V Enegry Drink case study

2. Brief
Energy Drink Market is exponentially growing and V needs to
shift its perception to capitalise market share.
Redbull and Monster currently compete V and hold a strong
share.
Lets find how we can drive V above all others with Digital
innovation.

3. Existing Brand Assets
Music sponsorship across major outdoor events
V Enegry green room at music events
Facebook interaction to 300 K fans
Gaming space audience – call of duty MW3
Brand attributes
Freedom to do extraordinary and different with mates
Unexpected
Cool
Memorable

4. Competitive Branding space
Extreme Sports – performance oriented niche sports
Sports Music athletes & monster girls – everything
but nothing specific
Whats V’s territory then ?????

5. Solution
Music
Catalyst
V - iPhone/ smart
phone App
Fun

6. Digital scope
Nightclub
comparison and
ratings + feeds
Unexpected Fun
new social Excitement
encounters Catalyst

7. • 2 Main features
• Feature 1 – Integrating music to V across ANZ
1. Provide information on Nightclubs and party venues
1. Comparison and ratings
2. Music played by genre, DJ’s
3. % Occupied (60% chicks checked in)
4. Heat (% dance floor occupied)
2. User Interface
1. Ratings – Users can rate each they check out of a club OR Next day morning if they
are twisted and hung-over 
2. Provide live feeds , pictures & vidoes to share with others on the VIP app
3. Browse any other happening club around from the app (refer to live feeds from
others , chicks checkin in, Heat etc)
3. Engage more and gain more rewards – Points free passes etc
4. Show off on Social networks – optional

8. • Feature 2 – Bringing V the instinct out
1. User creates a ‘wannabe’ avatar profile without real names (shhh)
with different likings
1. Type of music
2. Dance
3. Favourites
4. Likings
2. The app will auto search a SURPIRSE match in the same night club
OR venue for an EXCITING UNEXPECTED NEW ENCOUNTER.
3. You can choose and deny or search more. One can choose to
disclose real identity out from the Avatar and SHOW OFF on
Facebook, Twitter other socials

9. Why VIP
The APP provides a platform to get live feeds about other
happening clubs around in any city
All these VIP users will be cool VIPs to get offers for music
events sponsored by V
Discounts on different V nightclub promotions
Get update on new music events and DJs playing in town
First to get access to artists playing in town
Overal – a Music Temple to be part of

10. Media strategy
Stage 1 - Launch VIP
Imprint VIP on V cans for users to notice
Active feed on Facebook page
Cost – 200,000 for app building and small activations
Let the app roll on its own, no display search youtube etc to
understand potential and success
Stage 2
Should take it ahead from stage 1, depending on the
content generated, buzz spread and use it for further
engagement.

11. Social Media Share now 
14,078,802 Monster Redbull
34% 65%
26,542,410
V
1%
351,000

12. Social Media Share post
after VIP app
35% V share
15,000,000
65% other drinks
Mission Accomplished