This document proposes a campaign to promote the V energy drink brand in Australia. The campaign would create competition between suburban teams who can earn points and win a music festival by purchasing specially marked V cans and completing social media challenges. An Instagram lens would be created to further engage 18-24 year olds on their preferred social platform and encourage sharing between friends. The $1 million budget would be spent on Facebook/Instagram advertising and the winning suburb's music festival. Unique codes on the cans and Facebook tracking would measure campaign impact and uptake in different suburbs. The goal is for V to be seen as a "cool" brand powering memorable social experiences.

1. V. Powering the Suburbs
Fitzroy Bardon Bondi Parramatta

2. The Task
The task is to create a V social experience and
fuel social encounters. This campaign will be
engaging and viral. This campaign makes V an
integrated part of consumers social
experiences. As a result of out activity V will
be seen as a ‘cool’ brand that powers
memorable moments.

3. The Challenge
The challenge is creating something that doesn't
feel like "enforced fun", like a team building
exercise with your work colleagues.

4. Insight
18-24 year old Australians, love free stuff, they
are competitive, they are territorial and they
like to feel like they belong to something.

5. The Idea
This is an Australian nation wide campaign. It can
be easily duplicated in New Zealand.
The idea is to create teams split by suburb.
Consumers gain entry into a team by purchasing
specially designed cans of V. The Fitzroy can for
example might be bright pink. The cans will
include unique codes that give the users access to
a facebook fan page that lives within V's facebook
profile. There will be a separate page for each
suburb.

6. The Idea
Each suburb will compete to win points. The
winning team will be treated to a festival
hosted in their suburb featuring international
and local artists from V sponsored festivals
(i.e. BDO, Summerdaze). Winning suburb
festival can coincide existing festival to
minimize cost. Entry will be for winning
suburb team members only. The line up for
the festival will be voted on by the team
members.

7. The Idea
As part of this campaign, V will sponsor the
build of a free V Instagram lens. Instagram, is a
social network in and of itself and 18 - 24 year
olds love it. A V Instagram lens makes use of
an existing social media audience and a
platforms native functionality. All Australians
with Instagram will be offered this lens. This
represents huge reach.

8. The Idea
Team members will gain points a number of ways.
To encourage repeat purchase, the unique codes
from additional cans purchased will earn points.
As well as this, challenges and activities will be
issued though facebook pages. Proof of
completion of these challenges and activities will
earn points. In order to prove you have
completed an challenge you must load a photo of
you an your friends. The photo must be taken
with the V instagram lens. This lens will be subtly
branded 'V'.

9. The Idea
The more friends tagged in the photo that are also
part of the facebook team the more points. This
is to make use to facebooks native functionality
and so give the campaign an organic and natural
feel. Tagged friends who are not part of the
facebook team will be invited to join through
facebooks "event" function. The invitation will
include detail on the suburb teams and
encourage the receiver to buy a specially marked
can to join their team.

10. The Execution
Working to a total investment of $1 million
dollars, $100k our budget will be spent on
facebook $100k will be spent on Instagram,
the remaining $800k will be spent on putting
on the bespoke music festival in the winning
suburb.
Can packaging will be taken from existing
production budgets.

11. The Execution
We know that the way people engage with
facebook is far more personal than the way
they engage with a standard web site. We also
know that consumers are far more influenced
by their friends than they are by advertisers,
our paid advertising will take heed of that.

12. The Execution
Facebook advertising is cheap and their Sponsored Story ad
units allows us to make the use of the influence friends
have on one another. Our investment in facebook
advertising will be organically topped up by the native
functionality of facebook. When users join a team page
this will natally appear in their news fees with is viewable
to all their friends. When they upload photos taken with
the V Instagram Lens this will also naturally appear on
their feed, it will appear in their Instagram feed as well as
their facebook feed.
Sponsored story example

13. Measurement
This campaign will be easily measure by an Millward Brown case study.
On top of this we will be able to measure the impact and uptake by
the number of specially marked cans sold. The colour coded cans
means we will be able to break this impact down to ‘impact by
suburb’, this will provide valuable data allowing us to focus
subsequent campaigns on the most relevant suburbs, i.e.
awareness campaigns in suburbs with low uptake, engagement
campaigns in areas with high uptake.
Facebook tracking in combination with the unique can codes will allow
us to track how many people 'liked' the V page as a result of this
campaign, it will also allow us to see how many people (friends of
‘V’ friends) had the opportunity to see our campaign. It will also
allow us to report on overall likes, comments and shares.

14. It All Starts with V
This campaign will leave consumers feeling that
V made their social experience better.
This campaigns strengths are in its simplicity and
use of the native functionality of existing
Social Media platforms. This coupled with the
fact that there are very few barriers to
participation and means that it will spread fast
and be memorable.