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1. S Digital Strategy Kevin Walrod ADV 420 Aug 5, 2013
2. Red Bull Crashed Ice Race of a Lifetime
3. Campaign Goal To continue to promote the Red Bull brand name
to the world by capturing consumers in a unique way and to promote
the rising sport of Crashed Ice skating .
4. Target Audience Male or female Red Bull consumers aged 21-
35 with some sort of athletic background and ice-skating
ability.
5. By purchasing Red Bull products, consumers will have the
chance to enter to win an opportunity to train with professional
Red Bull Crashed Ice skaters who will put the contestant through 2
weeks of training exercises, leading up to the time trials, where
the contestant has a chance to win their way into a real Red Bull
Crashed Ice event. The entire journey will be televised through a
series of episodes, showing the steps the contestant must take to
become a Red Bull Crashed Ice skater. BIG IDEA
6. Tools and Tactics Social Media - Twitter A tool to promote
the upcoming TV series, by using hashtags on commercials about the
competition. - Facebook A tool used for updates and details, as
well as a place to enter the competition with the consumers sign up
code that they will receive by purchasing Red Bull products. - Blog
A tool to help monitor positive and negative feedback, as well as
questions that consumers will have about the competition details. -
Google Adwords A tool to promote key words that consumers will be
using to increase searching results for the competition on
Google.
7. Sample AD In this sample advertisement, Red Bull was in
search of finding Crashed Ice contestants for their European
events. The posters goal was to promote the sport in Europe and
increase Red Bull brand awareness. A similar goal to that of this
campaign.
8. Key Performance Indicators - Increase in Red Bulls brand
awareness to the world through documenting the competitions journey
on a short TV series. - Increase in the popularity of the rising
sport of Crashed Ice skating by promotional tactics on social media
(Twitter, Facebook and Blogging).
9. Campaign Budget The campaign budget will be set to 1.2
million dollars which includes the strategy, planning,
implementation of the commercials, TV series and the cost to run
the social media websites. It will also cover the budget for Google
Adwords, which is $476 per day and will reach up to 1.73K in
impressions per day.
10. Summary The Red Bull Crashed Ice Race of a Lifetime is a
chance for Red Bull to continue to grow their brands image and to
promote the sport of Crashed Ice racing. This competition will
increase the sale of Red Bull products, while giving any consumer
that qualifies, the chance to become a professional Crashed Ice
skater.