This project plan is being submitted as an advertising campaign for a creative
new cereal product called Crop Circle CerealTM.
The mystery of this fascinating phenomena is the foundation on which the
success of Crop Circle CerealTM is to be developed.
The marketing concept for this product is in synchronistic alignment with
the current global fascination of the paranormal -- particularly UFOs, aliens
and extraterrestrial activity. The mass market is currently being exposed
to all types of unexplained phenomena throughout various forms of media,
which creates a timely marketing opportunity to promote a product with the
name of one of the most fascinating of all these anomalies -- Crop Circles.
The entire marketing campaign would be done in a humorous, slightly satirical
tongue and cheek approach. Because the true nature of this enigmatic phenomena
can neither be explained or denied, it presents a wide-open creative format
based on fact, fantasy, mystery and science fiction.
The product itself, can be promoted as being made from grain where crop
circles generally appear -- wheat, barley, rye. The taste should, of course,
be pleasing to the palate. To keep the product all natural would be ideal,
though perhaps not as practical due to reduced shelf life. The shape(s)
should be based on several of the simpler formations or could possibly
be designed like a UFO. The images could be stamped on flat squares or
If possible, actual
grain from a certifiably genuine circle formation can be obtained and
the cereal could contain a small percentage of this. Another possibility
-- special collector's boxes containing this grain could be sold as a
novelty item -- a powerful marketing "hook".
The appeal for this product will be geared towards children 5 & up, pre-teens,
GenX and Boomers. The mystery of alien/X-File scenarios are obviously
hot topics of attention as we enter the new millennium. This marketing
approach will be extremely intriguing and evocative to all target audiences.
All the current forms of viable media would be used to promote this project,
with TV/Cable commercials being the primary vehicle. These spots would
be strategically targeted to audiences most likely to be interested in
sci-fi and UFO/alien information. Current examples of shows that attract
these market profiles are the X-Files, Star Trek Voyager/Deep Space Nine,
Babylon 5, Earth, Stargate, Unsolved Mysteries, Strange Universe, Sightings,
etc. The product should also be extensively marketed throughout such focused
venues as the Sci-Fi channel. There will be a complimentary Internet Web
site to provide more in-depth information about the crop circle phenomena
and inform them of new circles and related discoveries as the exploration
of this mystery unfolds. Along with TV/Cable spots, there is the potential
of print ads and billboards.
There are numerous opportunities for spin-offs from this product. The
following are provided as potential starting points:
Collectible Cards featuring crop circles and alien races
Alien Space Music (related series of tapes/CD's)
Videos of documentaries related to topics of UFO, aliens, crop circles
Gift Catalog (on-line and/or print) -- Toys, T-Shirts, Mugs, Posters,
Caps, Mousepads, Screen Savers, notebooks, etc.
Coupons (music, gift ideas, catalog items, etc.)
Games & Puzzles & Giveaways & Treasure Hunts
Posters -- chart of different symbols along with information
The box design can be changed on a regular basis to reflect some of the
newest circle formation designs. The front of the box would include either
a foil stamp or a hologram. The back of the box would provide information
about Cereology, website info and fun & fascinating facts and theories
about the formations.
As an option,
we could expand the nature of the information provided by exploring related
phenomena, such as alien abduction, extraterrestrial civilizations, underground
alien bases, UFOs, mysterious planetary anomalies, etc.
A rough design
is provided with this proposal as a starting point for possible designs
-- see comp design. This design depicts one
of the more recent designs that have appeared around the Stonehenge area
All the commercial ideas will incorporate the entire spectrum of the alien
phenomena creatively developed to open peoples minds to the mystery with
a humorous overtone. We would envision a very high tech look to these spots,
with darkly mysterious symbolic elements. These commercials would be filmed
on a high quality level produced and filmed by professional production companies.
The closing on all the following commercial ideas would be the same
to establish continuity.
PRINT ADS & BILLBOARDS
Dynamic ads will be created to go along with the commercial spots. Incorporating
still shots of commercials and using the various slogans.
The web site would be created to compliment the product and to provide
additional information about Cerealogy and other UFO/Alien information.
There would also be further details on some of the more enigmatic commercials.
There are existing sites on the net whose information could be mirrored,
or the content absorbed into this site. The following are beginning ideas
for its development:
Info on the history of Cereology and related crop circle research
Pictures and chronological listings of circles
Debunking info and disinformation - an objective look at what may
be hoaxes and what aspects of the phenomena are genuine.
Links to related sites
Current stories about alien abductions, anomalies, and paranormal
Contests - to visit crop circles, air fare, hotel, airplane/helicopter
ride over circles
Information on scientific research on the grain of the "genuine" formations
Shopping Catalog with products
inspired by and related to the crop formations. Many quality products
may already exist, and could be incorporated into the on-line catalog,
while others can of course be created to enhance the theme.