“Look to the Skyy”A Persuasion Campaign for

Colleen Canty ∙ Samantha Cox ∙ Kelly Dudine ∙ Emma Gold ∙ Lauren Grunstein ∙ Jamie Jelly

Challenges• Skyy Vodka lacks a specific

market

• Does not utilize social media

• Unfamiliarly

Objectives• College Student Awareness

• College Market Sales

• Social Media

• Brand identity

• Traditional Media

Target Demographics

• Ages 21-25• Location: college campuses• Male and female• Budget • Psychographics

– Active social life

Research

• Poll: Vodka Preference Among College Students– Smirnoff: 34%– Svedka: 29%– Absolut: 17%– Skyy: 10%– Grey Goose: 9%– Stolichnaya: 5%

Advertising (Print & Broadcast)

• Broadcast Voiceover:– “Wouldn’t it be great if money grew on

trees and vodka fell from the Skyy?”

• Print Tagline: “Look to the Skyy”

• Visuals:– Walking in park – Money growing on trees– Little Skyy vodka bottles raining down

Guerilla Marketing • Skyy College Campus Tour

• Giveaways– Umbrellas with Skyy

logo– Skyy Shot Glasses

Social Media • Skyy University Twitter:

– @collegestudent Happy Birthday from Skyy! Make it amazing with this! www.skyy.com/couponforyou

• Skyy University Facebook Fan Page– “What Would You Want Falling From the Skyy?” Contest– Continuously updated content and offers– Photos from events on campuses nationwide– Messages with exclusive promotions

• “Which Drink Are You?”

• College bloggers and nightlife publications

Web site

• Already very visually appealing & interactive

• Weekly Skyy Cocktail Contest – Winning recipe will be featured on the

website each week

• Skyy partners with iTunes to suggest a weekly “Party Playlist” which can be played through the website or downloaded through iTunes

Media Relations• Print

– College Newspapers– Local area newspapers

• Lifestyle and entertainment beats• Radio

– College Radio Station • TV

– MTV (and Affiliates)– Major Networks: NBC, ABC, CBS, FOX

Evaluation • Re-poll college students

• Measure Web site Traffic (Analytics)

• Monitor Twitter Account

• Monitor Facebook Page • Count Placements (Print, Broadcast)

Thank you!

Questions?