Thursday, November 21, 13
TEAM TIPSY

Booze. It’s Our Thing.

Thursday, November 21, 13
Rory

Kevin

Ashley

Team Lead

Mobile Strategy

Performance
Modeling

Crystal

Matt

Orian

Creative Tech

Media Tech

In...
BRAND SITUATION
COLLEGE DRINKERS
High brand recognition + sampling
POST-GRAD DRINKERS
Dramatic decrease in brand preferenc...
THE TARGET
21-35 Men & Women
Overwhelmingly single
No kids

Recognize the brand from college
Go out to bars/clubs 2-3 time...
THE ASK
Distilled Set of Focused Campaign Goals
Thursday, November 21, 13
RE-CONNECT
the brand with
single adults
21-35 who
frequent bars &
clubs to extend
their customer
life & longevity

THE ASK...
RE-CONNECT

ACTIVATE

the brand as part
the brand with
of their lives
single adults
by integrating
21-35 who
frequent bars...
RE-CONNECT

ACTIVATE

NURTURE

the brand as part the brand relationship
the brand with
with a mobile
of their lives
single...
BRAND ASSETS
OWNED CHANNELS
Product
Distribution

On-Premise

Microsite

Mobile

Social

Young,
Female
Brand
Decent
Limite...
BRAND ASSETS

Thursday, November 21, 13
BRAND ASSETS

Thursday, November 21, 13
BRAND ASSETS

Thursday, November 21, 13
BRAND ASSETS

Thursday, November 21, 13
For our target, drinking after college is about the story and
documenting the story
Use this existing behavior to co-creat...
The Pre-Game

For our target, drinking after college is about the story and
documenting the story
Use this existing behavi...
The Pre-Game
The Party

For our target, drinking after college is about the story and
documenting the story
Use this exist...
The Pre-Game
The Party
The Morning After
For our target, drinking after college is about the story and
documenting the sto...
Thursday, November 21, 13
Thursday, November 21, 13
Thursday, November 21, 13
Thursday, November 21, 13
PRE-GAME
Thursday, November 21, 13
Thursday, November 21, 13
Thursday, November 21, 13
Thursday, November 21, 13
Thursday, November 21, 13
PARTY
Thursday, November 21, 13
Thursday, November 21, 13
Thursday, November 21, 13
Thursday, November 21, 13
Thursday, November 21, 13
Thursday, November 21, 13
Thursday, November 21, 13
Thursday, November 21, 13
Thursday, November 21, 13
Thursday, November 21, 13
THE MIXER EXPERIENCE
Thursday, November 21, 13
Thursday, November 21, 13
Thursday, November 21, 13
THE MORNING AFTER

Thursday, November 21, 13
THE MORNING AFTER
bit.ly/digimixer
Thursday, November 21, 13
MIXER TECHNOLOGY
•“Set it and Forget it” - App requires

permissions approval once and no further
interaction from user.

...
MIXER DELIVERY
•User gets an Urban Airship Rich
Media push notification at 12pm,
the pre-brunch “Hangover Hour”

•Rich Medi...
USER EXPERIENCE FLOW

Inform customers
about experience
Potential User

Generate awareness
by providing
information and
be...
MEDIA BREAKDOWN

Thursday, November 21, 13
MEDIA TIMELINE
• 

• 
• 
"

March:"
Brand"Ambassadors"
kick"off"promo2on"in"
priority"markets"
Paid"Media"launches"
Announc...
Consumer App................................................ $100,000
Ambassador App.........................................
THANK YOU

Thursday, November 21, 13
APPENDIX

Thursday, November 21, 13
PROJECTED PERFORMANCE
22 Million 21-34 Single No kids          
7.4 Million 21-34 Single No kids Vodka
Drinkers

 
Event A...
MEDIA PLACEMENTS

Thursday, November 21, 13
SWOT ANALYSIS

Thursday, November 21, 13
Thursday, November 21, 13
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Blue Team Brief A Solution

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Blue Team Brief A Solution

  1. 1. Thursday, November 21, 13
  2. 2. TEAM TIPSY Booze. It’s Our Thing. Thursday, November 21, 13
  3. 3. Rory Kevin Ashley Team Lead Mobile Strategy Performance Modeling Crystal Matt Orian Creative Tech Media Tech Insights & Planning Alex Kristin Brand Strategy Media Strategy Stacy Social & Sharing Vanessa Media Planning YOUR TEAM The Perfect Mix of Skills & Experience Thursday, November 21, 13 Josh Media Tech
  4. 4. BRAND SITUATION COLLEGE DRINKERS High brand recognition + sampling POST-GRAD DRINKERS Dramatic decrease in brand preference + interaction THE NEED: Extend brand affinity from college to post-grad with an experience that makes the brand part of their lives Thursday, November 21, 13
  5. 5. THE TARGET 21-35 Men & Women Overwhelmingly single No kids Recognize the brand from college Go out to bars/clubs 2-3 times per week Motivations for drinking: friends, reveling in college glory days, the story and adventure Thursday, November 21, 13
  6. 6. THE ASK Distilled Set of Focused Campaign Goals Thursday, November 21, 13
  7. 7. RE-CONNECT the brand with single adults 21-35 who frequent bars & clubs to extend their customer life & longevity THE ASK Distilled Set of Focused Campaign Goals Thursday, November 21, 13
  8. 8. RE-CONNECT ACTIVATE the brand as part the brand with of their lives single adults by integrating 21-35 who frequent bars & with their current media & social clubs to extend habits their customer life & longevity THE ASK Distilled Set of Focused Campaign Goals Thursday, November 21, 13
  9. 9. RE-CONNECT ACTIVATE NURTURE the brand as part the brand relationship the brand with with a mobile of their lives single adults utility that adds by integrating 21-35 who value to the social frequent bars & with their current experience and media & social clubs to extend promotes sharing habits their customer + brand affinity life & longevity THE ASK Distilled Set of Focused Campaign Goals Thursday, November 21, 13
  10. 10. BRAND ASSETS OWNED CHANNELS Product Distribution On-Premise Microsite Mobile Social Young, Female Brand Decent Limited Limited brand product line social traffic, mobile ambassadors found in following, minimal presence, no activate in most US no massive content mobile apps bars/clubs Bars campaigns development product launches Thursday, November 21, 13
  11. 11. BRAND ASSETS Thursday, November 21, 13
  12. 12. BRAND ASSETS Thursday, November 21, 13
  13. 13. BRAND ASSETS Thursday, November 21, 13
  14. 14. BRAND ASSETS Thursday, November 21, 13
  15. 15. For our target, drinking after college is about the story and documenting the story Use this existing behavior to co-create the millennial drinker’s “story” of their night + the aftermath THE STRATEGIC LENS Thursday, November 21, 13
  16. 16. The Pre-Game For our target, drinking after college is about the story and documenting the story Use this existing behavior to co-create the millennial drinker’s “story” of their night + the aftermath THE STRATEGIC LENS Thursday, November 21, 13
  17. 17. The Pre-Game The Party For our target, drinking after college is about the story and documenting the story Use this existing behavior to co-create the millennial drinker’s “story” of their night + the aftermath THE STRATEGIC LENS Thursday, November 21, 13
  18. 18. The Pre-Game The Party The Morning After For our target, drinking after college is about the story and documenting the story Use this existing behavior to co-create the millennial drinker’s “story” of their night + the aftermath THE STRATEGIC LENS Thursday, November 21, 13
  19. 19. Thursday, November 21, 13
  20. 20. Thursday, November 21, 13
  21. 21. Thursday, November 21, 13
  22. 22. Thursday, November 21, 13
  23. 23. PRE-GAME Thursday, November 21, 13
  24. 24. Thursday, November 21, 13
  25. 25. Thursday, November 21, 13
  26. 26. Thursday, November 21, 13
  27. 27. Thursday, November 21, 13
  28. 28. PARTY Thursday, November 21, 13
  29. 29. Thursday, November 21, 13
  30. 30. Thursday, November 21, 13
  31. 31. Thursday, November 21, 13
  32. 32. Thursday, November 21, 13
  33. 33. Thursday, November 21, 13
  34. 34. Thursday, November 21, 13
  35. 35. Thursday, November 21, 13
  36. 36. Thursday, November 21, 13
  37. 37. Thursday, November 21, 13
  38. 38. THE MIXER EXPERIENCE Thursday, November 21, 13
  39. 39. Thursday, November 21, 13
  40. 40. Thursday, November 21, 13
  41. 41. THE MORNING AFTER Thursday, November 21, 13
  42. 42. THE MORNING AFTER bit.ly/digimixer Thursday, November 21, 13
  43. 43. MIXER TECHNOLOGY •“Set it and Forget it” - App requires permissions approval once and no further interaction from user. •8AM User Local Time - LAMP Based backend collects data from user device as well as social networks with location based awareness •Backend will pull in Images, Videos, SMS Messages, and Check-ins from the previous evening from the users device, whether or not they were shared publicly. Social Network content will be pulled in as well. •Video will be generated via automated FFmpeg script. Thursday, November 21, 13
  44. 44. MIXER DELIVERY •User gets an Urban Airship Rich Media push notification at 12pm, the pre-brunch “Hangover Hour” •Rich Media push will contain embedded rough cut video, with links to edit content, or share immediately (:15 cut for Instagram Video, :30 on Facebook, Twitter, YouTube) •Process repeats each day that app detects users at drinking/eating establishments, or when initiated by the user. Thursday, November 21, 13
  45. 45. USER EXPERIENCE FLOW Inform customers about experience Potential User Generate awareness by providing information and benefits of new app experience InLocation Thursday, November 21, 13 Paid Media Drive brand engagement Drive app downloads. Web Social InLocation Paid Media Drive frequency & repeat use Encourage referrals & sharing Create a personal and meaningful experience to encourage repeat use of app Drive word of mouth by creating opportunities to share feedback Mobile Social
  46. 46. MEDIA BREAKDOWN Thursday, November 21, 13
  47. 47. MEDIA TIMELINE •  •  •  " March:" Brand"Ambassadors" kick"off"promo2on"in" priority"markets" Paid"Media"launches" Announce" ‘Responsible"Ride’" partnership"with"Uber" Thursday, November 21, 13 •  •  " April:" Sweepstakes"kicks"off" in"Owned"Media" channels" Amber"Rose"endorses" app"and"encourages" par2cipa2on"and" downloads" •  " " May:" Sustaining"Media" throughout"Spring"and" Summer"to"con2nue" to"build"awareness"of" app"and"sweepstakes" •  •  " " June:" Announce"winner"of" sweepstakes" "App"will"live"on"aEer" promo2on"has"ended"
  48. 48. Consumer App................................................ $100,000 Ambassador App............................................... $20,000 Media Budget.................................................... $675,000 Prizing & Fulfillment..........................................$75,000 iPad Hardware.................................................... $20,000 CDN/Hosting...................................................... $50,000 Agency + Production......................................$60,000 TOTAL...............................................................$1,000,000 BUDGET Thursday, November 21, 13
  49. 49. THANK YOU Thursday, November 21, 13
  50. 50. APPENDIX Thursday, November 21, 13
  51. 51. PROJECTED PERFORMANCE 22 Million 21-34 Single No kids           7.4 Million 21-34 Single No kids Vodka Drinkers   Event Activation:15,000 people engaged with directly with brand advocates Paid Media: 75,000,000 total Impressions Media Plan Reach: 20,000,000           App Downloads: 200,000 Videos Created: 1,000,000             Earned Reach from Videos, Buzz, PR: 100,000,000                Thursday, November 21, 13
  52. 52. MEDIA PLACEMENTS Thursday, November 21, 13
  53. 53. SWOT ANALYSIS Thursday, November 21, 13
  54. 54. Thursday, November 21, 13
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