Download - Desperados Communication Strategy

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Page 1: Desperados Communication Strategy
Page 2: Desperados Communication Strategy

Brief

Build a social strategy on how we would get UK drinkers to switch from beer and spirits to this

tequila flavoured drink?

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Desperado Facts

The Desperados alcohol by Volume is 5.9%, which is significantly more than the average

for all European Lager Beer.

Each bottle has 106 Calories, which is 41.1% less than the average for all Beer.

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Win. Win.

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Proposition

Desperados drinkers are ahead of the game- Innovative Life Hackers.

We will create Super Fans who only want to drink Desperados.

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Target Audience

We will be targeting 18- 24 market of individuals who are making the most of their lives.

They already drink Desperados and will share their love of Desperados with their friends

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Weekends are full of friends, trips, gigs and beer.

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With Desperados sweetness we can also entice a strong female fan base.

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How do we use data to inform our direction

We will use data to analyse the main social media usages to target our audience

appropriately.

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Creative Strategy

Across two application we will engage to create Super Fans.

Life Hackers Desperados Parties

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Desperados Super Fans will be rewarded for their

LUST FOR LIFE.

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The two applications will follow the SUPER FAN engagement PLAN.

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DISCOVERY

ENGAGMENT

INTERACTION

CONNECTION

ALINGMENT

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Desperados Parties Current Facebook Fans are challenged to invite their friends to their online Desperado Party. They have one hour to invite as many people as possible. They will be able to shout out via Facebook and Twitter. Each guest has to tell us what one item they would bring. More friends you bring better prizes you get

ENGAGMENT INTERACTION CONNECTION

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Life Hackers

Fans share their Life Hacks with use via Facebook, Twitter and Reddit. Community votes for the best Weekly Top 3 with highest votes win prizes of Beer, gig tickets and festival tickets. Everyone who submits their Life Hacks receive a free playlist download via Spotify and Soundcloud

ENGAGMENT INTERACTION CONNECTION

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Creative Strategy for Super Fan

A simple strategy that (1) ask drinkers to show us their Desperados side via Life Hacks and Parties (2) Best Desperados moment are

rewarded with party gifts (3) Create a strong digital based Super Fan community that is rewarded for its partying and energy . The

Super Fan Club Members will recruit new fans to the next Super Fan Experience, and

continue to fuel an upward spiral of fan recruitment.

ALINGMENT

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How will the strategy make the creative shareable

Life Hacks are shareable over many platforms:

Twitter

Youtube

Vine

Facebook

Reddit

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What platforms do we use

Youtube

Reddit

Spotify

Soundcloud

Twitter Facebook Instragram Vine

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ANY ONE CAN SOMETIMES DRINK A DESPERADOS BEER

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WE WILL CREATE SUPER FANS WHO BELIEVE IN OUR BRAND WHO CAN ONLY DRINK

DESPERADOS BEER

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AND THEIR LUST FOR DESPERADOS WILL RUB OF

ON THEIR FRIENDS

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Measurements

July 2013

GOOGLE SEARCH VOLUME

WEBSITE TRAFFIC

YOUTUBE VIEWS

TWITTER FOLLOWERS

FACEBOOK LIKES & SHARES

COMMUNICATION SURVEY

SOCIAL SENTIMENT

NUMBER OF PARTY INVITES

NUMBER OF LIFE HACKS

July 2014

GOOGLE SEARCH VOLUME

WEBSITE TRAFFIC

YOUTUBE VIEWS

TWITTER FOLLOWERS

FACEBOOK LIKES & SHARES

COMMUNICATION SURVEY

SOCIAL SENTIMENT

NUMBER OF PARTY INVITES

NUMBER OF LIFE HACKS

AW

AR

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S T

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AC

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Thank You.