The Meth Project marketing strategy report for the 2012 Rosetta digital marketing competition.

1. Choose Your Adventure

2. 1

3. 2
Table of Content
The Meth Project 1
Successful Campaigns 5
Target Market 7
Rationale 12
Capturing the Audience 13
Website 15
Paid Search Advertising 19
Social Media 25
Mobile App 29
Timeline 31
ROI 32

4. 1
Overview
The Meth Project was established in 2005 by Thomas M. Siebel.
According to the website it is “a large-scale prevention program
aimed at reducing Meth use through public service messaging,
public policy, and community outreach. It is currently active in
eight states: Arizona, Colorado, Georgia, Hawaii, Idaho, Illinois,
Montana and Wyoming. Advertising methods being utilized are:
television, radio, print, online, mobile and social media. The
target market consists of teens and young adults.
To determine the best way to focus on the target market both
focus groups and research have been conducted in an effort
to become experts on prevention, treatment, advertising, and
digital media.
When the Montana project began in 2005 teen Meth use
dropped 63%, Meth-related crime declined 62%, and the state
has seen a 33% reduction in the cost of methamphetamine,
saving the state $100 million over two years. The White House
stated it was the 3rd most effective philanthropy.
SWOT Analysis
The Meth Project has quite a few strengths. They have a huge
support network that backs up their efforts and helps them
spread their cause. The White House has even gone on record
stating it is one of the nation’s most effective prevention pro-
grams. Also their current successes are a strength that motivates
other states wanting to get involved. Another strength is that
they are already established. The Meth Project already has a
website, social media and other foundations, such as Paint the
State, that help build up their presence. Weaknesses include a
lower budget due to the fact that they are non-profit and they
are only well-known in eight states.
THE METH PROJECT

5. 2
Opportunities that are present are that they still have 42 other
states and they can create other foundations similar to Paint
the State. One threat is other drug awareness groups. This is
not a strong threat however because The Meth Project’s goal
would be to stop all drug use. Another threat is the availability
and price of drugs. The more available drugs are to a young-
er crowd, the larger the target market will be. Also television
shows, books, games and other entertainment sources that
downplay the risks of drugs or even make drugs look appeal-
ing is a huge threat to The Meth Project. These sources counter
what The Meth Project is trying to do.
Strengths
• Huge support network
including the White
House
• Current awareness
success
• Established website,
social media and other
presence
• Paint the State
Weaknesses
• Non-profit – lower
budget
• Only in eight states
Opportunities
• 42 other states
• Foundations such as Paint
The State
Threats
• Other drug awareness
groups
• Availability of drugs
• Television shows that
downplay the risks of
drugs

6. 3
Example Advertisements

7. 4

8. 5
EXAMPLES OF SUCCESSFUL CAMPAIGNS
The United States Congress created the National Youth Anti-Drug
Media Campaign in 1998 to prevent and reduce youth drug use.
The Media Campaign has two distinct areas of focus: a teen-target-
ed Above the Influence (ATI) Campaign, and a young adult-targeted
Anti-Meth Campaign.
Above the Influence is one of the most well-known youth brands in
the country. It speaks to teens helping them to live “above the
influence” of drugs and other substances that could hold them back
in life. “Findings from the Media Campaign’s Youth Ad Tracking
Survey of teens indicate that not only are 85 percent of teens aware
of Above the Influence advertising, but 75 percent of teens –
regardless of gender or ethnicity – say Above the Influence speaks
to them” (About The Campaign). They have national-level television
and internet advertising that has a broad reach. Above the Influence
“routinely communicates with nearly 300,000 teens via its ATI
Facebook page, YouTube channel, and AboveTheInfluence.com
(About The Campaign). Above the Influence focuses mainly on the
prevention of marijuana use, but does talk about other drugs.
“Analyses showed that youth who reported exposure to the ATI
campaign were less likely to begin use of marijuana compared to
those not exposed to the ATI campaign” (About The Campaign)
Recently Above the Influence has been teaming up with service
programs such as SADD, Boys and Girls Clubs of America and Girl
Scouts just to name a few. They are trying to reach the greater
community and a broader demographic of young people.
Since 2007, the National Youth Anti-Drug Media Campaign has
supported a national Anti-Meth Campaign through TV, radio, print,
and online anti-meth advertising in areas of the country hardest hit
by meth. The Anti-Meth Campaign is aimed at targeting adults
18-34 delivering messages conveying the risks of meth use, the
effectiveness or treatment, and the possibility of recovery from
meth addiction. The basis of our project focuses on people ranging
in age from 13 to 18. There is minimal overlap, but could be a great

9. 6
transfer to keep the market they already have from our campaign
to this. “The advertising and outreach has included messages that
focus on preventing meth use and raising awareness about the ben-
efits of treatment, and encouraging friends and family of meth users
to seek treatment for their friend or loved one”
(Methamphetamine).
“The Media Campaign uses a paid advertising budget to ensure
effective media placement of messages and requires media outlets
“match” each paid advertisement placement with a donated (or
free) placement; this two-for-one return is a value unmatched by any
other advertiser in the commercial or public service sectors” (About
The Campaign).

10. 7
TARGET MARKET
Millenials
Millenials have become the largest segment of consumers, making up
24.9% of the total population. They are distinct from other segments
such as Baby Boomers and Generation X. Millenials are characterized
as active and care free, opting to spend their time socializing, travel-
ing, and dining out. Unlike many generations before them, Millenials
have a disposable income collectively reaching about $200 billion.
Furthermore, Millenials thrive on technology and are often seen as
tech-savvy in their use of smartphones, tablets, laptops, and other
innovative technologies. They are in constant connection with family,
friends, and peers by means of social media sites and applications
such as Skype and Face Time. It is through these social media sites
that Millenials are able to express themselves and show their individ-
uality. The Internet also provides a primary source of entertainment to
Millenials.
Millenials are showered with a multitude of advertisements daily and
are extremely resistant to corporate marketing. Therefore, it is the
job of marketers today to find a way to reach Millenials in meaning-
ful ways that stands out among the chaos. They are more likely to be
won over by charitable corporate sponsorships and often respond to
companies with a philanthropic image. In fact, a 2006 study by Cone
and AMP Insights found that 61% of 13 – 25 year olds feel personally
responsible for making a difference in the world.
Simultaneously, a key aspect of Millenials is that they are ethically
and culturally diverse. Authenticity is highly valued among multicul-
tural Millenials and a high index of the group find work in Sales, Art,
Design, Entertainment, Sports, or Media. Within the workforce, Mil-
lenials value personal productivity and self-management, leadership,
and creativity and innovation strategies. While they do not wish to be
defined by brands Millenials value style, functionality, quality, and re-
liability in chosen brands. They define themselves through music, art,
and celebrity association. Millenials are also considered to be self-as-
sured, confident, secure, and adventurous leading to the notion that
they are open to new experiences.

11. 8
13-19 Year Olds
Teens aged 12 – 17 make up 8% of the US population with approx-
imately 25 million teens currently in the US. The size of this age
group is projected to rise by 1.9% from 2006 – 2016 as compared to
the overall population growth rate of 10.1%. In an article for Mintel
Oxygen reporter suggests that reminding teens that they are spe-
cial in the fact that they are one of the smallest age groups around
today may be an impactful method of outreach.
In 2011, the racial makeup of the US teen population was record-
ed at 76.2% white, 15% black, 4.5% Asian, and 22% Hispanic. In
contrast to the white teen population, from 2006 – 2016 Asian and
Hispanic teen populations are projected to increase by 30.1% and
42.6%. According to a report by the Pew Hispanic Center “Be-
tween Two Worlds” (December 2009), Hispanics are the largest and
youngest minority group in the U.S. This is important for marketers
to keep in mind when choosing the appropriate market to target.
For teenagers today technology is king. It is no longer about who
has their own landline, but rather who can access the Internet and

12. 9
what mediums they are publishing material in. Most teenagers to-
day have access to the Internet from two touch points, at home and
in school. However, as technology continues to expand so does
the amount of teens accessing the Internet through products such
as smartphones and tablets. As of 2012, 58% of teenagers owned
smartphones. In fact, nearly half of US teens today say their social
life would be worsened without their cell phone. While the Internet
has become an important teaching tool in high schools all over the
nation, teenagers spend the majority of their time on social networks
where they can communicate with friends and family. However, social
media sites are not the only sites teenagers are visiting. Teens are
also spending time visiting gaming sites, blogs, online shopping sites,
news sites, and virtual magazines. These trends can be seen across
multiple countries such as the US, UK, and Australia.

13. 10
Despite the popularity of social networks, videos and photographs
have been found to be a more effective way of reaching teens
through digital marketing. In addition, testimonials in conjunction
with word of mouth marketing are key influences of teens today.
(street teams!) It is no longer enough to simply post content on the
Internet, teens want to be able to interact and participate on the In-
ternet providing them with meaningful engagement. Overall, teens
place a high value on technology, looking good, and enjoying life
without worrying about the future.

14. 11
STRATEGY

15. 12
Boomerang Effect
Boomerang effects have been observed throughout the years in
responses to a variety of different advertising messages meant to
promote a healthy living style (Byrne & Hart, 2009). Specifically, re-
searches have documented this negative response in relation to cig-
arettes, alcohol consumption, and drug use (Fishbein, Hall-Jamison,
Zimmer, von Haefton, & Nabi, 2002). As a result it is recommended
that the Choose Your Own Adventure campaign emphasize the fact
that every person has a choice. The campaign will steer away from
the “fear factor” and instead highlight teenage Millenials creativity
and diversity.
Campaign Goal
The goal of the Choose Your Adventure Campaign is to to further
raise awareness by providing an interactive place where teens can
come together and join in a common experience. Overall the cam-
paign will bring Phase 6 of The Meth Project to the digital platform
while targeting Teen Millenials. The campaign will engage teens in
a fun and creative way while warning them of the danger of using
Meth.
RATIONALE

16. 13
CAPTURING THE AUDIENCE
In order to draw in viewers to our website and campaign, it is crucial
to make decisions in regard to our target market. Millennial’s rely on
the Internet as their main source of information, entertainment, and
connection. With so much exposure to advertisements and promo-
tions on the Internet, everyone is trying to get them to click on their
page. To successfully attract viewers, our campaign must be attention
grabbing, direct, simple, and genuine.
Search Engine Optimization is a fundamental aspect of drawing view-
ers to our site. However, it should be combined with other methods
that attract our target when they aren’t looking specifically for infor-
mation from our site. The more of our target that gains exposure to
our website, the more dialogue and conversation our message will
receive.
One way to attract attention from other websites is by placing back-
links on other pages. At the onset of our campaign, we could write
articles in regards to our message and goals; this way, we can gain
the attention of our target when they are browsing other websites.
For example, real life testimonials from teens who have been tempt-
ed to try Meth, or other personal stories will directly appeal to our
target as a relatable and realistic story. Additionally, our site will be
present in related forums. We will actively comment and interact with
similar anti-drug campaigns, expanding our reach even further. By
targeting the websites they visit most often, we can draw them away
from that and direct traffic to our website. Teens often respond to
quizzes, polls, prize potentials, and anything that can encourage their
interaction and make them feel like they are part of something. Hav-
ing these options, branded and consistent with our campaign mes-
sage, we can effectively drive meaningful traffic and gain repeat visits.

17. 14
Millenials are quick to react and discard advertisements. In order to
gain attention, our campaign will be attractive and send a positive
message. Our “Choose your adventure” theme encourages pos-
itivity, opportunity, and choice. Visually, we plan to represent this
through bright, attention-grabbing colors, and direct messages.
Wordy headlines and complicated messages will not appeal to this
generation. The simplistic message and “Imagine” taglines are easy
to understand for a teen, interactive, and personalized. By being
direct and simple in our messaging, we can holistically continue to
demonstrate ease of use and positivity to our target.

18. 15
WEBSITE
An extension to The Meth Project website will be created that is
highly interactive and informative. Users will be able to access this
new site through a link on The Meth Project’s existing site and
through our various types of digital advertising. The new website,
www.chooseyouradventure.com, will be set in an all-black back-
ground accented by loud bright splashes of color. Our main objec-
tive with the web-page is for visitors to have a positive and unique
experience. When first entering the site, the user will be asked to
provide their name. This will allow all aspects of the website to be
personalized for each individual. We will also ask for the user to
upload a picture of them so that by the end of their experience a
“what-if” photo can be generated depending on the path that was
chosen. An example of what this would look like is pictured below
and is taken from the OB Tampon apology website. After entering a
name, there is a man singing directly to that name and things within
the video have the name that was entered positioned throughout.

19. 16
This website is aiming to be informative yet conversational; we
want the user to have the freedom to explore their individualized
path rather than just listing facts. The storybook approach will al-
low each user to read a short situation and choose what action they
would take in response. An example of this would be “Your friends
decide they want to try smoking Marijuana. You A) Decide to join,
B) Remove yourself from the situation, C) Try to convince your
friends that they shouldn’t smoke Marijuana, or D) Become a silent
bystander. The user would choose one of the four answers and it
would lead them to a new situation continuing their hypothetical life
story.
Within our webpage there will be a blog embedded with testi-
monial stories from other teens that have encountered Meth and
either overcame or succumbed to the temptation. These stories
will be designed to share the experiences of other teens that are
relatable and realistic so that users may understand how their life
choices could lead them in a similar direction. The blog will also be
designed to start conversations among teens everywhere and help
people share their own experiences. Since 33% of teens said they
have been offered meth, there are a lot of teens that are faced with
this daunting decision on a daily basis and our website would be a
place they could come to find some guidance.
Example Blog
10/29/2012: Zane
I’m an addict and my name is Zane. This wasn’t the way I planned
on introducing myself to complete strangers when I was a child, but
is the way that I introduce myself today. Not because I want to, but
because it is the truth, and I don’t have to live my life hiding behind
that truth anymore. For the first time in my life, I am blessing with
the knowledge of recognizing myself for who I am; a recovering
drug addict learning how to live, one day at a time. I began using
when I was ten years old. I was raised in Hawai’i, in a culture where
smoking pot was commonplace. Both of my parents smoked pot
and drank on a regular basis, and often had groups of friends over
to party and socialize. I was an only child until the age of ten, and

20. 17
spent a lot of time watching the adults in my house have a good
time getting loaded. So, when I was confronted with an opportunity
to smoke some pot with a friend of mine, I took it. Though I had no
idea where that first experience would take me, I knew that I want-
ed to keep doing it. Not only did I like the way I felt, but I craved
the excitement that came along with getting away with it. It was
this combination of sensations which would define my addiction.
When I became an addict, I also became a criminal. As my usage
of drugs progressed, so did my criminality. By the time I was thir-
teen years old, I was sure of two things: I loved to get loaded and
I loved to break the rules. Therefore, breaking bigger rules meant
doing harder drugs. At this point in my life, I had graduated from
just smoking and drinking to experimenting with drugs I had seen
glorified through the media. Cocaine, pills, and LSD were becoming
regular additions to my recipe of rebellion and irresponsibility, and
I loved the image I was creating of being a “bad boy.” School got
left behind for my social life, and things like girls, drugs and money
became far more important. Manipulation of my parents, and any
other adult who didn’t condone my lifestyle, became my full-time
job when I wasn’t partying, and I had embraced the belief that I
didn’t care what anyone said or thought about the choices I made.
Little did I know that my addiction was at full tilt, and that I had lost
the power to control the choices that I made, because my addiction
was making them for me. Then, my life began to take a dark turn,
and self-control was lost. I was fourteen when I was introduced to
Crystal Meth. I was on my way to school on the bus and saw a bag
full of white crystalline powder on the floorboard of the seat I was
sitting in, and I took it home. An older friend of mine knew what it
was, and showed me how to make a pipe in order to smoke it. The
“ice” epidemic had spread like wildfire across the state, and I quick-
ly became another statistic. Violence and crime became my new
way of life, doing whatever I had to do to embody the lifestyle I was
now forced to live by my disease. It wasn’t long before I was in seri-
ous trouble with the law, and the hopes and dreams I had as a child
began to disappear. The freedoms of normal life were no longer a
part of mine, and I was only fifteen years-old. This life I was leading
would continue for another twelve years, and Hell became my new
address. I had become enslaved to my addiction, and it kept me
locked up in a dark little cell in my own mind. I have witnessed and

21. 18
participated in horrible things. I have spent years of my life, both
as a child and as an adult, locked up in jails and prisons. I have hurt
and destroyed relationships with people who I love, and felt pow-
erless to do anything about it. My addiction has claimed many
innocent victims, including my children. Apathy became the only
defense I had to facing the travesty my life had become, and the
only way I found apathy was to stay as high as possible all of the
time. By the time I was twenty-seven, I had lost everything to my
addiction I had t lose, except my life, and a prison sentence saved
me from myself. Had I not gotten locked up, I am certain that I
would either be dead or serving a life sentence, because I had
nothing left to give to my disease but everything I had, and I thank
God every day for the blessing of incarceration he gave me to save
my life. I am now thirty-one years old. I got clean 4 years ago, and
am currently putting the pieces of my life back together. I have a
beautiful life today that is filled with all the dreams and aspirations
I had thought lost, and I am able to take the steps necessary to see
them through to the best of my ability. I am repairing relationships
with my family, and am building beautiful new relationships that
have substance and love in them. However, I don’t do this alone. I
am a member of Narcotics Anonymous. I attend meetings, I have
a sponsor, and I work a twelve step program of recovery. And I do
it one day at a time. I am not cured, and never will be. However, I
don’t have to live the way I had for so long ever again. Recover is a
lifelong process, and I look forward to spending the rest of my life
living instead of dying. Today, I have that choice.
I’m an addict, and my name is Zane.
We will also have an in-depth resources section on the website so
that visitors are able to find out more information about meth and
its effects. We will link to sites such as the National Institute of Drug
Abuse’s page on Methamphetamine (http://www.drugabuse.gov/
publications/drugfacts/methamphetamine) and the Office of Na-
tional Drug Control Policy on the White House website (http://www.
whitehouse.gov/ondcp/meth-intro). By linking to .gov websites, the
Meth Project Website will naturally return higher in search engine
results. These resources will allow visitors to see the research behind
The Meth Project and to understand meth at a higher level.

22. 19
PAID SEARCH ADVERTISING
Paid Search Advertising or Search Engine Marketing is “a type of
contextual advertising where Web site owners pay an advertising
fee, usually based on click-throughs or ad views to have their Web
site search results shown in top placement on search engine result
pages” (Webopedia). Paid search advertising is seen in light yel-
low boxes on the top and right side of the search engine results.
Although there are a lot of search engines to advertise on, such as
Google Adwords, Yahoo! Search Marketing, and MSN AdCenter,
we will focus our efforts on Google’s paid-search program. Google
Adwords is the leader in paid search marketing.

23. 20
Paid-search can use quite a few measurements to determine suc-
cess and cost. The best measurement for The Meth Project will be
clicks because we want the advertisement to lead the target to the
website so they can engage but definitions of other measurements
have been included. Pay per click will be our strategy for determin-
ing the budget.
- Impression: a measure of the number of times an ad is dis
played, whether it is clicked on or not
- Clicks: a measure based on actual visit to the website based
on the advertisement
- Conversions: ratio of visitors who convert casual content views
or website visits into desired actions based on subtle or direct
requests from marketers, advertisers, and content creators
The Meth Project Adgroups
There are a lot of keywords that can be applied to any adgroup. For
The Meth Project there are generic keywords can be interchanged
such as meth uses can be changed to drug uses. Due to the wide
variety of keywords we can envision at least five adgroup. The five
adgroup we suggest under one campaign are:
- The Meth Project: A generic campaign that will focus on the
actual project itself so that people who are looking for the
project will have no trouble finding it.
- Drugs: A generic campaign that will target people who are
searching for all types of drugs.
- Methamphetamine: A specific campaign that will focus on
targets who already have either a positive or negative interest
in methamphetamine.
- Slang Names: A specific campaign that will focus on targets

24. 21
who already have either a positive or negative interest in
methamphetamine. It will focus on different slang names that
methamphetamine has taken.
- Meth: A specific campaign that will focus on targets who
already have either a positive or negative interest in meth.
Meth is a well-known name for methamphetamine.
- Choose Your Adventure: A specific campaign that will focus on
targets who already know about the Meth Project and want to
participate in the Choose Your Adventure.
Each adGroup is going to contain interchangeable (generic) keywords
based on the adgroup’s purpose besides adgroup: The Meth Project.
Keywords will have text advertisements and banner advertisements
attached to them. All advertisements will lead the target to the
landing page, which will be the Choose Your Adventure Website.
Example keywords and advertisements for each adgroup are:
- Adgroup: The Meth Project
o Customized Keywords: The Meth Project; The Meth
Project purposes; The Meth Project success; The Meth
Project stories; The Meth Project website; Paint the State
o Advertisement (Keyword – The Meth Project): Did you
know meth can lead to paranoia, hallucinations and even
death? Learn more at The Meth Project.
- Adgroup: Drugs
o Generic Keywords: drugs; drug uses; different types of
drugs, drug prevention; drug stories; why drugs are bad;
where to buy drug; drugs side effects; how to use drugs;
drugs methods
o Advertisement (Keyword -- Drug Uses): Before you search
any further learn more about how methamphetamine can
ruin your life! Visit The Meth Project today.

25. 22
- Adgroup: Methamphetamine
o Generic Keywords: Methamphetamine; Methamphet
amine uses; different types of Methamphetamine,
Methamphetamine prevention; Methamphetamine
stories; why Methamphetamine is bad; where to buy
Methamphetamine; Methamphetamine side effects;
Methamphetamine methods; how to
use Methamphetamine.
o Advertisement (Keyword – Where to Buy Methamphet
amine): 25% of Americans see little or no risk in using
Methamphetamine but little know the truth. Visit The
Meth Project today before it is too late.
- Adgroup: Meth
o Generic Keywords: meth; meth uses; different types of
meth; meth prevention; meth stories; why meth is bad;
where to buy meth; meth side effects; how to use meth;
meth methods.
o Advertisement (Keyword – Why Meth is Bad): Clearly
you are already on the right track to a life clean of drugs.
Visit the Meth Project to learn more.
- Adgroup: Slang Names
o Generic Keywords: crystal; crank uses; different types of
ice; tweeker prevention
o Advertisement (Keyword – Crystal): Plan on going to
college? Being successful? Visit The Meth Project to
IMAGINE your future life.
- Adgroup: Choose Your Own Adventure
o Generic Keywords: meth; meth uses; different types of
meth; meth prevention; meth stories; why meth is bad;
where to buy meth; meth side effects; how to use meth;
meth methods; drugs; drug uses; different types of
drugs, drug prevention; drug stories; why drugs are
bad; where to buy drugs; drugs side effects; how to use
drugs; drugs methods

26. 23
o Advertisement (Keyword – Where to Buy Meth): Plan on
going to college? Being successful? Visit The Meth Project
to IMAGINE your future life.
The Meth Project Targeting
Geographic targeting will use radius targeting which will vary based
on the location. For rural areas we will use a larger radius (example:
100 miles) to reach as much of an audience as possible. For more
populated areas we will use a smaller radius probably ranging from
10 to fifty miles. Language and networks will target ads based on the
language English and on the Search, Display on computers as well as
mobile. Demographic targeting will reach both males and females as
well as ages 12-19.

27. 24
Paid Search Advertising Example

28. 25
SOCIAL MEDIA
Facebook
Goal: Get more likes and promote specific posts leadings to an in-
crease in website traffic.
Facebook will provide teenager Millenials with up to date information
on the Choose Your Adventure campaign. 4-5 posts are recommend-
ed per week in addition to uploading photos and videos, providing
higher engagement among the target audience. Choose Your Adven-
ture should also define a set objective within Facebook Objective tab.
When posting content it is important to maintain a friendly tone and
to encourage communication among followers. It is also recommend-
ed that the Choose Your Adventure campaign run several advertise-
ments on Facebook targeted to 13-19 year olds within the United
States. It is projected that this demographic will reach 53,281,620
people at .96 cents per click. In order to test multiple ads at once in
hopes of gaining insight into what resonates the most with the target
audience a control ad should be created.
Sponsored stories are another great way to engage fans on Face-
book. Facebook defines sponsored stories as, “…messages coming
from friends about them engaging with your Page, app or event that
a business, organization or individual has paid to highlight so there’s a
better chance people see them.”
A Sponsored Story can be created when someone:
• Likes a Page
• Likes or comments on a Page’s post
• RSVPs to a Page’s event
• Votes on a Page’s question
• Checks in to a place
• Uses an app or plays a game
• Likes or shares a website

29. 26
Finally it is important that the Choose Your Adventure campaign
promote itself. Promote posts to increase the likelihood that people
will see your message, become aware of your campaign. This can
be done through updated destination field that allows businesses
to promote any page, event, website, and or app. When people
engage with Choose Your Adventure on Facebook, their friends will
see that connection. It has been known for a long time standing
that people rely on their friends to help them make decisions and
discover knew trends. Facebook allows businesses to tap into that
behavior. In fact, Facebook estimates that well run campaigns that
leverage social activity generate up to a 3x greater return on invest-
ment.
Twitter
Much like the recommended Facebook page the Choose Your Ad-
venture Twitter Page will provide a second touch point where teen-
age Millenials can stay up to date on the campaign. As part of the
Twitter strategy Choose Your Adventure should focus on sharing
relevant content, listening to followers, asking questions, respond-
ing to tweets, and demonstrate wide leadership and know how.
Twitter’s Guide to Customizing a Profile Page
Header photo (1252px X 626px for optimal viewing across all de-
vices): Showcase your brand prominently to grab the attention of
your profile page visitors. To select from the pre-loaded themes or
upload your custom image, visit the design tab within your Twitter
settings page.
Profile background (JPG, PNG, or GIF file, up to 800kb): Create a
rich experience with an engaging background image that tells your
brand story. The image can be left, center or right aligned — giving
you more control and predictive placement of creative elements.

30. 27
Pinned Tweet: Highlight your most engaging and important content
on your profile page. Select any one of your Tweets to pin to the top
of your profile timeline at no extra cost. If your Promoted Tweet con-
tains a link to a video or photo from a partner provider*, it will ex-
pand automatically to show that media within the timeline.
Mobile devices: Update your header image and profile photo on the
go straight from your mobile device. The images you upload will be
automatically resized to fit the viewing screen. Users will always see
a consistent visual identity for your brand across platforms, including
mobile devices.
It is recommended that there is a minimum of one tweet per day. In
addition, in order to provide the target audience with an incentive to
follow the campaign it is recommended that exclusive offers be pro-
vided via Twitter. Follow buttons should also be implemented on all
sister sites such as the campaign website, blog, and Facebook. Pro-
moted Accounts should also be implemented to quickly create brand
awareness and develop followers. Specifically, tweets can be promot-
ed in searches and within timelines. The month budget for Twitter is
estimated to be somewhere between $5000-$9999. Also the follow-
ing Twitter hashtags should be purchased to promote the campaign
and to ensure that they appear on the top of the trending topics list
for the United States.
#myadventure #imagine
YouTube
With over 800 million unique visitors a month it is essential that the
Choose Your Adventure campaign leverage YouTube. Since The
Meth Project already has its own channel it is recommended that the
campaign take advantage of the search engine through a new way,
intromercials. 10-second ads placed before YouTube videos provide
relevant meaningful information while putting the consumer first. The
strategy allows viewers to choose whether to continue watching the
intromercials thus ensuring that video is bringing in qualified pros-
pects to the campaign website.

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Pandora
As of 2011, Pandora had over 90 million registered users who spent
at least two hours listening per day. Like most social media sites
Pandora offers businesses the opportunity to advertise on their
site. It is recommended that the Choose Your Adventure campaign
purchase a mobile banner, which appears at the bottom of the
"now-playing" screen. Listeners can see and hear a message from
you, and click the advertising banner for additional information. The
chosen demographic should consist of 13- 19 year olds living in the
United States. Before running the advertisement a questionnaire
should be created and sent out to teenager across the nation in
order to gain a deeper understanding of what genres of music they
listen to the most. The results should be used to develop a more
precise target audience within Pandora. As mentioned in the target
audience section of the report music plays a large role in the lives of
teenage Millenials.

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MOBILE APP
The mobile application can be easily downloaded on to any smart
phone. The application is titled Choose Your Adventure to go along
with our campaign. The bright colors of the application also match
the colors of the campaign to keep consistency. In the application
there will be multiple functions you can interact with. The first is a
section where you can take a photograph of yourself with your smart
phone and load a filter on that would show you what you would look
like on meth. It would just be a portrait photograph of the shoulders
and up.
A second feature you can use is the Bug Game. The object of the
game is to kill as many bugs as you can from getting into your sys-
tem. Once the bugs enter you “scratch” and the more your “scratch”
the more meth is inside you. It would be a timed game for one min-
ute. Depending on how many bugs get into your system, dictates if
you won, having no meth in your system, or lose, having too much
meth in your system.
Finally you will be able to access Choose Your Adventure questions.
This section will ask yes/no questions that lead you through your ad-
venture either consuming drugs or not consuming drugs. The appli-
cation will also have facts along the way that show what meth does
to your body.

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TIMELINE

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ROI
WebTrends
It is recommended that WebTrends be used in order to track the
campaigns results. WebTrends will allow The Meth Project to track
KPI’s in the company’s social media efforts, website, display ads,
and mobile app within one platform. KPI’s include click through rate,
reach, impressions, stickiness, frequency, Facebook ‘likes’, social me-
dia followers, among several other factors.

36. References
Facebook, Twitter, Pandora, YouTube, Oxygen Mintel, Lexis Nexis,
Neilson, iStockPhoto, Paw Internet & American Life Project, National
survey from CTIA and Harris Interactive, Webopedia, Google Ad-
words; PBS, The White House, American Journal of Public Health,
Communication Yearbook

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