The Yellow Team (a.k.a. "Blame it on the Yellow-vation")'s brand hack presentation for tequila from Digiday Agency Innovation Camp in Vail, CO - August 25, 2015.

2. ONCE UPON A TIME…

4. TARGET

6. WE ARE…
YOUNG
FUN
UNAPOLOGETIC
ENERGETIC
CELEBRATORY
CONVERSATIONAL

7. POSITIONING
Premium
Inexpensive
Everyday
Special
Occasion
Patron
1800
Hornitos
Juarez
DeLeon
Sauza 901
Éxito

8. CELEBRATE
EVERYDAY
SUCCESSES

9. #shotofsuccess

10. IGNITE CONVERSATIONS
EVERYDAY
SUCCESSES
INFLUENCERS
&
PARTNERSHIPS
SOCIAL
MOMENTS
PAID MEDIAEVENT
EARNED MEDIA CONVERSATION:
START
SPIKE
SUSTAIN

11. Celebrate Everyday
Successes
START THE CONVERSATION
Social Influencers

12. Celebrate Everyday
Successes with Éxito
LAUNCH THE CELEBRATION

13. Austin Portland
Wicker Park Brooklyn
CELEBRATE WHERE THE TARGET IS

14. Owned Social Channels
Always-On Surprise & Delight
Location Based Messaging
Paid Media
SUSTAIN THE CONVERSATION & ENGAGEMENT

15. #shotofsuccess

16. #shotofsuccess

17. QUESTIONS?

18. APPENDIX

19. Channel Objective Platform Metric/KPI
Owned Social
Campaign
Participation
Snapchat,
Periscope, Twitter,
Facebook,
Instagram, YouTube
Impressions, Engagements,
Mentions, Time Spent,
Completion Rate
Paid Social
Engagement with
Posts
Twitter, Facebook
Follows, Engagement Rate,
CPE
Paid Search Engagement
Google, Bing, Yahoo
Gemini
Time on Site, Pages per Visit,
CPE, Engagement Rate, CTR,
CPC
Display Brand Awareness
GDN, Bing DN,
Yahoo DN, 3rd party
publisher networks
CPM, Impressions,CTR,
Pages per Visit, Time on Site,
CPE
KPIs

20. Community Management/Social Promotions $100,000
Social Influencers - National $100,000
Guerilla Marketing (4 markets total) $500,000
Paid Media Activity $300,000
PROPOSED BUDGET