Creating a Buzz..


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Media strategy for copywriting assignment at Moosylvania in St. Louis, Missouri

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Creating a Buzz..

  1. 1. Media Strategy Can as “Energy Drink 2.0” Creating a Buzz…
  2. 2. I believe in Marketing 2.0 . I want to use its values (cooperation & collaborations, transparency & openness) in a genuine and robust way. What I like in particular about this movement – among many things - is that it uses the internet as a sounding board for grievances that would otherwise go unheard (unless your Dad was the CEO), that can empowering the customer and informing the producer. About the Strategy
  3. 3. Give consumers a direct line to the higher-ups and their resources and you build trust. From scholarship promotions, user-generated (and Can Supported) content…even live feedback aggregation (via blogs and microblogs), Can cares about its consumers and acts accordingly. This “new strategy” (which is really just good customer relations coupled with eagle-eyed audience/market research) will generate buzz from the happy drinkers it produces and the pleasantly puzzled pundits, “thought leaders” and comedians who realize we are not just talking the 2.0 talk, but walking the walk as well.
  4. 4. <ul><li>Can’s values embody the empowerment and individualism of its own marketing. </li></ul><ul><li>Go ahead. Make Can what you want - </li></ul><ul><li>it’s about YOU… the CUSTOMER, after all. </li></ul>
  5. 5. Why?
  6. 6. tm Because you Can.
  7. 7. Creating a Buzz…. Built Gary Vaynerchuk of interpretation of the 80/20 rule : Give the consumer 80% of what they want: a good drink and opportunity to literally improve their life — it’s then easy to ask them for 20% effort. That effort? Drink Can. Everything else should come naturally, not seem like crowdsourcing. In doing so, we create a trusting, positive reputation consistent with Can’s values. We create a buzz.
  8. 9. To illustrate in more detail just HOW exactly that buzz could be created, I’ve chosen to use a flow chart.
  9. 10. Media Outlets <ul><li>Magazines </li></ul><ul><ul><li>NYLON, Elle, GQ, Esquire, Vanity Fair, Spin, Rolling Stone </li></ul></ul><ul><ul><ul><li>21-29 design-conscious magazines and publications </li></ul></ul></ul><ul><li>TV </li></ul><ul><ul><li>Traditional commercials, as well as product placement similar to the Film Strategy (see below) </li></ul></ul><ul><ul><li>traditional ads and teasers to lead to further viewing online, interaction with digital mediums </li></ul></ul><ul><li>Film </li></ul><ul><ul><li>People drinking at a bar </li></ul></ul><ul><ul><ul><li>If they’re drinking something from a customized glass, it MUST be Can™ </li></ul></ul></ul><ul><ul><ul><ul><li>But the audience doesn’t have to see annoying label’s etc… in their movie that would kill the mood </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>We’re thinking of YOU, your lifestyle, your happiness as it already is </li></ul></ul></ul></ul></ul><ul><li>Digital Ad Space </li></ul><ul><ul><li>Ad-driven blogs (example:, social media sites (, music sharing sites( example: </li></ul></ul><ul><ul><li>be aware of TV and movie websites that highlight Can’s values, work with sites to generate resonant copy and ad materials to post within the site </li></ul></ul><ul><ul><li>Target audience for promotions, etc… using blog outreach techniques </li></ul></ul>
  10. 11. Stores, bars, nightclubs <ul><li>Available for purchase at any store </li></ul><ul><li>Premium Lounges: purchase high-brow crystal and/or designer glasses </li></ul><ul><ul><li>Free can for pouring INTO glasses </li></ul></ul><ul><ul><li>Possible promotion opportunity for famous and or up and coming designers to rotate glass designs, option to buy a set </li></ul></ul><ul><li>Taverns & Bars: glasses from local antique stores </li></ul><ul><ul><li>Offer a free case of Can </li></ul></ul><ul><ul><ul><li>empowering the tavern to customize itself, use what it wants, and engage the customer in that same customization trend </li></ul></ul></ul><ul><ul><ul><li>Play on the ü ber-customization of Starbucks, only it’s tailor-made for each community, not some McEnergy Drink situation </li></ul></ul></ul><ul><ul><ul><ul><li>If you’re a person who likes to stick it to the man, here’s a way to do it just by drinkin’ (mixed with something or not) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Put the CUSTOM back in customer! </li></ul></ul></ul></ul>
  11. 12. Digital Media <ul><li>Web: create EnergyDrink2.0 culture </li></ul><ul><li>How Can you make it you own? </li></ul><ul><li>Consistent Tone </li></ul><ul><li>Maintain casual, humorous, individualistic tone of ad campaign on all copy within the site and its online extensions </li></ul><ul><li>Video </li></ul><ul><li>User-generated, Can- supported </li></ul><ul><li>Tie-ins with promotions </li></ul><ul><li>Dynamic, clear web design, copy, content </li></ul><ul><li>cultivate, train & hire evangelists (customer service 2.0), content managers, video producers, writers to manage web content </li></ul><ul><li>be prepared to respond to feedback (positive and negative), </li></ul><ul><ul><li>generate product & ads in response </li></ul></ul><ul><ul><li>Producer/customer interaction encourages interaction with website and product </li></ul></ul><ul><li>User Generated Content: </li></ul><ul><li>submitted drink mixes/glasses/combos/table set-ups (modern Martha Stewarts) etc... highlight a new one each day with full credit, blog link, etc... </li></ul><ul><li>Promotions with comedy troupes in various regions with YouTube campaign creation </li></ul><ul><li>intuitive interaction, quick uptake on consumer reaction to product </li></ul><ul><ul><li>invite bloggers/tweeters to submit their Can-related thoughts... aggregate on the site </li></ul></ul>
  12. 13. Video <ul><li>YouTube (or site sponsored Video viewer) </li></ul><ul><ul><li>Granny’s Lessons from the Old School </li></ul></ul><ul><ul><ul><li>“I went there, and you kids should know this stuff!” </li></ul></ul></ul><ul><ul><ul><li>Granny teaches you kids how to consume Can like a proper gent/lady </li></ul></ul></ul><ul><ul><ul><ul><li>Dorothy Parker-esque grandma figure gives tips and tells of her rebellious, dangerous, speakeasy & cabaret-filled youth and how to bring that vibe into modern living </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Highlights the ritual of drinking a Can </li></ul></ul></ul></ul><ul><ul><li>Man walks into a bar… </li></ul></ul><ul><ul><ul><li>Orders a Can </li></ul></ul></ul><ul><ul><ul><ul><li>Video’s of reactions to ordering can </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Promotion for local comedy troupes/comedians to participate in the creation of this campaign </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Possible Twitter/microblog tie-in </li></ul></ul></ul></ul></ul>
  13. 15. Promotion and Sponsorship Make your life your own. Because you Can. Series of empowering promotions to encourage and reinforce Can’s values. <ul><li>Bringing High-Brow design to everyone </li></ul><ul><li>Rotating artists/designers recruited to design the premium Can glass </li></ul><ul><li>Maintains premium feel AND a democratic, design for everyone platform </li></ul><ul><li>Support Education </li></ul><ul><li>College/art school scholarship glass design contest </li></ul><ul><li>Support the Arts </li></ul><ul><li>Sponsor local comedy troupes/comedians to create their own campaigns </li></ul><ul><li>Sponsorships of local music, alternative entertainment, cabaret, burlesque, </li></ul><ul><li>comedy brand is associated with trends (new artists) as well as tradition (performance) </li></ul>
  14. 16. Buzz? Created. Now where can I buy it? Copyright Lori White 2008 ©