Quiao 1

BACKGROUND & OVERVIEW

Fake band. Original music. "Rock On, Weekend Warrior" is a new

television series that is filmed in a documentary style, similar to The Office.

The show is a sitcom that will be televised weekly through MTV networks.

Essentially, it is a comedy and satire on the "indie hipster trend." The era of

boy bands is long gone, now eyeliner and skinny jeans shall prevail.

The premise of the show follows a fictional indie rock band named

Weekend Warrior as they tour America. Each episode will be filmed in a

different state. The pilot will take place in Williamsburg, Brooklyn the

hometown of two fictional band members. Brooklyn's burgeoning music

scene is an incubator for creating quality bands. In the pilot, Weekend

Warrior will perform at the Cake Shop, which is an actual venue in New

York.

The pilot will introduce each of the band member's different

personalities. The show focuses on Weekend Warrior's three band members.

If Sid Vicious and Nancy Spungen had a love child, that child would be the

tumultuous and impetuous lead bassist of Weekend Warrior, Oslo Ritchie.

Oslo constantly clashes with the rest of his band members and is under

constant media scrutiny for his poor public behavior and drug addiction.

Disheveled, handsome, and captivating, Carter Rose is Weekend Warrior's

illustrious drummer. In spite of dropping out of the Juilliard School of Music,

 Quiao 2

Rose is a musical virtuoso that is ready to make it to the top of the music

industry. Lead singer and guitarist, Jet Jenson is the United Kingdom's

hottest import. He ran away from home when he was 15 in order to establish

his singing career in America.

Josh Schwartz is the producer of “Rock, On Weekend Warrior.” He is

the former producer of the hit FOX show "The O.C." and the current

producer of "Chuck" and "Gossip Girl." Schwartz wanted to deviate from his

normal palate of teenage drama television series. "Rock, On Weekend

Warrior" will allow him to diversify his range as producer. Schwartz will work

closely with New York-based comedian Demetri Martin to write the script for

the series. In the past, Martin worked with Rainn Wilson on the movie "The

Rocker," and he currently hosts his own show on Comedy Central called

"Important Things with Demetri Martin." Witty and current, Martin will

provide the ideal comedic script that will compliment Schwartz's ability to

create a product that appeals to young audiences.

The cast will include a refurbished b-list actor and musicians. Adam

Brody (who worked with Josh Schwartz on "The O.C.") was cast to play the

role of Carter Rose. Brody's most recent role was a brief part in Diablo

Cody's "Jennifer's Body." Brody's skilled drumming abilities made him the

ideal actor for the part. Rob Schwartzman will play the role of Jet Jenson.
 Quiao 3

Schwartzman is the lead singer and guitarist of the pop-punk band Rooney.

Schwartzman is using "Rock On, Weekend Warrior" as a means to resurrect

his acting career. His most notable role was Michael in Walt Disney's "The

Princess Diaries." Trace Cyrus (also the half-brother of Miley Cyrus) was

chosen to play the explosive Oslo Ritchie. As an under the radar musician,

Trace Cyrus is the bassist from the up-and-coming band Metro Station. Cyrus

is virtually unknown in the acting world, but his fierce rocker appearance will

intrigue audiences.

Occasionally, there will be guest appearances by real musicians. The

show will also serve as a platform for real up-and-coming bands that will

have the opportunity to submit their music online and potentially win a

cameo. Also, the original music played on the show will be immediately

available to download on iTunes after each episode.

CAMPAIGN GOALS/OBJECTIVES:

The overarching goal of the campaign is to promote “Rock On,

Weekend Warrior” and to generate media coverage before the pilot

premieres. Another objective to establish a brand identify for the fictional

band Weekend Warrior. In order to create achievable goals, it is important to

make measurable objectives.

 Quiao 4

The premiere of “Rock On, Weekend Warrior” will take place on

Tuesday, January 4, 2011 . Weekend Warrior will make appearances and

perform at select Warped Tour destinations throughout July and August

2009, although the official publicity campaign will begin five months before

the show airs in September 2010.

Under the scope of the main goal, there are three primary objectives

that this campaign will hopefully accomplish. The first objective is based on

awareness. The band Weekend Warrior needs to have a growing presence in

the digital realm before the pilot is released. The creation of a website and a

social media buzz must be established in October 2010 at least four months

before the premiere.

The second objective is an attitudinal goal. “Video Killed the Radio

Star” was the first video to air on MTV on August 1, 1981. The television

landscape was very different at that time. Music Television Networks began

as a television station that was solely devoted to music. As the years have

gone by, MTV has grown to be much more than that. It now caters to a

diverse audience and has lost its focus on music. MTV producers have

become nostalgic for the remnants of the old network, and want to bring

“music” back to television. The show “Rock On, Weekend Warrior” aspires to
 Quiao 5

change the current attitudes that people have about MTV. Thus, generating

positive media attention, while bringing back music-loving fans.

The third objective is behavioral. MTV would like to reach an audience

of one million viewers on the night of the “Rock On, Weekend Warrior”

premiere. This communications plan will aim to provoke potential viewers to

watch the pilot. Additionally, another behavioral goal is to convince people to

purchase music on iTunes that is featured on the show.

SITUA TIO NA L A NA LYS IS

“Rock On, Weekend Warrior” is a music industry and television hybrid.

Therefore, it is important to analyze both markets in order to fully

understand the breadth of the situation.

Even though Weekend Warrior is a fictional band, it will be marketed

as a “real” band in order to increase buzz and fan engagement. Weekend

Warrior is of the independent rock persuasion. Indie rock is a genre of music

that includes artists that are signed to a smaller, independent label or are

currently unsigned. Many bands that start off at independent labels, may still

be considered “indie” even when they become mainstream, such as, Death

Cab For Cutie. Often, the word “indie” is best attributed to bands that have

remained true to their style of music throughout the ages. Indie rock is

popular among teenage audiences and has become a way of life. “Indie self-
 Quiao 6

proclaimed hipsters” like to listen to indie rock music, wear vintage clothing

and attend concerts on a frequent basis.

Independent label powerhouse, Fueled by Ramen, will work closely

with MTV producers on “Rock On, Weekend Warrior” by providing talent for

occasional cameos. The mixing of real bands on the show will add an

element of realism. Fueled by Ramen is home to bands like Cobra Starship,

Panic! At the Disco, and The Academy Is. Real-life elements from these

bands were all considered when creating the content and scripts for “Rock

On, Weekend Warrior.” In fact, real indie band members were interviewed

on their daily rituals, experiences during live performances, and what it’s like

to tour the country.

In terms of the television industry, “Rock On, Weekend Warrior” will be

the only fictional series featured through MTV programming. The majority of

the programs offered on this network are reality television. This will allow

MTV to compete with FOX and their newly popular show “Glee.”

The target audience for “Rock On, Weekend Warrior” includes men and

women from ages 16 to 25. It will appeal to people who listen to

independent music, especially because the show will also serve as a forum

for up-and-coming bands. Producer Josh Schwartz hopes to appeal to

trendsetting, hipster teens in New York and Los Angeles, but also to teens in

the Midwest and the South.

 Quiao 7

Moreover, the cast of “Rock On, Weekend Warrior” will generate a fan

base because of their past successes. Adam Brody reached teen heartthrob

status as the precariously shy Seth Cohen from “The O.C.” television series.

Robert Schwartzman has garnered musical fans from his band Rooney since

it’s creation in 2001. The young talent, Trace Cyrus, is already living up to

his bad boy reputation in his band Metro Station, which will translate

smoothly to his bad boy persona on the show. The magnetic appeal of these

three men will provide the ideal formula that will engage teenage audiences

throughout the country.

Possible threats and negative backlash might arise from musicians that

are struggling to make it in the music industry. “Rock On, Weekend Warrior”

will serve as a forum for up-and-coming bands to compete and win a cameo

on the show; however, this could lead to resentment if people are not

chosen. Accordingly, it will be difficult for a new show to compete with other

primetime hits that will air simultaneously.

CO MMUN ICA TIO NS CA MP A IGN S TR ATEGY S TA TEMEN T

The campaign will primarily focus on branding Weekend Warrior as a

band and getting their music noticed. Furthermore, when the campaign

begins, the all cast members will assume their identities as the band

members. For example, Adam Brody will be referred to as Carter Rose when
 Quiao 8

he performs at the Warped Tour in the summer. The campaign will also focus

on the show’s intricate plotlines in order to stir ideas and create controversy.

Moreover, the content of the show is current and socially relevant. Indie rock

bands are a trend in the music industry that will remain popular for years to

come.

KEY CA MP A IGN MESSA GES

The message at the heart of this campaign is that “you are the music,

while the music lasts.” This statement personifies the art behind “Rock, On

Weekend Warrior.” Music, as an art, can transport an individual to another

world, music is cathartic, and it can provide an escape from reality.

Furthermore, this message ties into the fact that the show provides

audiences with an intimate look of what it is like to be a rock star. “Rock on,

Weekend Warrior” is a comical rollercoaster that will take audiences on a

wicked ride.

Another message is that “Rock On, Weekend Warrior” is different from

any series that is currently available on any television network. It is a unique

organism of creative thought that parodies a real teen lifestyle. The show is

part fiction and part reality, and aspiring musicians can potentially be

featured in an episode.
 Quiao 9

“This could be you,” is the third message. The show encourages real

people with raw talent to showcase it online to potentially win a cameo spot

on “Rock On, Weekend Warrior.”

The final message is that “Rock On, Weekend Warrior” gives its

audience a concert-like experience. Audiences will have the opportunity to

discover new music on a weekly basis.

CO MMUN ICA TIO NS TA CTICS

Ear ne d Me di a

Traditional Media Outreach: In terms of traditional media, it is

important to reach out to music magazines like RollingStone, Blender, Spin

and Vibe. These magazines are very influential in the music industry. A

featured article in any of these magazines would provide positive media

coverage, which in return could increase viewer ratings. It would also be

ideal to reach out to Variety and Entertainment Weekly in order to create a

presence in the industry. It would also be advisable to pitch to newspaper

editors from the top ten designated market areas. An insider sneak peak on

the set of “Rock On, Weekend Warrior” will be pitched to entertainment

television shows like “Access Hollywood,” and “Entertainment Tonight.” The

first entertainment show to agree to feature “Rock On, Weekend Warrior” will

be granted an exclusive story. Moreover, insider interviews with the cast will
 Quiao 10

be pitched to Ryan Seacrest’s radio talk show. This will create awareness

about the new pilot.

Digital Media Outreach: A fictional website about Weekend Warrior will

be created. The website will include band biographies, photographs, and

music samples. This website will be used to pitch to both television and

music bloggers. It would be important to target influential television bloggers

like Lost Remote, TVgasm, and TV Squad. Brooklyn Vegan, Stereogum, and

the Daily Swarm are a few of the music bloggers that need to be contacted.

Social Media Outreach: On Facebook, a fan page for Weekend Warrior

will be created in order to establish a presence within one of the world’s most

popular social networking sites. Furthermore, a Twitter account will be

created under the pseudonym of each of the show’s characters. This will

allow potential fans to interact with the band members. Weekend Warrior’s

presence on YouTube will be the most dominant social media strategy. A

music video of the band’s latest song will be uploaded on YouTube.

Additionally, up-and-coming musicians can upload their music as a response

to Weekend Warrior’s channel in order to win a chance to be featured on the

show.
 Quiao 11

Even t s

In order to create public engagement, Weekend Warrior will perform at

ten out of the forty Vans Warped Tour concert locations. Vans Warped Tour

is a music festival that originally showcased punk rock music, but more

recently features a diverse group of bands. This musical festival will be a

great way to connect with the direct market audience. While the band

performs, individuals will be hired to hand out demo CDS featuring Weekend

Warrior’s music as well as free t-shirts.

Pai d Me d ia

To create visibility, out-of-home billboards will be purchased in Los

Angeles, St. Louis, New York City, Washington, D.C., and Chicago. These

billboards will feature a picture of one of the band’s members with the

phrase, “you are the music while the music lasts.” These advertisements

should be visible by October 2010.

Additionally, I think it would be wise to take over entire subways

stations in Washington, D.C., Boston, Los Angeles, and New York City. In

doing so, it creates visibility and engagement. The subways ads will include

phrases like “We are Weekend Warrior” and “This could be you.”
 Quiao 12

Ti me li ne

July through August 2010: Weekend Warrior performs at Warped Tour

September 1, 2010: Pitch to music magazines

September 10, 2010: Launch Weekend Warrior website

September 30, 2010: Create Facebook visibility

October 1, 2010: Out-of-Home advertisements are up

October 10, 2010: Pitch to television producers about an exclusive

October 30, 2010: Create Twitter Accounts

November 1, 2010: Start YouTube contest for potential cameos

November 15, 2010: Reach out to entertainment weeklies

November 31, 2010: Pitch to radio and newspapers

December 10, 2010: Subway advertisements

December 30, 2010: Reach out to bloggers

January 4, 2011: Premiere of “Rock On, Weekend Warrior”

January 30, 2011: Evaluation Period

EVA LUA TION CR ITER IA

One of the main objectives was to create awareness of the brand. This

can be measured by tracking website traffic. Google Analytics is a program

that comprehensively tracks websites and the amount of time people spend
 Quiao 13

on them. Furthermore, another way to measure awareness of “Rock On,

Weekend Warrior” is to measure media impressions.

In order to measure the altitudinal objective, a survey will be pop-up

electronically on the MTV website, which will ask people how they feel about

the content available through MTV programming in June 2010. The same

survey program will then follow-up with those individuals in January 2011 to

see if there was a change in attitude. Also, focus groups will be created to dig

deeper into the consumers’ minds.

Finally, to see if the campaign reached it’s last objective, television

ratings and the amount of viewers on the night of the premiere will be

measured.
 Quiao 14

Sample Press Kit

 Quiao 15

For Immediate Release: Media Contact:

Therese Quiao
TQuiao@viacom.com
(914)504-3398

W EEKEN D WA RR IO R B RIN GS MUSIC B A CK TO TELEV IS ION

MTV’s new series will redefine its current programming

NEW YORK, NY- Over two million viewers watched the premiere of “Rock On,

Weekend Warrior” on January 4, 2010. The show is the love child of Producer

Josh Schwartz and comedian Demetri Martin.

The series follows a fictional band named Weekend Warrior that tours

America, hoping to make it to the top of the music industry. The cast includes

Adam Brody, Trace Cyrus, and Robert Schwartzman. “I’m thrilled to be a part

of this project,” said Brody. “I get to play rock star and actually perform in

front of audiences. This show is a modern twist on the movie Almost Famous.”

“Rock On, Weekend Warrior” is also a platform for real aspiring

musicians to become recognized and possibly be featured on the show. Bands

must upload a video on YouTube in order to qualify.

The show will air every Tuesday evening at 8 p.m. eastern time. Stay

tuned.

###
 Quiao 16

FAST FACTS:

 The name “Weekend Warrior” is from a song written by The Academy

is called “Down and Out.” The lyrics state, “Weekend Warriors and our

best friends, the writers weren’t kidding but all good things will live in

our hearts.”

 Fifty-six hours. The amount of time Josh Schwartz and Demetri Martin

had taken to write the first “Rock On, Weekend Warrior” script.

 $150,000. The production costs for the pilot.

 “Leave me Bruised” is the name of the song that was written by Robert

Schwartzman to be exclusively used as Weekend Warrior’s single.

 Fake Empire is the name of Josh Schwartz’s production company,

which he co-owns with Stephanie Savage.

 “Rock On, Weekend Warrior” is distributed through MTV Networks, a

Viacom company.