Celebrating 10 years of success INSIDE THE TIME MACHINE

Agenda Objectives The Concept What are we going to do How are we going to do it What do we need to achieve this

Objectives

Celebrate Rotana Cinema 10 years anniversary on social media. Show Rotana Cinema’s Evolution in 10 years. Prove that Rotana Cinema is deeply rooted as a household name in the Arab World. Show that Rotana Cinema is still number ONE in the Arab world. Create interactivity between the TV screen and the digital world. Use the 10 years anniversary to launch the new Rotana Cinema 2015 social media persona.

The Concept

Since Rotana Cinema will air the movie premiers of the past 10 years in the last 10 days of 2014, with each year in one day, we will capitalize on the idea by creating a theme for the campaign called “The Rotana Cinema Time Machine” where we take users back in time on social media, as the nostalgic theme is currently the trend used by many brands like Pepsi, Coca Cola, and many more. Each day on our social media portals we will post as if we are in the year we are celebrating, on day one we will post as if we’re in the year 2005, etc.

What are we going to do

A pre-teasing campaign to let fans know about “The RC Time Machine” theme digital activation. We will change the logos and layouts used for all RC social media platforms and posts to cope with the year we’re celebrating. Many different competitions to get fans engaged on all Rotana Cinema platforms and drive social media hype between online fans. Interactive posts & hashtags with a new theme for each day of the 10 days. Entertainment news, photos, articles & trivia from the same year we’re celebrating.

How are we going to do it

We will start the campaign by announcing that Rotana Cinema will take fans back in time under the theme of “The RC Time Machine” And ask fans to guess what will happen to create conversation. Teasing Campaign

How are we going to do it Interactive Posts We will ask fans to suggest alternate endings for our premier movies shown that on every day day and make people come up with their own version. ALTERNATE ENDING?

How are we going to do it We will ask fans to suggest who would’ve fit the role better than the current cast. To make people say things like: Mohamed Saad to play Ibrahim Labyad. Or Hany Ramzy to play Omar & Salma. WHO ELSE? Interactive Posts

How are we going to do it Interactive Posts We will create fun engaging posts asking questions about the use of our current technology in older movies and how it would affect the flow of the movies. WHAT IF?

How are we going to do it Entertainment News Posts We will post some of the most important news that happened during the celebrated year throughout the 10 years, as if its happening now. ENTERTAINMENT NEWS

How are we going to do it 10 years evolution posts We will post some pictures highlighting the evolution of our stars throughout the past 10 years

How are we going to do it Movie of the year We will ask fans every day throughout the 10 days to nominate which movie was the best out of all the premiers we aired that day and the winning movie will be named movie of the year 200X. Empowering the fans and creating conversation on social media. ENTERTAINMENT NEWS

How are we going to do it Trivia Posts We will post trivia about the most memorable incidents, discoveries, inventions that happened during the year we are celebrating. And ask fans question like did you know that in the year 2005 there was no Facebook, Twitter, or iPhones & iPads, etc. TRIVIA 2007

How are we going to do it News Posts We will post news about the most important events that took place during the year we are celebrating (optional) NEWS

How are we going to do it Movie Live Tweets We will take a screen capture from the most important scenes in our premiers and post it on twitter, facebook, instagram & vine, one minute before it comes live on screen.

How are we going to do it Engaging Competitions Competitions will be announced to get the fans to interact with Rotana Cinema on all social media platforms, which will also help us in launching our Vine account, fans will be awarded for their contribution

How are we going to do it Competition Idea 1 We will ask fans to act a specific part or a scene from a movie and share it on their social media accounts using a defined hashtag such as #انت_بطل_الفيلم The best performance based on the number of likes will be awarded

How are we going to do it Competition Idea 2 Ask fans to take a selfie picture with their TVs while watching a Rotana Cinema 10 years anniversary movie, and share it with us using the suggested hashtag #سيلفي_روتانا_سينما The picture with the most likes or retweets on FB, Twitter or Instagram will be awarded with a prize.

How are we going to do it Competition Idea 3 We will ask fans to participate in movies by sharing a Vine or a Youtube or Instagram video using a Rotana Cinema movie during the premier, as if the fan is acting part of the movie with the actors, replacing one of the characters and using the hashtag #مثل_معاهم The video with the most likes will be awarded with a prize

How are we going to do it Competition Idea 4 Fans will be asked to choose an Arabic movie poster from our premiers and visually replace the Arabic actors with foreign actors and post it to Rotana Cinema portals with the hashtag #بوسترات_قص_ولزق the poster with the most likes will be awarded a prize

How are we going to do it Competition Idea 5 Creating a link between Rotana Cinema’s screen and the online fans, to tweet or post with the hashtag #وجدتها when a certain icon or hashtag appears on screen saying which part of the movie did it appear in Fans will then be entered into a random draw and one winner will get the announced reward # وجدتها

How are we going to do it Rotana.net Articles will be created & released on Rotana.net supporting Rotana Cinema’s digital activation campaign, such as: A snapshot of the articles that were written at the time when the movie was released Movie critiques and issues Old interviews with movie cast Top quotes from movies and how it affected our Arab culture Top grossing movies of the year

How are we going to do it Rotana.net Articles will be created & released on Rotana.net supporting Rotana Cinema’s digital activation campaign, such as: Best and worst movies of the year The star with the highest number of movies for the year Singers who participated in movies Movie profiles for all the movies shown that day

Hashtags Unified Hashtags 1 # روتاناسينما _ عشرسنين 2 # عيدميلاد _ روتاناسينما 3 # روتاناسينما _ تمت _ عشرسنين 4 #10*10 5 # الة _ زمن _ روتانا 6 # روتانا _10 سنين 7 # عشرسنين _ ومكملين 8 # عشر _ سنين _ سينما 9 # روتاناسينما _2005 # عشرسنين _ عشرأيام 10 We will create unified hashtags for the entire activation campaign, and daily hashtags to create engagement per year, movie, actor, etc. Daily Hashtags 1 # روتانا _ سينما _ # أفلام _ #المصلحة 4 #مشاهير #حلمي_2008

What do we need to achieve this

Operationally Take the promos and the marketing material that will be done on screen and use it on social media. The TV screen needs to participate in this digital activation through producing promos asking people to participate using certain hashtags to join the celebration and win a prize, and also share these promos on social media. Have access to all the movies that will be aired on the 10 days to be able to come up with all the plot based questions, interactive posts, screen captures and create vines.

Operationally Plan all the on-screen to social media and social media to TV screen activities with the Rotana Cinema teams. Prepare all the movie posters and extra material to be able to prepare different types of artwork. Do an extensive research on the aired movies and gather all news and info about them to creatively interact with online fans. Have a brainstorming session with the RC team to learn more about the technical ways of connecting the screen to social media (aggregating Tweets and Facebook posts on screen)

How to achieve this Advertising campaigns on social media platforms Facebook & Twitter, using our resources at Twitter such as Ahmed Abo Ammo, in order to: Promote for our digital activation campaign Push our hashtags and invite people to join our conversation. Reach engagement across the highest number of fans & followers

How to achieve this Proposed campaign budget Facebook – USD 10,000 (USD 1,000 per day) to push our posts across our existing and potential fans Social ads on Facebook to promote and boost daily posts and Rotana Cinema Facebook fan page Twitter – USD 15,000 Twitter campaign to promote tweets, hashtags and Rotana Cinema Twitter account Budget for the competitions (Prizes) USD 15,000 (iPads, iPhones, Tablets, Trips) – To be discussed.

Thank You