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