Question

Topic: Customer Behavior

Energy Drinks

Posted by Anonymous on 7/28/2009 at 5:10 AM ET 125 Points
What type of activities should I set up to attract consumers towards a particular energy drink brand, and to raise brand awareness?
My age target is 18-25, both men and wemen, mostly students. I'm thinking about a theme party, with contests and sampling. But what could be REALLY entertaining?

PS: for an Eastern European country. :)
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RESPONSES

  • Posted by Jay Hamilton-Roth on 7/28/2009 at 10:54 AM Accepted
    A "video short" contest, that somehow shows your energy drink in the short story (<3 minutes). Everyone gets to vote (online). Everyone that votes that gives you their email address gets a coupon for a free drink (or buy one/get one free). Winning video gets a big prize.
  • Posted on 7/28/2009 at 4:48 PM Author
    Thank you very much for your suggestion, Jay! I will adapt this idea to a national campaign and further propose it to my manager.

    Such a planning effort (as I estimate it) deserves a big budget and a higher importance.

    I will keep posting updates; however if any of the viewers has other ideas, I shall be really grateful! :)

    Bianca
  • Posted by Gary Bloomer on 7/28/2009 at 5:05 PM Accepted
    Dear bianca.ilarie,

    How about a talent show, a'la "American Idol" with your drink as the main sponsor? "Moscow's Got Talent", that kind of thing.

    Entry restrictions to match your age group and demographic. Lots of on screen product placement, linked ads, similar youthful sponsors. The winner gets an all expense's paid trip to Las Vegas or gets to perform in some well known venue.

    I hope this helps.

    Gary Bloomer
    Wilmington, DE, USA
  • Posted on 7/29/2009 at 1:34 AM Author
    Dear Gary,

    Thank you very much for your idea! I believe this should work, now, in the summer season at the seaside; there are many tourists; I shall keep that in mind for next year;

    As for now, I need a more targeted action, on specific areas - big towns.

    Thank you again!

    Bianca
  • Posted on 7/30/2009 at 2:07 PM Author
    Thank you all for your ideas! I found them helpful and you came with them in time.

    I hope I'll be able to return the favor any time soon!

    Bianca
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