Where do you amp?

Ronak SimonTimothy Adeniran

Amy Robelet

BackgroundAlthough the sales of canned energy drinks has

slowed down recently, there is still a 15-20% growth in the industry annually

Diet energy drinks are growing at nearly twice that rate

Media ObjectiveIncrease brand awareness by 10% in the next 12

months

Distinguish amp from the field

Steal share from competitors

Knock off Monster as the number 2 brand

Energy Drink UsersMen (60%)

Did not graduate H.S. – some college

Ages 18-44

Not Married

“Guys Guy”

Loves sports, cars, video games

Who are we targeting?Men, ages 18-24, who are single and not in a

relationship

Enjoy hanging out with their friends and are often up late at night watching MTV or playing video games with friends

They are highly active and constantly on the go

“Outdoor enthusiasts”

Media StrategiesFacebook contest

Sponsorship

Video game product placement

Magazine advertising

Television advertising

Facebook ContestWhere do you amp?

Facebook users will be asked to post a photo or video of them “amp’ed up”. Photo or video will be of user with amp on the court, on the ramp, etc.

Users will post their photo or video directly to the amp Facebook page and have 1 month to get followers to “like” their photo.

The top 10 entrants with the most number of “likes” will be featured on the amp Facebook page for 1 week where followers will then have a chance to vote on their ultimate favorite.

Facebook ContestWhere do you amp?

The winner’s amp’ed experience will be featured on marketing material

Winner will win a 1 year supply of amp

Winner will receive a cash prize of $5,000

SponsorshipSponsor surfing contest in Huntington Beach, California

“The Surfing Capital of the World”

Have “amp girls” at the event on the beach promoting the drink

Hand out product samples and promotional materialTowels, t-shirts, visors, board wax, temporary tattoos

Encourage surfers to take a photo of them surfing and post on the Facebook contest

Take a photo with the amp girls and share on Instagram #ampedup

Video Game Place sponsored ads in video games

Call DutyNHL ‘13Madden ‘13

Magazine AdvertisementStrategically place ads in magazines with high target

audience readership such as:

MaximCar and driverGame InformerSports IllustratedESPN

Television AdvertisingPlace commercials on networks that are primarily

viewed by target audienceG4 NetworkMTVESPNAdult Swim

Promote advertising on networks from 11:30pm – 1am due to an increase in target audience viewership

GeographyWe will run a nationwide campaign in order to

maintain current market share

Focus more heavily in West regions in order to raise awareness and gain market share from Monster

Seasonality/Scheduling

Concentrate continuous advertising during the months of March –OctoberSupport flight advertising during January, February, and November and December

Peaks in January and December due to Ski season with a hiatus in February and November

In Conclusion •Through our stated strategies, we will gain market share from Monster by targeting their core audience

•Through multiple sponsorships and advertising tactics, we will raise brand awareness to 24%