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Skyy Vodka Campaign


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Skky Vodka persuasion campaign

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Skyy Vodka Campaign

  1. 1. “Look to the Skyy”<br />A Persuasion Campaign for<br />Colleen Canty ∙ Samantha Cox ∙ Kelly Dudine ∙ Emma Gold ∙ Lauren Grunstein ∙Jamie Jelly<br />
  2. 2. Challenges<br /><ul><li>Skyy Vodka lacks a specific market
  3. 3. Does not utilize social media
  4. 4. Unfamiliarly </li></li></ul><li>Objectives<br />College Student Awareness<br />College Market Sales <br />Social Media<br />Brand identity<br />Traditional Media<br />
  5. 5. Target Demographics<br />Ages 21-25<br />Location: college campuses<br />Male and female<br />Budget <br />Psychographics<br />Active social life <br />
  6. 6. Research<br />Poll: Vodka Preference Among College Students<br />Smirnoff: 34%<br />Svedka: 29%<br />Absolut: 17%<br />Skyy: 10%<br />Grey Goose: 9%<br />Stolichnaya: 5%<br />
  7. 7. Advertising (Print & Broadcast)<br />Broadcast Voiceover:<br />“Wouldn’t it be great if money grew on trees and vodka fell from the Skyy?”<br />Print Tagline: “Look to the Skyy”<br />Visuals:<br />Walking in park <br />Money growing on trees<br />Little Skyy vodka bottles raining down<br />
  8. 8. Guerilla Marketing <br />Skyy College Campus Tour<br />Giveaways<br />Umbrellas with Skyy logo<br />Skyy Shot Glasses <br />
  9. 9. Social Media <br />Skyy University Twitter:<br />@collegestudent Happy Birthday from Skyy! Make it amazing with this!<br />Skyy University Facebook Fan Page<br />“What Would You Want Falling From the Skyy?” Contest<br />Continuously updated content and offers<br />Photos from events on campuses nationwide<br />Messages with exclusive promotions<br />“Which Drink Are You?”<br />College bloggers and nightlife publications <br />
  10. 10. Web site<br />Already very visually appealing & interactive<br />Weekly Skyy Cocktail Contest <br />Winning recipe will be featured on the website each week<br />Skyy partners with iTunes to suggest a weekly “Party Playlist” which can be played through the website or downloaded through iTunes<br />
  11. 11. Media Relations<br />Print<br />College Newspapers<br />Local area newspapers <br />Lifestyle and entertainment beats<br />Radio <br />College Radio Station <br />TV<br />MTV (and Affiliates)<br />Major Networks: NBC, ABC, CBS, FOX<br />
  12. 12. Evaluation <br />Re-poll college students<br />Measure Web site Traffic (Analytics)<br />Monitor Twitter Account<br />Monitor Facebook Page<br />Count Placements (Print, Broadcast) <br />
  13. 13. Thank you!<br />Questions?<br />