a large base of active users to cultivate organic interest in the webisode.

Strategies Employed

(1) Identified and contacted pockets of IKEA fans/ groups, requesting the site's voting box page to be shared with fellow members. Also encouraged these individuals to write blog posts, expressing their opinion of the show, the characters etc. 

(2) Assigned the task of writing unique, highly personalized blog posts (using Blogger.com to Fabric's interns (e.g. what they liked about the show, favorite IKEA styles and products, opinions about the characters, Illeana Douglas and Justine Bateman, favorite scenes and lines and why these were chosen as favorites.) This content was shared with IKEA fans/groups to help encourage the process of writing their own blog posts. The blog post written by the interns were also posted on social sharing news sites. 

(3) Posted video links, website pages and uniquely written blog posts to popular social sharing sites. These included: Yahoo Buzz, Propeller, Stumble Upon, Reddit and Digg