This campaign promotes the energy drink V by creating an interactive experience through a mobile app and promotional vans. The app allows users to locate the vans, view events, participate in challenges like a race between vans, and check-in at locations. The vans offer free tickets, host photo and gaming competitions for prizes, and have digital displays showing content from the app. The goal is to make getting a V an adventure and topic of conversation, positioning the brand as part of memorable social experiences when energy is needed late at night.
3. V loves the Nightlife
V is an energy drink, so the question is ‘When would 18-24 year olds
require an energy drink?’
Answer: A Night Out
Imagine it is late at night. Your tired and running low on energy. But
thanks to the new ‘V App’ on your phone, it locates the nearest V-Van to
give you that energy burst you need. And so off you go, and the journey
begins.
4. Destination Unknown
The main objective of the campaign is for consumers to
relate V with memorable moments.
My strategy will do this by making the journey to get a V an
adventure, from video games, free tickets and a photo
competition. It will soon be a topic of conversation as to
‘What happened with you got your V?’
5. Tactical Execution
Campaign Running Time: Summer Dec 1st to Feb 31st
State Coverage; 2 Vans for VIC,NSW,QLD,WA (CBD).
Budget: $500,000
This campaign while being digital, will need a large budget as it requires
creating a phone/tablet application dubbed the ‘V App’ and Promotional
Vans that need the following technologies to utilize the campaign’s digital
requirements.
• Digital banners
• Cameras
• Xbox systems with MW3,
• Synced software which allows Phones to link with Vans.
Promotional vans for the campaign are to be called ‘V-Vans’ and are a great
way to promote brand awareness and create unexpected and
memorable social encounters.
7. V App: Overview
• Locate: The ability to locate the V-Vans on GPS.
• Info: Contains information about V and talks about upcoming
events it sponsors. ‘V-Vans will be at the Big Day Out’
• The Race: See next slide for more info.
• Vote: Choose your favourite V flavour.
• Check In: Show your mates where you are and what your
doing. HashTag# your position and win prizes for number of
places you visit.
• Blog: A forum talking about interesting stories related to V.
Blogs posted are shown on the V-Vans digital banners.
• Photos: View all the photos taken from the V-Vans and vote.
• V Logo: Links to the V Website
• Facebook and Twitter Symbols: Links to their respective sites
with V pages.
8. V App: The Race
One feature on the V app is ‘The Race’. You sync up your phone with
the V-Van at one location and you must then go and sync up with
the other V-Van location, the first one there wins a pair of
promotional shoes (once a night competition)
V App: Social Networks
The V App also links people to the V’s Social websites such as V’s face
book and twitter pages. All blogs can appear on the V-Van digital banner
and creates great social interaction especially with the Hashtag# feature.
10. V-Vans: Free Tickets
To help relate V with creating memorable
moments, The V-Vans will offer free tickets to
venues around the area, allowing for cheaper entry
or free drinks. This is too keep the party going and
to make more great memeories. This is targeted
towards women as they may not be big fans of
video games so need something else to motivate
them to search for the Van.
11. V-Vans: Photo Competition
This photo competition is to be called the ‘$10,000 Pose'. The V-
Van’s promoters will ask if want a picture posing with a V can.
The photos can than be viewed and voted on the V’s Facebook
(this will help push up the number of people who ‘like’ V). The
photo with the largest numbers of ‘likes’ at the end, wins the
$10,000 cash prize
This competition will encourage a lot of word of mouth from
people telling their friends to vote for them online or to even
enter themselves into the competition.
13. V-Vans: Gaming Competition
When people arrive at the V-Vans, not only will
they offer free ‘V’s to customers and club tickets
but also have Modern Warfare 3 (MW3)
running, so that the customers can compete for
more prizes. The Winners get ‘V’ t-shirts and other
promotional merchandise.
