University project. Media plan.

1. AMP Media Plan
Bradford Pretorius
Brad.pret@gmail.com
Roosevelt University
IMC 443 – Media Planning
December 10, 2011

2. Category Overview
• Energy drinks refer to beverages that contain, besides calories, caffeine in
combination with other presumed energy-enhancing.
• Energy drinks did not make their way into the U.S. market until 1995 with the
launch of PepsiCo's Josta which was followed in 1997 by the now market leader
Red Bull (Reissig 2009).
• Energy drinks have established a viable position in the beverage market as
evidenced by their commonplace consumption in the morning, afternoon, and
night, not only by the general consumer, but those of age 18 to 34 in particular (Lal
2007).
• Globally, energy drinks hold 47.3% of the functional beverage’s overall market
share, while in the United States they comprise 62.6%(Datamonitor 2008a, 2008b).
• Energy drinks in particular have experienced impressive growth of more than 240%
in the United States, as well as abroad, from 2004 to 2009 (Mintel 2009).
AMP Media Plan

3. Category Overview
• The U.S. energy drink industry was valued at US$5.4 billion in 2010 and is
anticipated to reach an astounding $19.7 billion by 2013. (Datamonitor 2008a).
• Currently, there are more than 300 varieties of energy drinks representing more
than 200 brands in the United States alone, all purporting to increase energy,
longevity, and vitality in some form or another (Energyfiend 2009).
• Today, the majority of energy drinks are targeted at teenagers and young adults 18
to 34 years old due to this generation’s on-the-go lifestyle and receptiveness to
advertisements for these types of products (Lal 2007).
• Research found that about one-half of college students consume at least 1 energy
drink per month in the hope to increase their energy level, to compensate for a
lack of sleep or to mix with alcohol (Miller 2008).
AMP Media Plan

4. Industry Trends
• The marketing and branding of many energy drinks reflects the market to which
these companies are targeting.
• Many companies are using cross-promotional tactics to reach their consumer base
by integrating their product with extreme sporting events, such as the X-games,
NASCAR and the UFC, as well as advertising their products in connection with
popular music icons.
• In addition cross-promotional tactics, energy drink companies are using creative,
and in some cases intentionally defiant names for their products to draw in
consumers, some examples being Full Throttle, Ammo, Havoc, Hyperdrive and
Morning Spark.
• The target market for energy drinks is broadening as new products are developed
in an effort to reach niche submarkets and differentiate themselves from their
competition.
AMP Media Plan

5. Industry Trends
• Other energy drinks promote the unique qualities that make them stand out from
the rest, such as being all natural, organic, or gluten-free, as well as diabetic- or
vegetarian-friendly.
• Energy drinks are still a developing industry in which a diverse range of new and
innovative products will be seen in the years to come, with new innovations geared
more toward the increasing number of health-conscious individuals.
AMP Media Plan

6. Competitive Analysis
Although there are an abundance of energy drinks to choose from, the majority of
the market share comprises only a handful of varieties, with Red Bull accounting for
38.2% of the market share.
2010 Market share of mainstream energy drinks in the U.S. market
*Includes brands not listed.
Source: SymphonyIRI Group, Chicago. U.S. supermarkets, drug stores, gas/convenience stores and mass
merchandise outlets (excluding Wal-Mart) for the 52 weeks ending May 16, 2010.
AMP Media Plan

7. Competitive Analysis
Red Bull
• Red Bull, which accounts 38.2% of the market, is currently the major direct
competition to all energy drinks.
• Since they entered the energy drink market in the 1990’s they continue to be an
innovator in image marketing and now spend upwards of US$50 million dollars
annually on marketing.
• As they grew, they began sponsoring a variety of sports including Formula One
racing, NASCAR, Motocross, an air race, and even the Red Bull Flugtag, where
people compete to build the best “human powered flying machine”.
(Red Bull – Products & Company, 2011)
AMP Media Plan

8. Competitive Analysis
Monster Energy
• The second major direct competitor for amp is Hansen’s Monster Energy which
had 18.5% market share in 2010.
• Monster Energy is now being distributed by Anheuser-Busch (Hansens Natural,
2011) and has seen good market penetration due to its wide product variety and
highly targeted non-traditional marketing techniques.
• Monster’s 2008 measured media spending was only US$1.3 million despite their
rapid growth, the majority of which was geared towards event sponsorship
AMP Media Plan

9. Competitive Analysis
RockStar
• Coca-Colas RockStar currently enjoys 7.3% of the energy drink market.
• They directly target consumers with edgy media campaigns and sponsorships of
extreme sporting events.
• RockStar has sponsored several Mixed Marshal Arts (MMA) events in
both the UFC and EliteXC fighting leagues with hopes of courting the fans of this
increasingly popular sport. (RockStar Energy Drink, 2011)
AMP Media Plan

10. amp
• Pepsi introduced amp in November 2001 as an addition to the Mountain Dew
brand product line.
• The pre-established recognition of Mountain Dew gave amp a huge advantage over
its competitors. The citrus flavor of Mountain Dew carried over into the amp
product to reinforce the energizing boost that consumers are looking for in an
energy drink.
• In addition to the original, amp Energy offers four additional flavor varieties:
• amp Energy Elevate has a mixed berry flavor.
• amp Energy Lightning has a lemonade flavor.
• amp Energy ReLaunch has an orange citrus flavor.
• amp Energy Traction has a grape flavor
• They also have 2 sugar free options an amp Energy Gum and an orange flavored
amp Energy (fruit) Juice in their brand portfolio. (Amp Energy Drink, 2011)
AMP Media Plan

11. amp
• In an attempt to attract their target demographic, amp is actively involved in a
variety of sport sponsorships including:
• 6 Professional Snowboarders
• 3 UFC fighters
• A Nascar team including the sports most popular driver, Dale Earnhardt Jr.
(Amp Energy Drink, 2011)
• In 2008, amp ramped up their measured media spending to US$18.3 million in an
attempt to increase their market share.
AMP Media Plan

12. amp S.W.O.T
Strengths Opportunities
• Financial backing from PepsiCo • Continued growth of the energy drink segment
• Very visible brand ambassadors which appeal to • Chance to establish a niche positioning in an
core demographic overcrowded market
• Distinct ‘Mountain Dew’ taste, which • The influence of PepsiCo to secure lucrative
differentiates it advertising and media cooperation, deals and
• Strong product line with numerous varieties partnerships
• A very descriptive brand name • A huge amount of other PepsiCo products to do
cross-promotions with
• Use of social media and online tactics to appeal
to the target
• Make the amp name synonymous with entire
categories as opposed to only individual
spokespeople
Weaknesses Threats
• Decreasing market share • Continuously growing competition
• Use of marketing tactics already dominated by • Red Bull and Monster’s continued domination
others (extreme sports sponsorship, UFC, etc.) • Poor economic conditions
• Concerns over health impacts
AMP Media Plan

13. Business Objective
To increase current brand awareness among teens and
young adults by 10% from 14% to 24% in one year
while staying within the US$22 million budget and
securing the number 2 spot in the category over
Monster Energy.
AMP Media Plan

14. Communication Objective
To establish amp as the new ‘in drink’ for teens and
young adults by distinguishing it from an ever growing
field of competitors.
AMP Media Plan

15. The Target
Target Audience Objectives
To convince the primary identified target market, 18-34
years old males, that amp is the energy drink brand
that understands them best in terms of their likes and
dislikes by not trying to force feed them bland and obvious
advertising messages.
AMP Media Plan

16. The Target
Target Demographics
18-34 year old males who lead active lifestyles.
Their salary range is between $20,000-$39,999 and they are currently single or engaged.
They generally do not own a home which indicates that they more than likely currently renting.
They work in natural resources, construction and the maintenance industries.
Target Psychographics
They could be best described as experiencers who want a product that will help them maintain
their high paced and impulsive lifestyles.
In an energy drink they are looking for a product that gives them the boost they need to
participate in sports, outdoor recreation and various other social activities.
Target Strategy
The goal is to turn current heavy users of our competitor’s products into brand switchers by
appealing to what is deeply important to them, and once they have tasted our product to keep
them loyal through continued communications that adapts to their changing interests.
They have a warped and witty sense of humor and are very cynical about advertising in general.
MRI media usage patterns indicate that are very interested in a variety of sports including extreme
sports, cars, motorcycles, music, offbeat comedy and heavily into gaming on both PCs and gaming
consoles. The numbers also indicate that they are very active online, both on PCs and mobiles.
AMP Media Plan

17. The Target
The demographic profiles for amp, Red Bull, Monster Energy and the category users are fairly
consistent with each as is indicated in the following tables of MRI index numbers.
Category Amp Red Bull Monster
Index Index Index Index
Men 18-34 233 315 260 304
Occupation: Natural Resources, 173 216 169 203
Construction and Maintenance
Occupation
HHI: $30,000-$39,999 124 143 119 142
Marital Status: Never Married 170 228 188 195
Source: MRI, Fall 2010
The numbers do however indicate that the Monster Energy drink consumers are almost identical
to amp consumers in terms of demographics.
These are the consumers we will be looking at converting.
AMP Media Plan

18. Target Rationale
While targeting a demographic group which the rest of the competition has overlooked may seem
lucrative, it will be far more difficult to reinvent the category as apposed to simply ‘stealing’
consumers from the competition. Much research and effort has been put into attracting the
current target by everyone in the category so we thoroughly understand them.
Appealing to what makes them who they are and appealing to them on a deeper level will be the
most successful strategy.
As the energy drink category does not evoke as much brand loyalty as other categories, like
sneakers or beer, it will be far easier to convert indifferent consumers as opposed to creating brand
differentiators that appeal to a completely new target.
AMP Media Plan

19. Geographic Objectives
In addition to the Midwest, where amp enjoys a relatively high penetration, we will
take advantage of the energy drink boom across the US by heavily promoting amp
Energy drink in these key markets in order to increase market share across the
country:
• Chicago, IL
• Dallas, TX
• Denver, CO
• Detroit, MI
• Las Vegas, NV
• Los Angeles, CA
• New York, NY
• Philadelphia, PA
• San Francisco, CA
AMP Media Plan

20. Geographic Rationale
MRI index numbers indicate that currently amp is predominantly consumed in the Midwest, while its
numbers fall below the category norms in the rest of the US. The goal is target areas with high category
usage (CDI) and high concentrations of demographics that match ours. Some of these areas are
dominated by our competitors and this is the perfect opportunity to make inroads and establish amp as
a more national brand by converting some of these energy drink consumers.
The following table illustrates the cities, CDI numbers and target population which matches our demographic.
Market Potential
Market Name HHs Est. Users Index (CDI) M18-24 M25-34
Chicago, IL 3515299 1089782 109 468453 680786
Dallas, TX 2449167 730764 105 329792 529059
Denver, CO 1513276 449215 104 193831 309598
Detroit, MI 1936592 574577 104 235082 317831
Las Vegas, NV 715284 231561 114 84619 144844
Los Angeles, CA 5759523 1975624 121 913901 1290317
New York, NY 7554817 2409489 112 931211 1348557
Philadelphia, PA 2967638 860132 102 383602 476368
San Francisco, CA 2529617 729476 101 294510 486587
Food & Drinks: Drink Energy Drinks--Experian ® SimmonsSM, 2008
© 2009 The Nielsen Company. All rights reserved.
AMP Media Plan

21. Seasonality Objectives
Amp Energy will follow a pulsing schedule beginning in January through November.
Some media will run continuously from January to November.
There will be 1 month bursts of heightened media presence in February, May,
August and November as illustrated in the table below.
AMP Media Plan

22. Seasonality Rationale
The bursts of heightened media presence will coincide with specific promotions
and events planned for these months.
The remainder of the schedule has low-level media activity designed to simply
support and maintain brand awareness during non-peak months.
The months of peak activity were chosen to not directly compete with vacation
periods as it important for the specified target to be situated in their specified
geographic locations when promotions are run.
A 2 month low activity period was chosen in-between peak activity periods to avoid
overwhelming potential customers with constant messages as we are aware that
they are generally cynical about advertising and we don’t want to risk overexposing
them.
AMP Media Plan

23. Consumer Insight
I am a person who does not conform to trends, I start them.
I know what I like and I support it with all my being.
I don’t like to be told what to think and what to like.
I am the definition of an individual.
AMP Media Plan

24. Connection Idea
Amp is an energy drink brand that has chosen to listen instead of talk.
We understand the need for individualism.
Amp understands the needs of the complicated people who refuse to
conform and celebrates this attitude.
Amp does not want to convince these people to simply choose it for
an energy boost, it wants them to identify with what it stands for.
AMP Media Plan

25. Media Mix
While it may not be a traditional media planning practice to theme a media
plan, this specific plan for amp is designed with a central theme in mind.
The theme and recommended media outlined in this plan will appeal to our
target in such a way that will have them thinking “this is a brand that
understands me in a way that others don’t”.
The theme for the media plan is a single word that has been invented by us.
The theme will be given life through the use of traditional and non-traditional
media carefully designed to build awareness and engage all of our target’s
senses.
The word is ‘AMPology’.
AMP Media Plan

26. Media Mix
Our definition:
am·pol·o·gy
noun
The science that deals with the origins and cultural
development of all things cool.
AMP Media Plan

27. Media Mix
Through the use of leading research tools such as MRI, we were able to pinpoint our
prospects' media preferences which gives us invaluable insights into what appeals to
them.
The proposed media list was carefully selected by analysing the target’s consumption
trends and by studying what our main competitors, Red Bull, Monster Energy and
RockStar Energy use in terms of media.
PRODUCT B-to-B Cable TV Hispanic Mags Hispanic Newsp Local Mags Local Radio Magazines Natl Newsp Natl Spot Radio
AMP : Energy Drink 0.0 6055.7 0.0 0.0 0.0 0.0 196.6 0.0 573.7
Monster : Energy Drink 39.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Red Bull : Energy Drink 10.4 18243.4 0.0 0.0 0.0 886.4 171.3 0.0 0.0
Rockstar : Energy Drink 0.0 0.0 0.0 0.0 0.0 71.0 12.2 0.0 0.0
PRODUCT Network Radio Network TV Newspapers Outdoor SLN TV Spot TV Syndication US Internet Grand Total
AMP : Energy Drink 0.0 11218.8 0.0 2.3 0.0 58.0 0.0 143.2 18248.3
Monster : Energy Drink 0.0 0.0 0.0 0.0 0.0 0.0 0.0 2.2 41.5
Red Bull : Energy Drink 0.0 15185.4 8.7 3060.8 4750.7 118.9 8517.6 332.6 51286.2
Rockstar : Energy Drink 0.0 351.0 0.0 0.0 0.0 0.0 0.0 8.4 442.6
Source: MRI, Fall 2010
AMP Media Plan

28. Media Mix
By taking a leaf out of Monster Energy’s book, who are gaining on the
category leader year-on-year with a fraction of their budget, event
sponsorship will play an important role in this media plan.
Traditional media such as radio and magazines will play more of a
supportive role to the key drivers behind this plan, online (including
branded entertainment) and sponsored events.
The goal is to dominate online advertising and event sponsorship and
steal some of Monster’s loyal consumers and not try to compete with Red
Bull within more traditional forms of media… yet.
Traditional mediums like radio and magazines will be used throughout
schedule to build brand awareness and inform and the non-traditional
mediums will be used to generate buzz and excitement around AMPology
and through association, the brand.
AMP Media Plan

29. Media Mix
The Media Mix will include:
• Online (including social media, branded entertainment and
banners)
• Event Sponsorship
• Network & Spot Radio
• Guerrilla (Outdoor)
• Magazine
• Mobile
AMP Media Plan

30. Online – Branded Entertainment
Once again we are breaking with tradition by first introducing a non-traditional form
of media as apposed to a traditional medium like radio. This is important as it
establishes and best describes the ‘theme’ outlined earlier.
The AMPology website
As indicated in the pulsing schedule, major communication will take place in February,
May, August and November.
Each of these months will have a theme that connects with our target:
• February: The AMPological study of the sports fanatic (The month of the sports fan)
• May: The AMPological study of the gamer (The month of the gamer)
• August: The AMPological study of the speed freak (The month of the driver and biker)
• November: The AMPological study of the music fan (The month of the socialite)
The goal is to establish these months as months dedicated to those specific groups of
people in a similar way that Valentines Day appeals to romantics.
AMP Media Plan

31. Online – Branded Entertainment
A short documentary dedicated to the theme will be created and published on the AMPology
website during the relevant months.
Each documentary will be broken in to 4 parts, 5 minutes each, and published on the AMPology
website at the beginning of each consecutive week of the identified months.
The content of the documentaries will be quite factual and witty at the same time. Each will be
created from the perspective of the fan and discuss their relationship with the subject (sport,
games, cars & bikes and music) and how they have interacted with the genre/subject since it’s
first inception.
The goal is to directly align amp with the fans of certain genres as apposed to simply trying to link
the brand to the genre which most other brands in the category do.
The amp Energy drink will be integrated into the script and appear in the scenes in a non-obvious
and humorous way. Viewers should not think of it as blatant product placement, but simply part
of the set.
There will be a week break in between episodes to generate anticipation and to allow buzz and
word-of-mouth to be generated.
AMP Media Plan

32. Online – Branded Entertainment
The following are brief examples of the style and content of the
documentaries and a demonstration of how amp can be integrated into
them.
*(please note that these are by no means final executions or intended in any
way to influence the advertising agencies creative department, but simply a
brief description of style in order to clarify the type of content that could be
contained in them)
AMP Media Plan

33. Online – Branded Entertainment
February: The AMPological study of the sports fanatic
The first episode could begin with scenes of the very first organised sport, the Mayan version of
soccer called ‘ball game’. There could be interviews with fans of the game (dressed in traditional
Mayan outfits with their teams logo somehow integrated) while the game is being played in the
background.
An example of how to integrate amp into the scenes could simply be the winning team, on
completion of the game, pouring a liquid (amp) over the
winning coach (as is traditional in modern
American Football games), the liquid
could be contained in a water carrying vessel
relevant to the time period (wicker basket
or clay pot) with the amp logo somehow
integrated onto the vessel.
The sports fans could also be consuming
primitive versions of the drink in the crowd.
The remainder of this episode and the
next 3 would document the evolution of the
sports fan up until today in a witty, tongue-in-cheek
documentary style.
AMP Media Plan

34. Online – Branded Entertainment
May: The AMPological study of the gamer
The first episode could show scenes that modern gamers can relate to. It could show early fans of
video games like Pong talking about the games, playing the games late at night, all while being
fuelled by retro looking amp bottles, as Pong originated in the early 70s. The gamers could be
talking as passionately about these primitive arcade games as gamers today talk about their
beloved ultra-realistic shoot-em-ups. As the episodes progress, the outfits of the gamers, their
slang and the computers they use would reflect the era, the style of the amp cans in the scenes
could also represent the era.
AMP Media Plan

35. Online – Branded Entertainment
August: The AMPological study of the speed freak
The first episode could show scenes a primitive man doing up his horse drawn cart in an attempt
to get the best possible performance out of it. He could be adding ‘bling’ to the cart as well as
putting on low-profile wagon wheels etc. Amp logos could be integrated into the scene through
stickers on the cart. He could be discussing the horse power of his… well horses.
As the episodes progress, the types of vehicles would be representative of the time period all
while integrating modern trends that speed freaks today can relate too.
AMP Media Plan

36. Online – Branded Entertainment
November: The AMPological study of the music fan
The first episode could show scenes of a primitive band with fans holding up lit torches as
apposed to lighters. The musicians on the ‘stage’ would be playing primitive instruments
including bone flutes, cow hide drums etc. There could be interviews with the fans discussing the
band and instruments etc. A possible way of integrating amp into the scenes would be fans
throwing primitive versions of the drink at the band in disapproval and so on.
As the episodes progress, the styles of music, instruments, outfits etc., would progress until the
modern day.
AMP Media Plan

37. Online – Branded Entertainment
In addition to the documentary webisodes, the AMPology website will contain other information
relating to a sponsored event at the end of the month with the same theme as the webisode
content. The sponsored events are described later in the plan.
There will be also be a link to the amp Energy website however there will be no other
information about the drink on the website as this may be viewed as a too much of a hard-sell by
some viewers.
AMP Media Plan

38. Online – Search Engine
Customized banners on the Google homepage will be used to drive traffic to the AMPology
website on the first day of the themed months.
The days will be known as the DAY OF THE SPORTS FAN (in February), the DAY OF THE GAMER
(in May), the DAY OF THE SPEED FREAK (in August) and the DAY OF THE MUSIC FAN (in
November).
Google currently customizes their logo on special days to highlight that day in history as can be
seen below.
A deal will be negotiated with Google to ‘own’ their logo for these 4 days for amp Energy drink
and artwork will be developed in collaboration with amp’s creative agency. The Google logo will
be themed to coincide with the themed days.
There are an estimated 7.2 billion daily page views on google.com and large number of these
viewers would click on the customized logo and be directed to the AMPology website.
AMP Media Plan

39. Online - Banners
Our target are heavy users of the Internet. They use the Internet for everything from social networking
to researching topics for school and university.
Banners advertisements will be placed on various websites of interest during the peak months to drive
traffic to the AMPology website and highlight the sponsored event which takes place at the end of the
month.
Websites selected for the banner ads will both relate to the months theme and to the targets interest.
Some examples of these websites are:
• UFC.com
• Gamespot.com
• ESPN.com
• Imdb.com
• g4tv.com
• Maxim.com
• Metromix.com
• Topgear.com
• MTV.com
AMP Media Plan

40. Social media
Social media websites including Twitter and Facebook will be used heavily for the first the
month leading up to the launch of the webisodes and the AMPology website.
The goal is generate a buzz surrounding the campaign and those in charge of the social
media efforts should actively engage consumers as apposed to simply providing them with
an information source on the product. The role of the social media effort is to establish
meaningful conversations between the brand and the consumer.
Prominent bloggers who discuss topics related to the months theme will also be
incentivised to discuss the site on their blogs.
Facebook and Twitter will also be used on the non-media heavy months to promote the
amp energy drinks, discuss topics relating to AMPology and build up anticipation for the
next AMPology themed month.
Once the webisodes have all aired on the AMPology site, they will be placed on YouTube to
generate additional views.
AMP Media Plan

41. Magazines
• Members of the identified target use magazines to supplement their knowledge of topics that
they are interested in. Magazines are an ideal way of reaching a specific target and they also
have a longer readership than other forms of print media. They also generally have excellent
reproduction quality and offer creative flexibility.
• Magazines will be used for the entire media cycle, January through November.
• The goal of the magazine ads is to directly inform and directly promote the amp Energy
drinks.
• They will not be used to promote AMPology as magazine lead times and seasonality are not
easy to control, especially when the desired promotion period is so specific.
• Magazines with content related to sport, video games, men's interests, music and automotive
content will be used, including:
• Car and Driver
• PC Gamer
• Maxim
• MMA Worldwide
• Rolling Stone
AMP Media Plan

42. Radio
• Spot and national radio will be used over the entire media schedule, January to
November, to generate awareness by reaching a large portion of our target with
generic brand messages to support the magazine print campaign.
• Radio will also be used to generate awareness of the events which take place at the
end of the media heavy months during these months.
• National radio will place emphasis on daytime, evening drive and night-time day
parts.
• Spot radio will place emphasis on the morning drive and night-time day parts.
• Stations like top 40 stations will be used as they appeal directly to our target, 18-34
year old males.
• Night-time slots have been included on both national and spot radio as our target
is likely to be active and listening at this time.
• All days parts are being used to maximize audience reach.
• Radio was chosen for its ability to evoke the imagination of the consumer, and is an
ideal opportunity for AMP to connect with consumers.
• None of amp’s competitors in the top 3 make use of national and spot radio.
AMP Media Plan

43. Guerrilla Outdoor
• Small posters with factoids relating to the relevant themes with a call to action to visit the
AMPology website will be strategically placed in locations around the identified cities to
generate interest and curiosity.
• The poster campaign will begin 2 weeks before the ‘heightened’ media activity months to
generate buzz and awareness of the AMPology website.
• Locations will include:
• University noticeboards
• Lamp posts
• Trash Cans
• Nightclubs
• In addition to these locations, a poster will placed in movie theatres next to the ‘coming soon’
light-boxes. Once again with a call to action directing the viewer to the AMPology website.
AMP Media Plan

44. Event Sponsorship
• The culmination to each of the themed months will be a sponsored event related to the theme of the specific
month:
• February: Sporting Event
• May: Gaming Event
• August: Automotive Event
• November: Music Event
• The events will take place in 4 key identified cities which include: Chicago, New York, Las Vegas and Los
Angeles.
• The main sponsor for these events will be amp and they will be co-sponsored by other large PepsiCo brands
including Frito-Lay.
• Celebrities relevant to the specific themes will be invited to the events as an extra draw card.
• There should be some relevance and relationship to the online campaign so there will be more of a focus on
the fan as apposed to only the genres, music, gaming, automotive and sport.
• One example of integrating the theme into the events is putting together a ‘primitive’ music super-group to
play at the music event. (Ian Anderson from Jethro Tull on the bone flute. Joe Satriani on an early primitive
guitar. Dave Weckl (in many peoples opinion the worlds best drummer) on a primitive drum etc.)
• An example of integrating the fans more closely into the event could be having an autograph table with sports
fans seated at it and having sports icons walking past requesting the autographs of the fans. A reversal of roles
to say thank you to the fans for a change.
AMP Media Plan

45. Mobile
• An AMPology smartphone app will be developed and freely available for download.
• The app will include content relevant to the themes: gaming, music, sport and things that go
fast as well as information on amp’s portfolio of energy drinks.
• It will have updates on events, developments in the various industries, and funny historical
facts of the topics.
• All content will be ‘sponsored by amp Energy’ to firmly tie it back to the brand.
• The mobile app will be available throughout the media cycle and beyond.
• The app will also be used as a distribution mechanism for coupons for amp Energy drinks.
AMP Media Plan

46. Media Not Recommended
Television
There are a number a reasons for not including television as a medium in this plan. Firstly,
television is far too expensive and dedicating a large portion of the budget to television
advertising which is currently dominated by Red Bull, the category leader, would be a foolish
decision as it would deprive other activities of the much needed funds they require in order to be
truly effective. Television is also an expected medium in the category, and as we are aware, our
target is generally cynical about advertising. While television does have many benefits over other
mediums it may in this case be a bit too traditional.
Traditional Outdoor:
While billboards may be a very good way to generate frequency, once again, they may be too
traditional and our communication may be handicapped by competing with a multitude of
brands in the same and different categories including Red Bull who use them.
The media plans most significant benefit is the short bursts of communications that engage
consumers. Billboards are far too long lived for the purposes of this campaign. They are also
more of a reminder medium and don’t truly give the consumer a reason to buy by engaging and
establishing a connection with them.
AMP Media Plan

47. Media Schedule
AMP Media Plan

48. References
• Amp Energy Drink, 2011. http://www.ampenergy.com/
• Datamonitor. 2008a. Functional drinks in the United States. http://www. datamonitor.com.
• Datamonitor. 2008b. Global functional drinks. http://www.datamonitor.com.
• Energy Fiend. 2009. http://www.energyfiend.com/category/energy-drinks
• Lal GG. 2007. Getting specific with functional beverages. Food Technology 61(12):25–31.
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