Real World Analysis of Product

Creative Content

With the ideas and concepts plotted out, it's time to bring the campaign to life in the production stage. Starting with the storyboard, then organizing the artists, actors, social media managers, and the advertising crew

Promotion

Questions that are always asked by the PR Coordinator is, "How are we going to let people know about this?" Well, let's breakdown the demographics of Metal Mulisha. The main target audience are young adult males. Other audiences they bring are adolescent teens and young females. Overall the age group that is widely associated with M/M are young male and females between the ages of 16-25. Now, the next question, what media outlets does this age group use most often? The obvious answer to this would be the internet and social media. The heart of the problem, "If our commercial is a tribute video where would this be most effective?" With Youtube being the best answer, there are some tweaks that need to be made to keep the viewers attention so that they don't click skip ad after 5 seconds.

A good and quick solution to this would be to have the Metal Mulisha logo at the very beginning of the video. The most effective reasoning to this would be with the wide popularity of M/M, if the target audience knew there was going to be an ad before a video they wanted to watch the best way to keep their awareness is to show them something that would already have immediate interest in to spark their curiosity so that they would continue to watch the video. The next, but less complicated step, is to decide what type of videos to post this ad on.

Even though there is a high risk factor of people skipping over the ad on youtube, the best thing to do is put out all the important information first.

The Big Idea

The way the campaign will be set up is as a tribute to support the American troops. It will be a music video contribution where it will show the phases of what our soldiers go through. It will begin with the soldier leaving home to be deployed to war. As the video continues graphic imagery will be used to show what soldiers go through in everyday warfare. When the video ends it'll show the soldiers coming back home, but everything falls apart and he loses everything from his wife and family, to his house and financial support. At the very end it'll show the soldier being homeless on the street at an old age, dying alone on the road. At his funeral a group of strangers will gather at his funeral so that they can remember what that soldier did for their country and that his lose won't be left in vein. Choosing this campaign will bring to light the daily, and overwhelming, struggles of what some soldiers come home to after war. To help fight against this cause if you purchase the Loyal (Full Zip Up) Hoodie, the donations will contribute to programs that help veterans that continue to fight, even after they come home.

The Competition

Streetwear is best known for it's graphic apparel and highly activeness in street sports (like bmx, motocross, surf, skateboarding, etc.). Not only is Metal Mulisha known for the signature skull wearing a helmet logo on most of their clothing, they are also well known in the motocross industry. If you happen to follow Metal Mulisha on Twitter and Instagram there is never a day that goes by without a post about their motocross team. And, just like with NASCAR, motocross have companies and brands that sponsor each team. If you're a die hard energy drink addict you'd probably be aware that Rockstar Energy is the official sponsor of the Metal Mulisha Motocross Team (especially if you drink it!).

You think M/M are the only ones? Foxhead Clothing, better known by their short name Fox, also grinds the mud in the Motocross industry. Being close competitors with M/M (in apparel and moto sports) they'll be some heads bashing for who's 1st place in what they do. However, with M/M being a branch from MMA, a worldwide recognized sports franchise, they have a slight lead against Fox for being apart of a super franchise.

Even though these competitors have very similar traits, the one thing that M/M has that Fox lacks is a physical brand name stores outside of a shopping mall demographic, giving M/M a much greater advantage over it's competition.

Metal Mulisha Loyal (Full Zip Hoodie): The Rebel Unit