The document outlines a marketing campaign for a vodka brand targeting single adults aged 21-35. It proposes developing a mobile app called "The Mixer" that would automatically create highlight reels of users' nights out to share on social media. The campaign goals are to re-connect the brand to its target audience after college, activate the brand through social media integration, and nurture the brand relationship. It provides details on the target audience, assets, strategic approach, user experience flow, budget, timeline and projected metrics.

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2. TEAM TIPSY
Booze. It’s Our Thing.
Thursday, November 21, 13

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
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Josh
Media Tech

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
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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
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6. THE ASK
Distilled Set of Focused Campaign Goals
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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. 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. 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. 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
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11. BRAND ASSETS
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12. BRAND ASSETS
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13. BRAND ASSETS
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14. BRAND ASSETS
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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
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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. 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. 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
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23. PRE-GAME
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28. PARTY
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38. THE MIXER EXPERIENCE
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41. THE MORNING AFTER
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42. THE MORNING AFTER
bit.ly/digimixer
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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.
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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.
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45. USER EXPERIENCE FLOW
Inform customers
about experience
Potential User
Generate awareness
by providing
information and
benefits of new app
experience
InLocation
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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. MEDIA BREAKDOWN
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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. 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
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49. THANK YOU
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50. APPENDIX
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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
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52. MEDIA PLACEMENTS
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53. SWOT ANALYSIS
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54. Thursday, November 21, 13