5-Hour Energy aims to target busy adults aged 20-35 by promoting their product as a convenient source of energy compared to coffee. Their goals are to appeal to more people, continue celebrity endorsements, and get coffee drinkers to switch. A proposed campaign called "Busiest Life" would use a mobile app and social media to find the consumer with the busiest lifestyle and give them a lifetime supply of 5-Hour Energy. The key is boosting interaction through location-based check-ins and competitions to better engage the target audience.

1. 5-HOUR ENERGY
Megan Kennedy

2. 5-HOUR ENERGY
Target Audience:
Hard-working, on the go adults
Age-range between 20-35
Take advantage of younger adults who have become
accustomed to energy drinks as a posed to coffee
Sell convenience of product
Utilize comparability to the leading Premium coffee

3. CHALLENGES/GOALS
Appeal to a larger audience Continue Advertising with
celebrity endorsements
Show how easy 5-Hour
Energy can be worked into Incorporate everyday
any schedule people into commercials to
become more relatable
Convert coffee-drinkers
into 5-Hour Energy-users. INTERACT with target
audience on a deeper level

4. QUICK ENERGY
The theme of this
campaign is all about Quick
Energy
5-Hour Energy needs to
take advantage of the
convenience of their
product, and how it can be
incorporated into any
lifestyle

5. SOCIAL MEDIA &
APPLICATIONS
5-Hour Energy is already doing a
great job of keeping up with
consumers through Social Media.
However, I feel that they can take
their relationship with their
customers to a new level by
promoting more interaction through
social media.
I propose they start a campaign
targeting those with the “Busiest
Life” utilizing their talent with social
media and incorporating a Mobile
Application

6. DO YOU HAVE THE
BUSIEST LIFE?
Utilize Social Media and Mobile Applications to boost interaction with their audience by starting
the “Busiest Life” campaign
Participants would use the location-based service in the Mobile App to ‘Check-In’ to events that
make their lives busy and show how 5-Hour Energy gets them through their day
For example, a CEO of a company may ‘Check-In; to the office on an early morning or during
a mid-afternoon meeting, or a stay-at-home mom could ‘Check-In’ to her daughter’s ballet
rehearsal and again for her son’s soccer game.
The campaign would run for one year, and try to find the 5-Hour Energy consumer with the
Busiest Life.
The winner would receive a lifetime supply of 5-Hour Energy and the lead in a 5-Hour Energy
commercial.

7. KEY COMPONENTS
Social Media:
As I mentioned, 5-Hour Energy is already excelling with their use of social
media. They need to continue updating statuses regularly and involving
consumers with new products, deals, and company information.
Promote interaction and encourage feedback
Mobile Applications
Make application user-friendly, and available on many different phones and
tablets
Team up with location-based service, such as Foursquare to encourage
participation in the “Busiest Life” campaign

8. METRICS OF SUCCESS
My strategy can be measured in multiple ways:
First, we can see if more interactional statuses and tweets
lead to more responses and feedback from fans
Second, we can see how many people choose to take part
in the “Busiest Life” campaign. Who is choosing to
participate and how often are they checking in?
Last, we can use the features of Google analytics to track
the effectiveness of online advertisements and traffic to
webpages

9. BUDGET
5-Hour Energy is already working with a $60 Million advertising budget
Google Adwords: $10 Million
Social Media: $30 Million
Mobile Applications/Location-Based Services: $20 Million
The budget should really orient toward interaction with their target audience
This includes continuing marketing through Social Media and
concentrating on a new mobile strategy in relation to location-
based services and the “Busiest Life” campaign

10. SUMMARY
5-Hour Energy needs to sell their ability
to give consumers quick and convenient
energy
Each product is comparable to premium
coffee, without the price and hassle
Interaction with social media followers
and other target audiences is KEY. The
more comfortable the audience is with
giving feedback and participating in
competitions, such as the “Busiest Life”
campaign, the more likely they are to
turn to 5-Hour Energy in their daily
routine