Blue Team Brief A Solution
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Transcript of Blue Team Brief A Solution
CrystalInsights & Planning
KevinTeam Lead
AlexBrand Strategy
StacySocial & Sharing
OrianMedia Tech
AshleyMobile Strategy
MattCreative Tech
KristinMedia Strategy
VanessaMedia Planning
JoshMedia Tech
RoryPerformanceModeling
YOUR TEAMThe Perfect Mix of Skills & Experience
Thursday, November 21, 13
BRAND SITUATIONCOLLEGE DRINKERS
High brand recognition + sampling
POST-GRAD DRINKERSDramatic decrease in brand preference + interaction
THE NEED: Extend brand affinity from college to post-grad with an experience that makes the brand part of their lives
Thursday, November 21, 13
THE TARGET
21-35 Men & WomenOverwhelmingly single
No kidsRecognize the brand from college
Go out to bars/clubs 2-3 times per weekMotivations for drinking: friends, reveling in college glory days,
the story and adventure
Thursday, November 21, 13
THE ASKDistilled Set of Focused Campaign Goals
RE-CONNECT
the brand with single adults 21-35 who
frequent bars &clubs to extendtheir customer life & longevity
Thursday, November 21, 13
THE ASKDistilled Set of Focused Campaign Goals
ACTIVATE
the brand as partof their lives
by integrating with their current
media & socialhabits
RE-CONNECT
the brand with single adults 21-35 who
frequent bars &clubs to extendtheir customer life & longevity
Thursday, November 21, 13
THE ASKDistilled Set of Focused Campaign Goals
ACTIVATE
the brand as partof their lives
by integrating with their current
media & socialhabits
NURTURE
the brand relationshipwith a mobile
utility that adds value to the social experience and
promotes sharing + brand affinity
RE-CONNECT
the brand with single adults 21-35 who
frequent bars &clubs to extendtheir customer life & longevity
Thursday, November 21, 13
BRAND ASSETSOWNED CHANNELS
Product Distribution On-Premise Microsite Mobile Social
Brand product line
found in most US
Bars
Young, Female brand
ambassadors activate in bars/clubs product launches
Limited traffic,
minimal content
development
Limited mobile
presence, no mobile apps
Decent social
following, no massive campaigns
Thursday, November 21, 13
THE STRATEGIC LENS
For our target, drinking after college is about the story and documenting the story
Use this existing behavior to co-create the millennial drinker’s “story” of their night + the aftermath
Thursday, November 21, 13
THE STRATEGIC LENS
For our target, drinking after college is about the story and documenting the story
Use this existing behavior to co-create the millennial drinker’s “story” of their night + the aftermath
The Pre-Game
Thursday, November 21, 13
THE STRATEGIC LENS
For our target, drinking after college is about the story and documenting the story
Use this existing behavior to co-create the millennial drinker’s “story” of their night + the aftermath
The Pre-GameThe Party
Thursday, November 21, 13
THE STRATEGIC LENS
For our target, drinking after college is about the story and documenting the story
Use this existing behavior to co-create the millennial drinker’s “story” of their night + the aftermath
The Pre-GameThe PartyThe Morning After
Thursday, November 21, 13
MIXER TECHNOLOGY •“Set it and Forget it” - App requires permissions approval once and no further interaction from user.
•8AM User Local Time - LAMP Based backend collects data from user device as well as social networks with location based awareness
•Backend will pull in Images, Videos, SMS Messages, and Check-ins from the previous evening from the users device, whether or not they were shared publicly. Social Network content will be pulled in as well.
•Video will be generated via automated FFmpeg script.
Thursday, November 21, 13
MIXER DELIVERY •User gets an Urban Airship Rich Media push notification at 12pm, the pre-brunch “Hangover Hour”
•Rich Media push will contain embedded rough cut video, with links to edit content, or share immediately (:15 cut for Instagram Video, :30 on Facebook, Twitter, YouTube)
•Process repeats each day that app detects users at drinking/eating establishments, or when initiated by the user.
Thursday, November 21, 13
USER EXPERIENCE FLOW
Generate awareness by providing
information and benefits of new app
experience
Drive app downloads. Create a personal and meaningful experience to
encourage repeat use of app
Drive word of mouth by creating opportunities to share feedback
Potential User
Inform customers about experience
Drive brand engagement
Drive frequency & repeat use
Encourage referrals &
sharing
In-Location
Paid Media In-
LocationPaid
MediaMobile Social
Web Social
Thursday, November 21, 13
MEDIA TIMELINE
March:"• Brand"Ambassadors"
kick"off"promo2on"in"priority"markets"
• Paid"Media"launches"• Announce"
‘Responsible"Ride’"partnership"with"Uber"
"
April:"• Sweepstakes"kicks"off"
in"Owned"Media"channels"
• Amber"Rose"endorses"app"and"encourages"par2cipa2on"and"downloads"
"
May:"• Sustaining"Media"
throughout"Spring"and"Summer"to"con2nue"to"build"awareness"of"app"and"sweepstakes"
""
June:"• Announce"winner"of"
sweepstakes"• "App"will"live"on"aEer"
promo2on"has"ended"
""
Thursday, November 21, 13
BUDGET
Consumer App................................................ $100,000Ambassador App............................................... $20,000Media Budget.................................................... $675,000Prizing & Fulfillment..........................................$75,000iPad Hardware.................................................... $20,000CDN/Hosting...................................................... $50,000Agency + Production......................................$60,000TOTAL...............................................................$1,000,000
Thursday, November 21, 13
PROJECTED PERFORMANCE22 Million 21-34 Single No kids 7.4 Million 21-34 Single No kids Vodka Drinkers Event Activation:15,000 people engaged with directly with brand advocatesPaid Media: 75,000,000 total ImpressionsMedia Plan Reach: 20,000,000 App Downloads: 200,000Videos Created: 1,000,000 Earned Reach from Videos, Buzz, PR: 100,000,000
Thursday, November 21, 13