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Five Guys - Media plan

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A Media plan to celebrate the launch of Five Guys famous burgers and fries in San Francisco.

Published in: Marketing
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Five Guys - Media plan

  1. 1. Media Plan Creative communication Strategy Fall 2015 Instructor Andrew Mathews Eroica De Souza
  2. 2. DOUBLE CHEESEBURGER WITH THAT EXTRA CRISPY BACON GAME. - DYAM DROPS (Five Guys reviewer - Youtube 5,840,166 views)
  3. 3. Target Audience Five Guys Fanatic James Age : 33 Income: $30,000 or more Gender: Male 73% more likely to visit other fast food restaurants Occasional Smoker Enjoys a good bourbon He is 44% more likely to go for dinner with co-workers or friends. Originally from Richmond, Virginia. Moved to the West Coast a year back for a gig at Linkedin. Relationship status: Newly married. Collaborative as opposed to competitive personality. 76% more likely to share a ride to and from work.
  4. 4. Five guys loactions.
  5. 5. Social Media Following Social media following of Five Guys and its competitors. Facebook Twitter Instagram Burger King Five Guys In and Out Burger Five guys Burgers 986,288 likes Burger King 7,509,164 likes In and out burger 3,089,258 likes Five guys Burgers - 650 posts, 8049 Followers Burger King - 314 posts, 142 k Followers In and out burger - no official page Five guys Burgers - 13.8 K tweets, Followers 47.7K , Favorites 143 Burger King 11.1 k Tweets, 989 K Followers, Favorites 4,546 In and out burger - no official page Burger King Five Guys Burger King Five Guys
  6. 6. Topsy data insights Five Guys Fanatics have tweeted 4,668 in the last 30 days Sentiment score - 60 Delivery service demand - boots twitter following
  7. 7. Topsy data insights Excitement peaks - with the tweets that mention a mix and match brands.
  8. 8. Target Audience media mind map James ESPN Gmail SF Weekly Facebook Twitter Linked In Bleacher Report Youtube Weather The Bold Italic Yelp Reviews Uber LYFT Twitter Buzzfeed Yelp Pandora Bart App Weather app Instagram Facebook Google Maps News Google Drive
  9. 9. Objectives & Strategies “James” Market Timing Budget June 1st 2015 - August 1st 2015 Store opening July 1, 2015. $2,000,000 Generate conversations Through owned media on Instagram, Twitter and Facebook. Paid content media across native web publications. Build and spark an excitement about the store launch. A cross brand promotion with Uber (to countdown the launch) Tap into the ride sharing consumer base. Rephrase Five guys as a millenial brand. Reconnect with loyal consumers. Reconnecting and re-engaging with consumers that have grown up the brand. Highlight the classic menu options (Bacon cheeseburger) during the launch campaign. 1. 2. 3.
  10. 10. User scale Beginner User Core User Hardcore User Occasional User Five Guys target audience This user cares the most. Likes to make informed choices. Has a deep connection with the brand. Dreams of that double cheeseburger with that extra crispy bacon bang.
  11. 11. Budget Summary
  12. 12. Five Guys + Uber
  13. 13. Five Guys + Uber Five guys + UBER how you can order a double bacon cheeseburger To celebrate the launch Five Guys Burgers and Fries in San Francisco, a de- livery launch campaign will run for about 2 weeks before the opening date (depending on the media budget available). The campaign offers an exclusive delivery service where Five Guys burgers and Fries teams up with UBER. How it works: No matter where you are in San Francisco, nothing can satisfy a craving like a bacon cheeseburger and a side of Five guys fries. Five guys understands, come the 18th of June for a limited time offer. Five guys teams up with uber to make your dreams come true. To request, choose the five guys option in the Uber app. If a vehicle is avail- able, you place your five guys order and you will be enjoying your treat within half n hour. Total Spend: $600k
  14. 14. Uber cross promotion Once order is placed, using the UBER app you can track your order.
  15. 15. Anchor brewing - Ambient 76% of fast food enthusiasts enjoy a good beer. Five Guys essentially being an East coast brand, would benefit a great deal from a cross promotion with Anchor Steam brewing of San Francisco. The Offer: When you buy a 6 pack of Anchorsteam, you also get a scratch card with special offers for Five Guys cheeseburger’s and Fries. Timing: Offer would run through the first 2 months of the store launch. Total Spend: $100k
  16. 16. The Bold Italic - Sponsored Content A sponsored content story on The Bold Italic. A uniquely San Francisco based online magazine. TBI is known for its content pieces and great reviews of latest food spots in the bay area. Total Spend: $50k
  17. 17. Media Flow June 1st 6/7 6/14 7/1 7/8 7/21 8/1Launch date Launch date % Media Weight 40% 30% 20% 10%
  18. 18. Thank You

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