AMP

1. AMP Kristina Rodriguez Chelsea Baker Jonny Ferrentino Steven Mueller

2. AMP

3. agenda • Campaign Parameters • Target Audience • Media Mix • Objectives/Strategies • SWOT • AMP’s Advertising Themes • Creative Execution • Budget • Flowchart • Media

4. Campaign parameters

5. Target Audience • Demographics: • 18-34 year old males • Sports Enthusiasts • Salary Ranges from $20-$55K • Target Psychographics: • They could best be described as experiencers who are looking for a product that will help them maintain their high impulsive lifestyles. • They are looking for a product that gives them the boost they need to participate in sports, social activities, or simply carry out their day. • Strategy: • The goal is to get heavy drinkers of our competitor’s products into becoming “brand switchers”. The hope is that once they taste AMP we will keep them as a loyal customer.

6. Media mix • The goal is to make an attempt and dominate online advertising and sponsorships. With this strategy in place we plan on stealing some of Monster’s loyal customers, and not compete with Red Bull’s strategy of more traditional media (TV).  • Traditional mediums like radio, magazine, and TV will be used throughout the scheduled plan to build brand awareness. The non-traditional mediums will be used to generate buzz and excitement around the AMP brand. • Traditional • Network Radio • Magazine (ESPN, Sports Illustrated and Playboy) • Online • Search (Google, Yahoo, Bing) • Mobile (Ad Network) • Sponsorships (Super bowl, NBA Playoffs, March Madness) • Targeted Sites (ESPN, Bleacher Report, Yahoo News) • TV (Network TV, Network Cable & National Syndication)

7. Nontraditional media and sales promotion: • Guerilla Street Team at three large universities to further spread awareness about AMP products. College campuses are a great way to get the word out about AMP’s product line and reach our target demographic. • Cinema: Product placement of AMP products Fast and Furious 7. • $30 MM plan • 60 second Superbowl advertisement will help us create the product buzz that the client is ultimately trying to achieve. • To take audience exposure to another level, we also purchased the rights to have our name on the Miami arena. American Airlines Arena will become AMP’d Arena. GOAL: These nontraditional medias and sales promotions will maximize AMP’s future earning potential and should help us meet our objective of increasing brand awareness by 10%.

8. Objectives/Strategies • Target Audience: To convince the primary identified target market, 18-34 year 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 obvious advertising messages. • Geography: Our campaign will run national advertisements in Los Angeles, New York, and Miami. Since AMP’s major competitor is Monster, the brand needs to focus on more national advertising in order to be on a level playing ground with its competitors. • Budgeting: We developed two media budgets. For the 30 million dollar budget, we decided to think outside the box and purchase maximum exposure advertisements that AMP hasn’t done in the past. • Timing/Scheduling: We opted to plan a full year campaign centered around important sporting events. For example, during January we pulsed because of the NFL playoff games.

9. SWOT Strengths • A lot of different options to choose from their product line (different size cans, shot) • Pretty good with social media (Twitter, Facebook, etc.) Weaknesses • Pretty new to the market of energy drinks • Not much advertising efforts (Amp spent $18.3 million in 2008, Red Bull spent $51.3 million) Opportunities • Create more juice like and healthy products (everybody is trying to be healthy these days) • Create more smaller products and variations of the “shot” that they already have Threats • Red Bull and Monster only getting better as the years progress • Market is getting older and more health conscious

10. Amp’s Advertising themes • Dale Earnhardt Jr. • Amp uses his car as their main form of advertising • The choice of Earnhardt is a good because he is a family name when it comes to NASCAR. His father was a famous driver and so is he. So it pulls together more than one generation of NASCAR fans • He does advertisements for them such as him riding a camel • AMP energy club • Other sports • Extreme sports: Snowboarding & BMX • Fishing: Stetson blaylock • During fishing contests you see his boat decked out in amp lettering • MMA: Urijah Faber and Chad Mendes **When you’re feeling dead AMP yourself back to life**

11. Creative Execution

16. Budget

17. Budget

18. Flowchart

19. Media