Agents of S.H.I.E.L.D. Proposal Designed for ABC Television Studios

Marvel’s
Agents
of
S.H.I.E.L.D.
follows
the
peacekeeping
agency
that
takes
on
supernatural
phenomena

and
supervillains
in
the
Marvel
Universe.
At
its
core,
it
is
about
a
family
of
misﬁts
who
come
together
as

a
team
of
spies.

!
Stradella
Road’s
social
campaign
focus
will
expand
the
world
of
Agents
of
S.H.I.E.L.D.,
giving
fans
the

chance
to
interact
with
characters
and
show
elements
between
episodes
to
drive
tune-‐in.
The
campaign

will
explore
the
themes
of
betrayal,
loyalty,
courage,
and
trust.
2

Strategic
Pillars
The
Marvel
Universe
Unfolds

Highlight
the
connecEon
between
Marvel
Comics,
ﬁlm,

and
the
show.

!
Agent
Coulson
–
A
New
Man

Now
the
head
of
S.H.I.E.L.D.,
we
take
a
closer
look
one
of

our
favorite
characters.

!
A
Family
of
Misﬁts

Explore
the
characters
and
relaEonships
that
the
fans

have
come
to
love
in
Season
1.

3

Social
Overview
WHERE
ARE
WE
NOW

facebook.com/AgentsofShield
3,760,000+

plus.google.com/+AgentsOfShieldABC/
234,000+

!
Custom
creaEve
and
video
were
top
performers
in
Season
1.

!
RECOMMENDATIONS:
CreaEve
custom
graphics/art
in
Season
2,
and
conEnue
with
video
content
while
looking

for
a
unique
spin
on
the
standard
clips.
Give
fans
content
that
makes
them
feel
like
an
insider
and
that
compels

them
to
share
with
friends.

!
WHERE
ARE
WE
NOW

twiOer.com/AgentsofSHIELD
358,000+

Custom
creaEve
and
strong
calls
to
acEon
(#StandWithShield)
performed
well
and
talent
retweets
provided
a

great
volume
of
content.

!
RECOMMENDATIONS:
Focus
on
more
custom
creaEve
in
Season
2,
add
in
video
clips
when
possible,
and
start

GIF-‐ing!

!
!
4

Status
Quo
vs.
Stradella
Road
WHERE
ARE
WE
NOW

instagram.com/agentsofshield
63,400+

!
Limited
ediEon
posters,
video
recaps,
and
the
ladies
were
top
performers
last
season.

!
RECOMMENDATIONS:
In
Season
2,
let’s
get
fans
involved
in
creaEng
art.
We’ll
conEnue
the
recap
videos

but
also
do
episode
sneak
peeks
and
put
a
new
spin
on
the
creaEve
around
social
graphics
featuring
the

ladies
of
S.H.I.E.L.D.

!
WHERE
ARE
WE
NOW

hOp://agentsofshield.tumblr.com/

!
Great
fan
content,
custom
creaEve,
and
GIFs
from
the
show
team.

!
RECOMMENDATIONS:
Keep
pushing
the
creaEve
on
GIFs
and
how
the
show
assets
are
posiEoned.

Develop
a
large
fan
campaign
to
create
a
call
to
acEon
for
fans
throughout
the
season.
Explore
LIVE
GIF-‐
ing
(see
following
concept).

!
5

Live
GIF-‐ing
with
Fans
The
S.H.I.E.L.D.
fans
have
been
creaEng
amazing
art
and

GIFs
on
Tumblr,
so
we’ll
call
on
our
favorite
creators
to
do

live
GIF-‐ing
during
the
season
premiere
(and
potenEally

during
more
episodes
later
in
the
season).

!
OPTION
1:
Select
fans
around
the
country
and
employ
them

to
create
the
GIFs
throughout
night.
They’ll
post
and
noEfy

us
of
their
updates
so
we
can
share
to
the
oﬃcial
Tumblr.

!
OPTION
2:
Select
fans
in
L.A.
and
host
a
GIF-‐ing
party
where

Tumblr
fans
are
onsite
creaEng
the
GIFs
and
sharing

exclusively
with
us
in
real-‐Eme
to
upload.
Each
fan
would

receive
recogniEon
for
their
creaEon.

6

Interacve
Map
The
Marvel
Universe
is
conEnually
expanding,

and
S.H.I.E.L.D.'s
job
is
to
jet
around
the
world

to
invesEgate
supernatural
phenomena
and

villains.
Fans
can
learn
more
about
events

that
took
place
in
Marvel
ﬁlms,
as
well
as

events
from
the
show.

!
The
map
can
live
as
a
stand-‐alone
site,
on

Tumblr,
or
as
a
mobile
app.
It
will
be
an
ever-‐
evolving
map
that
Ees
in
new
episodes
and

new
Marvel
ﬁlms
like
Guardians
of
the

Galaxy.

7

Proﬁling
Agent
Coulson
This
look
into
Coulson’s
locker
will
highlight
some
of
his
most

prized
possessions.
These
will
be
designed
as
social
graphics
for

sharing
across
the
social
proﬁles.

!
• A
picture
of
Coulson
and
Fury

• Captain
America
trading
cards

• The
keys
to
his
car,
Lola

• A
piece
of
sheet
music
from
the
cellist

• A
post
card
from
New
Mexico
when
he
found
Thor’s
hammer

• An
autographed
headshot
of
Tony
Stark
he
never
asked
for
8

Hacking
with
Skye
Skye’s
Commentary

This
experience
would
allow
fans
to
hack
the
S.H.I.E.L.D.

files
with
Skye
and
see
her
notes
on
fellow
agents’
files,

case
files
on
their
enemies,
and
files
on
Marvel
Universe

elements
that
Ee
to
the
show.

!
These
will
be
designed
as
social
graphics
for
sharing
across

the
social
profiles
and
as
GIFs
pulled
from
episodes

featuring
her
one-‐liners.

!
!
!
9

S.H.I.E.L.D.
Special
Project
This
concept
would
find
fans
assisEng
the
S.H.I.E.L.D.
team
with
a

special
project
that
aligns
with
a
current
or
upcoming
plot.
Clues

would
be
embedded
in
arEcles
and
photos
around
the
web;
hints

to
their
whereabouts
would
be
pushed
out
on
Twiber.

For
example,
a
(ficEonal)
arEcle
on
Huffington
Post
might
talk

about
the
controversy
surrounding
a
proposed
nuclear
power

plant,
while
a
promoted
(and
ficEonal)
arEcle
on
Gawker
might

offer
scandalous
gossip
on
board
member
involved
with
the

creaEon
of
the
power
plant.

!
When
assembled,
the
arEcles
and
photos
would
tell
a
larger
story

and
perhaps
even
reveal
an
imminent
threat
that
would
be

portrayed
on
the
show.

!
!
!
10

Secrets
of
S.H.I.E.L.D.
Comic
book
fans
love
showing
off
their
deep
familiarity
with
the
ficEonal

worlds
portrayed
in
the
Marvel
comics.
We
propose
an
online
quiz
that

tests
fans’
knowledge
of
the
Marvel
universe
and
rewards
them
with

exclusive
content
related
to
Agents
of
S.H.I.E.L.D.
and
its
plot.

!
The
reward
will
be
an
exclusive
clip,
but
the
length
of
that
clip
will

depend
on
how
many
correct
answers
the
user
gives.
So
if
they
get
25

out
of
25
quesEons
right,
they’ll
see
the
enEre
clip.
But
if
they
only
get

13
quesEons,
only
half
of
the
clip
will
play.

The
twist:
the
reward
will
be
available
for
a
very
brief
period
of
Eme.
So

when
someone
unlocks
the
exclusive
clip,
no
maber
what
the
length,
it

will
vanish
ager
being
played
once
(think
Snapchat,
or
Mission

Impossible’s
“This
tape
will
self
destruct
in
5
seconds”),
enEcing
a
large

number
of
users
to
play
unEl
they
get
100%
correct.

A
social
sharing
component
would
show
a
person’s
score
without

revealing
the
reward.
The
quiz
could
appear
on
the
official
S.H.I.E.L.D.

site,
or
on
the
site
of
a
partner
like
Buzzfeed
or
New
York’s
Vulture.

!
!
! 11

Agents
of
S.H.I.E.L.D.

Comic
Covers
Agents
of
S.H.I.E.L.D.
does
not
currently
have
a

comic
book,
so
we
call
on
the
fans
to
submit

their
take
on
a
comic
cover.

Each
week
we

provide
them
with
a
promo
spot
for
the
next

episode
and
they
submit
their
art.
The
cast
or

Marvel
comic
arEsts
will
select
the
winner.

12

From
Comic
to
Screen
Chats
with
PaOon
Oswalt
(Agent
Koenig)

These
will
be
short,
comedic
videos
featuring
Marvel
expert

Pabon
Oswalt
talking
about
the
comparisons
between
comic,

show
and
film
and
the
influence
of
the
comic
history.

!
Catching
Up
with
the
Writers

Chat
with
the
showrunners,
writers
from
the
show,
and
comic

writers,
including
Nathan
Edmonson
(Deathlok),
Ales
Kot

(Secret
Avengers),
Tom
Brevoort
(Editor,
Avengers
line).
These

chats
can
be
captured
as
short-‐form
Instagram
videos,
long-‐
form
clips,
and/or
live
Q&As
on
the
social
profiles.
Fans
will

also
have
the
ability
to
send
in
quesEons
via
email
to
be

featured
in
one
of
the
videos.
13

!
!
!
!
!
!
!
!
!
!
!
Fitz-‐Simmons
Lab

• Explore
the
science
and
gadgets
from
their

world
in
short
Instagram
clips
or
:30
videos

from
talent,
or
with
photos
captured
on
set

and
used
to
design
social
graphics.
(This
can

be
an
extension
of
Fitzsimmons’
Armory.)

!
From
the
Set
Instagram
Videos
from
Set

• Talent
shoots
weekly
character
teasers
where
the
star
hints
at
their

favorite
moment
from
the
next
episode.
Videos
can
be
used
on

both
Instagram
&
Facebook. 
Character
GIFS

• Taken
from
Instagram
videos
from
set
and
other
BTS
with
actors,

video
recaps
and
sneak
peeks,
and
episodes.
These
GIFs
will
be

used
for
Twiber
and
Tumblr.
14

Daily
Content
• Your
Daily/Weekly
Easter
Egg
–
We
reveal
one
of
the
Marvel
Universe

references
or
reveals
shown
in
a
previous
episode
or
featured
in
a

promo
for
the
upcoming
episode.

!
• Spoiler
Alert
–
Get
community
talking
about
the
OMG
moment
from

the
latest
episode.

!
• The
Badass
Women
of
S.H.I.E.L.D.
–
Highlight
their
badass-‐ness
in

GIFs
and
Instagram
videos.

!
• Chain
of
Command
–
Help
the
fans
keep
the
ranks
straight
by
creaEng

graphics
that
show
who
reports
to
whom.

!
• S.H.I.E.L.D.
Threat
Level
–
Proﬁle
the
super
villains.

!
• S.H.I.E.L.D.'s
Radar
-‐
Coulson
is
on
the
lookout
for
superheroes
and

villains
in
the
Marvel
Universe.
Fans
submit
photos
of
their
best

Marvel
cosplay
and
Coulson
selects
his
favorite
(i.e.
Tony
Stark
was

sited
in
Cleveland,
Ohio
this
week.).

15

Daily
Content
Talent
Support
–
The
stars
of
Agents
of
S.H.I.E.L.D.

have
embraced
social
media
and
use
it
to
engage
with

their
fans
and
promote
the
show.
We
will
conEnue
to

leverage
the
talent
through
video
capture
and

retweets,
but
we’ll
also
take
it
a
step
further
by

providing
the
cast
with
custom
creaEve
that
they
can

share
via
their
proﬁles.
We
would
like
to
insEtute
a

twice
monthly
email
with
them
sharing
updates
and

assets
they
can
use.
16

Timeline
Pre-‐Season

The
Tease.
Content
focuses
on
the
elements
of
the
season
finale
that
set
up
Season
2
and
where
characters
are
headed.

Push
heavy
tune-‐in
messaging.

!
Phase
1:
Weeks
1-‐4

The
Lead-‐In
and
Payoff*
messaging
each
week
will
be
standard.
Unique
content
in
this
phase
should
specifically
remind

fans
what
they’ve
seen
so
far
and
why
they
are
invested.

!
Phase
2:
Weeks
4-‐8

Get
the
fans
more
engaged
through
strong
calls
to
acEon,
fan
created
content,
and
inside
jokes,
plus
the
Lead-‐In
and

Payoff
messaging.

!
Phase
3:
Weeks
8-‐13

The
Lead-‐In
and
Payoff
plus
content
that
starts
to
build
toward
the
finale
and
rewards
fans
for
their
loyalty
throughout

the
season.

!
*The
Lead-‐In
–
Language
and
content
builds
anJcipaJon
for
the
upcoming
episode.
The
Payoff
–
Content
engages
fans

around
elements
of
the
past
episode.

17

Stradella
Road
Digital
Services
Social
Strategy
Campaign
Execuon

Content
Apps
Development
(Design/Creaon)
(Web,
Mobile,
Social)
(Web/Tumblr)
18

Agents of S.H.I.E.L.D. Proposal Designed for ABC Television Studios

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