2. RADIO ONE
TV ONE
INTERACTIVE ONE
ENTERTAINMENT ONE
CONTENTS
Energy Drinks – New Age Beverage
Pit Bull Energy Products
Research
One Solution Overview
One Solution Partnership Vision
Financial Summary
Q & A
3. RADIO ONE
TV ONE
INTERACTIVE ONE
ENTERTAINMENT ONE
Energy Drinks – New Age Beverage
• Energy Drinks:
• Designed to energize the body and mind or prevent serious
ailments.
• Experiencing exceptional market growth.
• In 1997, approximately 500 thousand cases of energy drinks were sold
in the U.S.
• 2002 - 12 million cases sold. - Growth of 90% per year (5 years).
• 2007 – the energy drink market became a $5.4 billion dollar industry.
• Some examples of energy drinks currently in the marketplace:
• Red Bull
• SoBe Adrenaline Rush ™
• Full Throttle
• ROCKSTAR®.
• Pit Bull
Source: Google Scholar
4. RADIO ONE
TV ONE
INTERACTIVE ONE
ENTERTAINMENT ONE
Energy Drinkers – Consumer Overview
Approx 65% of energy drinkers are between the ages of 13 to 35.
Male skewed (approx 65%)
Often used as popular drink mixers.
Older adults (health conscious) are more likely to use “sugar
free” energy products
Professional Military & Corporate Adults more likely users.
Source: Google Scholar
5. RADIO ONE
TV ONE
INTERACTIVE ONE
ENTERTAINMENT ONE
Pit Bull Energy
• Pit Bull Energy, distributed by Hip Hop Beverage Corporation,
came to market in 2005.
• Pit Bull Energy products came to market 13 years after Red Bull
market saturation began in 1992; through their product distribution
in the United States.
• Pit Bull Energy Drinks outsold Red Bull and Monster energy drinks
in select markets.
• Pit Bull Energy Drink - a leader in taste with the slogan,
“Guaranteed No Aftertaste”.
• Better tasting energy drinks when compared to other energy
drinks.
Source: Hip Hop Beverage Corporation
6. RADIO ONE
TV ONE
INTERACTIVE ONE
ENTERTAINMENT ONE
PARTNERSHIP VISION
One Solution will develop a multi-media campaign designed
to:
Increase sales of Pit Bull Energy Products
Energize current customers
Attract new customers; and
Enhance brand loyalty among Black American consumers
7. RADIO ONE
TV ONE
INTERACTIVE ONE
ENTERTAINMENT ONE
COMMUNICATION FLOW CHART
POWER OF ONE PARTNERSHIP
50+MM households
One of the fastest
growing cable
networks in the U.S.
Leading Black
American
cable network
National and
local events
Cruises/Tours
Expos/Concerts
18 million weekly
listeners
52 stations
9 Nationally
Syndicated Shows
Promotions
Over 4 million
monthly users
Powerful and fastest
growing online
network
400MM page views
delivered monthly
Pit Bull ENERGY
Advertising Message
Black America
Study
Pit Bull
Research
Black
American
ConsumersRetailer/Point of Purchase
8. RADIO ONE
TV ONE
INTERACTIVE ONE
ENTERTAINMENT ONE
2010: Unmatched National Reach!!
Key
Local Stations
Syndicated Shows
Reach Media
Interactive One
TV One
Reaching
82% of the U.S.
Black American
Population!
9. RADIO ONE
TV ONE
INTERACTIVE ONE
ENTERTAINMENT ONE
Over 250 military installation
commissaries.
Provided to the troops in
Afghanistan, Iraq and Kuwait.
Approved by Costco, Sams
Club/Walmart and Walgreens.
Pit Bull Market
Reach
Based on
Distribution
Channels.
Distribution by McLane (A Warren
Buffet Company) which provides
distribution to select 7-11, Rite-Aid,
and Food F Less, affiliate of
Kroger.
Distribution through DPI - California:
access to 2600 independent grocers
• SYSCO foods (food service industry)
• Southeast Florida, West Palm Beach and Hampton Roads Virginia.
11. RADIO ONE
TV ONE
INTERACTIVE ONE
ENTERTAINMENT ONE
DEMOGRAPHICS: A LUCRATIVE MARKET
SOURCE: SELIG CENTER THE MULTICULTURAL ECONOMY 2009 - U.S. CENSUS, •2012 IS PROJECTED
13. RADIO ONE
TV ONE
INTERACTIVE ONE
ENTERTAINMENT ONE
Consumer Profile of Energy Drink Users
Category
%
of
target
Index
Age:
18-‐24
25.4%
205
Age:
18-‐34
53.3%
176
Age:
18-‐49
81.5%
141
Sex
is
Male
62.9%
129
Sex
is
Female
37.1%
72
Own
residence
55.6%
79
Rent
residence
36.6%
145
Race
is
Black/AA
15.7%
130
Race
is
White
77.3%
94
Race
is
Asian
3.4%
106
Married
45.9%
81
Single
42.6%
162
Listens
to
Urban
Mainstream
11.2%
147
Listens
to
Urban
Adult
9.9%
126
Listens
to
Rhythmic
CHR
26.3%
182
Target: Persons who drank Energy Drink, (weekly consumption).
ONE SOLUTION OVER INDEXES ON KEY
CATOGORIES FOR ENERGY DRINK USERS
SOURCE: Tapscan ®
14. RADIO ONE
TV ONE
INTERACTIVE ONE
ENTERTAINMENT ONE
Drank most often…
Percent who are Black Americans
149index
89index
144index
86index
146index
6/21/12
Full
Throttle
Monster
RedBull
RockStar
Other
Energy
Drinks
SOURCE: Tapscan ®
16. RADIO ONE
TV ONE
INTERACTIVE ONE
ENTERTAINMENT ONE
Radio Objectives – Radio One Radio Networks.
• Create a unique highly energized and culturally relevant radio campaign,
positioning Pit Bull Energy products as the “better tasting” energy product on
the market.
• Align with nationally syndicated celebrity air-personalities & morning show
hosts, The Russ Parr Morning Show & Ricky Smiley Morning Show, to
generate brand awareness & “buzz” among the Mainstream Urban target
population.
• Increase Pit Bull Energy Products sales and drive consumers to local Pit
Bull retail outlets.
Timing: June 2011 through March 2012
Radio One Platforms
• Russ Parr Morning Show Network
• Ricky Smiley Morning Show Network
• Radio One Urban Mainstream Radio Stations
17. RADIO ONE
TV ONE
INTERACTIVE ONE
ENTERTAINMENT ONE
THE RUSS PARR MORNING SHOW, one of the
nation’s highest rated syndicated morning
shows, heard weekdays in over thirty markets
on twenty-two affiliates nationwide.
Millions of listeners from all over the country in
major metros such as Washington, D.C.,
Cleveland, Raleigh, Indianapolis and more
wake up each morning to Russ’ perfect blend
of hit music, comedy, and information.
With millions of loyal listeners across the
country, Russ Parr is a guaranteed hit! THE
RUSS PARR MORNING Show's listeners look
to Russ & crew faithfully for information on the
latest products, movies, music, fashion, and
entertainment news.
The Russ Parr Morning Network
23 Stations Nationwide
18. RADIO ONE
TV ONE
INTERACTIVE ONE
ENTERTAINMENT ONE
RUSSPARR
Russ Parr: Age/Sex
Profile
Pit Bull target
Demo matches up
perfectly with The
Russ Parr
Mornings Show
SOURCE: Tapscan ®
19. RADIO ONE
TV ONE
INTERACTIVE ONE
ENTERTAINMENT ONE
Establishing himself as a clean comic, his
down home southern humor has made him a
favorite in the nations top comedy venues.
From intimate comedy clubs to sold out
crowds at Madison Square Garden, Rickey
Smiley’s unique style of humor resonates with
his audiences unlike any other comic on the
road today.
Best known as host of the 2000 season of
BET’s “ComicView”, Rickey led the show to its
highest jump in ratings in the show’s ten-year
history.
One of the most diverse entertainers today,
Rickey’s fan base covers a broad range – from
the young to the old. His style of comedy is
recognizable, approachable, and best of all
hilarious.
The Rickey Smiley Morning Network
44 Stations Nationwide
20. RADIO ONE
TV ONE
INTERACTIVE ONE
ENTERTAINMENT ONE
17%
20%
25.00%
21%
11%
5%
2%
P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+
Audience Composition
Audience Composition
Pit Bull target
Demo matches up
perfectly with The
Rickey Smiley
Morning Show
SOURCE: Tapscan ®
21. RADIO ONE
TV ONE
INTERACTIVE ONE
ENTERTAINMENT ONE
WZFX-FM
Fayetteville
WENZ-FM
Cleveland
WCDX-FM
WYTT-FM
Richmond
WDHT-FM
Dayton
WJKS-FM
Philadelphia
WIZF-FM
Cincinnati
Louisville
WGZB-FM
WQOK-FM
Raleigh/Durham
WZLD-FM
Laurel/Hattiesburg
WHHH-FM
Indianapolis
WIIZ-FM
WFXA-FM
Augusta
WHTD-FM
Detroit
WKYS-FM
Washington, D.C.
WRXZ-FM
Albany, GA
KBXT-FM
Bryan – College Station
WQBT-FM
WEAS-FM
Savannah
WJWZ-FM
Montgomery
KEDG-FM
KBCE-FM
Alexandria
KNDA-FM
Corpus Christie
KMRK-FM
Odessa-Midland
KZEY-FM
KBLZ-FM
Tyler - Longview
Texarkana
KZRB-FM
WXBT-FM
WHXT-FM
Columbia
KVSP-FM
Oklahoma City
WJZE-FM
Toledo
WOWE-FM
Flint
WHHL-FM
St. Louis
WRBJ-FM
Jackson
WMSU-FM
Columbus, MS
WJJN-FM
Dothan
WJXM-FM
Meridian
KRVV-FM
Monroe
KBTT-FM
Shreveport
KBFB-FM
Dallas
WRSV-FM
Rocky Mountain, NC
WNOV-AM
Milwaukee
WEDR-FM
Miami
WSEA-FM
Myrtle Beach
WEUZ-FM
WEUP-FM
Huntsville, AL
WIBB-FM
Macon
WHTA-FM
Atlanta
WERQ-FM
Baltimore
WGNL-FM
Greenwood, MS
KYMK-FM
Lafayette
WBFA-FM
Columbus, GA
WJIZ-FM
Albany, GA
WYLX-FM
Valdosta, GA
WMNX-FM
Wilmington, NC
WYNN-FM
Florence, SC
KJMM-FM
Tulsa, OK
WKJX-FM
Elizabeth City, NC
KMJZ-FM
Lawton, OK
RED DENOTES THE STRONGEST
POPULATION OF BLACK AMERICANS!
22. RADIO ONE
TV ONE
INTERACTIVE ONE
ENTERTAINMENT ONE
Radio One will provide Pit Bull Energy Products the following:
I. Russ Parr Morning Show Network
Total of 3,312 (:30) commercials over 36 weeks and 3,312(:10) billboards over 36
weeks.
Commercials: (23 stations x 4 spots per week x 36 weeks)
Billboards: (23 stations x 4 per week x 36 weeks)
II. Ricky Smiley Morning Show Network
Total of 6,336 (:30) commercials 36 weeks and 6,336 (:10) billboards 36 weeks.
Commercial: (44 stations x 4 spots per week x 36weeks)
Billboards: (44stations x 4 spots per week x 36 weeks)
III. Fourteen (14) Radio One Urban Mainstream Stations Nationwide
Total of 2,184 (:30) commercials over 18 weeks.
(14 stations x 12 spots per week x 18 weeks).
IV. Schedule(s) includes :10’s and :30’s
Schedule covers 68 stations in 54 markets
V. Radio schedule delivers to Black Americans18-49:
– Reach of nearly 3.2 million
– More than 17.1 million gross impressions
– National average frequency of 5.4
– Several markets have a frequency as high as 9/10
Russ Parr/Ricky Smiley Networks: $432,000net
14 RO Urban Mainstream stations: $305,760 net
Total Radio Investment: $737,760 net
24. RADIO ONE
TV ONE
INTERACTIVE ONE
ENTERTAINMENT ONE
Television Objectives– TV One
• Create a high-intense entertaining television campaign to establish Pit
Bull Energy products as the better tasting energy product on the market.
• Increase Pit Bull Energy products sales and drive consumers to local Pit
Bull retail outlets.
Timing: June 2011 through March 2012
TV One Platforms
• Love That Girl
• One On One with Cathy Hughes
• Martin
• LisaRaye – The Real McCoy
• Ultimate Merger
• Washington Watch
• Specifically targeted specials
25. RADIO ONE
TV ONE
INTERACTIVE ONE
ENTERTAINMENT ONE
On With TV ONE .
About TV One
• A new cable/satellite television network, programming primarily to Black American
adults
• Offers a broad range of lifestyle and entertainment-oriented programming
TV One Programming:
• Mix of original and acquired programming for key entertainments genres
• Sophisticated alternatives for adult Black American viewers.
TV One Deliverables for Pit Bull Energy Products:
• Please see attached Excel Layout.
Total Investment =$250,000 net
27. RADIO ONE
TV ONE
INTERACTIVE ONE
ENTERTAINMENT ONE
Event Marketing Objectives – Entertainment One.
• Use The Entertainment One Platform to provide direct marketing to
thousands of attendees from Radio One major events and national tours
• Strengthen Pit Bull Energy products through sampling opportunities as the
“better tasting” energy product on the market
• Create a coupon-bounce-back promotion to drive event attendees to local
Pit Bull retail outlets around the country.
• Increase Pit Bull Energy product sales
Timing: June 2011 through March 2012
Entertainment One Platforms
• Entertainment One
• Yolanda Adams Health & Lifestyle Tour
• Russ Parr & Ricky Smiley HBCU Tailgate Tour
• CoCo Brother Community Empowerment Tour
• Women’s Empowerment
• Stone Soul Picnic
• Grass Roots Promotions
28. RADIO ONE
TV ONE
INTERACTIVE ONE
ENTERTAINMENT ONE
Event I: Yolanda Adams Health & Lifestyle Tour
Timing: June 2011 through October 2011
The Yolanda Adams Health & Lifestyle Tour will provide a perfect channel for
Pit Bull Energy Products to reach older adults, everyday health and weight
conscious consumer.
In association with local doctors, health care organizations, and outreach
programs; thousands of attendees in each of the 10 tour markets receive
health education, product sampling and distribution, free medical screenings
and enjoy live gospel performances.
“The Hip Hop Beverage Corporation Health division was created as a
response to the recognized demand for exceptional sugar free energy
products.”
– Hip Hop Beverage Corporation
29. RADIO ONE
TV ONE
INTERACTIVE ONE
ENTERTAINMENT ONE
54.80%
52.10%
57.10%
54.70%
56.80%
54.90%
55.80%
54.30%
W18-34 M18-34 W35-49 M35-49 W50-64 M50-64 W65+ M65+
Audience Composition
Audience
Composition
SOURCE: Tapscan ®
30. RADIO ONE
TV ONE
INTERACTIVE ONE
ENTERTAINMENT ONE
Event I: Yolanda Adams Health & Lifestyle – 5 city Campaign
Timing: June 2011 through October 2011
Pending talent availability and negotiations
2011
3rd
Annual
Yolanda
Adams
Health
&
Wellness
Tour
Tour
Dates:
June
2011
-‐
September,
2011
On-‐air
promoIon
begins
March
2011
and
runs
through
September
2011.
Sponsor
receives
inclusion
in
all
the
following
on-‐air
menIons:
• A
minimum
of
ten
(10)
:15
second
promoIonal
menIons
weekly
for
three
weeks
in
each
market
leading
up
to
the
local
tour
event;
total
of
(300)
:15
second
promos
• A
minimum
of
ten
(10)
:10
second
billboard
liners
weekly
for
three
weeks
in
each
market
leading
up
to
the
local
tour
event;
total
of
(300)
:
05
second
promos
• A
minimum
of
three
(3)
:30
second
promoIonal
menIons
weekly
for
three
weeks
leading
up
to
each
local
event
during
the
Yolanda
Adams
Morning
Show,
which
is
aired
on
forty-‐two
(42)
Gospel
radio
staIons
• Co-‐branded
banner
ads
on
the
official
Health
&
Wellness
Tour
website;
found
at
www.theyolandaadamsmorningshow.com
• Logo
&
URL
link
on
the
Health
&
Wellness
Tour
official
website
• Category
exclusivity
• Signage
&
sampling
opportuniIes
in
each
of
the
ten
tour
ciIes
• Opportunity
to
host
a
seminar
in
each
of
the
ten
tour
stops
Total Investment = $50,000 net
31. RADIO ONE
TV ONE
INTERACTIVE ONE
ENTERTAINMENT ONE
Event 2: Russ Parr & Rickey Smiley Morning Show HBCU Tailgate Tour
Timing: June 2011 through October 2011
• The Russ Parr Morning Show and Rickey Smiley Morning Show have
become the Official Tailgate Promotion for Historically Black Colleges and
Universities (HBCU) Football Classic Games.
• In 2010, The Russ Parr & Rickey Smiley HBCU Tailgate Promotion
capitalized on thousands of HBCU students & alumni which exposed them
to a non-stop interactive entertainment experience.
• The Russ Parr & Rickey Smiley Tailgate Promotion provided our sponsors
exclusive on-site opportunities for giveaways and product placement
interactions.
32. RADIO ONE
TV ONE
INTERACTIVE ONE
ENTERTAINMENT ONE
Event 2: Russ Parr & Russ Parr Morning Show HBCU Tailgate Tour
Timing: September 2011 through November 2011
On-‐air
exposure:
10
weeks
Russ
Parr
&
Rickey
Smiley
Network
Morning
Drive
Coverage
on
67
Radio
StaIons
Inclusion
in
one
(1)
:30
second
commercial
per
day
Monday
–
Friday.
5x
per
week
x
67
affiliates
x
10
weeks
=
3,250
Inclusion
in
one
(1)
:10
second
pre-‐recorded
promo
per
day
Monday
–
Friday.
5x
per
week
x
65
affiliates
x
10
weeks
=
3,250
– 10
Week
Totals
Inclusion
in
3,250
:30
sec
promos
during
morning
drive
– 3,250
:10
sec
commercials
during
morning
drive
– Inclusion
in
3,250
:15
sec
promos
during
morning
Off-‐air
exposure:
• MegaStarz
Celebrity
On-‐Air
PersonaliIes
(Rickey
Smiley
or
Russ
Parr)
onsite
in
all
10
markets
• One
hour
staIon
appearance
at
retail
outlets
in
each
of
the
5
tour
markets
• Pit
Bull
Energy
Products’
10x10
booth
in
all
10
markets
• Logo/link
on
the
Russ
Parr
&
Rickey
Smiley
Morning
Show
websites.
Total Investment = $60,000 net
33. RADIO ONE
TV ONE
INTERACTIVE ONE
ENTERTAINMENT ONE
CIAA Tournament 2012 - Charlotte NC
One of the nation’s most premier sporting events
Essence Music Festival – New Orleans
Always held July Fourth Weekend in New Orleans. The festival
attracts nearly 200,000 show goers from across the nation.
Hoop Mania – NCAA Basketball Challenge – Viral/Internet
The ultimate NCAA Basketball Challenge promotion where
contestants compete for their chance to win $1 million dollars.
CoCo Brother – Community Empowerment Tour
An 8-city Tour focusing on empowering the community regarding
health, financial & social empowerment and employment.
Total Investment = $40,000 net
35. RADIO ONE
TV ONE
INTERACTIVE ONE
ENTERTAINMENT ONE
Digital Objectives– Interactive One
• Increase Pit Bull Energy Products sales and drive consumers to local
retail outlets through digital/mobile coupons.
• Create an interactive campaign designed to engage active internet users
with Pit Bull Energy products.
• Strengthen Pit Bull Energy products’ image through the ability of
developing interactive social media campaigns.
Timing: June 2011 through March 2012
Interactive One Platforms
• BlackPlanet.com
• UrbanDaily.com
• UpTooParr.com
• RickySmileyMorningShow.com
• Mobile/Texting Promotions
36. RADIO ONE
TV ONE
INTERACTIVE ONE
ENTERTAINMENT ONE
DIGITAL Call-to-Action
One Solution will create a digital call-to-action that
engages consumers and enhances the Pit Bull
Energy campaign by utilizing the entire Interactive
One network.
Example Group Page
Pit Bull Energy Hyperlink- Members will be driven to
www.hiphopbev.com, where they can learn more about
the benefits of Pit Bull Energy Products.
Forums- Members can share their experiences and
opinions of Pit Bull Energy products.
Custom Poll- Interactive One will offer Pit Bull Energy
products a custom poll to gain further insight on the Black
consumer.
Sample Questions:
" What’s your favorite Pit Bull Energy
product?
" Has your overall Pit Bull Energy
experience been satisfying?
" After experiencing Pit Bull Energy
Products, are you further intrigued to
try more products from Pit Bull?
37. RADIO ONE
TV ONE
INTERACTIVE ONE
ENTERTAINMENT ONE
DIGITAL PROMOTION – Interactive One
Promotion to Pit Bull Energy Products on
BlackPlanet includes:
Group Invites – BlackPlanet will send groups
invites to members that meet the Pit Bull
Energy products target audience profile and
who are located in key markets.
Featured Group- BlackPlanet will promote the
Pit Bull Energy group page with highly visible
placements; such as BlackPlanet Home Page.
Geo-targeted Custom Note Drops-
BlackPlanet will send members in key Pit Bull
Energy markets information about the Pit Bull
Energy campaign.
Example Friend Invite
Example Note Drop
38. RADIO ONE
TV ONE
INTERACTIVE ONE
ENTERTAINMENT ONE
DIGITAL Mobile - Interactive One
Interactive One will use mobile text marketing to
increase consumer engagement and increase
Pit Bull mobile P1 database.
Interactive One will create a custom Text to Win
Sweepstakes for Pit Bull giving away exclusive
VIP tickets to (1) of Radio One’s signature
events.*
Example Promo: Win VIP Red Carpet access to
Spring Fest Miami brought to you exclusively by
Pit Bull energy drink. Text “Spring Fest” to
shortcode 64353 to enter and you could win
airfare and ground transportation for (2) and
backstage access to Spring Fest in Miami.
Brought to you by Pit Bull Energy Drink.
Users will then receive a bounce back message
thanking them for entering sweepstakes and
asking them to opt in to receive further
information and special offers from Pit Bull
Energy Drink.
*Selected Radio One event will be in accordance with Pit Bull
energy core marketing goals and campaign flight dates. Example
used is for illustration purposes only.
39. RADIO ONE
TV ONE
INTERACTIVE ONE
ENTERTAINMENT ONE
DIGITAL Call-to-Action – Interactive One
JIVOX In-Banner Video: Is a revolutionary interactive video product that
allows users to interact with your video and includes social network
tools designed to engage consumers.
Pit Bull Energy drink can supply video assets and Interactive One will
produce a custom interactive video ad unit that will allow users to
interact with brand.
Ad Unit can include:*
• Links to special offers and coupons
• Links to Pit Bull distributors i.e. Seven Eleven locations
• Links to Pit Bull Facebook Page
• Live view Pit Bull Twitter Feed
• Links to share/email with a friend
*Social tools are fully customizable and based upon clients objective
Total Investment =$100,000 net
40. RADIO ONE
TV ONE
INTERACTIVE ONE
ENTERTAINMENT ONE
Brand Flighting Cost
Radio One June 2011 thru
March 2012
$737,760 net
TV One
Entertainment
One
June 2011 thru
March 2012
June 2011 thru
March 2012
$250,000 net
$150,000 net
Interactive
One
June 2011 thru
March 2012
$100,000 net
Grand Total Media Investment $1,237,760 net Media Plan
One Solution Deliverables
The content of this proposal is confidential and proprietary.
Thank you for your consideration.
