Dusk to Dawn is my poposal for defining the most successful framework for creating an online branded buzz marketing campaign for a new entertainment package.

Dusk to Dawn: The Story of Nipu is a new show. The idea of Nipu’s last journey was developed already around 3 years ago by Johan Miikka Mathias Korpilo and Waltteri Koskinen. Together with Toni Salolainen, they have prepared and planned this project so far. In a final form this plan was put together last year: the idea is to drive Nipu back to Japan to his home, Yokosuka, Oppama Nissan factory, and leave it there to spend its retirement days – if it survives through the whole trip’s exhaustion and if it reaches the final goal.

The show is planned to be eight, 45-minute long episodes. The show’s style is going to be dokusoap, which means entertaining, informative and casual, partly humoristic travel documentation. We believe that it will also have the potential as a traveling marketing channel and a way to enforce sponsors’ brand-awareness and recognition. The program will also serve the purpose of providing viewers with self-guided traveling ideas and interesting and important information about the extraordinary destinations the team will visit. This is one of the main ideas since these destinations are barely known to the mass audience. As it will be a travel story, the program will be culturally sensitive and our priority will be to immerse with the locals and their culture. Although our main goal is to present these places to the public objectively, the facts about the local conditions and social situations will be portrayed in a respectful manner.

I will be managing the online buzz marketing campaign for this project.