portfolio sample
TRANSCRIPT
KAYLA HENO
3"THE ALCHEMIST DOES NOT CHANGE LEAD INTO GOLD, THEY CHANGE THOUGHTS INTO WORDS."
-Anonymous
CONTENTS
EUPHORIA PIZZA HUTGO GIRLNINTENDO
EUPHORIA FESTIVAL
Euphoria is camping music festival experience held
in Austin,Texas. The festival has no restrictive ties to
any major music corporations, and strives to sup-
port local artists. Austin is the live music capital of
the world, and Euphoria evolved from this love of
music and community. This campaign will increase
festival attendance and position Euphoria as the
ultimate community music festival experience. Eu-
phoria will capitalize on digital trends, Austin’s love
for live music and community, as well as the growing
popularity of the EDM genre. Things that take your
breath away should be worth experiencing, and Eu-
phoria Music Fest is one of the one of those things.
OVERVIEW"WHEN HAPPINESS ISN'T ENOUGH"
Time to Relive the Magic...
SOLUTION
PROBLEM
Due to frequency of large music festivals in
Austin, Texas, many of the smaller boutique
festivals like Euphoria have experienced
a drop in festival attendance. Despite be-
ing the only camping music festival in Aus-
tin,Euphoria hasn’t been able to garner as
much popularity as the other festivals.
Emphasize the unique camping venue expe-
rience, and Euphoria’s commitment to music
and community. Millennials are looking for ex-
periences that they can personalize to create
their perfect moment. Music Festivals are all
about creating experiences, and the attendees
make the venues come to life. Since festival
goers can make or break any concert or festi-
val, they should have more power in bringing
the event to life.
TARGET AUDIENCE
DemographicsAge: 18-24Male/FemaleIncome: 35k+Some College
Psycho-graphicsEnvironmentalists Technological savvySocial Media UsersInvolved in CommunityElectronic Music Fans
Keep Austi n Weird.
Make Me a Bel iever
The Si tuation
Austin is the live music capital of the world.
Annual EDM festivals
29% of Austin's population
18-24EDM FANS
EDM is the most popular genre in digital streaming.
Attendance amongst 18-24 year olds
SOCIAL MEDIA
91%
80%
90%
88%
33%INCREASE
2.8 BILLION
LIVE MUSIC IN AUSTIN
ACL FEST PSYCH FEST SOUTH X SOUTHWEST
MILLENNIALS
55%Male 45%Female
AnnuallyEDM FESTIVAL
xany other festival
genre
$20 Billion global market
190% increase since 2012
COMPETITORS:
FACE
BOOK
INST
AGRA
M
DAIL
Y US
ERS
TWIT
TER Say social media is a top
brand identifier.
86%
75%
See themselves as authentic, and seek the same quality from their brands.
Say losing their phone would have a greater negative impact than losing their car.
65%
"PEOPLE WHO DON'T BELIEVE IN MAGIC HAVEN'T BEEN TO EUPHORIA"
AUSTIN LOVES EDM
Austin is known for it's eclectic community of cre-
ative individuals. Many of Austin's inhabitants are
college students, musicians, artists, who enjoy out-
door activities. These individuals make up the major-
ity of Euphoria festival goers, they are free spirited
individuals who enjoy electronic music and the ex-
periences they have at the festivals. These individu-
als participate in activities like camping, hiking, and
biking. They go to clubs like Elysium and Kingdom,
and they have active social lives. Social media is a
vital part of their everyday lives, they are sharing,
viewing digital content, and gathering information
from these sites. They want brands they feel they can
relate to, and most importantly they want brand in-
teraction.
"THE SHARE GENERATION."
CONSUMER PROFILE
"MILLENNIALS CRAVE AUTHENTICITY,THEY ARE EXPERIENCERS, AND MOST IMPORTANTLY THEY WANT TO BE TREATED AS MORE THAN
JUST A STATISTIC. SOCIAL MEDIA HAS GIVEN THEM A VOICE SO WHY NOT LET THEM USE IT?"
SWOT ANALYSIS
WEAKNESS
OPPORTUNITIES
STRENGTHS-4years of successful Euphoria Festivals.-Involved in Austin Community-Unique Camping Experience -Large Millennial Population in Austin
-Small boutique festival-Smaller act lineups-Relatively new event in Austin-Weaker social presence than rival festivals
-Electric Music Festival popularity in US.-Most popular genre streamed on-line.-Austin popular destination for live music and festivals.-Austinites active participants in communityLarge community of musicians
THREATS-Popular festivals like SXSW and ACL attracts nationwide tourism.-Competitor Electric Music Festivals held at Carson Creek Ranch.-Approximately 92 annual music festivals held in Austin annually.
BIG IDEA:
HOW:
"Euphoria is a community festival, so let the community decide what their festival experience should sound like"
"Provide a personalized festival experience that lets Austin's community vote on what sets they want to see at Euphoria Fest 2K16."
MARKETING OBJECTIVESMARKETING MIX
Product: Euphoria Camping and Music Festival
Price: $100.00 Admission$75.00 Tent Rentals
Place: Carson Creek RanchAustin, Texas
Promotion: Social MediaExperiential
Increase festival attendance by at least 30%
Create enhanced perception of the Euphoria festival experience
Raise social media by 45% over the course of 4 months
"WHERE THE MAGIC HAPPENS""Feel i ng Lucky"
4 Month Promotional Campaign
Jan-April 2K16
Euphoria is known for its’ love of live music,strong sense of community, and the whimsical venue at Carson Creek Ranch. This year, Euphoria is taking the concept community involvement to the next level, by letting Austin get involved in this year’s festivities. Euphoria promises to deliver an experience that is sure to make us believers. Austin’s festival goers will be able to customize their festival experience through social media contests, DJ battles, and some pretty awesome giveaways. Austin’s musically inclined community is sure to find themselves immersed in the excitement of Euphoria. Euphoria has announced that the winner of the DJ battles will perform their own set at Euphoria Fest. So get your tracks ready Austin this could be your big chance.
“Things that take your breath away should be worth experiencing”, and Euphoria Music Fest is one of the one of those things. When Euphoria comes town you can feel it, the hum of the bass, rush of the crowds, and energy of the festival brings the city to life. Euphoria is a sensory overload of color and sounds, it is the electric playground for the disparate youth, it reminds us that life was made for living moments like this. But what I think I love most about Euphoria is its’ ability to unite a community of people through music.
You’ve waited long enough Austin, it’s time to hang up those suits and ties and come relive the magic. This year theme is magic is something you make, so don’t miss out on your chance to create the perfect moment.
"When Happiness Isn't Enough Demand Euphoria"
FOR IMMEDIATE RELEASE
-END-
PRESS RELEASE
To be sent to media outlets like Electronic Midwest, Rage Texas, and The Untz, which are all popular EDM blogs.
1. 2. 3. 4.
Soundcloud will be the battle ground for the DJ Competition. Local Artist will create personal profiles on Soundcloud,upload their EDM tracks, and promote themselves throughout social media using the hash-tag #EMDJ.
Users will have access to the tracks created by the aspiring DJ’s, and they will vote for their favorite acts on the Euphoria website. This will drive traffic to the website as well as create a campaign that engages the community.
The DJ’s will have only one month to show us what they’ve got. The top 8 DJ’s will battle it out at live local shows, with two DJ battles a month. Austin’s community will be responsible for making sure their favorite act is selected through social media promotion, and voting at Euphoria.com.
The winner will be announced April 1st, 2016, two weeks before Euphoria Fest. The winner will play one of their sets at the festival and will go into the #EMDJ Hall of Fame.
CREATE DJ PROFILE ON EUPHORIA.COM
UPLOAD DJ TRACKS TO SOUNDCLOUD
ACCOUNT
BATTLE IT OUT TO MAKE IT TO THE
TOP
PROMOTE YOUR TRACKS USING
#EMDJ
MAY THE "LIKES" BE IN YOUR FAVOR.
DJ BATTLES
#EMDJ
TONE/MOOD:Fun, Youthful, Entertaining.
“You deserve a little bit of Euphoria”
“Being happy sucks, when
you could be in Euphoria.”
“Who will be the first DJ to make it to #EMCF Hall of
Fame”
“Euphoria...Austin’’s Electric Playground..See
you there”
INTERACT WITH TWITTER COMMUNITY, PROVIDE ENTERTAINING CONTENT,
BECOME THE CONVERSATION
SHOWCASE EUPHORIA TRIBES, CREATE LIFESTYLE AROUND THE FESTIVAL,
BRING THE "MAGIC" TO LIFE
PROVIDE FESTIVAL INFORMATION, KEEP COMMUNITY UPDATED WITH FESTIVAL
ACTIVITIES, BUILD A FAMILY OF RAVERS
#SOCIAL MEDIA
VOICELIFESTYLE COMMUNITY
Interactive displays will be placed in high traffic areas like 6th street and near popular EDM clubs like Elysium and Kingdom. These displays will also be placed near the University of Austin campus.
-These displays will allow the community to participate in voting for the local acts that will perform at Euphoria.
-Brings a little magic to the community by providing play-lists of the most popular EDM songs, that you can send to your phone directly from the booth.
-Awesome giveaways for every 100th person that sends a song to their phone.
MAGIC BOOTHS
CHECK DJ POLLS LISTEN TO POPULAR EDM
TRACKS
WIN SOME MAGICAL PRIZES
SEND THEM TO YOURSELF
PLAY
NOW PLAYINGDJ GELMA B.
CAESARSONG:
Free Tickets, Free Music, Vote for your favorite DJ, MAGIC just the way you want it.
EXPERIENTIAL
NINTENDO
Nintendo is the world’s largest video game company
by revenue. The Japanese multinational consumer
electronics company originally produced handmade
hanafuda cards before introducing its NES (Nintendo
Entertainment System) in 1985. Within the following
years Nintendo has continued to single-handedly re-
vitalize the video game industry with the introduction
of its Gameboy and Nintendo Wii. The Wii has also
been able to capitalize on the growing trend of “Ex-
ergaming”, where people use their Wii as an exercise
tool. This campaign will increase Nintendo Wii Sales
and position Nintendo as the best gaming device for
Exergaming of people all ages.
OVERVIEW
"GET OUTSIDE AND PLAY...VIDEO GAMES"
"It all depends on how you play"...
SOLUTION
PROBLEM
Despite the popularity of video games,
particularly the “Exergaming” selections.
The Nintendo Wii U has experienced a 42%
decrease in sales and overall drop in popularity.
Nintendo’s weak sales have brought down the
stock value of the company and have made
investors grow pessimistic over Nintendo’s
ability to deliver a new blockbuster product to
the gaming console industry.
Create new gaming experience outside of the
traditional gaming environment. Explore the
expansion of character’s like Mario, Pokemon,
and Zelda as recommended by expert Amir
Anvarzadeh Director of Japan Equity Sales at
BGC Securities.
TARGET AUDIENCE
SecondaryAge: 5 – 12Boys and girls Income: N/A Education: Pre-School +Psycho-graphics Technologically savvy Active life style Enjoy the outdoors Trend followers
Family Affa ir
More than a game.
Here we Go
COMPETITORS:
Lowest selling system in Nintendo history
Most popular Nintendo Titles
Nintendo Franch ise
466 mil l ion copies sold annual ly.
115 mil l ion copies sold annual ly.
POKEMON260 mil l ion copies
sold annual ly.
70 mil l ion copies sold annual ly.
MARIO PARTY
Wii Sports
Legend of Zelda
Demographics
PrimaryAge: 25-40Male and Female Income: 35k+Education: Some EducationPsycho-graphics Family oriented Technological savvy Avid social media users Health-conscious
Wii U Wii DS Gameboy
Lifetime Sales Only 9 million dollars.
Video Game consoles are the favorite gaming hardware amongst younger
players.
53% of adults 18 older play video
games.
1/3 of parents play video games with their children at least once a week.
Exergaming sales expected to reach 40 billion in 2015. parents are involved in
their children's purchases.
SONY PLAYSTATION 4 MICROSOFT XBOX ONE
Exergaming is a trend in which consumers use video games for
exercise.
42% decrease compared to
other Nintendo devices.
annually5.5 BILLION
Male Female
89%
"WII" ALL LOVE GAMES
Young Parents are the primary consumers, they live
fast-paced lifestyles due to work and other routine re-
sponsibilities. These parents make most of their chil-
dren’s purchasing decisions and they influence the
brands their children will grow loyal to. This segment
plays video games casually, and they are familiar with
Nintendo gaming products. When they were young,
they were the first generation to play the first consoles
developed by Nintendo. This target is more likely to
purchase video games for their children because of
nostalgia they experienced from when they played
Nintendo as a child.
Young consumers live active lifestyles, and prefer the
experience of gaming through portable screens. They
attend elementary and middle school. They depend
on their parents to make their purchasing decisions,
and they are also financially dependent on their par-
ents. Generation Z is also active on social media where
they begin to follow their favorite brands and lifestyles.
A Sense of Nostalgia
CONSUMER PROFILE
"MILLENNIAL PARENTS UNDERSTAND THEIR KIDS NEEDS FOR VIDEO GAMES, BECAUSE THEY GREW UP WITH CHARACTERS LIKE MARIO
AND ZELDA."
SWOT ANALYSIS
WEAKNESS
OPPORTUNITIES
STRENGTHS -Established brand gives a competitive advantage -Innovative and simple gaming software- Affordable gaming for all economic classes.-Gaming categories for all ages
-High dependence on few iconic gaming titles -Lack of third party games-Less graphic capabilities than competitors-Lack of appeal to hardcore gamers
-Expected growth of video game market-Growing interest in gaming in all demographics-Popularity with elderly and casual gamers-Expansion to mobile
THREATS
-Brand Loyalty to other gaming consoles like XBOX and PS4 -Growing popularity of online PC games-Games in smart phones and social networks-Lack of third party game titles
BIG IDEA:
HOW:
"Gaming consoles should have more to offer than just a controller"
"Capitalize on the exergaming trend by using the NINBUS and gaming
tournaments to show America what the future of gaming looks like."
MARKETING OBJECTIVESMARKETING MIX
Product: Nintendo Wii U
Price: $299.99
Place: www.nintendo.comRetail Game Locations
Promotion: PrintMobileOutdoorExperiential
Increase annual Wii U revenue by 20%.
Position Nintendo as the best console choice for exercise and activity for gamers of all ages.
Increase sales of Wii U games and accessories by 15%.
"Ready, Set, Play" "The High Score"
6 Month Promotional Campaign
MARCH-AUG 2K16
Nintendo is known for it’s line up of iconic characters
and games, but now the video game gladiator is
taking gaming to the next level. This year Nintendo
will introduce the “Ninbus” and it’s battle royales to
the world. The Ninbus is a fully equipped Wii U battle
arena, piloted by your favorite Nintendo characters
like Mario, Luigi, Link, and Pikachu. The cities with
highest Wii sales will get the chance to battle it out
in the Ninbus arena. Families, friends, and people of
all ages will be invited to sign up for the tournaments.
Winners will be awarded with a decked out Wii U
equipped with all the accessories.
Video games should be about more than just a TV
screen. Nintendo has reminded us all what video
games are all about, and that’s fun. This tournament
will be fun for the entire family, from parents who grew
up with characters like Zelda, to children who have
come to love these classic characters.
Cross your fingers, and may the Wii U sales be in your
city’s favor. If your city is lucky enough to catch the
Ninbus, get your controllers ready and get outside
and play.
"WILL YOUR CITY CAPTURE THE NINBUS?"
FOR IMMEDIATE RELEASE
PRESS RELEASE
To be sent to media outlets like local news stations and radio stations for media coverage in cities that the Ninbus travels to.
The NinBus will be a mobile tour bus equipped with Wii U systems that will travel to the cities that have the highest nationwide Wii U sales. This bus will park itself in high traffic areas and conduct Wii Sporting tournaments. The inside of the Ninbus will be stocked with Wii U’s and accessories.
Users can download the new Nintendo Tournament App to track the Ninbus as it soars through the US. The app will have a live feed with updates of tournament battles and locations, discounts and offers, and user generated content from tournaments.
ARE YOU READY?
THE NINBUS IS COMING
#NINBUS
-Users will be able to download the app to track Wii sales, to see where their city stands in the competition.
-Once the Ninbus takes off they can track the bus as it makes it way through the nation.
-Live feed for tournament updates, and special offers for Wii U products and accessories.
-Users will receive 10% on next Nin-tendo purchase with app download.
-Register for tournaments as teams, and challenge other Nintendo teams.
TEAM ZELDA CRUSHES TEAM MEW IN
TENNIS
ANOTHER HAS FALLEN. WHO WILL
RISE?
TEAM PIKACHU JUST WON 50% OFF!
WILL YOUR CITY CATCH THE NINBUS?
LIVE FEED
Postcards will be sent out to selected zip codes when their city has been selected to capture the Ninbus. These will go out 2-weeks prior to the Ninbus arrival, to allow for the maximum amount of attendance.
Flyers will also be handed out at competition to notify at-tendees of upcoming offers and deals, as well as upcom-ing tournament schedules, and featured products.
Studies show 40% of children are introduced to a product through a bill-board advertisement. So these billboards will be placed in cities across the nation to entice Wii U sales, so that the Ninbus will come to their city.
Informative outdoor advertising will inform consumers on how to get started in the tournament, as well as an interactive Nintendo store directory. Place media where consumers will be met in their day to day activities.
PIZZA HUT
Among the fast-food pizza restaurants, Pizza Hut is
the most iconic global brand delivering more pizzas
than any other restaurant in the world. They have
been the true innovators, from the introduction
of multiple styles of pizza crust to having been
the first pizza ever ordered online. Since then, the
digital world has grown at a rapid pace and the
popularity of ordering pizza via digital devices has
exploded. Couple that with the Millennials growing
purchasing power and their comfort with new tech
and this provides a powerful opportunity for Pizza
Hut.
OVERVIEW
"AMERICA'S FAVORITE PIZZA"
CHEESE VS. TECHNOLOGY ...
SOLUTION
PROBLEM
Although Pizza Hut dominates the quick-
serve pizza market in the U.S., when it comes
to online and mobile orders, they are under-
performing compared to their competitors.
Pizza Hut wants to change this.
This challenge was approached from an angle
that optimizes engagement and loyalty. The
solution combines Pizza Hut’s digital order-
ing platforms with experiences that are social
and shareable. By evolving the ordering ex-
perience to align with the way Millennials use
their devices, this will create an unshakable
brand preference.
TARGET AUDIENCEMil lenn ia l Generation
"Dish i t to Me"
"What's the Cheese"
COMPETITORS:
DemographicsAge: 18-34Male/FemaleIncome: 35k+Some CollegeHousehold 1-4Young MomsCollege StudentsYoung Professionals
Psycho-graphicsExperiencersActive Social LivesFamily OrientatedTech Savvy Avid Social Media Users
64% of Millennials invest in brands with loyalty programs. 50% of Millennials say they are
more likely to buy from a brand that supports a cause.
44% are willing to promote products or services through social media in exchange for rewards.
40% of Millennials are willing to pay extra for a brand that reflects the image they wish to convey
about themselves.
Facebook daily.
Millennials don't have strong brand preference especially when it comes to pizza.
60% of younger Millennials, ages 18 to 24, use Snapchat and Instagram to keep them engaged with news and trending
topics.
51% of older Millennials, ages 25-34, use social media to network (LinkedIn) and reconnect with old friends (Facebook).
Most racially diverse 56% Share photos.
86%
PIZZA=HAPPINESS
Will is a business analyst for a large company and is
always working overtime. Every Wednesday after work
he hosts a “guys night” at his apartment to alleviate
the stress from work. After a couple of craft beers, Will
and his buddies crave food and want it fast. Since he
uses his XBOX for streaming just about everything, he
finds it con- convenient to order straight from the app.
Sofie is a full-time undergraduate student with
ambitions to go to law school. On her free time she
likes to socialize and organize activities for her sorority.
Because of her busy schedule, she ends up cramming
for an exam with her sisters. During a break, Sofie
scrolls through her INSTAGRAM and Facebook feed,
and sees a ton of delicious food. She uses her mobile
app because it’s fast and does not distract her from
her task at hand.
Erica is a working mother with a four year old boy. She
enjoys connecting with communities of other moms
on Facebook by sharing tips on DIY projects, recipes
and local deals. Every Sunday, Erica and her friends
get together and have a playdate with their kids.
Occasionally they end up ordering pizza because it’s
the kids’ favorite and Erica likes collecting points to
redeem for prizes and deals. She prefers user-friendly
apps that make her life easier.
CONSUMER PROFILEYOUNG PROFESSIONALS
"When ordering, I look for the ease of payment and customizability of my order".
" Apps are engaging and fun, especially when I can track my order!".
" The app is crucial when I'm ordering a variety of different pizzas in a large social setting.".
COLLEGE STUDENTS
YOUNG MOM
SWOT ANALYSIS
WEAKNESS
OPPORTUNITIES
STRENGTHS-Pizza Hut is the leading pizza chain-Most numerous pizza ordering platforms-Most diverse menu offerings
-Lack of a strong online presence-Behind-the-curve implementation of technologies in comparison to their competitors-Lack of strong positioning in the minds of Millennial consumers
-Innovative and interactive technologies available for market, promotion and engagement-Millennials look for digital experiences that simplify their lives with user-friendly technologies-Rewards programs and deals have increasingly been capturing Millennials’ loyalty
THREATS
-Competitor brand value propositions-Health trends continue to grow and Millennials may look for healthier meal options-Millennial indifference to Pizza selection.
BIG IDEA:
HOW:
"Ordering Pizza should be a social and rewarding experience"
"By unleashing the pizzonalities, a diverse group of characters that
represent the lifestyles of the Millennial Pizza consumer."
MARKETING OBJECTIVESMARKETING MIX
Product: Pizza Hut
Price: Free App
Place: www.pizzahut.comPizza Hut Digital App
Promotion: DigitalMobileOnline RadioDigital StreamingPR SweepstakesSocial Media
Increase all mobile conversions to 75%.
Create enhanced ordering perception of Pizza Hut’s digital ordering experience.
Increase sales by 35%.
"ALL THE TOPPINGS" "ORDERS UP"
6 Month Promotional Campaign
What is a Pizzonality? A Pizzonality is a pizza-eating
Millennial segment who all order pizza for different
reasons. Millennials are a diverse group and we
can inspire them by capitalizing on how beautifully
different they are.
Pizzonalities are the people you share laughs with,
create memories and experiences with, all while
sharing pizza. Through each Pizzonality Pizza Hut will
show Millennials how pizza can be a part of their lives.
We order it when we spend time together, to celebrate
the small and big moments, take a break from our
busy schedules and for dozens of other hunger-driven
situations. Pizza Hut wants to be part of your story, as
you share it across social media - and the more you
share the more you will be rewarded.
Whats a Pizzonality?
"THE UNIVERSAL SYMBOL FOR FUN"
The Pizzonalities will be active on social media, and will have online webi-sodes on platforms like Hulu and Youtube. The characters will also have per-sonalized stations on online radio apps like Pandora and Spotify. In Display ads will also be placed on these forms of media.
On Pizza Hut’s website customers will be encouraged to create their pro-files, take the “What’s Your Pizzonality?” quiz, and sign up for the newsletter to receive offers and special discounts. Micro-targeted con- tent will be cre-ated that appeals to their unique Pizzonality. Through these methods, Pizza Hut will go beyond being the top variety option for pizza to actually becom-ing a brand that fits their customers’ lifestyles.
Once these users have been enticed to discover their Pizzonality, they will then be encouraged to interact with others that have similar interest within the Pizzonality community. This will create an en-gaging experience, that interacts with consumers and rewards them for sharing their Pizzonality with social media.
What's your Pizzonal i ty? SOCIAL MEDIA
Throughout the six months of the campaign, we will give our followers reasons to celebrate. Once a month, there will be Pizza Hut “Izza Party” buses parked in 6 Millennial-packed cities in the US. These parties will be exciting block celebrations featuring our Pizzonalities, food, games and entertainment. All will be captured on Snapchat and Instagram using the hashtag #IzzaParty.
Interactive bus shelters will allow users to take the Buzz-feed “What’s Your Pizzonality” Quiz so they can get their pizzonality on the go. This tactic will put media where Millennials are already at, and integrates the Pizza Hut brand into their lives.
CITIES
EXPERIENTIAL/OUTDOOR
Boston,MANew York,NYWashington,DCChicago,ILDenver,COLos Angeles,CASan Diego, CAHouston,TXAustin,TXDallas,TX
ENHANCED ORDERING EXPERIENCE
DOUBLE TAP
THE HUT HUNTER
NEW PAYMENT METHODS
ORDER CONFIRMATION
REAL TIME TRACKING
RATE YOUR DELIVERY
SAVED PIZZONALITY PROFILE
The app is now compatible with the new website features - and went a little fur-ther. Introducing the one step “Double-Tap” feature. Customers can give us feed-back so we can continue to improve and innovate - they can rate their experience in exchange for Hut rewards.
Research shows that 60% of Millennials spend 12 hours a week gaming - add pizza rewards and who knows what will happen? Our “Hut Hunter” game serves as the perfect opportunity to satisfy Millennial needs for mobile gaming, and what better reward than free pizza. The game consists of a mobile side-scroller infinite runner, where the player controls an avatar based off his or her “Pizzonal-ity.” They try to collect as many “Huts” they can within an allotted time period per level. As they collect more Huts, they begin to unlock Pizza Hut rewards that they can share on social media.
TECHNOLOGY
COMMUNITY
As an extension of our target’s tech-savvy lifestyle, we created a smart-watch app in order to allow custom-ers to get their Pizza Hut pizza through the double-tap process - straight from their wrist.
No campaign is complete without creating an opportunity to give back. We present the “Giving Back To The Future” draw-ing! Pizza Hut will wipe out the college debt of five lucky win-ners! From October 1st through the 20th, we will give away the iconic Back To The Future solar sunglasses introduced in the movie -which was retailed by Pizza Hut in 1989. The glasses will be offered exclusively through digital orders.Participants will enter the drawing on Instagram by taking selfies wearing the sunglasses and posting using the hashtag #PizzonalitiesGiveBack and tagging @PizzaHut
On October 21st, 5 lucky winners will receive a special pack-aged silver-foiled pizza, limited edition Doc Holographic Solar Shades and a check paying off their student loan. All this hap-piness will be delivered by a Marty McFly look-a-like in a Delo-rean. #PIZZONALITIESGIVEBACK
GO GIRL
Over the past couple years trends in society have
caused the fitness industry to grow into a billion dollar
market. Despite this rise in fitness trends, many people
find themselves too busy or tired to workout. Which
is why the use of pre-workout energy supplements
have become increasingly popular. However the
supplement market has become a male dominated
industry, and many women feel there are no fitness
supplements that will fit their needs. This campaign will
educate and support women throughout their fitness
journeys, through various social media tactics as well
as experiential events. Go Girl energy supplement was
created to provide the energy boost that women need
to either burn through a busy day, or run a marathon.
OVERVIEW
Cheers to the Best You
WHAT A GIRL WANTS...
SOLUTION
PROBLEM
Many of the fitness products that are
available for women are marketed to men,
and use women as props resulting in a
hyper-sexualized image of the average
healthy woman. This has created general
misconceptions about fitness supplements,
and the type of women that use them.
Go Girl understands that women come in
all shapes and sizes, they all have different
routines, fitness needs and most important-
ly goals. Go Girl will educate and support
through fitness journeys. Through various
promotional tactics that will utilize social
media and other experiential marketing tac-
tics, Go Girl will change the way women view
pre-workout supplements and create a com-
munity of Go Girls.
TARGET AUDIENCEMil lenn ia l Women
Make me Feel l ike a Woman
World of Fi tness
COMPETITORS:
DemographicsAge: 18-34FemaleIncome: 35k+Some CollegeHousehold 1-4
Psycho-graphicsExperiencersActive Social LivesFamily OrientatedAvid Social Media UsersHealth ConsciousOnline Shoppers
Prefer to purchase online or from their desktop
Don't feel that they've been marketed to,
18-30 are they biggest users of fitness supplements.
80% of purchasing power in the United States.
Want to know how products will make their life easier?
Products only marketed to women who are already fit.
Sexual undertones in marketing. Desired more feminine branding
24%INCREASE
45 BILLION
Fitness Industry
MILLENNIAL WOMEN
49%Male 59%Female
Annually
$94.1 Billion global market
Trust brands with strong social media following.
86%
YOU GO GIRLS
47%
91%
SOCIAL MEDIA
DAILY USERS
CONSUMER PROFILES
Sara-Sara is 21 years old and she is an extremely active indi-vidual. Sara enjoys going to the gym with her friends and taking workout classes she’s heard about on Insta-gram at her local gym. Due to her busy schedule she often takes supplements or energy drinks to give her boost she needs to go to the gym. Sara loves to share selfies of herself at the gym regularly.
Roxy-Roxy is a moderately active 29 year old woman. Roxy just had a baby and has been dedicating all her free time to losing the baby weight. She is no longer breast feeding so Roxy is trying a bunch of different workout supplements. Roxy has had bad experiences with workout supplements and feels like the serving sizes are too much for her body. Roxy likes to research products online, and read testimonials before she is willing to commit to a purchase.
Hailey-Hailey is a 34 year old woman who is not very active, though in recent times she has gained a little weight and is having a hard time getting the energy to go to the gym. Hailey often is discouraged when trying to purchase fitness supplements, because she feels they are only for women who are already fit. Hailey is also not very familiar with how to use pre-workout supple-mets, and is looking for a guide on how to maximize her results.
GO GIRLS ARE WOMEN JUST LIKE YOU
SWOT ANALYSIS
WEAKNESS
OPPORTUNITIES
STRENGTHS-Provides energy and performance enhancement-Promotes weight loss and health benefits -Strengthens Endurance-Accelerates weight loss process
-Negative perceptions of workout supplements-Lack of female fitness products sold at store locations -Negative side effects of using products-Market over-saturated with male projects
-Establish brand presence in-store locations -Designed for the average active woman-Women’s strong purchasing power-Women’ strong social media presence
THREATS
-Similar products on the market-Male dominated industry-Women negative perception of fitness supplements
BIG IDEA:
HOW:
"Fitness supplements should not tell you what to look like they should only aid you in becoming the best you"
"By showing women how using fitness products can be fun and aid
them in reaching their personal goals."
MARKETING OBJECTIVESMARKETING MIX
Product: Pre-workout Supplement
Price: 24.99 USD
Place: www.gogirl.comSelect Nutrition Store locations
Promotion: Digital Online RadioDigital StreamingSocial Media
"You Go Girl" "Peak Performance"
Product LaunchPromotional Campaign
Gain 2k followers within the first month of creation on Instagram.
Create community and attract at least 500 people to follow FB page in first two months.
Establish brand voice gain at least 2,500 followers on Twitter with at least 50 RT’s about the product daily within first three months.
Track website and attract at least 1,000 views per month within the first three months
MEMBERSHIP PACKET
STARTER TIPS
REWARDS CARD
WHAT GO GIRLS ARE MADE OF...
1 SCOOP= GETS YOU GOING
YOU GO GIRL2 SCOOPS=
10% ONLINE DISCOUNT
GO GIRL
24.99 USD
Go Girl will be competitively priced at 24.99, and will come complete with a membership packet as well information on how to get the best usage from the Go Girl product. The membership packets will come with a 10% discount that Go Girls can redeem on the Go Girl website, this card will also give them access to online training sessions with Go Girl ambassadors and playlists. This will drive traffic to the website as well as provide women with an incentive to try Go Girl.
GO GIRL BLOG
Go Girl is coming to a city near you, and you’re going to want to be there! Go Girl will be in the cities that use the hashtag #UGOGRL after the first three months of the product release. We’re get-ting women going across the nation, and helping them meet their fitness goals that they have set for themselves. Go Girl will be hosting free Zumba dance parties, Meet your Goal parties, and most importantly all the energy you need you to keep you going. The fitness industry has forgotten about women for far to long, it’s time we’re heard, and it’s about time we start getting products we need.
Join the Go Girl Revolution by linking up with us on any of our social media sites. Get to know us, and let us tell you all about the greatness we have to offer! But enough about us, we want to know who our dedicated Go Girls are so please share! We want to see you dancing, running, laughing, jump-ing,or doing whatever it is you do. Go Girl knows that women are one of the most diverse segments in the world, so we can’t wait to meet all of you. The more Go Girl’s the larger system of support you will have to keep pushing to meet your goals.
When women support each other, incredible things can happen. So join our network and start reach-ing your goals, supported by a nation of fellow Go Girls. A revolution is only as big as you make it, and we’ve got a good feeling.
The Go Girl website serves as more than just a point of purchase. Here Go Girl’s will have access to vari-ous different promotional offers and resources. In order to gain access to these resources consumers will simply have to enter their membership code they receive with their first purchase of Go Girl pre-workout. Go Girls will also receive bi-weekly email newsletters, to keep them update with Go Girl promotions and sales. To continue to educate women the website will also have a guide to show women how to get the most out of their Go Girl pre-workout products. There will also be online fitness classes taught by Go Girl ambassadors.
GO GIRL
EDUCATE SUPPORT MOTIVATE
GO GIRL
ONLINE
"Hey go girls, what do you say we start the month of June off with a 30 day squat challenge lets get those buns ready for the summer"
VOICE LIFESTYLE COMMUNITY"SHOW US HOW YOU GET DOWN, THE HASHTAGS #YOUGOGIRL. LET'S SEE YOU MOVE IT MOVE IT"
"EVERYONE GIVE MYRA JONES FROM HOUSTON A LIKE FOR MEETING HER 10LB WEIGHT LOSS GOAL #YOUGOGIRL"
SOCIAL MEDIA
“What gets you going girl?”
“Shake it till you make it Go Girls”
“Kiesza’s Hideaway has really got us
going”
“Calvin Harris really knows
how to get a girl going”
TONE/MOOD:Energetic Supportive, Humorous.
RECORD VIDEO
UPLOAD TO IG
HASHTAG #UGOGRL
SHOW US WHAT YOU GOT
WHAT MAKES YOU GO GIRL?
Boredom is one of the leading causes for women to give up on their fitness routines!DID YOU KNOW?
Women are looking for engaging and entertaining interactions with the brands they incorporate into their daily lives. 75% of women social media daily and participate in activities liking, sharing, and reposting entertaining content, and 60 percent of these women follow a fitness page. Go Girl will conduct “What Makes You Go Girl” competitions via Instagram. Users will be asked to record short videos demonstrating how they get themselves going. The winners of this competition will be featured on the Go Girl social me-dia pages, be named honorary Go Girl ambassadors, as well as receive a discount on their next Go Girl purchase.
GO GIRL
MOBILE
TRACK FITNESS GOALS
SET GO GIRL REMINDERS
STAY UP TO DATE WITH GO GIRL EVENTS AND PRODUCTS
ACCESS GO GIRL PLAYLIST
INTERACT WITH COMMUNITY OF GO GIRLS
In order to further educate and support women through their fitness journeys the Go Girl mo-bile app will send push notifications to remind Go Girls to hit the gym or to take their pre-work-out supplement. The application will also allow Go Girls to interact with one another through message boards, track their personal fitness goals, stay up to date with Go Girl events and promotion, as well as provide music playlists for Go Girls to rock out to. Go Girls will be able to vote for popular songs they would like to see on the Go Girl playlists through the application.
YOU GO GIRL PARTIES
GO GIRL
COMING TO A CITY NEAR YOU
MOST MILLENNIAL WOMEN POPULATED
NEW YORK
HOUSTON
DALLAS
LOS ANGELES
MIAMI
FIND THE PARTY
BRING YOUR FRIENDS
MEET FELLOW GO GIRLS
EXPERIENTIAL
Go Girl will host “Meet Your Goal” parties in the cities with the most Millennial women populated areas. These parties will keep women motivated and excited to embark on their fitness journeys. Go Girl believes that by providing a system of support women will feel empowered through the brand. Go Girls will be able to track the locations of these parties through the Go Girl mobile application.
