It all started with a V…

Gary Elphick & Joe EganTongue & Mindshare

Founders of Swipe Mobile

V – Our Message

V is the catalyst for unexpected & memorable social encounters

V – The Idea Background• Leverage V’s current sponsorship of music festivals and gaming initiatives

(continuing the brand philosophy)

• Allow consumers to show their expressive side by utilising the latest in technology

• Help 18-24 y/o seize the moment, party like rock-stars and share their experience

• Take an occasion with friends, add V, and escalate it to the next level by facilitating the unexpected and memorable

• Introducing….

‘The House Party’. Powered by V The Insight

• Actual self + Brand = Ideal Self

• 18-24 y/o’s live to party. Their social calendar is always full and it’s a constant battle for supremacy in the social world.

• Their social interactions live through online networks and their profiles tell a story of how they wish to be perceived.

• This group are constantly looking for ways to project this Ideal Self and ‘The House Party’. Powered by V represents the perfect opportunity to do so.

The House Party

• You show us you know how to throw the most awesome house party which would echo for years. The reward? We’ll let you host ours.

• We take 3 of the greatest music acts of our time, 3 venues and 3 separate locations on the same night ,at precisely the same time.

• The catch? You have no idea who will walk onto that stage. All you know, is that it’ll be unforgettable.

• Turning a great occasion with your mates, into the most memorable night which will live on through online social interactions.

Campaign Template

Act

Share

The House Party.

Powered by V

Discover

Involve

DisplayDisc

over

TickettekWe team with Tickettek and their Mobile and E-ticketing service. When someone purchases and receives a ticket to an event, we serve a banner showing another ticket (to The House Party. Powered by V) which provides a link to the entry mechanic.

FacebookWe use Facebook ‘Sponsored events’ to cut through the noise of regular ads and let people RSVP to The House Party (which will lead them to the Facebook entry mechanic and amplify to their friends ‘I’m attending ‘The House Party’. Powered by V)

DisplayDisc

over

YouTube In-video advertising calling you to RSVP to ‘The House Party’. This will target specific artists & songs, with the hope this will lead to chatter about who the artists could be. Also, re-target users based on their search history (utilising Google’s new privacy policy).

Discover

DisplaySpotify

Spotify is the social music streaming service taking the world by storm. It operates cross device, allows you to stream and store songs for free and listen with friends at the cost of an ad impression.• Spotify is due for launch in Australia at the end of March. V will look

to lead the energy drink industry in both innovation and music by being the launch partner: The product, the site and in stream radio ad, thus capitalising on free PR.

• What’s more? Spotify is a primary partner of Facebook’s Open Graph. Capitalising on pushing users actions into the Ticker and amplifying friends interactions with the brands, artists and even allowing them to listen together. Social experiences: amplified!

Discover

DisplayAugmented Reality: On Can

• V turn their cans into Augmented Reality tools

• When a user scans their can using ‘Blippar’ (huge success in UK and USA) OR holds their can up to their computer screen, the can suddenly appears as a ‘golden ticket’ for The House Party.

• Users can then interact with the ticket, whilst the whole time being called to the Facebook entry mechanic

Nivea with Rhianna

Involve

How to EnterFacebook App – Your House Party. powered by V

• Using the current 315,000+ Facebook fans, and the discover drivers, we direct consumers to enter ‘The House Party’ gaming app.

• In the mould of Farmville, we create an entry mechanic in the form of a basic interactive game that sets users the task of creating and designing their version of the ultimate house party online, within Facebook.

• Users are encouraged to invite their friends to attend their House Party (Sharing/Posting a ticket on the friends wall). When these friends RSVP, the ‘host’s’ house party is rewarded one vote.

Involve

How to Enter

• The 3 virtual house parties with the most votes will then prevail as hosts of ‘The House Party. Powered by V’

• Once the hosts are selected we set up a Facebook event for ‘The House Party. powered by V’

• We then select from the participants that have voted for any of the parties to receive a golden ticket to ‘The House Party’. These winners are then also invited to the private Facebook event

Act

The House Party. Powered by V• 3 House parties fully kitted out with stage, lights, decoration, media wall, green carpet, ‘v’ girls,

and a whole lot of V energy drink to fuel the occasion.

• All 3 locations partying, tweeting, posting and sharing in synchrony

• The 3 acts at each of the locations appear at the same time to the surprise of those in attendance

• Social media channels go into a frenzy as people update their status, tweet to their friends and pin photos

• Intimate venue to have the night of a lifetime with all content captured

Share

The House Party. Powered by V• Users check-in on Facebook to the event and are then handed their RFID

(Facebook connect) entry wristband. This allows people to quickly become friends at ‘The House Party’.

• The RFID wristbands can also be used to tag friends in our ‘friend booths’ which of course post straight to Facebook

Share

The House Party. Powered by V• High level of tweeting/status updates on the night as friends are inquisitive of

finding out who the act is.

• User generated content is shared to communicate to friends

• Instagram feed set up so people can follow the nights events

• Content taken on the night is amplified by V through social channels

Share

The House Party. Powered by VFinally

• Filmed and documented to serve as future media assets

• The House Party. Powered by V lives on through the friendships that started there.

• These encounters will forever remain attached to the unexpected, exhilarating and memorable occasion that brought them together.

• It all started with a V.

Results

Amplification Plan

Your House Party App

The House Party, powered by V

Spotify

Sponsored event

ARCans

Ticketek

YouTube

Content

Check-Ins

New Connections

InstagramFeed

Facebook Share

ResultsHierarchy of needs revisited

Self-actualisation

esteem

psychological

safety

basic

‘V’

Occasion

Location

Friends

Maslow 1943 - 2011

2012 -

Human psyche and attitude has shifted. All you need for turning what would normally be a good time with mates into something special

and memorable, is V.

Results• Technologically led brand (Indicative of the target demographic)

• Sustained leadership in Music and Gaming

• Large and engaged digital fan base

• Sharable & User generated content

• Mass reach through Shared, Owned and Paid channels

• Huge PR Value

• Not to mention:

***ONE HELL OF AN UNEXPECTED AND MEMORABLE SOCIAL ENCOUNTER***

It all started with a V…

Gary Elphick & Joe EganTongue & Mindshare

Founders of Swipe MobileThis presentation and the ideas contained remain the IP of their creators.