Social Media Marketing: Topo Chico
Video Plan and Script for a Reel
In Digital Media Marketing, after outlining a campaign, you then have to develop specific plans for video, photo, and collection content. For my “Thing 2,” I will develop a detailed and well-constructed plan for executing a reel. It will include where I plan to film, what the storyline is, and include both a shot list and a script. It is important within this outline to be very clear and detailed, because if you are sending someone else out to film and want them to capture your vision, they better understand it. This is a huge part of Social Media. The different types of writing included in this reel outline are scriptwriting, brainstorming, outlining, and even could be email writing for content you will divide up and send out to people. Script writing is writing down the movement, actions, expression and dialogue of the characters in screenplay in screenplay format. Although this writing seems informal, it is the base for more detail to build off of. Brainstorming, like freewriting, is a prewriting technique designed to bring subconscious ideas into consciousness. Lastly, email writing is more formal, professional, and structured. When these writings all combine together, they make uup many different elements of a marketing or communications project for a role in the industry. This is important because it is how the company and team communicates with the fans or customers, and should exude a certain personality to get them excited about upcoming campaigns or events. I have a few great examples of marketing reels and TikTok’s that I have followed in past roles as a Social Media Marketing intern, yet I have never come up with plans on how to shoot them. I saw my boss do it frequently, and am excited to take the task on!
Reel Content for Topo Chico
Brainstorm:
A few words to describe the reel: fun, summer, story
Time: 90 seconds
Platforms: Instagram and TikTok
Setting: Beach, Mountains, Hiking (Popular summer CA nature settings)
Costume: Casual, down to earth clothing
Props: Vibrant colored beach chairs, towels, hiking shoes and water bottles
Outline:
For this reel, filming will take place in July for our summer campaign. Since Topo Chico is a California born brand, the reel will start off showcasing different people walking to go to a summer activity in California. Examples of this could include friends walking to the beach, a couple going to hike, a family going to the lake, etc. It’ll then move to tell individual stories woven together of these people going to have a great summer day doing the activities they love with the people they love. We see bright blue California skies, can almost smell the towering redwoods, and feel the cool splashes of the glacial lakes and the grains of sand between our toes. All of these clips weave till the subjects sit down- and we have a side by side of all 3 places where the people crack open Topo Chico’s at the same time. Then, we see them cheering with friends in their different locations and celebrating- showing the beautiful refreshment that Topo Chico is for people and their people.
Shot & Audio List
(key- blue: shots, red: audio)
FADE IN: seagulls, waves crash, birds chirp, sandals squeaking as someone walks, 3 seconds showcasing beach and waves, 3 seconds showcasing a hiking trail and Redwood trees, 3 seconds showcasing a peaceful lake
Seconds 9-24: fade up music + natural sounds from each clips, 5 seconds showcasing friends skateboarding in beach clothes, 5 seconds showing couple walk in hiking clothes on path, 5 seconds showcasing a family get out of car and walk together
Seconds 25–43: music + exciting squeals and laughter, celebration, 6 seconds of each place showing people arriving to beach, arriving at the Redwoods on a hike, arriving at the lake and sprinting for the water
Seconds 44-64: music + celebration, laughter and waves, breaths of fresh air in trees, jumps into lake, 20 seconds running through people charging to the ocean, floating, deep breaths and hands out enjoying the peace of the forest on the hike, and jumping off rocks into the lake
Seconds 65-75: music + laughter, walking noises, people getting out of the water or sitting down on hike, smiles on face, and reaching for Topo Chico’s out of cooler or backpack
Seconds 76-80: music reduces volume a little to hear bottles open, 3 frames all together on screen as each subject synchronously opens Topo Chico bottle and cap flies off
80-90 (and FADE OUT): laughs, celebration, sips and refreshing “ah,” all groups cheers in separate frames, celebrating the summer sun with their refreshing Topo Chico’s, last 5 seconds include Topo Chico logo over the images of groups enjoying their drinks before music and visuals synchronously fade out
