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Social TV Ac+va+on Plan Group 8: Sangsoo Chang, Anno
Hoeller, Nicholas Leach, Andie
O’Laughlin, and David Yazdinian
BUAD 307 – Professor Ira Kalb April 26, 2012
Who we are • Sangsoo Chang sangsooc@usc.edu
• Anno Hoeller hoeller@usc.edu
• Nicholas Leach nicholnl@usc.edu
• Andie O’Laughlin olaughli@usc.edu
• David Yazdinian yazdinia@usc.edu
Posi+oning • Unique taste – blend of 23 different flavors
Target
• “Heavy drinker”
• Ages 18-‐24
• Mostly males
• Hispanics
Promo=on Strategy
• Social networking • Product placement • Public rela+ons • Specialty adver+sing
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10-‐15 Shows • Glee
• Family Guy
• Sports Center
• The Voice
• American Idol
• The Daily Show with Jon
Stewart
• The Colbert Report
• Conan
• Keeping up with
Kardashians
• The Amazing Race
• The Bachelor
• Undercover Boss
10-‐15 Shows • Glee
• Family Guy
• Sports Center
• The Voice
• American Idol
• The Daily Show with Jon
Stewart
• The Colbert Report
• Conan
• Keeping up with
Kardashians
• The Amazing Race
• The Bachelor
• Undercover Boss
The Tonight Show with John Stewart and The Colbert Report
The Tonight Show with John Stewart and The Colbert Report
• 11 P.M. to 12 A.M. on Comedy Central1
• #1 and #2 for late night talk shows in the 18-‐24
demographic2
• Trending upwards in the key demographics3
Glee
Glee
Glee
• #2 on daily broadcast total ac=vity chart1
• This season’s #1 scripted hour among the adult
18-‐49, adult 18-‐34, and teen demographics3
Family Guy
Family Guy
Family Guy • Viewers • Ranked 4th favorite program among aged 18-‐341 • Rated highest program of the night by 18-‐341 • Average of 4.3 million viewers aged 18-‐342
• Social Ac+vity • Average of 31,000 social ac+vi+es daily3 • More than 44 million “likes” on Facebook4 • 57% of the social ac+vi+es are by males, and 43% of the rest are by females3
SportsCenter
• Founded in 1979
• Averages 4.2 million viewers per day
• Approximately 3 million followers on
Twiier
• Has 5,300,000 likes on Facebook
Important Sta+s+cs • Currently 79% of individuals watching
SportsCenter are males between the ages of
18-‐35
• 94% of viewers are male
• Currently airs 7 different =mes every day
Social TV Ac+va+on Plan • Sportscenter Top 10 sponsored by Dr Pepper
• Twiier users vote for the “Top 10” plays,
moments, etc. in sports throughout the day using
#sctop10 and the #drpepper
• Countdown format will allow for repe==on of the
logo and the product name “Dr Pepper”
SC Top 10: hip://www.youtube.com/watch?v=RZasnRdjbAE
"Now for today's Top 10 plays
sponsored by Dr Pepper...one of a kind
plays brought to you by a one of a kind
drink"
Dr Pepper Facebook Contest • Facebook/boile code contest • Must “like” the Dr Pepper page to play through Facebook
• Every code entered yields more points/beier likelihood to win prizes
• Random promo+ons to increase points • Different prizes awarded over +me to increase and retain interest
• Monitor its success in real =me through ac+vity on
sites such as Trendrr, Facebook, Twiier, and other
social media sources
• Analyze this informa+on to constantly adjust our
campaign taking into account what got posi+ve
sen+ment and what did not.
MIS Strategy
Budget/Sales Forecast
• Add $60 million to current marke+ng
budget
• $50 million to adver+sing on SportsCenter
• $10 million to social media adver+sing
Future for Dr Pepper
• In 2010 a $15 million increase in marke+ng
budget led to a 4% increase in net sales
• We believe that an increase of $60 million should
lead to an increase of 6% in net sales
Thank you for your considera+on
• Sangsoo Chang sangsooc@usc.edu
• Anno Hoeller hoeller@usc.edu
• Nicholas Leach nicholnl@usc.edu
• Andie O’Laughlin olaughli@usc.edu
• David Yazdinian stalinism@yahoo.com
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