Jared Bedford's Digital Young Guns Shoot Out Entry

1. V is an adventurous brand,
& our fans love to be adventurous.

2. From going somewhere new with friends
to timing their run to the corner shop
They love all of life’s little adventures

3. Then comes work – the adventure killer.
There’s no longer time for adventures.

4. Work even affects them outside the office,
as they’re too tired & time poor from the 9 to 5
to even think about any new or exciting adventures.

5. They become slaves to routine.
What they need is a catalyst.
Something to energize them for new adventures.
We have to set them free.

6. INTRODUCING
AD ENTURES
To meet the objective of driving V’s cool factor and to
create conversation amongst 18 – 24 YO’s this Summer

7. adVentures
What:
adVentures is a way of gamifying life for our Target
Audience – rewarding them for their courage,
spontaneity & willingness to have fun.
How:
By challenging them to complete a series of
unexpected & out of the ordinary adVentures.
Why:
adVentures empowers our fans to destroy their
comfort zones & defy their everyday routine.

8. How does it work?
• When someone Checks In to a location on
Facebook, they are forwarded an “adVenture
Request”.
• adVentures are designed to take people out of
their comfort zones in a fun, humorous &
spontaneous way.
• The recipient then must complete the adVenture
within a specified time frame.
• The completed adVenture is verified through a
photograph or video of the event being uploaded
to the adVenture Facebook Hub, for all to see.
• “adVenturers” are rewarded with an e-coupon for
1 free V from participating retailers, & “Points”.

9. adVenture Types
• adVentures are set at popular locations for our fans, such as;
– Bars/Clubs
– Sporting Events
– Festivals
– Cinemas
– Universities
– Etc
• adVenturers are forced to leave their locals & seek new
places & experiences to complete adVentures.
• adVentures are specifically tailored for their location, and
have a deadline within which they must be achieved.
• Deadlines are activated as soon as the adVenture Request is
received, and can range from 5 minutes to 24 hours
depending on the adVenture level.

10. adVenture Levels & Examples
• adVenture levels are a way of rating the difficulty
of the task. Standard adVenture levels range
from 1 – Easy, to 4 – Very Hard. Here are some
examples of certain adVenture & level types;
– Level 1 @ a Bar: Get down on 1 knee & propose to a
stranger
– Level 2 @ a Club: Wear a V-themed costume for the night
– Level 3 @ Uni: Hug your lecturer unexpectedly
– Level 4 on Public Transport: Record yourself singing out
loud in a crowded train carriage or bus
• Level 5 adVentures are different in that they are
displayed on the adVentures Facebook Hub for
all to see & strive for.
• These include completing daring, energy packed
adVentures along the lines of bungee
jumping, sky diving & swimming with sharks.

11. Points & Leaderboards
As well as the lure of free V’s, points are what drive
our adVenturers.
• Points are rewarded for completing adVentures, with the amount
of points awarded depending on the level of the adVenture
completed. For example, you are awarded 10 points for
completing a level 1 adVenture and 50 points for completing a
level 5.
• Bonus points are earned for filming an adVenture instead of
photographing it, for drinking a V before attempting an adVenture
(proof with picture/video) for liquid courage, for Facebook
requesting your friends to attempt the same adVenture & for
completing the ‘you CAN do it!’ adVentures found on the bottom
of V cans.
• Points are displayed on the online leaderboard, housed on the
adVentures Facebook Hub. The leaderboard ranks contestants by
points scored, from first to last. There is also a separate
individually-tailored leaderboard that shows how the
adVenturer’s Facebook friends are faring, leading to in-group
competition or co-operation.
• The adVenturer with the most points by the end of the campaign
wins a trip to for them and their best mate to the most
adventurous city in the world – Las Vegas!

12. Why Facebook & Mobile?
• To utilise & further grow the V Energy Drink Australia
Facebook page’s large & engaged fan base.
• It’s the communal home of our Target Audience
– there are over 2.6 million 18 – 24 year old Australians on
Facebook.
• Aussies love social
– Australians spend 7 hours a month on social media sites, the
highest global average.
• Aussies love social on mobile
– 66% of Australians use social networks on their mobile
phones, overtaking PC’s as the no.1 tool for accessing social
media.
• Aussies use smartphones
– Over 50% of phones in Australia are smartphones, and that
number is expected to jump to 90% within the next 4 years.

13. Sponsored Page Posts & Engagement
• Sharability & word of mouth are at the forefront of this campaign, and as such minimal campaign
promotion is needed.
• Facebook Sponsored Page Posts use of our most popular brand advocates to engage the wider Facebook
community.
• The adVentures Facebook Hub would become a hive of activity with fans viewing & commenting on
photos & adVentures related content & posts.

14. Budget = $50,000
• Create Online Facebook Hub = 20k
• Run Facebook App = 10k
• Sponsored Page Posts – 2,044,989.7 impressions = 10K
• Major Prize – Vegas Trip = 10K
Total = $50,000
Timing
• The campaign will run over Summer 2012/13, running from December 1st through to February 31st.
• A campaign length of 3 months gives our target audience enough time to get hooked on adVentures.
• Running over Summer is due to the rise in Target Audience activity & product sales over the warmer months.
Block Plan
Publisher Site Position & Target Nov Dec Jan Feb Mar Cost
Facebook Facebook Run Page 10K
Facebook Facebook Sponsored Page Posts 10K
Build FB Hub 20K
Major Prize 10K
Total Cost 50k

15. Objectives & Results
Not only will this campaign smash brand consideration/affinity targets, we also hope to achieve the following;
Objective Target Measurement
Shift ‘adVentures is something I’d 90% of Target Audience agree with Millward Brown brand monitoring
share with my friends’ perception this statement
Shift ‘V is the coolest energy Increase statement agreement in Millward Brown brand monitoring
brand’ perception Target Audience by 30%
Increase sales Increase sales by 15% Pre & Post sales numbers
Increase Facebook fans Increase number of fans by 10% Pre & Post fan numbers
Increase Facebook engagement Increase engagement by 25% Pre & Post engagement numbers
Increase “talk about this” Increase “talk about this” by 50% Pre & Post “Talk about this”
numbers
Achieve Earned Media $25,000 in earned media, 50% ROI Number of mentions on Facebook
Number of blog mentions
Buzz metrics
News coverage
Added Bonus
This campaign will create an invaluable adVenturer group & culture that can be incorporated again & again into
all future implementations, such as adVentures in the V Room at the Big Day Out, or adVentures surrounding
future Activision partnerships.

16. Thanks for your time!
Your adVenture challenge: to mark this campaign in under 5 minutes!