TARGET MARKET• We believe we should be addressing the younger end of the 18-35 year old demographic.• They are used to going on package holidays with their friends, but are growing out of it and want more• They are keen to see the world and have some adventures but they are not seasoned travelers so they are not confident enough simply to get a flight and pack a rucksack.• They are fun loving and daring and have always enjoyed a good laugh with their mates on holiday.• They are highly internet savvy and regularly use different social media.
COMPETITION MECHANIC• ‘Epic fail’ & ‘Epic win’ are internet terminology used to prove or disprove of virtually any content, comments, videos etc (see the likes of Epicfail.com or Epicwin.org)• Tying in with this theme and the spirit of the competition the mechanic would be thus: Ask entrants to submit videos that could be described as either an ‘epic fail’ or an epic win.’ – ‘Make a video that could be described as ‘EPIC.’ It could either be an epic fail, or an epic win – but it need to be EPIC so it’s worthy of winning with the incredible prize that’s on offer – the best year of your life courtesy of EPIC travel’• Entrants have to create a video and upload it to an EPIC Travel YouTube channel.• They would then encourage their friends to vote for it via social media platforms (FB, Twitter & YouTube). The videos will be uploaded to an EPIC travel YouTube channel and also be embedded on an EPIC Travel Microsite. The EPIC travel Facebook would maintain interest with updates.• Self promotion by those who enter will drive awareness of the competition, as well as some of the videos spreading virally due to the nature of their ‘epic’ content.• Those with the most votes or ‘likes’ go through to a shortlist of 20 and the overall winner is chosen by EPIC Travel• All entrants register their details for for the purposes of datacapture and to receive future offers & a newsletter.
The EPIC Prize• The overall winner then undertakes the first leg of the trip.• However, to sustain interest in the competition over the following year, the winner has to earn the right to stay on the trip. Fans, followers and other entrants of the competition have to suggest challenges for the winner to do while on the trip, e.g. eat a bizarre local delicacy, bungee jump of the highest location possible in that country, do a ‘firewalk,’ etc…• This will generate interest in the locations on the itinerary as followers/fans will have to research the area in order to suggest a suitable challenge. This will also facilitate an ongoing dialogue on the Epic Facebook page amongst followers and fans of the competition about the trip, the countries visited and traveling in general.• People who might have already visited countries before might have knowledge of activities or areas not previously known, and may suggest these for challenges.• This will encourage an ongoing discourse online amongst followers and fans of the competition and the EPIC team.• The EPIC challenge would take place in every country visited, so every week or so. If the person successfully undertakes the challenge they win the right to remain on the trip. EPIC WIN.• If the person fails to complete the challenge then this is deemed an EPIC FAIL and they are replaced by someone else.• The challenges would be filmed and shown on YouTube at a set time announced by EPIC on Twitter & Facebook to a captive audience, who would all be dying to know if they have a chance to be a replacement!
Activation• An EPIC competition needs an EPIC launch.*Alterna6vely a URL or Twi#er # could be displayed on the ﬂag, or a QR code could be projected onto various buildings around the UK
• We’d like to suspend the world’s biggest QR code from a helicopter over London (& other major cities, especially ones with lots of students!)• When people take a pic of the QR code with their smartphones, they are led straight to an EPIC microsite where they can find out about the competition.• From here they are led to the YouTube channel and the EPIC Facebook page.• As far as we know this has never been done before (flying a giant QR code!), and we’re sure it would generate a lot of interest and generate free PR• Follow this link to see a HOBS Helicopter banner in action over London h#p://www.youtube.com/watch?v=MGRm0LLqG‐k • The same effect on a smaller scale could be achieved by having a lorry drive around with the QR code printed on it’s side• The competition would also be promoted on Facebook and also on Twitter with a unique hashtag -#DSE• When videos are uploaded there would be an option to share on Facebook or share on Twitter
Ac6va6on Microsite USER JOURNEY Make & upload video Self promote video to get votes Last 20 announced based on votes Final winner departs – weekly challenges then set by fans EPIC sustain interest by showing weekly challenge and having dialogue with fans
Conclusion• Our version of the competition is in keeping with the name of the company• We feel the terms ‘EPIC FAIL’ and ‘EPIC WIN’ are perfect for the kind of audience we described in slide 2.• The videos submitted based on these terms will hopefully be entertaining enough to be watched & enjoyed by people who have nothing to do with the competition – Please see the following for examples -• Epic fail compilation - http://www.youtube.com/watch?v=ZN8S1_xp9os• Epic win compilation - http://www.youtube.com/watch?v=7sgNJHcqED8• To get votes and increase their chances of winning, the videos will be promoted on Facebook & Twitter by those who have made and submitted them, driving awareness of the competition and the EPIC brand.• We’ve already registered the domain names themostepicyearofyourlife.com, epicyearofyourlife.com & dosomethingepic.com• The EPIC theme will be continued with the weekly EPIC challenge, and interest in the whole campaign will be sustained not just in the run up to the competition but for the entire year.• As the EPIC challenges are devised by fans & followers of the competition, this will encourage ongoing interaction between them and EPIC about the countries visited and travel in general.• These weekly challenges could have a different sponsor each time.• No-one has ever flown a giant QR code so it would be a suitable EPIC launch• We firmly believe this promotion would be a great success and we would like to run the same promotion in South Africa and Australia as well as the UK.• Thanks for reading!