final final ppt
Post on 18-Aug-2015
73 Views
Preview:
TRANSCRIPT
Social TV Ac+va+on Plan Group 8: Sangsoo Chang, Anno
Hoeller, Nicholas Leach, Andie
O’Laughlin, and David Yazdinian
BUAD 307 – Professor Ira Kalb April 26, 2012
Who we are • Sangsoo Chang sangsooc@usc.edu
• Anno Hoeller hoeller@usc.edu
• Nicholas Leach nicholnl@usc.edu
• Andie O’Laughlin olaughli@usc.edu
• David Yazdinian yazdinia@usc.edu
Posi+oning • Unique taste – blend of 23 different flavors
Target
• “Heavy drinker”
• Ages 18-‐24
• Mostly males
• Hispanics
Promo=on Strategy
• Social networking • Product placement • Public rela+ons • Specialty adver+sing
The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
10-‐15 Shows • Glee
• Family Guy
• Sports Center
• The Voice
• American Idol
• The Daily Show with Jon
Stewart
• The Colbert Report
• Conan
• Keeping up with
Kardashians
• The Amazing Race
• The Bachelor
• Undercover Boss
10-‐15 Shows • Glee
• Family Guy
• Sports Center
• The Voice
• American Idol
• The Daily Show with Jon
Stewart
• The Colbert Report
• Conan
• Keeping up with
Kardashians
• The Amazing Race
• The Bachelor
• Undercover Boss
The Tonight Show with John Stewart and The Colbert Report
The Tonight Show with John Stewart and The Colbert Report
• 11 P.M. to 12 A.M. on Comedy Central1
• #1 and #2 for late night talk shows in the 18-‐24
demographic2
• Trending upwards in the key demographics3
Glee
Glee
Glee
• #2 on daily broadcast total ac=vity chart1
• This season’s #1 scripted hour among the adult
18-‐49, adult 18-‐34, and teen demographics3
Family Guy
Family Guy
Family Guy • Viewers • Ranked 4th favorite program among aged 18-‐341 • Rated highest program of the night by 18-‐341 • Average of 4.3 million viewers aged 18-‐342
• Social Ac+vity • Average of 31,000 social ac+vi+es daily3 • More than 44 million “likes” on Facebook4 • 57% of the social ac+vi+es are by males, and 43% of the rest are by females3
SportsCenter
• Founded in 1979
• Averages 4.2 million viewers per day
• Approximately 3 million followers on
Twiier
• Has 5,300,000 likes on Facebook
Important Sta+s+cs • Currently 79% of individuals watching
SportsCenter are males between the ages of
18-‐35
• 94% of viewers are male
• Currently airs 7 different =mes every day
Social TV Ac+va+on Plan • Sportscenter Top 10 sponsored by Dr Pepper
• Twiier users vote for the “Top 10” plays,
moments, etc. in sports throughout the day using
#sctop10 and the #drpepper
• Countdown format will allow for repe==on of the
logo and the product name “Dr Pepper”
SC Top 10: hip://www.youtube.com/watch?v=RZasnRdjbAE
"Now for today's Top 10 plays
sponsored by Dr Pepper...one of a kind
plays brought to you by a one of a kind
drink"
Dr Pepper Facebook Contest • Facebook/boile code contest • Must “like” the Dr Pepper page to play through Facebook
• Every code entered yields more points/beier likelihood to win prizes
• Random promo+ons to increase points • Different prizes awarded over +me to increase and retain interest
• Monitor its success in real =me through ac+vity on
sites such as Trendrr, Facebook, Twiier, and other
social media sources
• Analyze this informa+on to constantly adjust our
campaign taking into account what got posi+ve
sen+ment and what did not.
MIS Strategy
Budget/Sales Forecast
• Add $60 million to current marke+ng
budget
• $50 million to adver+sing on SportsCenter
• $10 million to social media adver+sing
Future for Dr Pepper
• In 2010 a $15 million increase in marke+ng
budget led to a 4% increase in net sales
• We believe that an increase of $60 million should
lead to an increase of 6% in net sales
Thank you for your considera+on
• Sangsoo Chang sangsooc@usc.edu
• Anno Hoeller hoeller@usc.edu
• Nicholas Leach nicholnl@usc.edu
• Andie O’Laughlin olaughli@usc.edu
• David Yazdinian stalinism@yahoo.com
top related