The document describes a digital marketing campaign called "The V GOOD Campaign" targeting 18-24 year olds. It will invite 50,000 V fans to register for personalized t-shirts and attend a "V GOOD Night Out" event in various cities where they can scan QR codes on shirts to win prizes up to $10,000. The campaign aims to increase social media engagement and brand awareness through a unique promotional event experience.

1. THE GOOD CAMPAIGN
The Ultimate Digital Campaign
SURFING!
Created by : Stephanie Barr

2. THE GOOD STRATEGY
TARGET MARKET: Energy seeking 18-24 YO guys and girls who are:
● V up for seizing the moment
● V active on social networking media
SMP: V is the catalyst for unexpected and memorable social
encounters
BUDGET: $1,000,000
MEDIA: Campaign must be born digital but may extend to a full
360 degree campaign

3. GOOD CAMPAIGN STRATEGY
THE IDEA
With most people spending more time talking via technology than face to face, we
thought we’d give V fans a chance to meet some real people by asking the question:
What are you GOOD at?
Much more exciting than the usual boring question ‘So...what do you do?..’ The
question ‘ What are you V GOOD at?’ gives people the opportunity to talk about the
things they love!
So to get the conversation started, we are inviting 50,000 V fans to head out for a V
GOOD Night, to tell the world what they are V GOOD at and be in the running to
win $10,000!

4. GOOD CAMPAIGN STRATEGY
CAMPAIGN FLOW
Tell us
REGISTRATION
what
Register via Chose a
you’re
FACEBOOK T-Shirt
V GOOD at
Wear your
EVENT
Head into SCAN to
V GOOD
T-shirt the CBD WIN!

5. GOOD CAMPAIGN STRATEGY
TICKING THE BOXES
CUT THROUGH
Underground invite + chance to win $10,000 grabs attention and
promotes talkability
RELEVANCE
Fun night out is highly relevant to target market, incorporating QR code
technology as a catalyst for unexpected an memorable social encounters
CLARITY
Simple concept of a good night is easily communicated
BRAND INTEGRATION
Using the phase ‘V GOOD’ on V Green T-shirts will bring an energetic
ambient campaign to life that fits with V’s brand values
SYNERGY
A catalyst to a V-GOOD night out, the campaign allows V to be distributed
in a situation where the product benefits can be realised

6. GOOD CAMPAIGN STRATEGY
THE BUDGET: $1,000,000
MEDIA COST DESCRIPTION .
Facebook $ 25,000 Design custom invite mechanism
Scan App Free Existing App
LOGISTICS COST DESCRIPTION .
Printed T-shirts $500,600 $10 each (+60 promo team)
T-shirt design $ 1,000 Graphic designer
Postage $297,030 $5.94 (+6 promo team)
Txt msg alerts $ 5,000 5cents/txt. Start and finish notifications
Promo Team $ 19,200 6 hr comp +2 hrs training pp.
Comp mgmt. $ 5,000 50hrs @ $100/hr
Prize/product delivery $ 6,000 $1,000 truck hire/state
Council permits $ 25,000 Permits to run street promos
Overage $ 5,000 Unforseen costs
PRIZES COST DESCRIPTION .
Cash prize $ 60,000 $10,000/city
Paintball vouchers $ 7,500 30 vouchers @ $250 (5 people)
Expedia vouchers $ 3,000 30 vouches @ $100
Product $ 40,000 @ cost price
TOTAL $999,330
*All costs based on: 50,000 participants across 5 Aus. Capital cities + Auckland with a promo team of 10/city

7. THE GOOD EXECUTION
SURFING!

8. GOOD CAMPAIGN EXECUTION
THE INVITE: FACEBOOK
V fans are some of the
most interesting and Tell us what you’re GOOD at
energetic people on the to register for the GOOD Night Out!
planet, so we’re inviting Name:
Mobile:
our 315,000+ V fans on T-shirt size: S M L
I’m GOOD at...
Facebook to The V GOOD
Night Out and a chance to JOIN
win $10,000.
JOIN
All they have to do is join
the event, chose a T-shirt
and tell us what they are CHOSE A
V GOOD at. T-SHIRT AND
TELL US WHAT
Hurry! Only 50,000 YOU’RE
personalised GOOD AT!
T-shirts available!

9. GOOD CAMPAIGN EXECUTION
THE BRANDING: T-SHIRT/ SINGLET
First 50,000 V fans to
register will be sent a
personalised
‘I’m V GOOD at...’ T-shirt
with a unique QR code
that tells people what
they are V GOOD at.
SURFING!
When the game begins
fans can scan codes to
see if they have won and
make some new friends
along the way.
Let’s get the
conversation started!

10. GOOD CAMPAIGN EXECUTION
THE EVENT: LOCATION
The V GOOD Night out will
be held in the CBD of each
of Australia’s 5 capital
cities + Auckland.
SYDNEY
MELBOURN
ADELAIDE
The game will start and PERTH
E
end with a txt msg sent to
all participants at 6pm and BRISBANE
will end once all prizes AUACKLAND
have been won.
During this time, V fans V PROMO TEAM
will head out in the city to Will be roving the streets giving
create a moving sea of away FREE V!
V Green, on the streets, in
bars, restaurants and
clubs.

11. GOOD CAMPAIGN EXECUTION
THE EVENT: MELBOURNE EXAMPLE
While out in the city, V
fans will scan each other’s MELBOURNE CBD
QR code T-shirts to see if GAME GRID:
Spring St Latrobe St
they have won a prize, or Spencer St Flinders St
perhaps even made a new
friend.
Throughout the evening 6
promo team members
with winning QR codes
will enter the game grid at
various times. They could
appear anywhere, at any
time, you just have to
keep scanning to see if
you’ve won!

12. GOOD CAMPAIGN EXECUTION
THE EVENT: SCAN TO WIN!
To be eligible to win, you
have to be wearing you
V GOOD T-shirt at the
time of scanning the
winning code! GIVING AWAY
$10,000!!!
Once a winning code is
CONGRATULATIONS!
scanned, the promo
YOU HAVE WON!
team member will hand
over the winning T-shirt
and record the prize
winner’s details etc.
Once all prizes have
been won, the game
ends.

13. GOOD CAMPAIGN EXECUTION
PRIZES: PER CITY
1 x $10,000 V GREEN CASH!
30 x Paintball vouchers
for you and 4 friends to paint the town V Green
30 x $100 Expedia.com.au
travel vouchers to help you go further
FREE V!!!!

14. GOOD CAMPAIGN EXECUTION
AFTER THE EVENT: FACEBOOK
After the event, V will
upload a vast array of
photos from the
V GOOD Night Out to V GOOD NIGHT OUTV
Facebook, where the
promotion began.
Fans will be able to tag
themselves having a
V GOOD night, spreading
V green imagery across
50,000+ Facebook pages
and increasing V’s social
media presence
exponentially. Tag
Yourself!

15. THE GOOD CAMPAIGN SUMMARY
As part of the V GOOD Campaign, V will achieve:
SOCIAL MEDIA
● Increased Facebook fan base (Australia & New Zealand)
● Increased social media presence (photo tags & talkability)
● Increased WOM
GENERAL MARKETING
● V GOOD marketing capital that can carry over to music festival
sponsorship and future V GOOD marketing campaigns
● Free media coverage as a unique event (PR)
● High visibility in CBD areas
● Positive brand association through prize offering
and event innovation