Orange Team's Solution to Brief A

1. DIGIBOOZE

4. RESPONSIBILITY
ACCOMPLISHMENT
FUN-UPSMANSHIP
COMRADERIE
ON-DEMAND
INSTANT
GRATIFICATION

6. FOLLOW
Food trucks
CHECK IN
The Office
POST has to be feeling pressure
“Instagram
PIN spots
Vacation
SHARE
TV spoilers
READ
Eater
The Colbert Report
Gilt sales
Their CEO
Clothes from Wanelo
Tabata how-tos
Expensive dining sets
Bars
Clubs
Kindle recommendations
BuzzFeed posts
from MSFT”
“Good luck, #SFBatKid!”
“Ordering Seamless AGAIN”
Messages on Tindr
Forbes
Urban Daddy

7. THE FEARLESS TRANSITIONER

8. EARN IT. DESERVE IT. EXPECT IT.

9. THE BRAND WHO
RECOGNIZES & REWARDS
YOUR HARD WORK

10. OWN THE DAY
EARN THE NIGHT

11. eRND

16. DISCOVER
AUTHENTICATE
LOAD CARD

17. eRN & SHARE POINTS
SPEND

18. CONTENT
AUDIENCE
MOBILE SOCIAL
MOBILE REACH
Utilize BuzzFeed to tell
our Digibooze story by
creating branded content
and pushing this out with
social content seedings.
Eight Buzzfeed Sponsored
Editorials and eRND button
takeovers will be spread
out through out the year,
keeping our brand top of
mind and in turn allowing
our eRND card to go viral.
Leverage topical interest
data and keyword targeting
to identify our Digibooze
audience in real time.
Ads will be placed on FB
and Twitter around what
our consumer is sharing,
reading, and talking about.
Build custom audience
segments based on social
interest data: check-ins,
pins, follows, keywords, and
#hashtags. Accurately and
efficiently reach segments
on mobile and in social
environments while they are
on-the-go. Fixed targeted
social streams will be
displayed across Android
users’ feeds.
Reach our audience with
Adtheorent’s Real Time
Learning Machine through
interactive rich media
units & SMS messages;
spreading awareness and
guaranteeing engagement.
Multiple CTAs will drive
consumers to register for
their Google Now Card,
watch a :15s instructional
video, and share the
experience on their social
networks.
TOTAL SPEND: $450,000
IMPRESSIONS: 50,732,807
SPEND: $100,000
CLICKS: 153,846
SPEND: $200,000
IMPRESSIONS: 33,333,333
SPEND: $100,000
IMPRESSIONS: 21,691,974

19. PREMIUM PARTNERSHIP
GOOGLE PROPERTIES
Partner with Google to amplify max
awareness of this first to market eRND
Google Now Card. Our consumer will
automatically see an invitational overlay
when they are checking emails, opening
Google, and visiting YouTube to drive
registration.
SPEND: $150,000

20. SCREENSHOT EXAMPLES
Content
Mobile Reach
Audience
Premium Partnership
Mobile Social

21. MEDIA BUDGET
$1,000,000
BuzzFeed
Taykey
140 Proof
Adtheorent
Google
$450,000
$100,000
$200,000
$100,000
$150,000

22. eRN
THE NIGHT