2012 Entry for the ad-tech digital young guns competition. Digital Strategy by "Dom"/ Demetrio Gil from Voodoo Interactive. Special Thanks to Amy Wenden and www.VoodooInteractive.com.au

1. The V Challenge:
PowEring Social EncounterS
CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS

2. THE V BRAND...
PRODUCT
Slim can
Large Can
Plastic Bottle
Spin-off isotonic flavour
Berry flavour
Blue Flavour
Black Fla vour
PLACEMENT
Distributed in Aus/NZ/Spain
Convenience Stores
Petrol Stations
Grocery stores (Small + big)
Generall not in night clubs
y
or bars/pubs
Not in schools
SOCIAL
V-MUSIC Sponsors 15 festivals
V-Energy interactive digital
image wall
V-PAINTBALL
V-GAMING
CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS

3. THE COMPETITORS...
REDBULL
45% of market
Slim cans + bottles
2 flavours
Sponsor stars, EVENTS, BOTH
sporting + entertainment
Synonymous with alcoholic
mixers such as vodka.
Similar pricing + distribution
in Aus/NZ.
Rockstar
2% of market
Big Cans (mainly)
MULTIPLE flavourS
Focused on extreme sports &
lifestyle (Rock + roll/Tattoo)
Similar pricing + distribution
in Aus/NZ.
Monster
2% of market
Big Cans
MULTIPLE flavours
Focused on extreme sports +
lifestyle
Similar pricing + distribution
in Aus/NZ.
CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS

4. THE V FOCUS...
DAYTIME
social
Unexpected
fun + FREE
powers the moment
a good time
memorable
CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS

5. THE TARGET...
FASHIONABLE
SOCIAL FIT
TO-BE-SEEN
LOW INCOME 18-24 YRS CAREFREE
CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS

6. THE IDEA...
‘AN INTERACTIVE SOCIAL PLATFORM THAT ALLOWS USER GENERATED INPUT IN CREATING MEMORABLE PARK PARTIES’
CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS

7. THE USER BENEFITS...
ON THE GO PLANNING WITH MATES
WEATHER FORECASTS. PARK INFORMATION. LOCATION. DIRECTIONS. GUEST INVITES. TIME.
SHARED OWNERSHIP
WHO BRINGS WHAT. FOOD. MUSIC. GAMES. BLANKETS.
CREATES A STORYBOOK OF MEMORIES
A DIGITAL PLATFORM ALLOW multiple social media content TO PIECE TOGETHER MEMORIES FROM THE PARK PARTY.
THINK FACEBOOK TIMELINE. BUT ALLOWING AN events to be tracked through the ENTIRE lifecycle
CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS

8. THE BENEFITS FOR V...
V IS ALIGNED WITH... V IS NOT ALIGNED WITH...
COMMUNITY violence
SPONTANEITY
END OF THE NIGHT
DAYTIME
MEMORIES BOREDOM
BEING ACTIVE WRECKLESSness
CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS

9. THE CURRENT PLATFORMS...
facebook TWITTER instagram YOUTUBE FLICKR google+
SHARING OF HIGH SOCIAL SHARING,
GREAT FOR CONTENT Sa what you feel/sEE/
y INSTANT + quick SOCIAL VIDEO SHARING
QUALITY photos STREAMING VIDEO CON-
SHARING, MESSAGING + think there + then. MEMORABLE PHOTOS
VERSATIONS + SECURITY
CHATTING
Constraints + CONSTRAINTS + CONSTRAINTS
NO COLLABORATIVE PLANNING
EVENTS CANNOT BE VIEWED EASILY THROUGH THEIR WHOLE LIFE
DIFFICULT TO QUICKLY CREATE AN EVENT ON THE GO
CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS

10. THE NEW TECHNOLOGY...
integration Accessibility functionality
* notifies friends immediatel of idea
y
Web Application
* users constantl collaborate/message/
y
share ideas in centrall viewed location
y
Mobile Web Application * ALLOWS GUESTS TO BECOME INVOLVED IN
Collaborative planning
* Voting/liking on possible activities, food
location, etc
iPhone application
* Syncs to calender + sends guests reminders
* SHARES THE Weather forecast
Android application * GIVES Directions
* PROVIDEs Information about parks
* SUGGESTS food themes with food + shopping
BlackBerry Application ;lists
* OFFERS suggestions of Predefined park
activities/games,
Windows & Mobile Application * Reuse previous party plans/suggestion
* Get points every time you interact –
Host, Participate, Share update/status,
upload photo’s etc
Facebook Application
CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS

11. THE LIFE CYCLE...
IDEA PLAN EXECUTE REVIEW
IDEA SEND FOR INTEREST PLAN AS FINALISE PREPARE START CARRY FINISH REMINISCE REUSE
INTEREST GAINED A GROUP PLAN FOR EVENT EVENT OUT EVENT TO PLAN
EVENT ADD MORE SIMILAR
SEND CHECK PHOTO’S EVENT
REMINDERS IN POST
PHOTO’S ADD NEW
FRIENDS
COLLABORATE + CREATE CONTENT + SHARE + LIKE
CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS

12. THE CAMPAIGN...
$1,000,000
Technology Roll Out MEDIA & ADVERTISING CAMPAIGN + PROMOTION
EXPAND FUNCTIONALITY $25K $25K SOCIAL MEDIA CAMPAIGN
EXPAND FUNCTIONALITY $50K $25K SOCIAL MEDIA CAMPAIGN
WINDOWS 7 APPLICATION + EXPAND FUNCTIONALITY $50K $40K promote via mainstream media + SOCIAL MEDIA CAM-
PAIGN
BLACKBERRY NATIVE APP + EXPAND FUNCTIONALITY $75K $75K promote through festivals + digital music media
(that is currently used for festivals)
ANDROID NATIVE APP + EXPAND FUNCTIONALITY. $100K $75k launch australia/nz via social media CAMPAIGN
IPHONE NATIVE APP + FACEBOOK APP $150K $0
V BRANDED NATIVE BROWSER APP FOR MAJOR SMART $150K $0 target brand advocates directly.
PHONES SERVING MOBILE WEB APP + EXPAND FUNCTIONAL- allow entry through ‘invite only’
ITY
WEB APP + MOBILE WEB APPLICATION WITH KEY LIMITED $150K $0
FUNCTIONALITY
BEGIN rollout BEGIN campaign
CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS

13. THE controlled RISKS...
COMPETITOR COPY CATS CONTINUOUS INNOVATION OF USER
EXPERIENCE, FUNCTIONALITY + TECHNOLOGY
LOW UPTAKE ITERATIVE DEVELOPMENT, CONSTANT
FEEDBACK + USER TRIALS
LIMITED FUNCTIONALITY KEY FUNCTIONALITY CREATED TO WORK
ACROSS DIFFERENT DEVICES ACROSS ALL DEVICES
CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS

14. THE potential...
DAYTIME
social
unexpected
fun + FREE
powers the moment
a good time
memorable
CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS

15. THE FUTURE OPPORTUNITY...
with the potential for...
v-road trip
V OWNING THE
SOCIAL SEGMENT
v-bbq
AMONGST ENERGY
DRINK BRANDS
CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS

16. THE CREDITS...
Digital Strategy by...
“Dom”/Demetrio Gil
With Thanks to...
Amy Louise Wenden
+
Voodoo Interactive
CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS