CLIENT:
PROJECT:
DOCUMENT:
DATE:
Sony Pictures Releasing International
Hotel Transylvania – International Interactive Digital Services
Invoice & Statement of Work
1/1/12
CLIENT
PROJECT
DOCUMENT
DATE
Sony Pictures Releasing International
Hotel Transylvania – International Interactive Digital Services
Invoice & Statement of Work
1/1/12
INVOICE
Hotel Transylvania (3D)
Domestic release date 9/28/12
INTERNATIONAL Interactive Digital Services:
$300,000
STATEMENT OF WORK
Sony Pictures Interactive (Interactive) will provide digital marketing, production and technology
support for HOTEL TRANSYLVANIA’s international theatrical marketing campaign. The services
provided for HOTEL TRANSYLVANIA will include:
DIGITAL CAMPAIGN MANAGEMENT
Interactive will assign a team of marketers and producers to support SPR and their vendors with the
HOTEL TRANSYLVANIA international digital marketing campaign. Campaign elements include but
are not limited to websites, games, interactive features, email / CRM initiatives, media, social media,
original video production, mobile applications and portable content.
Brainstorming and Strategy Development:
Interactive will work closely with SPR to develop a digital marketing strategy and brainstorm tactics
and programs to fulfill this strategy. Interactive will ideate, evaluate, present and develop
marketing programs that will help achieve the overall marketing objectives determined by SPR.
Campaign Management and Technical Guidance:
Interactive will coordinate various aspects of digital marketing campaigns on behalf of SPR. A crossfunctional team made of marketers, producers, designers, developers, creative strategists, email
marketers, social media experts, copywriters, quality assurance analysts, research analysts and
technology resources will be formed for HOTEL TRANSYLVANIA. Interactive will manage all
campaign elements from inception to final launch. Responsibilities will include planning, scheduling,
budgeting, development, cross-functional communications, copywriting, implementation,
maintenance, campaign optimization, approval routing, and reporting among others. Projects
include digital marketing campaigns (online, mobile, email, viral, social networking) and
promotional programs.
Interactive will also be responsible for planning, scheduling and implementing all HOTEL
TRANSYLVANIA updates on the international versions of the movie site and international Sony
Pictures portals.
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CLIENT
PROJECT
DOCUMENT
DATE
Sony Pictures Releasing International
Hotel Transylvania – International Interactive Digital Services
Invoice & Statement of Work
1/1/12
Interactive will also provide technical expertise on how best to build and implement elements
included in the campaign, regardless of whether they are built in-house or by a third party vendor.
WEB DESIGN & PRODUCTION – INTERNATIONAL SUPPORT
Interactive will be responsible for creating digital destinations (websites, landing pages, games,
features, portable media, mobile applications and social networking) and various digital elements
to promote the movie outside of the United States. Interactive will also provide video services
(original video production, editing, encoding, etc.) for use in the digital space.
Interactive will support the global digital marketing efforts of SPR in connection to the international
theatrical release of HOTEL TRANSYLVANIA. Interactive will manage the localization of digital
destinations and campaign elements for the movie. Interactive will provide a localization package
(including all needed assets, documentations and guidelines) to the international marketing teams
across the globe so that they can publish their own localized version of the site and campaign
elements.
Interactive will also be responsible for the creation, development, launch and maintenance of the
HOTEL TRANSYLVANIA country-neutral, international website (also known as the .net site), as well as
the HOTEL TRANSYLVANIA websites for the United Kingdom, Australia and Japan.
Services provided by Interactive to support international marketing efforts include the following:
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Localization of website for international market (based on U.S. site)
Localization of games and features for international market
Creation and maintenance of Worldwide Release Dates pages
Asset localization & distribution
Property-specific presence on Sony Pictures international portals (.net, UK, AU, JP, etc.)
International-specific banners (international signatures, 40k banners, etc.)
Property-specific local support (marketing and technical support to local SPRI offices)
Ticketing widgets
Interactive will also provide design and production support for the theatrical release of HOTEL
TRANSYLVANIA in the United Kingdom, Australia and Japan. Services provided include site
localization, development of country-specific digital marketing elements, film portal management,
email marketing/CRM and management of local competitions.
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CLIENT
PROJECT
DOCUMENT
DATE
Sony Pictures Releasing International
Hotel Transylvania – International Interactive Digital Services
Invoice & Statement of Work
1/1/12
QUALITY ASSURANCE
Interactive will conduct thorough QA review cycles on all digital destinations and campaign
elements hosted at the Sony Pictures Data Center, be it built in-house or by third party vendors. The
Quality Assurance team will review sites for compliance to the following (among others):
- Tech guidelines
- Brand guidelines
- Web Governance guidelines including Information Security and Legal requirements
- Various standards such as functionality, usability, basic grammar & spelling, etc.
INFORMATION SECURITY / LEGAL REVIEW
In the heightened era of information security, Interactive will conduct security testing and code
review for all digital destinations hosted at the Sony Pictures Data Center to protect customer data
and Sony Pictures intellectual property. Interactive will ensure that all Digital Assets are reviewed
and approved by legal teams and logged in the Digital Asset Library. Interactive will also complete
any remediation needed on in-house features and advise third party vendors having difficulty
closing vulnerabilities discovered in their files.
MOBILE
Interactive will create digital destinations that are accessible from mobile devices as well as
develop mobile-specific applications that meet a variety of marketing goals as determined by SPR.
Interactive will also conduct periodic reviews of the mobile space and provide recommendations
for best practices when building in the mobile space for a global audience.
Interactive will create the following for HOTEL TRANSYLVANIA in the mobile space:
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Mobile site
Tablet site
Ticketing widgets
SOCIAL MARKETING
Interactive will help SPR develop and manage social media campaigns in support of HOTEL
TRANSYLVANIA. The social team will also help promote the movie on Sony Pictures’ official presence
on social media platforms such as Facebook, Twitter, YouTube, Instagram, Tumblr, etc.
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CLIENT
PROJECT
DOCUMENT
DATE
Sony Pictures Releasing International
Hotel Transylvania – International Interactive Digital Services
Invoice & Statement of Work
1/1/12
Services provided by Interactive to support worldwide marketing efforts in social marketing for
HOTEL TRANSYLVANIA will include the following:
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Social management (moderation, social account management)
Social graphics & profile creation
Ticketing widgets on social platforms
Social listening & reporting
EMAIL MARKETING / CRM
One-to-one marketing is key in maintaining long-standing relationships between a brand and an
end user. Email marketing and CRM continues to be a cost effective marketing tool that engages
and informs the fan. Interactive, through a partnership with Zeta Interactive, will oversee email
marketing for SPR.
Interactive will work with the SPR team to establish an email marketing and CRM strategy for HOTEL
TRANSYLVANIA to include:
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Email marketing strategy
Email campaign scheduling
Email creative & production
Registration pages for AU, JP, UK
International email targeting, deployment and support for AU, JP, UK
WEB ANALYTICS
Interactive will work with SPR on determining web analytics goals and will implement Omniture
Analytics reporting code on the HOTEL TRANSYLVANIA website. Interactive will deliver weekly
topline and detail reports for the movie. Each report will include an analysis tied to the digital
campaign for the movie. Ad Hoc reporting will be accommodated with the staff currently
employed (additional reporting requirements may require additional resources and increased cost).
TECHNOLOGY AND HOSTING
Interactive provides technology expertise and services to support HOTEL TRANSYLVANIA’s digital
marketing initiatives.
Tech support includes:
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Managed Hosting Services
Content Distribution Network
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CLIENT
PROJECT
DOCUMENT
DATE
-
Sony Pictures Releasing International
Hotel Transylvania – International Interactive Digital Services
Invoice & Statement of Work
1/1/12
Bandwidth
Database Management
Domain Registration and Management
Review Center for SPR and filmmakers review
FTP accounts for temporary file sharing
ACCEPTED AND AGREED:
SONY PICTURES INTERACTIVE, INC.
Signature:_____________________________________
Name:________________________________________
Title:__________________________________________
SONY PICTURES RELEASING INTERNATIONAL, INC.
Signature:_____________________________________
Name:________________________________________
Title:__________________________________________
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