AMP Energy Drink Media Plan
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This media plan proposes establishing the theme of "AMPology" to promote the AMP energy drink brand in a way that appeals to its target demographic of 18-34 year old males. The plan aims to position AMP as understanding its target audience better than competitors by listening rather than dictating messages. A variety of traditional and non-traditional media are recommended, including cable TV, magazines, local radio, and national spot radio, to build awareness and engage senses in line with the "AMPology" theme. The goal is to portray AMP as celebrating individualism and non-conformity in a way that resonates with its target.
AMP Energy Drink Media Plan
- 1. AMP Media Plan Bradford Pretorius [email protected] Roosevelt University IMC 443 – Media Planning December 10, 2011
- 2. Category Overview • Energy drinks refer to beverages that contain, besides calories, caffeine in combination with other presumed energy-enhancing. • Energy drinks did not make their way into the U.S. market until 1995 with the launch of PepsiCo's Josta which was followed in 1997 by the now market leader Red Bull (Reissig 2009). • Energy drinks have established a viable position in the beverage market as evidenced by their commonplace consumption in the morning, afternoon, and night, not only by the general consumer, but those of age 18 to 34 in particular (Lal 2007). • Globally, energy drinks hold 47.3% of the functional beverage’s overall market share, while in the United States they comprise 62.6%(Datamonitor 2008a, 2008b). • Energy drinks in particular have experienced impressive growth of more than 240% in the United States, as well as abroad, from 2004 to 2009 (Mintel 2009). AMP Media Plan
- 3. Category Overview • The U.S. energy drink industry was valued at US$5.4 billion in 2010 and is anticipated to reach an astounding $19.7 billion by 2013. (Datamonitor 2008a). • Currently, there are more than 300 varieties of energy drinks representing more than 200 brands in the United States alone, all purporting to increase energy, longevity, and vitality in some form or another (Energyfiend 2009). • Today, the majority of energy drinks are targeted at teenagers and young adults 18 to 34 years old due to this generation’s on-the-go lifestyle and receptiveness to advertisements for these types of products (Lal 2007). • Research found that about one-half of college students consume at least 1 energy drink per month in the hope to increase their energy level, to compensate for a lack of sleep or to mix with alcohol (Miller 2008). AMP Media Plan
- 4. Industry Trends • The marketing and branding of many energy drinks reflects the market to which these companies are targeting. • Many companies are using cross-promotional tactics to reach their consumer base by integrating their product with extreme sporting events, such as the X-games, NASCAR and the UFC, as well as advertising their products in connection with popular music icons. • In addition cross-promotional tactics, energy drink companies are using creative, and in some cases intentionally defiant names for their products to draw in consumers, some examples being Full Throttle, Ammo, Havoc, Hyperdrive and Morning Spark. • The target market for energy drinks is broadening as new products are developed in an effort to reach niche submarkets and differentiate themselves from their competition. AMP Media Plan
- 5. Industry Trends • Other energy drinks promote the unique qualities that make them stand out from the rest, such as being all natural, organic, or gluten-free, as well as diabetic- or vegetarian-friendly. • Energy drinks are still a developing industry in which a diverse range of new and innovative products will be seen in the years to come, with new innovations geared more toward the increasing number of health-conscious individuals. AMP Media Plan
- 6. Competitive Analysis Although there are an abundance of energy drinks to choose from, the majority of the market share comprises only a handful of varieties, with Red Bull accounting for 38.2% of the market share. 2010 Market share of mainstream energy drinks in the U.S. market *Includes brands not listed. Source: SymphonyIRI Group, Chicago. U.S. supermarkets, drug stores, gas/convenience stores and mass merchandise outlets (excluding Wal-Mart) for the 52 weeks ending May 16, 2010. AMP Media Plan
- 7. Competitive Analysis Red Bull • Red Bull, which accounts 38.2% of the market, is currently the major direct competition to all energy drinks. • Since they entered the energy drink market in the 1990’s they continue to be an innovator in image marketing and now spend upwards of US$50 million dollars annually on marketing. • As they grew, they began sponsoring a variety of sports including Formula One racing, NASCAR, Motocross, an air race, and even the Red Bull Flugtag, where people compete to build the best “human powered flying machine”. (Red Bull – Products & Company, 2011) AMP Media Plan
- 8. Competitive Analysis Monster Energy • The second major direct competitor for amp is Hansen’s Monster Energy which had 18.5% market share in 2010. • Monster Energy is now being distributed by Anheuser-Busch (Hansens Natural, 2011) and has seen good market penetration due to its wide product variety and highly targeted non-traditional marketing techniques. • Monster’s 2008 measured media spending was only US$1.3 million despite their rapid growth, the majority of which was geared towards event sponsorship AMP Media Plan
- 9. Competitive Analysis RockStar • Coca-Colas RockStar currently enjoys 7.3% of the energy drink market. • They directly target consumers with edgy media campaigns and sponsorships of extreme sporting events. • RockStar has sponsored several Mixed Marshal Arts (MMA) events in both the UFC and EliteXC fighting leagues with hopes of courting the fans of this increasingly popular sport. (RockStar Energy Drink, 2011) AMP Media Plan
- 10. amp • Pepsi introduced amp in November 2001 as an addition to the Mountain Dew brand product line. • The pre-established recognition of Mountain Dew gave amp a huge advantage over its competitors. The citrus flavor of Mountain Dew carried over into the amp product to reinforce the energizing boost that consumers are looking for in an energy drink. • In addition to the original, amp Energy offers four additional flavor varieties: • amp Energy Elevate has a mixed berry flavor. • amp Energy Lightning has a lemonade flavor. • amp Energy ReLaunch has an orange citrus flavor. • amp Energy Traction has a grape flavor • They also have 2 sugar free options an amp Energy Gum and an orange flavored amp Energy (fruit) Juice in their brand portfolio. (Amp Energy Drink, 2011) AMP Media Plan
- 11. amp • In an attempt to attract their target demographic, amp is actively involved in a variety of sport sponsorships including: • 6 Professional Snowboarders • 3 UFC fighters • A Nascar team including the sports most popular driver, Dale Earnhardt Jr. (Amp Energy Drink, 2011) • In 2008, amp ramped up their measured media spending to US$18.3 million in an attempt to increase their market share. AMP Media Plan
- 12. amp S.W.O.T Strengths Opportunities • Financial backing from PepsiCo • Continued growth of the energy drink segment • Very visible brand ambassadors which appeal to • Chance to establish a niche positioning in an core demographic overcrowded market • Distinct ‘Mountain Dew’ taste, which • The influence of PepsiCo to secure lucrative differentiates it advertising and media cooperation, deals and • Strong product line with numerous varieties partnerships • A very descriptive brand name • A huge amount of other PepsiCo products to do cross-promotions with • Use of social media and online tactics to appeal to the target • Make the amp name synonymous with entire categories as opposed to only individual spokespeople Weaknesses Threats • Decreasing market share • Continuously growing competition • Use of marketing tactics already dominated by • Red Bull and Monster’s continued domination others (extreme sports sponsorship, UFC, etc.) • Poor economic conditions • Concerns over health impacts AMP Media Plan
- 13. Business Objective To increase current brand awareness among teens and young adults by 10% from 14% to 24% in one year while staying within the US$22 million budget and securing the number 2 spot in the category over Monster Energy. AMP Media Plan
- 14. Communication Objective To establish amp as the new ‘in drink’ for teens and young adults by distinguishing it from an ever growing field of competitors. AMP Media Plan
- 15. The Target Target Audience Objectives To convince the primary identified target market, 18-34 years old males, that amp is the energy drink brand that understands them best in terms of their likes and dislikes by not trying to force feed them bland and obvious advertising messages. AMP Media Plan
- 16. The Target Target Demographics 18-34 year old males who lead active lifestyles. Their salary range is between $20,000-$39,999 and they are currently single or engaged. They generally do not own a home which indicates that they more than likely currently renting. They work in natural resources, construction and the maintenance industries. Target Psychographics They could be best described as experiencers who want a product that will help them maintain their high paced and impulsive lifestyles. In an energy drink they are looking for a product that gives them the boost they need to participate in sports, outdoor recreation and various other social activities. Target Strategy The goal is to turn current heavy users of our competitor’s products into brand switchers by appealing to what is deeply important to them, and once they have tasted our product to keep them loyal through continued communications that adapts to their changing interests. They have a warped and witty sense of humor and are very cynical about advertising in general. MRI media usage patterns indicate that are very interested in a variety of sports including extreme sports, cars, motorcycles, music, offbeat comedy and heavily into gaming on both PCs and gaming consoles. The numbers also indicate that they are very active online, both on PCs and mobiles. AMP Media Plan
- 17. The Target The demographic profiles for amp, Red Bull, Monster Energy and the category users are fairly consistent with each as is indicated in the following tables of MRI index numbers. Category Amp Red Bull Monster Index Index Index Index Men 18-34 233 315 260 304 Occupation: Natural Resources, 173 216 169 203 Construction and Maintenance Occupation HHI: $30,000-$39,999 124 143 119 142 Marital Status: Never Married 170 228 188 195 Source: MRI, Fall 2010 The numbers do however indicate that the Monster Energy drink consumers are almost identical to amp consumers in terms of demographics. These are the consumers we will be looking at converting. AMP Media Plan
- 18. Target Rationale While targeting a demographic group which the rest of the competition has overlooked may seem lucrative, it will be far more difficult to reinvent the category as apposed to simply ‘stealing’ consumers from the competition. Much research and effort has been put into attracting the current target by everyone in the category so we thoroughly understand them. Appealing to what makes them who they are and appealing to them on a deeper level will be the most successful strategy. As the energy drink category does not evoke as much brand loyalty as other categories, like sneakers or beer, it will be far easier to convert indifferent consumers as opposed to creating brand differentiators that appeal to a completely new target. AMP Media Plan
- 19. Geographic Objectives In addition to the Midwest, where amp enjoys a relatively high penetration, we will take advantage of the energy drink boom across the US by heavily promoting amp Energy drink in these key markets in order to increase market share across the country: • Chicago, IL • Dallas, TX • Denver, CO • Detroit, MI • Las Vegas, NV • Los Angeles, CA • New York, NY • Philadelphia, PA • San Francisco, CA AMP Media Plan
- 20. Geographic Rationale MRI index numbers indicate that currently amp is predominantly consumed in the Midwest, while its numbers fall below the category norms in the rest of the US. The goal is target areas with high category usage (CDI) and high concentrations of demographics that match ours. Some of these areas are dominated by our competitors and this is the perfect opportunity to make inroads and establish amp as a more national brand by converting some of these energy drink consumers. The following table illustrates the cities, CDI numbers and target population which matches our demographic. Market Potential Market Name HHs Est. Users Index (CDI) M18-24 M25-34 Chicago, IL 3515299 1089782 109 468453 680786 Dallas, TX 2449167 730764 105 329792 529059 Denver, CO 1513276 449215 104 193831 309598 Detroit, MI 1936592 574577 104 235082 317831 Las Vegas, NV 715284 231561 114 84619 144844 Los Angeles, CA 5759523 1975624 121 913901 1290317 New York, NY 7554817 2409489 112 931211 1348557 Philadelphia, PA 2967638 860132 102 383602 476368 San Francisco, CA 2529617 729476 101 294510 486587 Food & Drinks: Drink Energy Drinks--Experian ® SimmonsSM, 2008 © 2009 The Nielsen Company. All rights reserved. AMP Media Plan
- 21. Seasonality Objectives Amp Energy will follow a pulsing schedule beginning in January through November. Some media will run continuously from January to November. There will be 1 month bursts of heightened media presence in February, May, August and November as illustrated in the table below. AMP Media Plan
- 22. Seasonality Rationale The bursts of heightened media presence will coincide with specific promotions and events planned for these months. The remainder of the schedule has low-level media activity designed to simply support and maintain brand awareness during non-peak months. The months of peak activity were chosen to not directly compete with vacation periods as it important for the specified target to be situated in their specified geographic locations when promotions are run. A 2 month low activity period was chosen in-between peak activity periods to avoid overwhelming potential customers with constant messages as we are aware that they are generally cynical about advertising and we don’t want to risk overexposing them. AMP Media Plan
- 23. Consumer Insight I am a person who does not conform to trends, I start them. I know what I like and I support it with all my being. I don’t like to be told what to think and what to like. I am the definition of an individual. AMP Media Plan
- 24. Connection Idea Amp is an energy drink brand that has chosen to listen instead of talk. We understand the need for individualism. Amp understands the needs of the complicated people who refuse to conform and celebrates this attitude. Amp does not want to convince these people to simply choose it for an energy boost, it wants them to identify with what it stands for. AMP Media Plan
- 25. Media Mix While it may not be a traditional media planning practice to theme a media plan, this specific plan for amp is designed with a central theme in mind. The theme and recommended media outlined in this plan will appeal to our target in such a way that will have them thinking “this is a brand that understands me in a way that others don’t”. The theme for the media plan is a single word that has been invented by us. The theme will be given life through the use of traditional and non-traditional media carefully designed to build awareness and engage all of our target’s senses. The word is ‘AMPology’. AMP Media Plan
- 26. Media Mix Our definition: am·pol·o·gy noun The science that deals with the origins and cultural development of all things cool. AMP Media Plan
- 27. Media Mix Through the use of leading research tools such as MRI, we were able to pinpoint our prospects' media preferences which gives us invaluable insights into what appeals to them. The proposed media list was carefully selected by analysing the target’s consumption trends and by studying what our main competitors, Red Bull, Monster Energy and RockStar Energy use in terms of media. PRODUCT B-to-B Cable TV Hispanic Mags Hispanic Newsp Local Mags Local Radio Magazines Natl Newsp Natl Spot Radio AMP : Energy Drink 0.0 6055.7 0.0 0.0 0.0 0.0 196.6 0.0 573.7 Monster : Energy Drink 39.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Red Bull : Energy Drink 10.4 18243.4 0.0 0.0 0.0 886.4 171.3 0.0 0.0 Rockstar : Energy Drink 0.0 0.0 0.0 0.0 0.0 71.0 12.2 0.0 0.0 PRODUCT Network Radio Network TV Newspapers Outdoor SLN TV Spot TV Syndication US Internet Grand Total AMP : Energy Drink 0.0 11218.8 0.0 2.3 0.0 58.0 0.0 143.2 18248.3 Monster : Energy Drink 0.0 0.0 0.0 0.0 0.0 0.0 0.0 2.2 41.5 Red Bull : Energy Drink 0.0 15185.4 8.7 3060.8 4750.7 118.9 8517.6 332.6 51286.2 Rockstar : Energy Drink 0.0 351.0 0.0 0.0 0.0 0.0 0.0 8.4 442.6 Source: MRI, Fall 2010 AMP Media Plan
- 28. Media Mix By taking a leaf out of Monster Energy’s book, who are gaining on the category leader year-on-year with a fraction of their budget, event sponsorship will play an important role in this media plan. Traditional media such as radio and magazines will play more of a supportive role to the key drivers behind this plan, online (including branded entertainment) and sponsored events. The goal is to dominate online advertising and event sponsorship and steal some of Monster’s loyal consumers and not try to compete with Red Bull within more traditional forms of media… yet. Traditional mediums like radio and magazines will be used throughout schedule to build brand awareness and inform and the non-traditional mediums will be used to generate buzz and excitement around AMPology and through association, the brand. AMP Media Plan
- 29. Media Mix The Media Mix will include: • Online (including social media, branded entertainment and banners) • Event Sponsorship • Network & Spot Radio • Guerrilla (Outdoor) • Magazine • Mobile AMP Media Plan
- 30. Online – Branded Entertainment Once again we are breaking with tradition by first introducing a non-traditional form of media as apposed to a traditional medium like radio. This is important as it establishes and best describes the ‘theme’ outlined earlier. The AMPology website As indicated in the pulsing schedule, major communication will take place in February, May, August and November. Each of these months will have a theme that connects with our target: • February: The AMPological study of the sports fanatic (The month of the sports fan) • May: The AMPological study of the gamer (The month of the gamer) • August: The AMPological study of the speed freak (The month of the driver and biker) • November: The AMPological study of the music fan (The month of the socialite) The goal is to establish these months as months dedicated to those specific groups of people in a similar way that Valentines Day appeals to romantics. AMP Media Plan
- 31. Online – Branded Entertainment A short documentary dedicated to the theme will be created and published on the AMPology website during the relevant months. Each documentary will be broken in to 4 parts, 5 minutes each, and published on the AMPology website at the beginning of each consecutive week of the identified months. The content of the documentaries will be quite factual and witty at the same time. Each will be created from the perspective of the fan and discuss their relationship with the subject (sport, games, cars & bikes and music) and how they have interacted with the genre/subject since it’s first inception. The goal is to directly align amp with the fans of certain genres as apposed to simply trying to link the brand to the genre which most other brands in the category do. The amp Energy drink will be integrated into the script and appear in the scenes in a non-obvious and humorous way. Viewers should not think of it as blatant product placement, but simply part of the set. There will be a week break in between episodes to generate anticipation and to allow buzz and word-of-mouth to be generated. AMP Media Plan
- 32. Online – Branded Entertainment The following are brief examples of the style and content of the documentaries and a demonstration of how amp can be integrated into them. *(please note that these are by no means final executions or intended in any way to influence the advertising agencies creative department, but simply a brief description of style in order to clarify the type of content that could be contained in them) AMP Media Plan
- 33. Online – Branded Entertainment February: The AMPological study of the sports fanatic The first episode could begin with scenes of the very first organised sport, the Mayan version of soccer called ‘ball game’. There could be interviews with fans of the game (dressed in traditional Mayan outfits with their teams logo somehow integrated) while the game is being played in the background. An example of how to integrate amp into the scenes could simply be the winning team, on completion of the game, pouring a liquid (amp) over the winning coach (as is traditional in modern American Football games), the liquid could be contained in a water carrying vessel relevant to the time period (wicker basket or clay pot) with the amp logo somehow integrated onto the vessel. The sports fans could also be consuming primitive versions of the drink in the crowd. The remainder of this episode and the next 3 would document the evolution of the sports fan up until today in a witty, tongue-in-cheek documentary style. AMP Media Plan
- 34. Online – Branded Entertainment May: The AMPological study of the gamer The first episode could show scenes that modern gamers can relate to. It could show early fans of video games like Pong talking about the games, playing the games late at night, all while being fuelled by retro looking amp bottles, as Pong originated in the early 70s. The gamers could be talking as passionately about these primitive arcade games as gamers today talk about their beloved ultra-realistic shoot-em-ups. As the episodes progress, the outfits of the gamers, their slang and the computers they use would reflect the era, the style of the amp cans in the scenes could also represent the era. AMP Media Plan
- 35. Online – Branded Entertainment August: The AMPological study of the speed freak The first episode could show scenes a primitive man doing up his horse drawn cart in an attempt to get the best possible performance out of it. He could be adding ‘bling’ to the cart as well as putting on low-profile wagon wheels etc. Amp logos could be integrated into the scene through stickers on the cart. He could be discussing the horse power of his… well horses. As the episodes progress, the types of vehicles would be representative of the time period all while integrating modern trends that speed freaks today can relate too. AMP Media Plan
- 36. Online – Branded Entertainment November: The AMPological study of the music fan The first episode could show scenes of a primitive band with fans holding up lit torches as apposed to lighters. The musicians on the ‘stage’ would be playing primitive instruments including bone flutes, cow hide drums etc. There could be interviews with the fans discussing the band and instruments etc. A possible way of integrating amp into the scenes would be fans throwing primitive versions of the drink at the band in disapproval and so on. As the episodes progress, the styles of music, instruments, outfits etc., would progress until the modern day. AMP Media Plan
- 37. Online – Branded Entertainment In addition to the documentary webisodes, the AMPology website will contain other information relating to a sponsored event at the end of the month with the same theme as the webisode content. The sponsored events are described later in the plan. There will be also be a link to the amp Energy website however there will be no other information about the drink on the website as this may be viewed as a too much of a hard-sell by some viewers. AMP Media Plan
- 38. Online – Search Engine Customized banners on the Google homepage will be used to drive traffic to the AMPology website on the first day of the themed months. The days will be known as the DAY OF THE SPORTS FAN (in February), the DAY OF THE GAMER (in May), the DAY OF THE SPEED FREAK (in August) and the DAY OF THE MUSIC FAN (in November). Google currently customizes their logo on special days to highlight that day in history as can be seen below. A deal will be negotiated with Google to ‘own’ their logo for these 4 days for amp Energy drink and artwork will be developed in collaboration with amp’s creative agency. The Google logo will be themed to coincide with the themed days. There are an estimated 7.2 billion daily page views on google.com and large number of these viewers would click on the customized logo and be directed to the AMPology website. AMP Media Plan
- 39. Online - Banners Our target are heavy users of the Internet. They use the Internet for everything from social networking to researching topics for school and university. Banners advertisements will be placed on various websites of interest during the peak months to drive traffic to the AMPology website and highlight the sponsored event which takes place at the end of the month. Websites selected for the banner ads will both relate to the months theme and to the targets interest. Some examples of these websites are: • UFC.com • Gamespot.com • ESPN.com • Imdb.com • g4tv.com • Maxim.com • Metromix.com • Topgear.com • MTV.com AMP Media Plan
- 40. Social media Social media websites including Twitter and Facebook will be used heavily for the first the month leading up to the launch of the webisodes and the AMPology website. The goal is generate a buzz surrounding the campaign and those in charge of the social media efforts should actively engage consumers as apposed to simply providing them with an information source on the product. The role of the social media effort is to establish meaningful conversations between the brand and the consumer. Prominent bloggers who discuss topics related to the months theme will also be incentivised to discuss the site on their blogs. Facebook and Twitter will also be used on the non-media heavy months to promote the amp energy drinks, discuss topics relating to AMPology and build up anticipation for the next AMPology themed month. Once the webisodes have all aired on the AMPology site, they will be placed on YouTube to generate additional views. AMP Media Plan
- 41. Magazines • Members of the identified target use magazines to supplement their knowledge of topics that they are interested in. Magazines are an ideal way of reaching a specific target and they also have a longer readership than other forms of print media. They also generally have excellent reproduction quality and offer creative flexibility. • Magazines will be used for the entire media cycle, January through November. • The goal of the magazine ads is to directly inform and directly promote the amp Energy drinks. • They will not be used to promote AMPology as magazine lead times and seasonality are not easy to control, especially when the desired promotion period is so specific. • Magazines with content related to sport, video games, men's interests, music and automotive content will be used, including: • Car and Driver • PC Gamer • Maxim • MMA Worldwide • Rolling Stone AMP Media Plan
- 42. Radio • Spot and national radio will be used over the entire media schedule, January to November, to generate awareness by reaching a large portion of our target with generic brand messages to support the magazine print campaign. • Radio will also be used to generate awareness of the events which take place at the end of the media heavy months during these months. • National radio will place emphasis on daytime, evening drive and night-time day parts. • Spot radio will place emphasis on the morning drive and night-time day parts. • Stations like top 40 stations will be used as they appeal directly to our target, 18-34 year old males. • Night-time slots have been included on both national and spot radio as our target is likely to be active and listening at this time. • All days parts are being used to maximize audience reach. • Radio was chosen for its ability to evoke the imagination of the consumer, and is an ideal opportunity for AMP to connect with consumers. • None of amp’s competitors in the top 3 make use of national and spot radio. AMP Media Plan
- 43. Guerrilla Outdoor • Small posters with factoids relating to the relevant themes with a call to action to visit the AMPology website will be strategically placed in locations around the identified cities to generate interest and curiosity. • The poster campaign will begin 2 weeks before the ‘heightened’ media activity months to generate buzz and awareness of the AMPology website. • Locations will include: • University noticeboards • Lamp posts • Trash Cans • Nightclubs • In addition to these locations, a poster will placed in movie theatres next to the ‘coming soon’ light-boxes. Once again with a call to action directing the viewer to the AMPology website. AMP Media Plan
- 44. Event Sponsorship • The culmination to each of the themed months will be a sponsored event related to the theme of the specific month: • February: Sporting Event • May: Gaming Event • August: Automotive Event • November: Music Event • The events will take place in 4 key identified cities which include: Chicago, New York, Las Vegas and Los Angeles. • The main sponsor for these events will be amp and they will be co-sponsored by other large PepsiCo brands including Frito-Lay. • Celebrities relevant to the specific themes will be invited to the events as an extra draw card. • There should be some relevance and relationship to the online campaign so there will be more of a focus on the fan as apposed to only the genres, music, gaming, automotive and sport. • One example of integrating the theme into the events is putting together a ‘primitive’ music super-group to play at the music event. (Ian Anderson from Jethro Tull on the bone flute. Joe Satriani on an early primitive guitar. Dave Weckl (in many peoples opinion the worlds best drummer) on a primitive drum etc.) • An example of integrating the fans more closely into the event could be having an autograph table with sports fans seated at it and having sports icons walking past requesting the autographs of the fans. A reversal of roles to say thank you to the fans for a change. AMP Media Plan
- 45. Mobile • An AMPology smartphone app will be developed and freely available for download. • The app will include content relevant to the themes: gaming, music, sport and things that go fast as well as information on amp’s portfolio of energy drinks. • It will have updates on events, developments in the various industries, and funny historical facts of the topics. • All content will be ‘sponsored by amp Energy’ to firmly tie it back to the brand. • The mobile app will be available throughout the media cycle and beyond. • The app will also be used as a distribution mechanism for coupons for amp Energy drinks. AMP Media Plan
- 46. Media Not Recommended Television There are a number a reasons for not including television as a medium in this plan. Firstly, television is far too expensive and dedicating a large portion of the budget to television advertising which is currently dominated by Red Bull, the category leader, would be a foolish decision as it would deprive other activities of the much needed funds they require in order to be truly effective. Television is also an expected medium in the category, and as we are aware, our target is generally cynical about advertising. While television does have many benefits over other mediums it may in this case be a bit too traditional. Traditional Outdoor: While billboards may be a very good way to generate frequency, once again, they may be too traditional and our communication may be handicapped by competing with a multitude of brands in the same and different categories including Red Bull who use them. The media plans most significant benefit is the short bursts of communications that engage consumers. Billboards are far too long lived for the purposes of this campaign. They are also more of a reminder medium and don’t truly give the consumer a reason to buy by engaging and establishing a connection with them. AMP Media Plan
- 47. Media Schedule AMP Media Plan
- 48. References • Amp Energy Drink, 2011. http://www.ampenergy.com/ • Datamonitor. 2008a. Functional drinks in the United States. http://www. datamonitor.com. • Datamonitor. 2008b. Global functional drinks. http://www.datamonitor.com. • Energy Fiend. 2009. http://www.energyfiend.com/category/energy-drinks • Lal GG. 2007. Getting specific with functional beverages. Food Technology 61(12):25–31. • Miller KE. 2008. Energy drinks, race, and problem behavior among college students. J Adolesc Health 43:490–7. • Mintel Global New Products Database. 2009. Energy drink ingredients continue down unhealthy path. http://www.mintel.com/press-release/Energy-drinkingredients-continue- down-unhealthy-path?id=386 • Reissig CJ, Strain EC, Griffiths RR. 2009. Caffeinated energy drinks a growing problem. Drug Alcohol Depend 99:1–10. • Rockstar Energy Drink, 2011. http://www.rockstar69.com/ • Red Bull – Products & Company, 2011. http://www.redbullusa.com/cs/Satellite/en_US/Products/CompanyS021242755317296 • Hansens Natural, 2011. http://investors.hansens.com/releasedetail.cfm?ReleaseID=239219 AMP Media Plan