Media presentation for AMP Energy drink

1. Where do you amp?
Ronak Simon
Timothy Adeniran
Amy Robelet

2. Background
 Although the sales of canned energy drinks has slowed
down recently, there is still a 15-20% growth in the
industry annually
 Diet energy drinks are growing at nearly twice that rate

3. Media Objective
Increase brand awareness by 10% in the next 12 months
 Distinguish amp from the field
 Steal share from competitors
 Knock off Monster as the number 2 brand

4. Energy Drink Users
 Men (60%)
 Did not graduate H.S. – some college
 Ages 18-44
 Not Married
 “Guys Guy”
 Loves sports, cars, video games

5. Who are we targeting?
 Men, ages 18-24, who are single and not in a relationship
 Enjoy hanging out with their friends and are often up late at
night watching MTV or playing video games with friends
 They are highly active and constantly on the go
 “Outdoor enthusiasts”

6. Media Strategies
 Facebook contest
 Sponsorship
 Video game product placement
 Magazine advertising
 Television advertising

7. Facebook Contest
Where do you amp?
 Facebook users will be asked to post a photo or video of
them “amp‟ed up”. Photo or video will be of user with amp
on the court, on the ramp, etc.
 Users will post their photo or video directly to the amp
Facebook page and have 1 month to get followers to “like”
their photo.
 The top 10 entrants with the most number
of “likes” will be featured on the amp Facebook
page for 1 week where followers will then have
a chance to vote on their ultimate favorite.

8. Facebook Contest
Where do you amp?
 The winner‟s amp’ed experience will be featured on
marketing material
 Winner will win a 1 year supply of amp
 Winner will receive a cash prize of $5,000

9. Sponsorship
Sponsor surfing contest in Huntington Beach, California
“The Surfing Capital of the World”
 Have “amp girls” at the event on the beach promoting the
drink
 Hand out product samples and promotional material
 Towels, t-shirts, visors, board wax, temporary tattoos
 Encourage surfers to take a photo of them surfing and post
on the Facebook contest
 Take a photo with the amp girls and share on
Instagram #ampedup

10. Video Game
Place sponsored ads in video games
 Call Duty
 NHL „13
 Madden „13

11. Magazine Advertisement
Strategically place ads in magazines with high target audience
readership such as:
 Maxim
 Car and driver
 Game Informer
 Sports Illustrated
 ESPN

12. Television Advertising
Place commercials on networks that are primarily viewed by
target audience
 G4 Network
 MTV
 ESPN
 Adult Swim
Promote advertising on networks from 11:30pm –
1am due to an increase in target audience
viewership

13. Geography
We will run a nationwide campaign in order to maintain current
market share
 Focus more heavily in West regions in order to raise
awareness and gain market share from Monster

14. Seasonality/Scheduling
Concentrate continuous advertising during the months of
March –October
Support flight advertising during January, February, and
November and December
Peaks in January and December due to Ski season with a
hiatus in February and November

15. In Conclusion
•Through our stated strategies, we will gain market share
from Monster by targeting their core audience
•Through multiple sponsorships and advertising
tactics, we will raise brand awareness to 24%