V Powering Social Encounters

‘Ultimate VCrew’Sarah McIntosh

The Brief

We want consumers to think of V as the catalyst that powers the moment, turning a good time with your mates into something unexpected, cool and memorable

We’re targeting energy seeking 18-24 year olds who are up for seizing the moment. To them, life is about maximum freedom and fun. Their online profile tells their story and they always want to

keep it fresh. This is why they are constantly checking in, tweeting and tagging themselves.

CUSTOMER TRUTH

CATEGORY TRUTH

BRAND TRUTH

The Strategy

Powering social

encounters

The catalyst for a good time

Energy drinks are social drinks

‘My experiences are memorable because of my

mates’

The Idea: The Ultimate VCrew

V is the ultimate social drink that powers social encounters.

This is where VCrew came from. The idea that V is best shared with a group of mates. And it is with this group of mates that cool, unexpected and memorable experiences occur.

So what is Ultimate VCrew? It’s a competition that crowns 6 mates with this title, as well as winning a year’s supply of V Energy Drink, VIP passes to all V sponsored music festivals and free games from EB Games and Activision for a year.

Pretty good prize, huh?

How does the Ultimate VCrew work?

The Ultimate VCrew will be a competition run at all V sponsored music festivals (i.e. 15 events across 3 festivals: Summerdayze, Big Day Out, Future Music).

Why’s this? It’s the perfect opportunity to leverage audiences who are already out with a group of mates at a social event, making the barriers to entry extremely low.

All we are asking of people is for them to film themselves doing something cool and creative with their V cans. The crew with the most votes at each festival becomes a finalist in the Ultimate VCrew. Once all festivals are finished for the year, the crew with the most votes is crowned 2013’s Ultimate VCrew.

Each crew’s challenge is to film themselves doing something cool and creative with their V cans. It’s all about showing the moment where V

acts as the catalyst to creating a memorable experienceAll with the aim of becoming 2012’s Ultimate V-Crew

How do people enter?

Get 6 cans of V from the tent at the music festival

Share and enjoy with 5 of your mates

Get one person to scan one of the QR codes that is printed on each can

That person will then get the code to complete registration (which can be done in the V tent). Crews are able to customise their own profile on the day

and get some tips prior to filming

1) FILL UP ON V & REGISTER 2) PARTICIPATION

Once crews have filmed their videos, they can go back to the V tent and upload them. The V logo and colour green will feature in the videos to ensure content remains on-brand. V representatives at each festival will review videos before being uploaded to adhere with brand guidelines

It’s then up to the public to vote for their favourite VCrew. Voting is open until the end of the festival period. To get more votes, each crew has to get creative and are encouraged to share their entry/video with

all their social networks (i.e. Facebook, Twitter - #VCrew)

Why does this work?

It engages people at events where they are already hanging out with their mates and having a good time. It also plays everyone’s desire to win and be liked by others (voting process).

The idea is quite simple and it is easy for people to enter, as well as getting people to use the product in cool and creative ways. It is something that V can activate at festivals each year.

The competition provides V with great video content, gets people thinking about the brand in new ways and drives people to share, in order to gain more votes.

The experience of entering this competition will get people feeling that ‘it all starts with V’.

Digital media & Technology

The Ultimate VCrew is a competition. The digital media used like kiosks to register and upload videos, mobile to film, and social media to vote, mean that this competition will extend across multiple platforms and devices.

The campaign begins at festivals and comes alive online (via social media). It is the ultimate mix: getting people to use the product and then sharing it online in the form of videos.

V provides the platform for people to be creative and upload their videos. They will also assist crews in leveraging their video in order to gain votes. The V Energy Drink YouTube channel and Facebook pages are great platforms to make this happen.

Budget & Costs

The approximate cost of the Ultimate VCrew Campaign is as follows:- $50,000 Build of campaign website- $20,000 Facebook and online advertising (promoting the competition and voting)- $15,000 Kiosks at music festivals- $20,000 V Cans to be given away at festivals- $15,000 Prize for the Ultimate VCrew

APPROX TOTAL: $120,000

Campaign Success Metrics

The success of the Ultimate VCrew Campaign will be measured by things such as:- Number of online mentions during the campaign period- Viral, organic and paid reach on Facebook- Number of video entries received- Overall sentiment- Overall ROI

‘Ultimate VCrew’

Sarah McIntoshStrategy Assistant @ DTDigitalsarah.mcintosh@dtdigital.com.au

Thanks