Zoom Media & Marketing: ZoomFitness Alcohol Category Deck
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Zoom Media & Marketing: ZoomFitness Alcohol Category Deck Zoom Media & Marketing: ZoomFitness Alcohol Category Deck Presentation Transcript

  • zoommedia.com ZoomFitness: Alcohol Category Deck
  • ZoomFitness Patrons are social and enjoy spending time with friends at local bars & nightclubs MRI:Doublebase 2012. Base = A21+ ZoomFitness network Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology is representative of the total US population. Index based on health club members vs. non-health club members surveyed. © 2012 Zoom Media Corp. All Rights Reserved. Go to bars/nightclubs 2+ times per month Index 234 I consider myself very social Index 157 Connecting with others is important to me Index 140
  • Why ZoomFitnessTM ? MRI:Doublebase 2012. Base = A21+ “zoomfitness network” (study of Nielsen On Location Measurement of ZoomFitness, October 2011 in MRI via Clear Decisions) Reach socially active consumers in the ZoomFitness Network: • Affluent ($100K+ Average HHI) • 50 Million Monthly Impressions • Educated (Bachelor’s Degree+ Index 176) • Frequency Average 3X per week • 47 Minute Dwell Time Engage target audience in a relevant viewing environment with commercials w/ sound, custom digital content, static billboard & promotional offerings in ZoomFitness.
  • ZoomFitness Patrons are Beer Drinkers MRI:Doublebase 2012. Base = A21+ ZoomFitness network Beer/Ale Drinkers Index 130 Drink 5+ Low-Calorie Domestic Beer/Last 7 Days Index 122 Heavy Imported Beer/Ale Drinkers Index 111
  • ZoomFitness & Low-Calorie Domestic Beer Brands MRI:Doublebase 2012. Base = A21+ ZoomFitness Bud Light Lime Index 221 Coors Light Index 147 Bud Light Index 125 Miller Lite Index 124
  • ZoomFitness Patrons & Domestic Wine Pinot Noir Index 231 Sauvignon Blanc Index 215 Pinot Grigio Index 183 Cabernet Sauvignon Index 181 Chardonnay Index 169 Merlot Index 159 MRI:Doublebase 2012. Base A18+ ZoomFitness network
  • ZoomFitness Patrons & Imported Wine Australian White Index 201 Spanish Red Index 174 French Red Index 172 Italian White Index 171 Australian Red Index 162 Italian Red Index 158 South American Red Index 122 MRI:Doublebase 2012. Base A18+ ZoomFitness network
  • ZoomFitness Patrons Drink a Variety of Liquors Rum Index 168 Tequila Index 162 Vodka Index 157 Prepared Mixed Drinks with Liquor Index 156 Any Whiskey Index 130 MRI:Doublebase 2012. Base A18+ ZoomFitness network
  • MGD 64 ZoomFitness Case Study OBJECTIVE Reach active adults to drive brand awareness and associate MGD 64, a low calorie beer, with a healthy lifestyle EXECUTION DETAILS Utilized ZoomFitness™ to reach beer drinkers that care about their health and appearance • Rotation of Sight, Sound & Motion TV spots highlighted the refreshing taste and low calorie appeal of the brand RESULTS • Test vs. control research showed advertising drove a 364% increase in top of mind brand awareness • Recall of the MGD 64 ads was 63%, significantly exceeding the ZoomFitness norm of 41% April – July 2011 Video Media Program. Successful follow up to integrated video and static program in 2010. Source: Zoom Media & Marketing Research, Summer 2011. Brand awareness: Test = 26.0%, Control = 5.6%
  • Jose Cuervo Games ZoomFitness Campaign Recap OBJECTIVE To generate awareness for and drive traffic to the 2011 Jose Cuervo Games tour, a large-scale event that features various team competitions and music performances EXECUTION DETAILS Sight, Sound & Motion TV Spot in Zoom’s Fitness Network in the weeks leading up to the Tampa event encouraged active A21+ to attend the event and visit the Cuervo Games Facebook page June 2011 Program
  • Tecate ZoomFitness Campaign Recap OBJECTIVE To create awareness for Tecate among active Hispanic adults interested in Boxing and Mixed Martial Arts EXECUTION DETAILS Media campaign in Zoom’s Fitness Network Boxing and MMA venues in Chicago, Dallas, Los Angeles and San Francisco • Venue placement reinforced Tecate’s ongoing sponsorship of boxing & MMA events & athletes • Backlit and Classic boards featured Spanish-language creative April-September 2009 Program
  • zoommedia.com Appendix
  • ZoomSocial History Discovery ESPN TBS TNT Domestic Wines [Pinot Noir] 231 102 100 118 103 92 Drinks Beer/Ale 130 111 110 125 108 105 Drinks Whiskey 130 121 120 133 109 109 Drinks Vodka 157 102 103 114 111 104 Alcohol Category - Entertainment Cable Nets ZoomFitness TM Delivers Consumer Comparison MRI:Doublebase 2012. Base = A21+ ZoomFitness Network TV Networks pulled based on entertainment networks watched in past 7 days during primetime , excluding news and educational programs
  • ZoomFitness History Discovery ESPN TBS TNT Imported Beer/Ale Brands [Heineken] 141 105 111 132 118 107 Vodka Brands [Smirnoff No. 21 (80 proof)] 144 113 110 106 108 107 Rum Brands [Capt. Morgan Spiced] 180 112 120 135 122 106 Regular Domestic Beer/Ale Brands [Samuel Adams] 219 120 113 142 105 97 Alcohol Category - Entertainment Cable Nets ZoomFitness TM Delivers Consumer Comparison MRI:Doublebase 2012. Base = A21+ ZoomFitness Network TV Networks pulled based on entertainment networks watched in past 7 days during primetime , excluding news and educational programs
  • ZoomFitness History Discovery ESPN TBS TNT Low Calorie Domestic Beer Brands [Bud Light] 125 112 112 130 116 109 Regular Domestic Beer/Ale Brands [Yuengling] 171 126 116 143 110 105 Tequila Brands [Jose Cuervo] 156 107 110 116 117 103 Whiskey Brands [Jameson] 232 122 115 151 113 110 Alcohol Category - Entertainment Cable Nets ZoomFitness TM Delivers Consumer Comparison MRI:Doublebase 2012. Base = A21+ ZoomFitness Network TV Networks pulled based on entertainment networks watched in past 7 days during primetime , excluding news and educational programs
  • ZoomFitness & Domestic Beer Brands MRI:Doublebase 2012. Base = A21+ ZoomFitness network Samuel Adams Index 219 Blue Moon Index 203 Sierra Nevada Index 200 Leinenkugel's Index 196 Coors Index 142 Yuengling Index 171 Budweiser Index 116
  • ZoomFitness & Imported Beer Brands MRI:Doublebase 2012. Base = A21+ ZoomFitness Corona Light Index 222 Amstel Light Index 206 Stella Artois Index 198 Corona Extra Index 152 Heineken Index 141 Dos Equis Index 129
  • ZoomFitness & Vodka Brands MRI:Doublebase 2012. Base = A21+ ZoomFitness Ketel One Index 233 Skyy Index 213 Grey Goose Index 197 Absolut Index 160
  • ZoomFitness Patrons & Liquor Brands Malibu Coconut Index 249 Jameson Index 232 Patrón Index 194 Captain Morgan Spiced Index 180 Bacardi Light/Regular/Superior Index 169 Jose Cuervo Index 156 ZoomFitness patrons drink a variety of whiskey, rum & tequila brands. MRI:Doublebase 2012. Base A21+ ZoomFitness network