Photo albums on Flickr.com.

The pre-launch (teaser) stage.

The purpose of this step is to heat our target audience and to earn some free PR. It will start in winter and should last only two weeks, because otherwise people may be bored and annoyed by teasers. Here are the main components for this stage: flash mob, viral video and photos on Flickr.com.

Flash mob.

This flash mob we will do in special agency that should recruit 30 people, organize rehearsals and launch the flash mob after the week of starting the pre-launch stage (because of preparation). Simultaneously with the flash mob preparation we will print green picture of grass, leaves and the word «Mellow» on ten umbrellas in a printing-office. The flash mob scenario should be like this: our people with and without umbrellas walk down the street and suddenly the light and energetic music turns on and they start to dance. In the end of the dance there should be a composition of people with and without green umbrellas.

We want to use the flash mob in our teaser stage because it is cheap (28 480 rubles[1]), allow us to earn free PR (photos, videos, posts in blogs and forums) and to connect the word «Mellow» with something green and light in a white and grey Moscow. In the winter it should look like a piece of summer.

Viral video.

The viral video should be simple to be cheap, but unusual to be interesting. It should make people want to go to our website http://www.mellowtea.ru. So the whole video should be made from tea (scenery[2], main characters – like in sand drawing). We will make it in producing studio for three days and it will cost us 42 255 rubles. Then we will upload this video to these hostings: YouTube, Vimeo, RuTube, [e-mail], Vkontakte.ru, because they are very popular. The plot of the video should be like this: a guy walks out the building with a sign «WORK» on it and slowly goes through snow and winter. He’ s sad and tired, but suddenly spring starts – snow melts, grass, trees and flowers start to grow fast, the sun shines bright. So this man is not so tired anymore, he’s happy and running skippingly untill he meets his hot girlfriend. Then he and his girlfriend go to the pool and jump in it, but it turns out to be a cup. After that appears signs (one after another) made of tea too: «Want to know what’s next?» - «http://www.mellowtea.ru».

This viral video should demonstrate the quality of our tea (all characters and scenery will be made from it), connect the idea of summer/nature and Mellow tea brand and attract people to our website.

Photo albums on Flickr.com.

Flickr.com is a popular website for high quality photos. It will be free for us to create albums there, but to create them we should shoot some photos first. It will cost us 5 000 rubles for two days of work(in a photographer’s parlour). These photos should contain our tea bags composed like, for example, a car or a flower, or something else interesting. Also there should be inscriptions on each photo like: Nothing unnecessary. Just tea. http://www.mellowtea.ru

This should connect the idea of the unnecessary additives absence and the Mellow tea brand. Also it will increase the number of visitors on our website.

[1] Flash mob organization with umbrellas

[2] Tea on beige screen

Дата добавления: 2015-11-14