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Brief
Build a social strategy on how we would get UK drinkers to switch from beer and spirits to this
tequila flavoured drink?
Desperado Facts
The Desperados alcohol by Volume is 5.9%, which is significantly more than the average
for all European Lager Beer.
Each bottle has 106 Calories, which is 41.1% less than the average for all Beer.
Win. Win.
Proposition
Desperados drinkers are ahead of the game- Innovative Life Hackers.
We will create Super Fans who only want to drink Desperados.
Target Audience
We will be targeting 18- 24 market of individuals who are making the most of their lives.
They already drink Desperados and will share their love of Desperados with their friends
Weekends are full of friends, trips, gigs and beer.
With Desperados sweetness we can also entice a strong female fan base.
How do we use data to inform our direction
We will use data to analyse the main social media usages to target our audience
appropriately.
Creative Strategy
Across two application we will engage to create Super Fans.
Life Hackers Desperados Parties
Desperados Super Fans will be rewarded for their
LUST FOR LIFE.
The two applications will follow the SUPER FAN engagement PLAN.
DISCOVERY
ENGAGMENT
INTERACTION
CONNECTION
ALINGMENT
Desperados Parties Current Facebook Fans are challenged to invite their friends to their online Desperado Party. They have one hour to invite as many people as possible. They will be able to shout out via Facebook and Twitter. Each guest has to tell us what one item they would bring. More friends you bring better prizes you get
ENGAGMENT INTERACTION CONNECTION
Life Hackers
Fans share their Life Hacks with use via Facebook, Twitter and Reddit. Community votes for the best Weekly Top 3 with highest votes win prizes of Beer, gig tickets and festival tickets. Everyone who submits their Life Hacks receive a free playlist download via Spotify and Soundcloud
ENGAGMENT INTERACTION CONNECTION
Creative Strategy for Super Fan
A simple strategy that (1) ask drinkers to show us their Desperados side via Life Hacks and Parties (2) Best Desperados moment are
rewarded with party gifts (3) Create a strong digital based Super Fan community that is rewarded for its partying and energy . The
Super Fan Club Members will recruit new fans to the next Super Fan Experience, and
continue to fuel an upward spiral of fan recruitment.
ALINGMENT
How will the strategy make the creative shareable
Life Hacks are shareable over many platforms:
Youtube
Vine
What platforms do we use
Youtube
Spotify
Soundcloud
Twitter Facebook Instragram Vine
ANY ONE CAN SOMETIMES DRINK A DESPERADOS BEER
WE WILL CREATE SUPER FANS WHO BELIEVE IN OUR BRAND WHO CAN ONLY DRINK
DESPERADOS BEER
AND THEIR LUST FOR DESPERADOS WILL RUB OF
ON THEIR FRIENDS
Measurements
July 2013
GOOGLE SEARCH VOLUME
WEBSITE TRAFFIC
YOUTUBE VIEWS
TWITTER FOLLOWERS
FACEBOOK LIKES & SHARES
COMMUNICATION SURVEY
SOCIAL SENTIMENT
NUMBER OF PARTY INVITES
NUMBER OF LIFE HACKS
July 2014
GOOGLE SEARCH VOLUME
WEBSITE TRAFFIC
YOUTUBE VIEWS
TWITTER FOLLOWERS
FACEBOOK LIKES & SHARES
COMMUNICATION SURVEY
SOCIAL SENTIMENT
NUMBER OF PARTY INVITES
NUMBER OF LIFE HACKS
AW
AR
EN
ES
S T
O
AC
TIO
N
Thank You.
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