Trick Chip Shot

BY: Harijan Pathmanathan, Omari Hypolite, Filipe Fernandes, Jonathon Carreiro

TRICK CHIP SHOT

OBJECTIVES

• Increase awareness with IMC.

• Advertise Doritos at Air Canada Center Events.

• Engage target market in the Doritos campaign

TARGET MARKET

• Males and females:

• Teenagers and Young adults - 12-24

• Adults - 25-34

• Middle to high level income

• Live in medium to large cities

• Outgoing, active, and social people

Hobbies

Jogging,

Movies,

Art, and

Tennis.

Passion

Loves listening to jazz

and classical music.

Loves watching foreign

movies, tennis events,

and theatre plays. Likes

to traveling, exercising,

and go out with friends.

Education

College or

university

Worries

Finding her sole

mate, keeping

her job and

getting a

promotion.

Handling school

and work.

CREATIVE STRATEGY

• Convince individuals that Doritos Is the best

snack

• Great for entertaining guests

• Get a positive response

OVERVIEW IMC PROGRAM

• Start on the 4th week of January and end on the 3rd week of April

• Begin with intense social media advertising

• Traditional marketing implemented 3 weeks later

ONLINE MEDIA

• Social Media

• Twitter/Facebook account that updates what we will be promoting

• Microsite

• List the main contest, promotional details, and full season schedule

• Mobile Apps

• Able to upload/edit their videos directly from the app

OFFLINE MEDIA

• Billboard

• Advertisement beside the Air Canada Centre

• Subway

• Ads place on downtown subway stations

• Television

• The Sports Network (TSN)

• Magazine

• Sportsnet Magazine

• Radio

• TSN radio

• The Fan 590

EVENT MARKETING

• Inside ACC

• Occur during half time and as well as T.V. Timeouts

• Half court shots and race the clock challenges

• Outside ACC

• Game booths or tents set game

SPONSORSHIP

• Incorporate the Toronto Raptors

• We will be attracting many different target audiences

• Create a big noise

METRICS

• Online forms of communication

• Participation of fans during the game time events

• Goal: one in every 5 people will join our IMC