Skky Vodka persuasion campaign

1. “Look to the Skyy” A Persuasion Campaign for Colleen Canty ∙ Samantha Cox ∙ Kelly Dudine ∙ Emma Gold ∙ Lauren Grunstein ∙Jamie Jelly

3. Does not utilize social media

5. Target Demographics Ages 21-25 Location: college campuses Male and female Budget Psychographics Active social life

6. Research Poll: Vodka Preference Among College Students Smirnoff: 34% Svedka: 29% Absolut: 17% Skyy: 10% Grey Goose: 9% Stolichnaya: 5%

7. Advertising (Print & Broadcast) Broadcast Voiceover: “Wouldn’t it be great if money grew on trees and vodka fell from the Skyy?” Print Tagline: “Look to the Skyy” Visuals: Walking in park Money growing on trees Little Skyy vodka bottles raining down

8. Guerilla Marketing Skyy College Campus Tour Giveaways Umbrellas with Skyy logo Skyy Shot Glasses

9. Social Media Skyy University Twitter: @collegestudent Happy Birthday from Skyy! Make it amazing with this! www.skyy.com/couponforyou Skyy University Facebook Fan Page “What Would You Want Falling From the Skyy?” Contest Continuously updated content and offers Photos from events on campuses nationwide Messages with exclusive promotions “Which Drink Are You?” College bloggers and nightlife publications

10. Web site Already very visually appealing & interactive Weekly Skyy Cocktail Contest Winning recipe will be featured on the website each week Skyy partners with iTunes to suggest a weekly “Party Playlist” which can be played through the website or downloaded through iTunes

11. Media Relations Print College Newspapers Local area newspapers Lifestyle and entertainment beats Radio College Radio Station TV MTV (and Affiliates) Major Networks: NBC, ABC, CBS, FOX

12. Evaluation Re-poll college students Measure Web site Traffic (Analytics) Monitor Twitter Account Monitor Facebook Page Count Placements (Print, Broadcast)

13. Thank you! Questions?