The V.social festival in your backyard campaign

Michael Scott

Shifting young consumers’ attitudes towards the V brand and embedding the V product as the catalyst powering

the moment

The .social festival in your backyard

GoalsShift perceptions of the brand across the following attributes:V. Social is something I’d share with my friendsV is the coolest energy brandObjectives To have 50,000 contestants engage with the campaign by

signing up for the v.social festival in your backyard competition

To fuel 200,000 Facebook mentions of the campaign in February 2013

goals and objectives

The V.Social campaign will position V at the centre of the target audiences’ published world. It will use social media connections to spread the V brand story.

the idea

The V.Social campaign will use mobile and social media gaming applications to create chatter, boost brand exposure and communicate V’s brand story.

how

The campaign centres on a Facebook competition (built within the existing V page) which uses a points system that rewards drinking V with friends and sharing great social experiences online.

the competition

Contestants join the game by signing up as a team within the V Facebook page. The objective of the game is simply to score the most points over a two-week period.

Contestants score points by purchasing cans of V and scanning the QR codes on the can. Every time an entrant scans a QR code, their team scores points. Entrants can only claim points for two cans per day, ensuring that the brand isn’t encouraging excessive consumption of V.

the competition

The points accrued for each can purchased multiplies by the number of people in the team. This creates an incentive for teams to invite as many people as possible to improve their chances of winning.

During the campaign there will be various challenges posted on the V wall providing opportunities for teams to earn bonus points. These challenges will be about engaging with the brand. Tasks like uploading a team photo with V cans in hand or posting a V can as your profile picture.

the competition

Clearly this competition involves a high level of participation and engagement from the contestants. Accordingly, the incentive to win has to be huge.

the prize

The prize for the winning team is the opportunity to work with V to

curate a customised festival in their ‘backyard’. This prize offers

a once in a lifetime opportunity for the winners to create an unforgettable event that offers them enormous social cache among their peers.

Social media obsessionThis target market is obsessed with social media. Young people (16-24) check social media sites an average of 27 times per week and are three times more likely than the rest of the population to connect using online gaming. (Roy Morgan Research, 2011)

why

Desire to connect onlineYoung people have a near compulsive need to connect with their friends. Social media sites have made keeping in touch easier. This is a key motivator driving young people to consume an average of 21 hours of digital media per week (Roy Morgan Research, 2011).

why

‘Share a coke’ was enormously successful in generating discussion about the brand. The social media driven campaign delivered more than 1.5 million newsfeed mentions, a 900% increase in posts on coke’s wall and 60,000 customers ordered personalised cans.

This campaign is different. It targets a tighter segment of the market and appeals to their competitive nature. The coke example simply illustrates the point that consumers are happy to embrace brands and brand messaging in social media.

precedent

The total budget for campaign is $100,000 Facebook development work

Developing and integrating the gaming application into the existing V Facebook page will cost an estimated $60,000

Facebook advertisingTargeted advertising through Facebook will cost an estimated $5,000

The V. festival in your backyard prizeCosts for the event are capped at $35,000

budget

evaluation

Facebook insights will be used to track the results of the campaign against the objectives in March 2013.

V will need to monitor brand sentiment before and after the campaign to evaluate the campaign’s effectiveness as it relates to the brief’s goals.