Skyy Vodka Campaign
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Transcript of Skyy Vodka Campaign
![Page 1: Skyy Vodka Campaign](https://reader034.fdocuments.us/reader034/viewer/2022042607/55396de94a79599a678b4990/html5/thumbnails/1.jpg)
“Look to the Skyy”A Persuasion Campaign for
Colleen Canty ∙ Samantha Cox ∙ Kelly Dudine ∙ Emma Gold ∙ Lauren Grunstein ∙ Jamie Jelly
![Page 2: Skyy Vodka Campaign](https://reader034.fdocuments.us/reader034/viewer/2022042607/55396de94a79599a678b4990/html5/thumbnails/2.jpg)
Challenges• Skyy Vodka lacks a specific
market
• Does not utilize social media
• Unfamiliarly
![Page 3: Skyy Vodka Campaign](https://reader034.fdocuments.us/reader034/viewer/2022042607/55396de94a79599a678b4990/html5/thumbnails/3.jpg)
Objectives• College Student Awareness
• College Market Sales
• Social Media
• Brand identity
• Traditional Media
![Page 4: Skyy Vodka Campaign](https://reader034.fdocuments.us/reader034/viewer/2022042607/55396de94a79599a678b4990/html5/thumbnails/4.jpg)
Target Demographics
• Ages 21-25• Location: college campuses• Male and female• Budget • Psychographics
– Active social life
![Page 5: Skyy Vodka Campaign](https://reader034.fdocuments.us/reader034/viewer/2022042607/55396de94a79599a678b4990/html5/thumbnails/5.jpg)
Research
• Poll: Vodka Preference Among College Students– Smirnoff: 34%– Svedka: 29%– Absolut: 17%– Skyy: 10%– Grey Goose: 9%– Stolichnaya: 5%
![Page 6: Skyy Vodka Campaign](https://reader034.fdocuments.us/reader034/viewer/2022042607/55396de94a79599a678b4990/html5/thumbnails/6.jpg)
Advertising (Print & Broadcast)
• Broadcast Voiceover:– “Wouldn’t it be great if money grew on
trees and vodka fell from the Skyy?”
• Print Tagline: “Look to the Skyy”
• Visuals:– Walking in park – Money growing on trees– Little Skyy vodka bottles raining down
![Page 7: Skyy Vodka Campaign](https://reader034.fdocuments.us/reader034/viewer/2022042607/55396de94a79599a678b4990/html5/thumbnails/7.jpg)
Guerilla Marketing • Skyy College Campus Tour
• Giveaways– Umbrellas with Skyy
logo– Skyy Shot Glasses
![Page 8: Skyy Vodka Campaign](https://reader034.fdocuments.us/reader034/viewer/2022042607/55396de94a79599a678b4990/html5/thumbnails/8.jpg)
Social Media • Skyy University Twitter:
– @collegestudent Happy Birthday from Skyy! Make it amazing with this! www.skyy.com/couponforyou
• Skyy University Facebook Fan Page– “What Would You Want Falling From the Skyy?” Contest– Continuously updated content and offers– Photos from events on campuses nationwide– Messages with exclusive promotions
• “Which Drink Are You?”
• College bloggers and nightlife publications
![Page 9: Skyy Vodka Campaign](https://reader034.fdocuments.us/reader034/viewer/2022042607/55396de94a79599a678b4990/html5/thumbnails/9.jpg)
Web site
• Already very visually appealing & interactive
• Weekly Skyy Cocktail Contest – Winning recipe will be featured on the
website each week
• Skyy partners with iTunes to suggest a weekly “Party Playlist” which can be played through the website or downloaded through iTunes
![Page 10: Skyy Vodka Campaign](https://reader034.fdocuments.us/reader034/viewer/2022042607/55396de94a79599a678b4990/html5/thumbnails/10.jpg)
Media Relations• Print
– College Newspapers– Local area newspapers
• Lifestyle and entertainment beats• Radio
– College Radio Station • TV
– MTV (and Affiliates)– Major Networks: NBC, ABC, CBS, FOX
![Page 11: Skyy Vodka Campaign](https://reader034.fdocuments.us/reader034/viewer/2022042607/55396de94a79599a678b4990/html5/thumbnails/11.jpg)
Evaluation • Re-poll college students
• Measure Web site Traffic (Analytics)
• Monitor Twitter Account
• Monitor Facebook Page • Count Placements (Print, Broadcast)
![Page 12: Skyy Vodka Campaign](https://reader034.fdocuments.us/reader034/viewer/2022042607/55396de94a79599a678b4990/html5/thumbnails/12.jpg)
Thank you!
Questions?