Depeche mode devotional R2-970372 marketing plan




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DEPECHE MODE


Devotional

R2-970372


MARKETING PLAN
STREET DATE: September 21, 2004

PRE-ORDER DATE: August 17, 2004

PRIORITY: A


WARNER STRATEGIC MARKETING

8/6/04

Product Manager: Oren Tishman 818-238-6211



Publicity: Melisa Rodriguez 818-238-6248

Promotions: Cornerstone Promotions

New Media: Cornerstone/Daniel Barassi


PROJECT OVERVIEW
Filmed on Depeche Mode’s triumphant Devotional Tour in 1993, Grammy-nomitaed Devotional showcases the band at its most raw and energetic, with the press marveling at the ‘rock star antics’ of captivating lead singer, Dave Gahan. The two level stage set, video images, and film projections were conceived by top rock photographer, Anton Corbijn, in alliance with lighting designer Patrick Woodroffe. Drawing heavily from the Songs Of Faith And Deviotion album, the tour featured such Depeche classics as “Walking In My Shoes”, “Behind The Wheel”, “Personal Jesus”, and “Enjoy The Silence”. Included in this 2-DVD set are a host of never-before-released extras including live performances, promo videos, interview with Anton Corbijn, MTV ‘Rockumentary’, and eight stunning back projections that illuminated the tour that captivated thousands.
Sell points


  • Recorded in 1993 on Depeche Mode’s Devotional World Tour which played 150 shows over a 15 month period.

  • A 2-DVD set containing 17 compelling performances including the Depeche classics, “Walking In My Shoes”, “Never Let Me Down Again”, “Personal Jesus”, and “Enjoy The Silence”.

  • Nominated for a Grammy for best longform video in 1993, Devotional is largely recognized as the band’s best tour ever.

  • Bonus features including rare, unreleased live performances, promo videos, interview with Anton Corbijn, MTV ‘Rockumentary’, and back projections from the tour.

  • Simultaneous worldwide release date.

  • First time on DVD.

  • 5.1 audio



Awards/ Certifications


  • Gold singles: “Personal Jesus” (1990)

“Enjoy The Silence” (1990)

“I Feel You” (1993)



  • Gold albums: Black Celebration (1989),

People Are People (1990),

Ultra (1997)

Exciter (2001)


  • Platinum albums: Songs Of Faith And Devotion (1993)

Some Great Reward (1994)

Catching Up With Depeche Mode (2000)



  • Multi-platinum albums: Violator (1996) – 3 million

  • Gold and Platinum videos: Strange (1990) – gold

101 (1990) – platinum

Some Great Videos (1990) – gold

Strange Too (1991) – gold

One Night In Paris (2003) – gold



NEW RELEASE INFORMATION
DVD Title: Devotional

Artist: Depeche Mode

Label: Mute/Reprise

Selection #: R2 970372

Street Date: 9/21/04

Pre-Order: 8/17/04

Packaging: Digi Pack w/ slip case and 16 page booklet

SFP: 25 DVD

File Under: Music Video/DVD

Sticker Info: 2 DVD set


Price point: $24.99 DVD

Street Projection:

SLO: 25,000

First Year: 40,000


DVD FEATURES


  • Two never-before-released live tracks: “Halo” & “Policy Of Truth”

  • Eight back projections: “Walking In My Shoes”, “Stripped”, “Comdemnation”, “Judas”, “I Feel You”, “Never Let Me Down Again”, “In Your Room”, “Enjoy The Silence”

  • Interview with Anton Corbijn

  • MTV Rockumentary

  • Six Promo Videos: “In Your Room”, “I Feel You”, “Walking In My Shoes”, “Condemnation (Paris Mix)”, “Condemnation (Live)”, “One Caress (US Version)”



SYNOPSIS

N/a


SONG LISTING:
DISC ONE

Complete Concert Film – Devotional:

01 - Higher Love
02 - World In My Eyes
03 - Walking In My Shoes
04 - Behind The Wheel*
05 - Stripped
06 - Condemnation
07 - Judas
08 - Mercy In You
09 - I Feel You
10 - Never Let Me Down Again
11 - Rush
12 - In Your Room
13 - Personal Jesus
14 - Enjoy The Silence
15 - Fly On The Windscreen
16 - Everything Counts
17 - Death's Door (credits)

DISC TWO – Bonus disc

Two never-before-released live tracks: “Halo” & “Policy Of Truth”

Eight back projections: “Walking In My Shoes”, “Stripped”, “Comdemnation”, “Judas”, “I Feel You”, “Never Let Me Down Again”, “In Your Room”, “Enjoy The Silence”

Interview with Anton Corbijn

MTV Rockumentary

Six Promo Videos: “In Your Room”, “I Feel You”, “Walking In My Shoes”, “Condemnation (Paris Mix)”, “Condemnation (Live)”, “One Caress (US Version)”




SALES HISTORY

Demo/Audience/Target Market Size:


Primary: Modern Rock listeners, suburban residents, Adults 18-34, 60% females – 40% males

Secondary: Mainstream Top 40 listeners, ‘80’s music fans, Adults 25-34

Tertiary: Clubgoers, Dance Music enthusiasts, city residents, Gay Males, 18-34
SoundScan History of Key Artist Catalog or Comparison Titles
Title Conf. Release Date Sales - RTD

101 DVD 10/14/03 16,380

One Night In Paris DVD 5/28/02 41,950

Videos 86-98 DVD 11/26/02 21,416
Top 10 Retailers (based on shipments of 101 DVD):

1. Best Buy 6,653

2. AEC One Stop 5,277

3. Musicland 3,568

4. MTS, Inc. 3,356

5. Trans World 2,063

6. Circuit City 1,310

7. Virgin 1,274

8. Amazon 874

9. Borders 856

10. Baker & Taylor 512
TOTAL SHIPMENTS = 30,212
Top 10 Markets (based on SoundScans for 101 VHS)


1. Los Angeles 3,568

2. New York 1,734

3. Chicago 837

4. SF-Okland-San Jose 777

5. San Diego 632

6. Miami 481

7. Washington, DC 338

8. Philadelphia 336

9. Dallas-Ft. Worth 349

10. Boston 291


TOTAL SALES = 16,380


GEOGRAPHIC REGION*

Northeast 3%

Middle Atlantic 14%

East North Atlantic 11%

West North Central 2%

South Atlantic 14%

South Central 12%

Mountain 6%

Pacific 38%
GEOGRAPHIC STRATA*

City 34%


Suburb 51%

Rural 15%


STORE STRATA*

Chain 79%

Independent 19%

Mass Merchant 1%



Non-Traditional 1%
*Based on SoundScan of 101 DVD
RETAIL/POP/MERCHANDISING


  • Sell sheet flyer mailing to key buyers - September 15, 2003




  • UK posters – 11x18; qty: 500 for consumer contests and retail




  • Postcards: 2,000 for use at screenings and for sales reps/ADRs




  • Devotional pins



CONSUMER MARKETING


  • Screenings being planned for Devotional in LA, NY, and SF week of street:




    • Will secure retail partner

    • Sale pricing, positioning of the DVD

    • Pursue local newspaper ad/announcement of the screening tagging retail

    • Pins and postcards will be distributed




  • 8th Annual Depeche Mode convention at the Henry Fonda Theater in Hollywood, Sunday, October 24,

7pm – 1:01 am.


    • Pursue sponsorship by KROQ

    • Screening of footage from Devotional

    • Depeche Mode giveaways and rarities for sale

    • Over 1000 fans expected




  • Pursue club nights throughout September – potential venues:




  • San Francisco – DNA Lounge

  • Los Angeles – Tempest Lounge


VIDEO PROMOTION
Point Person: Wendy Griffiths, WBR-NY (major outlets), Feedback Promotions (local video)


  • Service the “Policy Of Truth (live)” video clips to major and local video outlets

  • Follow-up with phone calls and secure chart placement wherever possible



MEDIA

STRATEGY APPROVALS

  • Timing: Week of August 9

  • Approval to move forward with strategy as outlined below.
TRADE AND CONSUMER ANNOUNCEMENT

  • Timing: Week of August 9

  • Trade media announcement to be pitched to The Hollywood Reporter, Daily Variety, Video Business, Video Store, Billboard, etc.

  • Consumer announcement to be disseminated via email blast to all media listed below.



LONG-LEAD CONSUMER OUTREACH

  • Timing: ASAP

  • Outreach to key long-lead consumer outlets to secure coverage on or around street date. Target outlets and specialized outreach include but are not limited to:

  • Entertainment Publications

  • Entertainment Weekly

  • Us Weekly

  • Movieline

  • People

  • Premiere

  • USA Weekend

  • DVD Etc.

  • UltimateDVD

  • Men’s Publications

  • FHM

  • Gear

  • Esquire

  • Maxim

  • GQ

  • Details

  • Music Publications

  • Rolling Stone

  • Spin

  • Music Connection

  • Billboard



PRESS KIT

  • Timing: Distribution week of August 9, or as soon as discs are available

  • The press kit will be serviced to all categories of trade and consumer media: press release and a DVD check disc.


SHORT-LEAD CONSUMER OUTREACH (Includes Dailies, Weeklies and Wire/Syndicates)

  • Timing: Begin outreach week of August 16

  • Timing: Stories to break week of September 21

  • PR will conduct outreach to short-lead consumer outlets to secure reviews and features.



B-ROLL PACKAGE PRODUCTION

  • TBD if EPK is necessary
ONLINE MEDIA CAMPAIGN

  • Timing: Begin outreach week of August 16

  • PR will service targeted sites for coverage, which will include entertainment, men’s, music and DVD sites:

  • Entertainment Sites

  • E! Online

  • ETOnline.com

  • ExtraTV.com

  • IMDB.com

  • EntertainmentAsylum.com

  • EW.com

  • HollywoodFYI.com

  • AintItCool.com

  • Zentertainment.com

  • Zap2it.com

  • Men’s Sites

  • Maxim Online

  • Stuffmag.com

  • FHM.com

  • Esquire.com

  • TheGuyCode.com

  • GQ.com

  • Music Sites

  • MTV.com

  • RollingStone.com

  • Meanstreet.com

  • Spin.com



ONLINE MEDIA CAMPAIGN (Cont’d)

  • DVD Sites

  • DVDFile.com

  • DVDAngle.com

  • DVDAnswerMan.com

  • DVDTown.com

  • DVDAuthority.com

  • TheDigitalBits.com

  • DVDJournal.com

  • DigitallyObsessed.com

  • DVDFuture.com


ONLINE PROMOTIONAL GIVEAWAYS

  • Timing: Outreach to begin August 16

  • PR will conduct outreach to secure DVD giveaways on a variety of high-profile entertainment, men’s, music and DVD sites including:

  • Entertainment Tonight Online

  • EW.com

  • E! Online

        • ExtraTV.com

        • Maxim Online

        • FHM.com

        • TheDigitalBits.com

        • RollingStone.com


PRINT INTERVIEWS

  • Timing: Talent interviews week of August 30

  • Timing: Stories to break week of September 21

  • Pending availability of members of Depeche Mode, PR will work with talent for print interviews with national and top market newspapers, as well as syndicated writers and wire services.


TEASER MAILING
  • Timing: Distribution week of August 23


  • PR will service a premium item (e.g., Depeche Mode CD, shirt, etc.) along with a note to top tier media reminding them that the DVD release is coming soon.



TALENT APPEARANCES AND/OR SMT (Satellite Media Tour)

  • Timing: Week of Street

  • Pending availability, PR will work with Depeche Mode for select in-studio appearances and on-air interviews with national or regional broadcast outlets or coordinate a satellite media tour from a convenient location.


RMT (Radio Media Tour)

  • Timing: Week of Street

  • Pending availability, PR will work with Depeche Mode to secure interest from radio stations for on-air interviews in the top 25 markets


IN-STORE APPEARANCE

  • Timing: Week of street

  • Pending talent availability, PR will conduct outreach to secure media attendance

to an in-store performance and/or signing
NEW MEDIA
Point Person: Cornerstone Promotion/Daniel Barassi


  • Online announcements and contests at www.depechemode.com:




  • Promoting the DVD release







  • Depeche club night in LA




  • DVDs given away


TIMELINE

7/21 Rhino book copy due


8/6 Package Film & DLT Due
8/6 Solicitation e-card
8/9 Press release serviced
8/17 Pre-Order due date
9/1 Video clips to serviced to local & national outlets
9/6 Plant ship date
9/20 Screenings in SF, LA, and NY
9/21 Street date for Devotional
10/24 Depeche Mode convention – L.A.



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