CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS
The V Challenge:
PowEring Social EncounterS
CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS
THE V BRAND...PRODUCTSlim canLarge CanPlastic BottleSpin-off isotonic flavourBerry flavourBlue FlavourBlack Flavour
PLACEMENTDistributed in Aus/NZ/SpainConvenience StoresPetrol StationsGrocery stores (Small + big)Generally not in night clubs or bars/pubsNot in schools
SOCIALV-MUSIC Sponsors 15 festivalsV-Energy interactive digital image wallV-PAINTBALL V-GAMING
CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS
THE COMPETITORS...REDBULL45% of market Slim cans + bottles2 flavoursSponsor stars, EVENTS, BOTH sporting + entertainmentSynonymous with alcoholic mixers such as vodka.Similar pricing + distribution in Aus/NZ.
Rockstar2% of market Big Cans (mainly)MULTIPLE flavourSFocused on extreme sports & lifestyle (Rock + roll/Tattoo)Similar pricing + distribution in Aus/NZ.
Monster2% of market Big Cans MULTIPLE flavoursFocused on extreme sports + lifestyleSimilar pricing + distribution in Aus/NZ.
CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS
DAYTIMEsocial
Unexpected fun + FREE
powers the moment a good timememorable
THE V FOCUS...
CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS
THE TARGET...
SOCIAL
18-24 YRSLOW INCOME
FIT
CAREFREE
TO-BE-SEEN
FASHIONABLE
CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS
THE IDEA...‘AN INTERACTIVE SOCIAL PLATFORM THAT ALLOWS USER GENERATED INPUT IN CREATING MEMORABLE PARK PARTIES’
CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS
THE USER BENEFITS...
ON THE GO PLANNING WITH MATESWEATHER FORECASTS. PARK INFORMATION. LOCATION. DIRECTIONS. GUEST INVITES. TIME.
SHARED OWNERSHIPWHO BRINGS WHAT. FOOD. MUSIC. GAMES. BLANKETS.
CREATES A STORYBOOK OF MEMORIESA 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
THE BENEFITS FOR V...V IS ALIGNED WITH... V IS NOT ALIGNED WITH...
COMMUNITY
BEING ACTIVE
SPONTANEITY
END OF THE NIGHTDAYTIME
BOREDOM
WRECKLESSness
MEMORIES
violence
CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS
THE CURRENT PLATFORMS...
YOUTUBESOCIAL VIDEO SHARING
instagramINSTANT + quick
MEMORABLE PHOTOS
facebookGREAT FOR CONTENT
SHARING, MESSAGING +
CHATTING
TWITTERSay what you feel/sEE/think there + then.
google+SOCIAL SHARING,
STREAMING VIDEO CON-
VERSATIONS + SECURITY
FLICKRSHARING OF HIGH QUALITY photos
Constraints + CONSTRAINTS + CONSTRAINTSNO 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
THE NEW TECHNOLOGY...functionality* notifies friends immediately of idea
* users constantly collaborate/message/share ideas in centrally viewed location
* ALLOWS GUESTS TO BECOME INVOLVED IN Collaborative planning
* Voting/liking on possible activities, food location, etc
* Syncs to calender + sends guests reminders
* SHARES THE Weather forecast
* GIVES Directions
* PROVIDEs Information about parks
* SUGGESTS food themes with food + shopping ;lists
* OFFERS suggestions of Predefined park activities/games,
* Reuse previous party plans/suggestion
* Get points every time you interact – Host, Participate, Share update/status, upload photo’s etc
Accessibility
Web Application
Mobile Web Application
iPhone application
Android application
BlackBerry Application
Windows & Mobile Application
Facebook Application
integration
CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS
THE LIFE CYCLE...
IDEA SEND FOR INTEREST
INTEREST GAINED
PLAN AS A GROUP
FINALISE PLAN
PREPARE FOR EVENT
SEND REMINDERS
START EVENT
CHECK IN
CARRY OUT
EVENT
POST PHOTO’S
FINISH EVENT
REMINISCE
ADD MORE PHOTO’S
ADD NEW FRIENDS
REUSE TO PLAN SIMILAR EVENT
IDEA PLAN EXECUTE REVIEW
COLLABORATE + CREATE CONTENT + SHARE + LIKE
CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS
THE CAMPAIGN...Technology Roll Out MEDIA & ADVERTISING CAMPAIGN + PROMOTION
EXPAND FUNCTIONALITY
EXPAND FUNCTIONALITY
WINDOWS 7 APPLICATION + EXPAND FUNCTIONALITY
BLACKBERRY NATIVE APP + EXPAND FUNCTIONALITY
ANDROID NATIVE APP + EXPAND FUNCTIONALITY.
IPHONE NATIVE APP + FACEBOOK APP
V BRANDED NATIVE BROWSER APP FOR MAJOR SMART PHONES SERVING MOBILE WEB APP + EXPAND FUNCTIONAL-ITY
WEB APP + MOBILE WEB APPLICATION WITH KEY LIMITED FUNCTIONALITY
BEGIN rollout BEGIN campaign
SOCIAL MEDIA CAMPAIGN
SOCIAL MEDIA CAMPAIGN
promote via mainstream media + SOCIAL MEDIA CAM-PAIGN
promote through festivals + digital music media(that is currently used for festivals)
launch australia/nz via social media CAMPAIGN
target brand advocates directly.allow entry through ‘invite only’
$150K
$150K
$150K
$100K
$75K
$50K
$50K
$25K
$0
$0
$0
$75k
$75K
$40K
$25K
$25K
$1,000,000
CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS
THE controlled RISKS...COMPETITOR COPY CATS
LOW UPTAKE
LIMITED FUNCTIONALITY ACROSS DIFFERENT DEVICES
CONTINUOUS INNOVATION OF USER EXPERIENCE, FUNCTIONALITY + TECHNOLOGY
ITERATIVE DEVELOPMENT, CONSTANT FEEDBACK + USER TRIALS
KEY FUNCTIONALITY CREATED TO WORK ACROSS ALL DEVICES
CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS
DAYTIMEsocial
unexpected fun + FREE
powers the moment a good time
memorable
THE potential...
CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS
V OWNING THE SOCIAL SEGMENT AMONGST ENERGY
DRINK BRANDS
THE FUTURE OPPORTUNITY...
v-bbq
v-road trip
with the potential for...
CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS
THE CREDITS...
Digital Strategy by...“Dom”/Demetrio Gil
With Thanks to...Amy Louise Wenden +Voodoo Interactive