finalists for ad:tech 2012: click here to vote (closes 04/03) http://bit.ly/zIIApY

1. It all started with a V…
Gary Elphick & Joe Egan
Tongue & Mindshare
Founders of Swipe Mobile

2. V – Our Message
V is the catalyst for unexpected & memorable
social encounters

3. V – The Idea Background
• Leverage V’s current sponsorship of music festivals and gaming initiatives
(continuing the brand philosophy)
• Allow consumers to show their expressive side by utilising the latest in technology
• Help 18-24 y/o seize the moment, party like rock-stars and share their experience
• Take an occasion with friends, add V, and escalate it to the next level by facilitating
the unexpected and memorable
• Introducing….

4. ‘The House Party’. Powered by V
The Insight
• Actual self + Brand = Ideal Self
• 18-24 y/o’s live to party. Their social calendar is always full and it’s a constant battle for supremacy
in the social world.
• Their social interactions live through online networks and their profiles tell a story of how they
wish to be perceived.
• This group are constantly looking for ways to project this Ideal Self and ‘The House Party’. Powered
by V represents the perfect opportunity to do so.
The House Party
• You show us you know how to throw the most awesome house party which would echo for years.
The reward? We’ll let you host ours.
• We take 3 of the greatest music acts of our time, 3 venues and 3 separate locations on the same
night ,at precisely the same time.
• The catch? You have no idea who will walk onto that stage. All you know, is that it’ll be
unforgettable.
• Turning a great occasion with your mates, into the most memorable night which will live on through
online social interactions.

5. Campaign Template
Discover
The House Involve
Party.
Powered
by V
Act
Share

6. Display
Tickettek
We team with Tickettek and their Mobile and
E-ticketing service. When someone purchases
and receives a ticket to an event, we serve a
banner showing another ticket (to The House
Party. Powered by V) which provides a link to
the entry mechanic.
Facebook
We use Facebook ‘Sponsored events’ to cut
through the noise of regular ads and let
people RSVP to The House Party (which will
lead them to the Facebook entry mechanic
and amplify to their friends ‘I’m attending
‘The House Party’. Powered by V)

7. Display
YouTube
In-video advertising calling you to
RSVP to ‘The House Party’. This will
target specific artists & songs, with
the hope this will lead to chatter
about who the artists could be. Also,
re-target users based on their
search history (utilising Google’s
new privacy policy).

8. Display
Spotify
Spotify is the social music streaming service taking the world by storm. It
operates cross device, allows you to stream and store songs for free and
listen with friends at the cost of an ad impression.
• Spotify is due for launch in Australia at the end of March. V will look
to lead the energy drink industry in both innovation and music by
being the launch partner: The product, the site and in stream radio
ad, thus capitalising on free PR.
• What’s more? Spotify is a primary partner of Facebook’s Open Graph.
Capitalising on pushing users actions into the Ticker and amplifying
friends interactions with the brands, artists and even allowing them
to listen together. Social experiences: amplified!

9. Display
Augmented Reality: On Can
• V turn their cans into Augmented Reality tools
• When a user scans their can using ‘Blippar’ (huge success in UK and USA) OR holds
their can up to their computer screen, the can suddenly appears as a ‘golden
ticket’ for The House Party.
• Users can then interact with the ticket, whilst the whole time being called to the
Facebook entry mechanic
Nivea with Rhianna

10. How to Enter
Facebook App – Your House Party. powered by V
• Using the current 315,000+ Facebook fans, and
the discover drivers, we direct consumers to
enter ‘The House Party’ gaming app.
• In the mould of Farmville, we create an entry
mechanic in the form of a basic interactive game
that sets users the task of creating and designing
their version of the ultimate house party online,
within Facebook.
• Users are encouraged to invite their friends to
attend their House Party (Sharing/Posting a
ticket on the friends wall). When these friends
RSVP, the ‘host’s’ house party is rewarded one
vote.

11. How to Enter
• The 3 virtual house parties with the most
votes will then prevail as hosts of ‘The
House Party. Powered by V’
• Once the hosts are selected we set up a
Facebook event for ‘The House Party.
powered by V’
• We then select from the participants that
have voted for any of the parties to receive
a golden ticket to ‘The House Party’. These
winners are then also invited to the private
Facebook event

12. The House Party. Powered by V
• 3 House parties fully kitted out with stage, lights, decoration, media wall, green carpet, ‘v’ girls,
and a whole lot of V energy drink to fuel the occasion.
• All 3 locations partying, tweeting, posting and sharing in synchrony
• The 3 acts at each of the locations appear at the same time to the
surprise of those in attendance
• Social media channels go into a frenzy as people update their status, tweet to their friends and
pin photos
• Intimate venue to have the night of a lifetime with all content captured

13. The House Party. Powered by V
• Users check-in on Facebook to the event and are then handed their RFID
(Facebook connect) entry wristband. This allows people to quickly become friends
at ‘The House Party’.
• The RFID wristbands can also be used
to tag friends in our ‘friend booths’
which of course post straight to
Facebook

14. The House Party. Powered by V
• High level of tweeting/status updates on the night as friends are inquisitive of
finding out who the act is.
• User generated content is shared to communicate to friends
• Instagram feed set up so people can follow the nights events
• Content taken on the night is amplified by V through social channels

15. The House Party. Powered by V
Finally
• Filmed and documented to serve as future media assets
• The House Party. Powered by V lives on through the friendships that started there.
• These encounters will forever remain attached to the unexpected, exhilarating and
memorable occasion that brought them together.
• It all started with a V.

16. Results

17. Amplification Plan
Spotify Content
Sponsored
event
Check-Ins
AR The House Party,
Cans powered by V
New
Your House Connections
Party App
YouTube
Facebook Instagram
Ticketek
Share Feed

18. Results
Hierarchy of needs revisited
Self-
‘V’
actualisation
esteem
Occasion
psychological
Location
safety
basic Friends
Maslow 1943 - 2012 -
2011
Human psyche and attitude has shifted. All you need for turning what
would normally be a good time with mates into something special
and memorable, is V.

19. Results
• Technologically led brand (Indicative of the target demographic)
• Sustained leadership in Music and Gaming
• Large and engaged digital fan base
• Sharable & User generated content
• Mass reach through Shared, Owned and Paid channels
• Huge PR Value
• Not to mention:
***ONE HELL OF AN UNEXPECTED AND MEMORABLE SOCIAL ENCOUNTER***

20. It all started with a V…
Gary Elphick & Joe Egan
Tongue & Mindshare
This presentation and the ideas contained
remain the IP of their creators.
Founders of Swipe Mobile