V park party - Ad-tech Digital Young Guns Sydney 2012 entry

CREATING UNEXPECTED & MEMORABLE SOCIAL ENCOUNTERS

The V Challenge:

PowEring 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


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.


DAYTIMEsocial

Unexpected fun + FREE

powers the moment a good timememorable

THE V FOCUS...


THE TARGET...

SOCIAL

18-24 YRSLOW INCOME

FIT

CAREFREE

TO-BE-SEEN

FASHIONABLE


THE IDEA...‘AN INTERACTIVE SOCIAL PLATFORM THAT ALLOWS USER GENERATED INPUT IN CREATING MEMORABLE PARK PARTIES’


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


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


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


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


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


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


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


DAYTIMEsocial

unexpected fun + FREE

powers the moment a good time

memorable

THE potential...


V OWNING THE SOCIAL SEGMENT AMONGST ENERGY

DRINK BRANDS

THE FUTURE OPPORTUNITY...

v-bbq

v-road trip

with the potential for...


THE CREDITS...

Digital Strategy by...“Dom”/Demetrio Gil

With Thanks to...Amy Louise Wenden +Voodoo Interactive