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Jonathan Krupka SDSU Student Sleepers CAPTIVATION TAMM: Peter Bacon

Jonathan Krupka SDSU Student Sleepers CAPTIVATION TAMM: Peter Bacon. OVERVIEW. APPROACHES:. Educated SDSU students on using Muscle Milk as a “meal replacement” or “additional snack” when time is limited.

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Jonathan Krupka SDSU Student Sleepers CAPTIVATION TAMM: Peter Bacon

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  1. Jonathan Krupka SDSU Student Sleepers CAPTIVATION TAMM: Peter Bacon

  2. OVERVIEW APPROACHES: • Educated SDSU students on using Muscle Milk as a “meal replacement” or “additional snack” when time is limited. • Secretly placed Vanilla Latte RTD bottles beside sleeping students with a note emphasizing caffeine in a protein beverage. • Secretly placed Genuine RTD bottles beside sleeping students with a note highlighting our meal replacement benefit. • Educated & sampled students who were stressfully studying throughout the library’s busiest time of the year. (FINALS) • Surprised students with a RTD bottle from an anonymous “stewdent.” • The surprise reaction resulted in: a great first impression, set a point of difference with our brand, and most importantly created “buzz” on the SDSU campus.

  3. LOCATIONS

  4. OVERVIEW: ROI (Instagram) CAPtivation: Each bottle was accompanied with a note that mentioned the benefits of MM as a meal replacement or additional snack. The note was signed by “Stew Dent” and the #stewdent was below the signature. We did this in hopes of creating social media buzz on our campus using an original #hashtag. : 46 SoCAL Total : 25 SDSU Total : 215 Impressions 215 impressions from the photo’s that I was able to view.

  5. BOTTLES SAMPLED TOTAL BOTTLES SAMPLED 279

  6. PHOTOS: Sleepers

  7. PHOTOS: Students who left their desk + =

  8. PHOTOS:ROI Photos

  9. OVERALL KEY LEARNINGS Sampling Sleepers: • Although it was hard to capture photos of the students waking up or returning to their desk, I believe the mysterious bottle distribution truly made this CAPTIVATION original. • The amount of sleepers varied throughout the day, but I found the most from 6:00-8:00pm. • Having a friend or my TAMM present allowed me to capture photos more efficiently. • Peter (my TAMM) brought a GoPro camera which allowed us to capture the whole distribution process quickly and effectively. Additional Accessories • While the note got the main points of the CAPTIVATION to the students, I believe there would be a larger ROI if there was additional branded items included with a RTD bottle. • These items can range from the locker box that could include bars, notepads/pencils etc. • Having a #hashtag (i.e #stewdent) on these items would be ideal in order to create the most BUZZ. Improvements • If this CAPTIVATION is to be done in the future, obtaining a schedule of when study groups will be occupying the designated study rooms would be very beneficial to place multiple notes or even a promotional study package. • If promoted enough, we could secretly place Muscle Milk study packages across both the library and campus, and use Geo-Mapping on Instagram for students to find them.

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