This document outlines marketing strategies presented by HSP Marketing, focusing on engaging consumers through social media challenges and contests related to brands like Calvin Klein and Audi. It includes various campaign ideas such as encouraging users to submit photos, vote for new product features, and create interactive app experiences during events like the Super Bowl. The goals center around increasing brand visibility, consumer interaction, and ultimately driving sales through social engagement.

1. HSP Marketing Presents
 Brant Heitgerd
Professor Drake
 Nobutaka Suzuki
UMSL
 Taylor Pratte

2. HSP’s Vision
 Extending your target market.
 Driving your customer to the second
exposer.
 Extending exposer time and creating
a social buzz.
http://www.youtube.com/watch?v=1yelvxwTRUY

3. Implementation
 After viewing the Calvin Klein commercial on Super Bowl Sunday, the audience
will be encouraged to send in their own photos showing off their Calvin Klein
underwear.
 Participants may submit their photos in one of three ways:
1. the drop box on the company website, www.calvinklein.com
2. sending a message to Calvin Klein’s Facebook page,
www.facebook.com/CalvinKlein
3. posting your picture on Twitter with the hash tag, #mycalvins
 After three weeks of gathering photos, our marketing panel will narrow down the
competition by selecting the 5 best photos. These finalists will be posted on
Facebook and Twitter with an easy to use ballot format.
 After seven days of polling, the winner will be announced to star in the next
Calvin Klein commercial.

4. Tweet your pose and vote for
our next commercial model.
#mycalvins

5. {

6.  Objectives:
 Get an additional  Submit a Photo to an
500,000 “Likes” on
Facebook Audi Sponsored website
 Get an additional  Gives Audi owners a
100,000 followers on chance to be a part of a
Twitter new commercial
 Reach out to at least  Anyone can access the
10 million viewers to website in order to vote,
see the commercial make it assessable from
Twitter and Facebook
 #audigoodlife  Winner who receives the
most votes will win a
new car
Idea for a Contest

7.  Should attract a large number of Audi owners
 Will give car owners who do not own an Audi a visual
image of the “good life” people are having while owning
an Audi
 Gives everyone a chance to get involved as anyone can
vote on the best photo
 Hopefully persuade potential Audi buyers and give them
the extra push to buy
 Increased publicity, increased word of mouth
End Result

8.  Increase in amount of twitter followers
 Increase in Audi’s Facebook page likes
 Web site visits and amount of photo’s posted
 The engagement rate of the campaign
 The amount of times the #AudiGoodlife hash
tag gets used, and how many people are
talking about it on Facebook
 Increase in car sales after the campaign
KPI’s to determine success

9. Let’s Get
Uncomfortable!
University of
Missouri St.
Louis
Agenda
Professor Perry
Drake
1. #GoDaddy vs. #TheKiss
2. GoDaddy challenges @DanielTosh
Presented by:
Nicholas Carter
Shengxu Li
Nikki Rushlow

10. Why #GoDaddy over #TheKiss?
Businesses #’s that used their company name made
more unique impressions on twitter.
If you think about the thought process it takes to formulate a tweet; when
a hashtag forces you to mold to the companies understanding of their ad it
does two things to the viewer of the ad:
• Bogarts the range of interpretations to be had about the ad
• Gives the viewer an extra thing to think about before they can make a
post; which acts as a mini deterrent that may sidetracking the posting
process. Possibly resulting in no post at all.

11. Challenging @danieltosh
Daniel Tosh is a comedian that hosts a television show on Comedy Central of videos that are at
times perturbing. The idea is to ask the audience to send their ideas to Daniel’s very active twitter
account on how to top the GoDaddy Commercial.
• It would give people a reason to engage in the GoDaddy commercial by thinking of an even more
disturbing commercial
• The audience would know that GoDaddy understands and is aware of the effect they are trying
to have on people
• If Daniel Tosh interacts with the GoDaddy commercial on twitter he will inform his 7,668,711
twitter followers. This compared to the top interactions on twitter of #Doritos being only 33,323
this could potentially shatter the super bowl competition for awareness by social means.
• It may spark a sharing of video responses on YouTube. Or video responses through the new
feature on twitter, Vine.
• Tosh.0 which attracts 2.4 million viewers may decide to do a response video to the super bowl
ad (which the show commonly does response videos on crude, uncomfortable, racy content)
• This would be done purely as a taunt and would require no communication between the people
at Comedy Central nor would it require money.

12. Potential Risk and Measuring
Success:
The Potential Risk for sending your viewers to @danieltosh ( in an attempt to challenge the ad you are
pumping out) is that you lose control of your content; in turn you lose control of how your company is being
perceived.
Our opinion after acknowledging this fact is that if you are sifting the internet (where this content
of response videos will take place) you have a different filtering system than when watching TV. This commercial
presses the limits of racy television and hangs with the best racy material on most appropriate websites such as
vimeo, youtube, and break.com. You cannot be perceived badly when this hypothetically incriminating video of
GoDaddy’s brand is nestled deep within a montage of not-made for TV content.
Indicators for our efforts successes (goals we set to reach)
• @Danieltosh twitter feed activity measuring
number of impressions (>30,000 impressions)
• Response videos becoming relevant on Youtube.com
(>3 videos with >10,000views accumulative)
• @Danieltosh interacting with our ad with the #GoDaddy
provided (> or equal to 1 post if he interacts > 300 retweets
with > 20,000 impressions on tweets surrounding Daniel's
interaction)
*These goals are set based on viewed activity with @danieltosh and the standards set by the
superbowl # impressions listed on slide 2.

13. M&M “ANYTHING FOR LOVE”
COMMERCIAL.
UNIVERSITY OF MISSOURI ST. LOUIS
STUDY TEAM
By: Zach Giganti, Nermina Muratovic, and Bianca
Viviano.
To: Professor Perry Drake

14. M&M COMMERCIAL
 http://www.youtube.com/watch?v=qDv2ltAcQfw

15. WHAT IS THE MISSED OPPORTUNITY?
 They did use a hashtag at the end to
get people attention, but how clear
was it?
 What could they have done better?
 Where do we as the marketing team
want to involve the consumers more?

16. DIFFERENT STRATEGY!
 At the end of the commercial we want to get the viewers more involved by:
 Facebook
 Twitter-----#VoteNewMMS
 The new opportunity would be using Facebook and Twitter to vote for a
new M&M color that they would “Love” to see in the next package.
 Gets viewers involved by creating traffic, and buzz about the new M&M
color.

17. WHAT IS THE VOTERS OUTCOME?
 Voters will have the opportunity to vote on their
own, and coming up with new flavors and colors.
 M&M’s will keep track of each persons vote and
who voted for the most popular colors. For
Example, if Rainbow is voted for at the highest
number of votes as the new color to see in
packages, those voters who voted for Rainbow will
receive a gift certificate for one free pack of their
favorite M&M’s that the new color will be in to try.
 It will defiantly get the people involved and increase
sales overall.

18. Taco Bell
#LiveMas
Heather Burkett
Demetrius Reynolds
Ryan Parker
Professor Perry Drake
UMSL – University of Missouri St. Louis

20. Hot Sauce Slogans
• Tweet new hot sauce slogan Ideas get
10% off your purchase from 9-close
• This will help to drive business during
the slower hours.
• Very easy to track the customers
using it because they will have to
show the tweet for their 10% off

21. Key Metrics
• Number of Tweets
• The Time of the Tweet
• Web site Visits
• Return on Investment (Store Visits)

22. The Fast And The Furious 6
BY: Tommy Nguyen, Mike Moss, Max McCreery
University of Missouri St. Louis
Professor Perry Drake

23. Goals and Plans
Objectives Implementation
• Increase consumer • Facebook
engagement • Twitter
• Hype up the movie

24. Results
• Through Facebook followers of the movie will
get to vote and pick 1 of 3 possible cars to be
represented in the movie.
• After the car is selected, Twitter votes will be
tallied to pair the chosen actor/actress to the
vehicle.
• Increases consumer interactions with social
media.
• Makes them feel like a “part” of the movie

26. An app to engage users before, during, and after the
Big Game!
App plays in-synch with the game
Predict what will happen on the field, answer random
sports and Tide-related trivia questions, create
teams/games, and earn points, badges, and cash in.
Ex. Is the image a stain or not?
Share accomplishments and quizzes with friends!

27. Users create a simple profile in advance
App opens before the game starts
Correct predictions earn points, with the earlier the
prediction, the higher the points.
Social interaction is the key! Join a league with friends
& check their friend’s real-time scores against their
own.
Compete & communicate with each other in real-time
online as you all follow the live football match.
It’s Joe Montana!
Let’s see who has
Montana on their
side? :P

28. Dwell time
The more time spent, the higher the dwell time
Greater dwell times indicate more engagement with a brand
site
Global coupon production
Using this app can award coupons used for Tide products,
increasing sales
Feedback
Checking feedback from users that use the app and share on
social media
Save money on laundry
products (Tide) with
coupons won from the
app!