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V park party - Ad-tech Digital Young Guns Sydney 2012 entry
The document outlines the marketing and product strategy for the V brand of energy drinks, focusing on creating memorable social encounters, particularly among the 18-24 demographic. It discusses V's competition, targeting strategies, and a proposed interactive digital platform for planning social events. The campaign includes various budget allocations for technology rollout and promotional activities to enhance user engagement and brand presence.
V park party - Ad-tech Digital Young Guns Sydney 2012 entry
- 1. The V Challenge: PowEring Social EncounterS CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS
- 2. THE V BRAND... PRODUCT Slim can Large Can Plastic Bottle Spin-off isotonic flavour Berry flavour Blue Flavour Black Fla vour PLACEMENT Distributed in Aus/NZ/Spain Convenience Stores Petrol Stations Grocery stores (Small + big) Generall not in night clubs y or bars/pubs Not in schools SOCIAL V-MUSIC Sponsors 15 festivals V-Energy interactive digital image wall V-PAINTBALL V-GAMING CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS
- 3. THE COMPETITORS... REDBULL 45% of market Slim cans + bottles 2 flavours Sponsor stars, EVENTS, BOTH sporting + entertainment Synonymous with alcoholic mixers such as vodka. Similar pricing + distribution in Aus/NZ. Rockstar 2% of market Big Cans (mainly) MULTIPLE flavourS Focused on extreme sports & lifestyle (Rock + roll/Tattoo) Similar pricing + distribution in Aus/NZ. Monster 2% of market Big Cans MULTIPLE flavours Focused on extreme sports + lifestyle Similar pricing + distribution in Aus/NZ. CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS
- 4. THE V FOCUS... DAYTIME social Unexpected fun + FREE powers the moment a good time memorable CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS
- 5. THE TARGET... FASHIONABLE SOCIAL FIT TO-BE-SEEN LOW INCOME 18-24 YRS CAREFREE CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS
- 6. THE IDEA... ‘ANINTERACTIVE SOCIAL PLATFORM THAT ALLOWS USER GENERATED INPUT IN CREATING MEMORABLE PARK PARTIES’ CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS
- 7. THE USER BENEFITS... ON THE GO PLANNING WITH MATES WEATHER FORECASTS. PARK INFORMATION. LOCATION. DIRECTIONS. GUEST INVITES. TIME. SHARED OWNERSHIP WHO BRINGS WHAT. FOOD. MUSIC. GAMES. BLANKETS. CREATES A STORYBOOK OF MEMORIES A DIGITAL PLATFORM ALLOW multiple social media content TO PIECE TOGETHER MEMORIES FROM THE PARK PARTY. THINK FACEBOOK TIMELINE. BUT ALLOWING AN events to be tracked through the ENTIRE lifecycle CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS
- 8. THE BENEFITS FORV... V IS ALIGNED WITH... V IS NOT ALIGNED WITH... COMMUNITY violence SPONTANEITY END OF THE NIGHT DAYTIME MEMORIES BOREDOM BEING ACTIVE WRECKLESSness CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS
- 9. THE CURRENT PLATFORMS... facebook TWITTER instagram YOUTUBE FLICKR google+ SHARING OF HIGH SOCIAL SHARING, GREAT FOR CONTENT Sa what you feel/sEE/ y INSTANT + quick SOCIAL VIDEO SHARING QUALITY photos STREAMING VIDEO CON- SHARING, MESSAGING + think there + then. MEMORABLE PHOTOS VERSATIONS + SECURITY CHATTING Constraints + CONSTRAINTS + CONSTRAINTS NO COLLABORATIVE PLANNING EVENTS CANNOT BE VIEWED EASILY THROUGH THEIR WHOLE LIFE DIFFICULT TO QUICKLY CREATE AN EVENT ON THE GO CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS
- 10. THE NEW TECHNOLOGY... integration Accessibility functionality * notifies friends immediatel of idea y Web Application * users constantl collaborate/message/ y share ideas in centrall viewed location y Mobile Web Application * ALLOWS GUESTS TO BECOME INVOLVED IN Collaborative planning * Voting/liking on possible activities, food location, etc iPhone application * Syncs to calender + sends guests reminders * SHARES THE Weather forecast Android application * GIVES Directions * PROVIDEs Information about parks * SUGGESTS food themes with food + shopping BlackBerry Application ;lists * OFFERS suggestions of Predefined park activities/games, Windows & Mobile Application * Reuse previous party plans/suggestion * Get points every time you interact – Host, Participate, Share update/status, upload photo’s etc Facebook Application CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS
- 11. THE LIFE CYCLE... IDEA PLAN EXECUTE REVIEW IDEA SEND FOR INTEREST PLAN AS FINALISE PREPARE START CARRY FINISH REMINISCE REUSE INTEREST GAINED A GROUP PLAN FOR EVENT EVENT OUT EVENT TO PLAN EVENT ADD MORE SIMILAR SEND CHECK PHOTO’S EVENT REMINDERS IN POST PHOTO’S ADD NEW FRIENDS COLLABORATE + CREATE CONTENT + SHARE + LIKE CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS
- 12. THE CAMPAIGN... $1,000,000 Technology Roll Out MEDIA & ADVERTISING CAMPAIGN + PROMOTION EXPAND FUNCTIONALITY $25K $25K SOCIAL MEDIA CAMPAIGN EXPAND FUNCTIONALITY $50K $25K SOCIAL MEDIA CAMPAIGN WINDOWS 7 APPLICATION + EXPAND FUNCTIONALITY $50K $40K promote via mainstream media + SOCIAL MEDIA CAM- PAIGN BLACKBERRY NATIVE APP + EXPAND FUNCTIONALITY $75K $75K promote through festivals + digital music media (that is currently used for festivals) ANDROID NATIVE APP + EXPAND FUNCTIONALITY. $100K $75k launch australia/nz via social media CAMPAIGN IPHONE NATIVE APP + FACEBOOK APP $150K $0 V BRANDED NATIVE BROWSER APP FOR MAJOR SMART $150K $0 target brand advocates directly. PHONES SERVING MOBILE WEB APP + EXPAND FUNCTIONAL- allow entry through ‘invite only’ ITY WEB APP + MOBILE WEB APPLICATION WITH KEY LIMITED $150K $0 FUNCTIONALITY BEGIN rollout BEGIN campaign CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS
- 13. THE controlled RISKS... COMPETITOR COPY CATS CONTINUOUS INNOVATION OF USER EXPERIENCE, FUNCTIONALITY + TECHNOLOGY LOW UPTAKE ITERATIVE DEVELOPMENT, CONSTANT FEEDBACK + USER TRIALS LIMITED FUNCTIONALITY KEY FUNCTIONALITY CREATED TO WORK ACROSS DIFFERENT DEVICES ACROSS ALL DEVICES CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS
- 14. THE potential... DAYTIME social unexpected fun + FREE powers the moment a good time memorable CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS
- 15. THE FUTURE OPPORTUNITY... with the potential for... v-road trip V OWNING THE SOCIAL SEGMENT v-bbq AMONGST ENERGY DRINK BRANDS CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS
- 16. THE CREDITS... Digital Strategyby... “Dom”/Demetrio Gil With Thanks to... Amy Louise Wenden + Voodoo Interactive CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS