Young Adult Target 2013 Digital & Social Media Campaign Presentation

1. Young Adult Target2013 Digital & Social Media Campaign Presentation January 24, 2013

2. Agenda • Overview of the project and deliverables • Overview of the Tampico brand and marketing objectives • Target insights • Social media communication platform • Campaign concepts

3. Project Assignment Roar Media and Macias Advertising are charged with; • Implementing a new Digital/Social Media Campaign that will drive engagement and conversational capital among core 18-24 young adults. • Create a messaging platform for Tampico’s social media channels that will engage our target and easily facilitate proprietary promotional efforts. • Leverage key learning from 2012 and have multiple and ongoing proprietary promotional efforts across the calendar. • Campaign needs to have elements that leverage it at Field Marketing Events in key markets (Los Angeles, Miami, Chicago, Houston/Dallas). • Campaign to be ongoing in 2013.

4. Brand Alignment and TargetDoug Kellner, Macias Advertising

5. Tampico Brand Strategy

6. Tampico Brand Strategy

7. Marketing Objectives - Young Adults • Grow Tampico’s social media community: • Create more brand advocates • Drive conversational capital • Create a messaging and tactical platform that reflects and integrates with relevant lifestyle activities. • Position Tampico as a brand that celebrates the colorful irresistible moments in life.

8. Young Adult Values

9. Social Media Engagement Platform Jacques Hart, Roar Media

11. Traditional Digital Campaigns

12. Social Digital Approach

13. As the blend master of flavor, Tampico will curate an eclectic mix of creative content that is “irresistible” to the young adult target. Tampico will shine a light on people and trends that reflect colorful and irresistible offline lifestyle. Content will focus on creative expression: new music, arts, entertainment, sports, technology, etc. Sourcing, filtering and linking to relevant digital media outlets (websites, blogs, feeds, playlists) that YA cultural influencers frequent to express themselves and stay “in the know”. Social Engagement Filters

23. Creative Concepts Marcos Macias, Macias Advertising

24. Blend Wall

28. Campaign Concept 1

29. Let Irresistible Flow • Irresistible. For young adults, irresistible is the cherry on top, the sweet honey drop, the mountaintop. Irresistible is what blends real flavor into their lives. • Irresistible vibrantly colors the world of young adult. The strongest emotions are stirred by the presence of irresistibility. • Irresistible is not always seen as attainable. It can be the Holy Grail of “want.” • Irresistible thus speaks to young adults passionately, and spurs strong emotions. Irresistible is capable of moving them like nothing else. • So how do they reach irresistible? What does it take to turn irresistibility into reality?

31. When The Pulse Races: The Concept • To seize irresistible, you must: Act on Impulse. – I would not say this here, but let the next slide say the name of the concept. • Impulse connects us to the irresistible that we would otherwise shy away from due to the weight of awesomeness irresistible carries. What does this mean? • Impulse is a shot of bravery, an instant “YES”, the ability to attain the irresistible. • Acting on Impulse is the purest, and truest form of reacting to irresistible.

33. Act on Impulse Rationale

34. Act On Impulse: Time For Action • “Act on Impulse” will empower fans to easily take action and reach what’s irresistible through our social channels. • Through a series of impulsive giveaways featuring irresistible promotions, we will position Tampico as the place for acting on a blend of colorful impulsive opportunities. • Tampico will come to own the area of impulse on social media. It will become known as the place to come to connect with irresistible. • First step is to content seed. This is dangling- need to remove.

39. Act On Impulse: Social Media Promotions • Conduct ongoing mini-promotions across the calendar. • Promotions will play off the concept of impulsive response, to win you have to act on impulse and submit the requested content. • Through a series of impulsive giveaways featuring irresistible promotions, we will position Tampico as the place for acting on a blend of colorful impulsive opportunities. • Tampico will come to own the area of impulse on social media. It will become known as the place to come to connect with irresistible. • Slide 33 and 39 are almost identical

42. Promotional Graphics for Social Media. Change to: Social Media Style Guide and Content Swatches

44. Field Marketing Elements

45. Instagram Hashtag: #ActOnImpulse

46. Act on Impulse - Activation / Field Marketing • Bring the online impulsive promotions down to the one to one consumer level at select large scale events. • Utilize the iPads and a selection of premiums to drive consumers to Act on Impulse and drive brand engagement. • Some rebranding of elements required; iPad stands, additional signage and handout collateral, • Consumer Process • Step up to the iPad • Hit the “Act on Impulse” button when prompted • Follow the instructions and engage in the impulsive activity (iPad programmed with a sufficient quantity of random activities) • Brand Ambassadors reward the impulsive action with a small (but fun) giveaway.