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We want to tell you a story…
In 1995, El Sabor Tequila
launched in the U.S.
But the world has changed
since we were founded 20 years
ago.
1998 2001 2003
2004 2006 2007
Culture
Hyper-Connected Curated Self Unreleastic Aspirations
Category
Go Big or Go Home
The sip turned into
the shot.
Consumer
Our reality is different
El Sabor Tequila
Back to our roots
#LiveEveryday
OBJECTIVE
• Motivate the “work hard to play hard” consumer
target to choose our tequila as their preferred brand
of choice...
MEDIA PLANNING MEETS CONTENT PLANNING
Cofactor empowers brands to eliminate the limitations of either/or decisions, unleas...
HASHTAG
• Activate social influencers to evangelize their
followers to share their own everyday moments with
#LiveEveryday...
• Call to Action. Social, email and mobile
promotional efforts will drive consumers to share their
#LiveEveryday moments b...
SOCIAL
• Activate social influencers to evangelize their followers to
share their own everyday moments
• Share influencer ...
#LiveEveryday
#LiveEveryday
Orange Team "Freshly Squeezed" Brand Hack Presentation - DAIC, 8/25/15
Orange Team "Freshly Squeezed" Brand Hack Presentation - DAIC, 8/25/15
Orange Team "Freshly Squeezed" Brand Hack Presentation - DAIC, 8/25/15
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Orange Team "Freshly Squeezed" Brand Hack Presentation - DAIC, 8/25/15

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The Orange Team (a.k.a. "Freshly Squeezed")'s brand hack presentation for tequila, from Digiday Agency Innovation Camp in Vail, CO - August 25, 2015.

Publié dans : Marketing
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Orange Team "Freshly Squeezed" Brand Hack Presentation - DAIC, 8/25/15

  1. 1. We want to tell you a story…
  2. 2. In 1995, El Sabor Tequila launched in the U.S.
  3. 3. But the world has changed since we were founded 20 years ago.
  4. 4. 1998 2001 2003 2004 2006 2007
  5. 5. Culture Hyper-Connected Curated Self Unreleastic Aspirations
  6. 6. Category Go Big or Go Home
  7. 7. The sip turned into the shot.
  8. 8. Consumer Our reality is different
  9. 9. El Sabor Tequila Back to our roots
  10. 10. #LiveEveryday
  11. 11. OBJECTIVE • Motivate the “work hard to play hard” consumer target to choose our tequila as their preferred brand of choice TARGET AUDIENCE • 25-35 year olds • Young professionals • Top 10 tequila consuming cities BUDGET & TIMING • 1 month campaign flight • $1MM
  12. 12. MEDIA PLANNING MEETS CONTENT PLANNING Cofactor empowers brands to eliminate the limitations of either/or decisions, unleash the power of their brand and content, and intelligently deliver precise digital advertising that drives purchase. Onboard Activate Distribute
  13. 13. HASHTAG • Activate social influencers to evangelize their followers to share their own everyday moments with #LiveEveryday CREATIVE • Drive engagement with a custom meme generator ad that allows users to create and share their own #LiveEveryday photos without ever leaving the ad VIDEO • Create awareness and build momentum with dynamic video that highlights the #LiveEveryday hashtag and meme generator
  14. 14. • Call to Action. Social, email and mobile promotional efforts will drive consumers to share their #LiveEveryday moments by encouraging them to book a ride with Uber during a weekend activation • Uber Experience. After arriving at their destination of choice, the consumer will receive a sponsored “surprise and delight” message in place of their trip receipt confirming El Sabor Tequila has paid for their ride. Branded messaging will encourage consumers to enjoy their “every day moment” wherever their final destination may be • Social Share. Consumers will be given the opportunity to share #LiveEveryday with friends via their social channels
  15. 15. SOCIAL • Activate social influencers to evangelize their followers to share their own everyday moments • Share influencer content and “best of” consumer content on owned social channels and amplify to local audiences • Create a custom #LiveEveryday filter for SnapChat EMAIL • Send out email blasts to El Sabor Tequila and partner CRM lists to reach target audiences within our 10 target cities MOBILE • Geo-fence major downtown locations and office buildings within our 10 targeted cities to target young professionals within our target audience
  16. 16. #LiveEveryday
  17. 17. #LiveEveryday

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