Home

In 2007 PHANTOM POWER was retained to design a marketing

plan for Wal-Mart and craft the accompanying new business

proposal. Because media choices are proliferating, and

fragmenting, at an astonishing rate the challenge was to

communicate to Wal-Mart that the sum of AETN properties can

effectively marry their marketing objectives into AETN’s multiple

platforms and range of combinations.

To overcome this challenge, PHANTOM POWER presented

AETN to Wal-Mart AETN as a “content powerhouse,” the most

effective choice for reaching potential customers in a shifting

media world.

An AETN Integration Mantra was created and educational

materials were created for Wal-Mart which depicted their

360-degree multi-media world.

• The AETN 360° approach zeros in on a target group of consumers

most likely to be receptive to a certain message and surrounds

using a variety of media to touch them at different points along the

decision-to-buy process

• At AETN, we make it our business to understand the latest

consumer behavior, then we deliver the multiplatform

entertainment experiences that meet the needs and desires of our

massive fan bases

PHANTOM POWER Marketing Objectives

Custom Wal-Mart/AETN Integrated Marketing Campaign

• Showcase the breadth of relevant, quality Wal-Mart products

• Drive awareness of Wal-Mart’s customized and specialty services

• Celebrate the American family

• Build Wal-Mart brand awareness and drive promotional urgency

• Deliver the Everyday Low Prices messaging to the consumer through various campaign elements

• Extend Wal-Mart competencies to include quality

• Leverage the strength of the Wal-Mart brand in contemporary America

Case Study

A&E Television Networks®

The 360o of A&E

Savvy marketers are looking for more than just a one-size-fits-all media schedule. A&E Television Networks (AETN) was seeking a

customized marketing program for Wal-Mart that would leverage their assets, alliances and initiatives into a strategic, customized,

integrated marketing campaign that would deliver results for this, one of their biggest clients.

“

“

“

“

Home

After conducting in depth market research on the Wal-Mart brand,

philosophy, competition and demographic the wal-Mart American

Dream Campaign was proposed.

The campaign mission was to leverage AETN properties to deliver

education on home ownership and maintenance establishing the

Wal-Mart brand as a life enhancing solution. Going beyond the ins

and outs of buying a house, the campaign will involve managing

every aspect of turning a house into a home - from decorating to

budgeting, outfitting your living space, maintaining property, home

improvement and more. Ultimately, The Wal-Mart American

Dream Campaign will showcase the diverse and fashionable Wal-

Mart brands and products as a modern turn-key resource perfectly

suited to help families sustain the home yielding a great, nurturing

family life year-round.

Relevant AETN television programming will drive consumers to a

dedicated Wal-Mart American Dream Campaign website, a user-

friendly destination where consumers will use fashionable, high-

quality Wal-Mart products and services to virtually decorate all the

rooms in their dream home. Traditional advertising, promotional

bumpers and online presence will motivate demographics in

different ways… i.e. Bio for Kids… create the coolest game room,

American Eats… dream kitchen, Boys Toys… the ultimate home

office, etc.

The AETN Integrated Marketing team to design the custom

Wal-Mart American Dream Website with add-ons such as

printable shopping lists, coupons and product suggestions.

Campaign Elements

• On-Air & VOD

⸗ Promotional Spot Ads

⸗ Product Integration

• Online

⸗ User-Generated Content: Design Your Dream Home!

⸗ Podcasts

⸗ Original Webisodes

⸗ Wallpaper

⸗ Retail POP

⸗ Newsletter Sponsorships

• Mobile Voting and Text Messaging Campaign

• Relationships Marketing / Print Advertising

⸗ History Channel Club Magazine

250,000 circulation

⸗ Exclusive offers to A&E Club

220,00 online members

PHANTOM POWER Integrated Marketing Checklist

A “themed” unique, creative and engaging promotional campaign

relevant to Wal-Mart messaging and the needs and characteristics of

target consumers

Increased loyalty through built-in loyalty program

Inherent showcase of fashionable, quality products

Enforces Everyday Low Prices messaging

Positions Wal-Mart as accessible and aspirational

Print advertising, online banners and AETN property sponsorships will

compliment marketing communication mix

Campaign plus-ups targeting AETN Classroom further sponsorship value

Modern marketing communications mix integrating various AETN properties

Year-long messaging campaign driver

Print advertising, online banners and AETN property sponsorships will

compliment marketing communication mix

Built in data capture activities lend themselves to direct marketing follow-up

User-interface capitalizes on traffic and maximizes consumer connection

User-experience takeaways create traction and encourage purchase action

step

Participant registration serves as ROI measure

Home

The Wal-Mart American Dream Campaign Website will include…

• Opportunity to design every room in the house using quality, cost-

efficient

Wal-Mart furnishings and accessories

• User-friendly interface provides natural browse of Wal-Mart

selection of items

• Help Menu guides participants with flash presentation technology

• Room selection, furnishings and accessories correspond with

Wal-Mart offerings

⸗ Standard rooms in the home (living room, master bedroom,

children’s bedroom, master bathroom, kitchen, home office,

garage, etc.)

⸗ Rooms found in a dream home (library, screening room, gym,

workshop, car, etc.)

⸗ Outdoor area selection include entertainment area, patio,

garden to showcase Wal-Mart line of exterior furnishings and

accessories

The best designs as chosen by the AETN audience via online

and mobile methodologies will be featured by AETN personalities

and integrated into corresponding AETN programming and

bumpers. Participants responsible for the best design in each

room category will win their submission for their own home!

Home

© 2007 PHANTOM POWER, LLC

PHANTOM POWER . T.732.291.4536 . F.732.956.3986 . info@phantompower.co . www.phantompower.co

Contact PHANTOM POWER for a FREE Needs Analysis and Estimate

View the Wal-Mart American Dream Proposal

A&E Television Networks, a joint venture of The Hearst Corporation, ABC, Inc.

and NBC Universal, is an award-winning, international media company offering

consumers a diverse communications environment ranging from television

programming, to home videos/DVDs and music CDs, to web sites, as well as

supporting nationwide educational initiatives.

AETN is comprised of:

• A&E Network®

• The History Channel®

• History International™

• The Biography Channel®

• Military History Channel™

• Military History Channel™

• The History Channel en español™

• Crime & Investigation Network™

• AETN International

• AETN Consumer Products.

Program Measurement Criteria

• Independent research study

• Wal-Mart American Dream Campaign Website visitor tally

⸗ Registrant metrics

⸗ Click-throughs leading to online purchase

⸗ Scanable shopping lists appear in-store

• PR Mentions

• Event Metrics

• Event reporting and photographic documentation