blue team brief a solution

Thursday, November 21, 13

TEAM TIPSYBooze. It’s Our Thing.


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


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


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


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



ACTIVATE

the brand as partof their lives

by integrating with their current

media & socialhabits

RE-CONNECT





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




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


BRAND ASSETS


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 STRATEGIC LENS



The Pre-Game


THE STRATEGIC LENS



The Pre-GameThe Party


THE STRATEGIC LENS



The Pre-GameThe PartyThe Morning After


PRE-GAME


PARTYThursday, November 21, 13

THE MIXER EXPERIENCEThursday, November 21, 13

THE MORNING AFTER


THE MORNING AFTER

bit.ly/digimixer


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.


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.


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


MEDIA BREAKDOWN


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"

""


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


THANK YOU


APPENDIX


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


MEDIA PLACEMENTS


SWOT ANALYSIS


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