CHRISTINE YEE

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

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 field of cosmetic procedures is extremely competitive. High bids are placed for keywords associated with anti aging treatments like Fraxel laser and Botox. 

At Fabric, a smaller project that I managed was to create, update, optimize and test Google Adword ads for three Los Angeles physicians who specialized in cosmetic skin procedures.

Mary Lee Amerian MD

Mary Lee Amerian is a leading dermatologist in Los Angeles who provides custom skin treatments for her patients. She has been voted as one of the "Best Doctors in America" since 1996. Additionally, she has also been featured on the show Ten Years Younger.

www.maryleeamerian.com

Michael Persky MD

Dr. Persky is an expert in Fraxel laser. He also specializes in rhinoplasty and regards his practice as both an art and a science.

Dr. Persky has made regular appearances in the media, including a role as a life change expert on the television show, Extra. www.drpersky.com

David Rahimi MD

Dr. Rahimi specializes in a wide range of leading cosmetic procedures to help his patients look younger. Many of these treatments help to regenerate collagen beneath the skin surface. In addition he also developed a mini face lift procedure called the Tuliplift which gives more natural looking results. www.foreveryoung.net

Client Challenges

Our doctors want to utilize online marketing to reach new patients.

Although their sites are SEO optimized, their keywords are used by all their competitors. Other strategies were needed to supplement SEO. However the budget to develop their online presence on an organic level was limited to content development.

In this particular context, traffic and conversions are separate challenges. Volumes of unique site visitors per month does not necessarily translate into new patients.

With these constraints, a more PR based approach was developed to reach new groups of potential patients. Online marketing through regular PPC tactics ran in parallel to this primary strategy.

Content and PR Recommendations

The content on all three of the doctors' sites were characterized by being very technical. Content recommendations were made in the following areas. The ideal objective was to emulate the look and feel of mainstream women's magazines and provide a more engaging experience for site visitors

• Diet and nutrition for the skin
• Recommended makeup tips
• Celebrities who share a common age or ethnic group as the target audience members
• Fashion
• Hair
• Beauty philosophy
• Self Esteem

Gathering and developing this information required structured collaboration with the doctors which proved to be a very time efficient way of addressing the need for quality content.

Additionally, the use of photography on a more frequent scale was also recommended to improve the overall aesthetic of the sites. Although content is commonly thought of as written posts, visuals also contribute to the overall site experience for the end user.

Google Adwords

High traffic keywords associated with cosmetic procedures is instrumental in reaching large numbers of internet users who are performing searches based on them.

However, when clients are paying per click, these keywords can cost them a lot of money if users are not serious about opting for these procedures.

Solution

Instead of targeting high volume keywords, effort was spent in researching key word phrases that users would type in to find solutions to specific skin issues. This provides a direct bridges between what targeted users need and what our clients offer.

Results

Previously, the average click through rate (across campaigns) was less than one percent. For example, in July, the average click through rate was 0.71%

The keyword phrase strategy, described above, produced a much higher average CTR (2.0%) for the month of November 2009

Reaching Specific Ethnic Markets

Dr. Rahimi specializes in cosmetic procedures for different ethnic groups.

• Asians
• Hispanics
• African Americans

Most people are not aware of the different skin needs that ethnic women have. They are more prone to scarring and discoloration from conventional cosmetic procedures and require an anti aging specialist who can design custom treatments for their skin types.

Communicating with each ethnic group required the following areas to be addressed through the site content.

• skin characteristics and structure
• aging patterns
• recommended care regimens
• makeup color tips
• celebrities of the same ethnicity

Reaching women in these groups required PR outreach with niche magazines such as Audrey, Latina, and Ebony.

PR Outreach: Time Broadcasting

Many lucrative opportunities to reach new patients exist outside the internet realm. For example, modeling agencies have their online sites. However networking efforts rely more heavily on personal contacts and attending events at local venues, as opposed to social media strategies.

Physicians realize the importance of networking with models and professionals in the entertainment industry. However these opportunities (in the form of functions and events) are offered to them at a high cost, with very little return.

Time Broadcasting

An independent television network called Time Broadcasting targets the Iranian community in Los Angeles.

They expressed interest in a reality show concept featuring our clients, Dr. Persky and Dr. Mary Lee Amerian.

A basic proposal, depicting a simple show concept was drafted and approved by the CEO. The premise of the show would be to discover effective, minimally invasive procedures that yield real results. It would also interest audience members to learn how modern science offers ways to manipulate skin structure to reverse aging signs. Most people are only familiar with household terms like Botox and facelifts.

Benefits

The Iranian community is an affluent market segment. Beauty is an important aspect of their culture. Science is also highly valued as well. Parents often encourage their children to pursue degrees in science and careers in medicine. Because of this, the partnership with Time Broadcasting served as an ideal solution for Dr. Persky and Dr. Mary Lee Amerian.