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To: Screen Media FilmsFrom: Special Ops MediaDate: August 11, 2006Re:
HIP HOP LIFE
 – Online Marketing InitiativesThe following is an outline of primary marketing objectives and related marketing tacticsto be used in gaining awareness for the release of Hip Hop Life on November 21st. Welook forward to your feedback.
 
KEY MARKETING OBJECTIVES
 
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To generate awareness and drive sales of the DVD.
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To setup feature promotions and clip premieres on major music sites including AOL,AOL Black Voices, BET, Yahoo, Real, MSN/Windowsmedia, UGO and IGN.
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Secure online press, reviews and news items with major music, urban and DVDsites.
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To secure interview opportunities with talent pending availability.
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To take advantage of all the artists featured on the DVD including Fat Joe, YoungJeezy, Trina, MC Lyte, Rick Ross and spread the word within their fan communities.
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To engage and raise awareness through active and relevant special-interest onlineoutlets, such as general music, hip-hop/rap, DVD/home video, pop, teen lifestyle,male lifestyle, general entertainment, music press/’zines, music blogs, gaming,mobile, African American, college, fan sites and communities.
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To utilize existing urban/hip-hop fan sites, user groups, blogs and websites toconcentrate grassroots exposure among genre enthusiasts to spread the word aboutthe release of the DVD.
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To target artists featured in the film and engage their fan bases with a major awareness campaign about the release. Seed those fans with hard-to-get andexclusive content.
MARKETING INITIATIVESUNIQUE PROMOTIONAL OPPORTUNITIES & VIRAL CONCEPTS
Special Ops suggests the following viral marketing concept. This is a preliminarydescription that can be scoped out and budgeted in detail based upon your feedback.This viral concept is designed to generate awareness on a fan-to-fan level and thenspread to the mainstream.
The “Hip Hop Life” E-card:
Special Ops will create a flash player that will showcasethe DVD in a compelling fashion. The player will be set to music from the DVD and willfeature video clips, send-to-a-friend functionality and all relevant links (retail, officialwebsite, etc).
 
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CONTENT DISTRIBUTION/WEBSITE SERVICING
 
Special Ops will service the following categories of websites with all available assets andpromotional materials. Specific initiatives to be implemented are discussed in depththroughout the proposal.
 
A sampling of targeted websites is provided in Appendix A.
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General Music
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Hip-Hop/Rap
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Music Press/’Zines
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Pop
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Male Lifestyle
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Teen Lifestyle
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Music Blogs
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Gaming
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African American
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College
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Mobile
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Fan Sites/Communities
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DVD/Home Video
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General Entertainment
ONLINE PRESS AND PROMOTIONS
Exclusive Clips
If 1-3 exclusive clips can be secured, Special Ops will leverage its extensive musicrelationships to secure prominent placement on major as well as secondary websites.These include AOL, MSN, Real, Apple Quicktime, IFILM.An example of placement is as follows:
 
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3
rd
Party Promotions/Giveaways
 Special Ops will facilitate promotions/contests on third-party outlets with availablepromotional items to further enhance awareness for the release.
See Appendix A for site examples.
An example of placement is as follows:
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