An Integrated Marketing Communications term project I completed with a group of 4 other students in the Spring of 2013.

2.  To have 100,000 new customers, in our
target market ages 18-34, by the end of our
5-month campaign
 To reach 85% of our target market
audience
› encouraging at least 50% to try Red Bull Energy
Bites.
 To expose individuals in our target market to
at least 5 forms of Red Bull Energy Bites
advertisements over a 4-week period

3.  Red Bull is a global leader in the energy
supplementation
 Red Bull Energy Bites are the quickest,
most efficient way to grab a boost on
the go!
 18-34 in age, specifically 24-34,
 Males and females, students, and young
working individuals whom are constantly
on the go

4.  Red Bull Energy Bites are the top of the
line energy “candies”
 World-renowned brand
 Pride our selves in releasing the most
innovative products
› Earlier then our competition

5.  The dangers of over caffeinating
 Energy supplements in the past have
lacked honesty on the contents

6. Traditional Media
($5,000,000)
50%Sales Promotion
($4,000,000)
40%
Digital Media ($1,000,000)
10%
Red Bull Energy Bites Advertsing Campaign ($10,000,000)
Traditional Media ($5,000,000)
Sales Promotion ($4,000,000)
Digital Media ($1,000,000)

7.  50% (of the total $10,000,000 Budget)=
$5,000,000
Magazine Ads
54%
Billboard Ads
5%
TV ads
29%
Radio Ads
12%
Traditional Media ($5,000,000)
Magazine Ads ($2,307,584)
Billboard Ads ($20,000)
TV ads ($2,067,220)
Radio Ads ($615,196)

8.  40% (of the total $10,000,000 Budget)=
$4,000,000
Free Sampling
65%
Coupons
25%
Create Your Own
Commercial Contest
10%
Sales Promtions ($4,000,000)
Free Sampling ($2,600,000)
Coupons ($1,000,000)
Create Your Own Commercial
Contest ($400,000)

9.  10% (of the total $10,000,000 Budget)=
$1,000,000
Facebook
20%
Twitter
20%
Email Blasts
60%
Digital Media ($1,000,000)
Facebook ($200,000)
Twitter ($200,000)
Email Blasts ($600,000)

10. Objectives:
 Encourage the target market to try the product
 Show consumers that Red Bull Energy Bites work well
 Appeal to the busy “on-the-go” lifestyle of the age
group
A variety of media will be used
 Billboards
 Television
 Radio
 Magazines
 Social Media
 E-Mail Blast

11. Attributes:
 Quick energy
 Easily accessible
 Convenient to carry around
 Increases performance
 No spill!

12.  Informative
› Radio
› Tell people about the benefits of the product
 Slice-of-Life
› Television
› Show how the product can solve day to day
problems
› Increase consumers ambition and self-
esteem
› Show benefits of using the product

14.  Target market is constantly on the go with busy
schedules – more likely to hear radio ads
 I Heart Radio and Pandora
 Inexpensive
 Reach a wide audience
 Used in the car, online, mobile apps, and tablets
 National reach with millions of U.S. listeners
 People can listen to and from their way to
work, during breaks, and down time
 Airs same ads for all genres
 30 second pre-recorded

15.  Exposed to a large audience going to
and from work, school, etc.
 5 major cities, 2 in each city
 Philadelphia, New York, Miami, Los
Angeles, Chicago
 Create a lot of awareness; in a
permanent location

17.  Many Americans have TV’s in their
household
 Network stations; national reach
 Two and a Half Men; CBS: Thursdays at 8:30
p.m.
 Popular show; large audience: 13 million
viewers
 Primetime: when our target market will be
getting home from work/day activities
 30 second ad

18.  Maxim
› readership is over 61% ages 18-34, 74% employed
 Sports Illustrated
› readerships average age of the audience is
33, employed, and has an active lifestyle
 Self
› readership average age is 32, 73% of the readers
are employed, 53% are married with children in the
household - adds to the busy lifestyle
 People
› Readership 34% of the age 18-34, 46% of adults with
children in household, 62% employed
 Highest readership for our target market
 One full page four color ad

22. Introduce the product to the public.
Inform as many people as possible in the
demographic.
Expand attention.
Build brand equity.
Get feedback.

23.  Social media site with the highest
engagement in the U.S.
 Honest customer feedback
 Ability to provide engaging content

25.  Use popular celebrity endorsements.
 Lady Gaga has more than 11.6 million users following her on
this media channel.
 College students.
 Cost effective

27.  Very flexible.
 Create brand awareness.
 600,000 people in established list.
 Straight forward
 Sent during specific times, twice a week

28.  Objectives:
› Introduce new product to consumers
› Increase our products usage by consumers
in target market
 Tools Used:
› Free Sampling
› Coupons
› Consumer Contests

29.  Set tents up at 2
places:
› College campuses
› Outside grocery stores
 Will contain:
› Free sample products
› Information cards
 Nutrition facts
 Where product can be
purchased
› Coupons

30.  Coupons will be given out in multiple
places:
› Sales Promotion tents
› E-mail blasts
› Social Media
 Facebook
 Twitter
 Each coupon will have different
barcodes to track effectiveness of
advertisements

32.  Consumers can create and submit a
video using the product
 Winner receives:
› Commercial gets aired
› 1 year supply of Red Bull Energy Bites
 Goals:
› Create fun, enjoyable brand image
› Show how easy and quick the product is to
consume

33.  Coupon redemption rate
 Contest participation
 “Likes” on Facebook
 Follows on Twitter
 Email list  subscribers
 Red Bull Energy Bites Sales