SOBU BACK TO SCHOOL 2014 RECAP

ORLANDO

TOTAL COLLEGIATE POPULATION: 114,000PERCENT OF TOTAL POPULATION REACHED: 30%TOTAL NUMBER OF SCHOOLS: 3ADDITIONAL SCHOOLS: 3 TOTAL SBMs: 5TOTAL WINGS: 12

ORLANDO

University of Florida

50,000 Students30% of Total Population

2 SBMs: Spencer Sinclair & John

Wilson

University of Central Florida

60,000 Students30% of Total Population

2 SBMs: Eddy Kosiec & Sam

Garcia

University of Florida

4,000 Students40% of Total Population

1 SBM – Ross Emsley

RED BULL PIC UPEMBRY RIDDLE - UF - UCF

• Pic Up Boxes Placed: 426• Total Cans: 1,704• See Key Learnings Slide

FRIDGE 4 PACKS & MOVE-IN BOXESHIGHLIGHTED SCHOOL NAME(S)

• Fridge 4 Packs Placed: 1,392• Retail Partner(s): Target• Gift Cards Placed: 300• Total Cans: 5,568

• Move-In Boxes Placed: 600 • Total Cans: 2,400

• 1 Big Win – Target was able to leverage marketing for additional end caps in Bull Ring

RED BULL AIR RACE FLIGHT PATTERNSEMBRY RIDDLE

• Total Cans: 50 Cans• 35 Aviation Students in

Attendance• Discussed TUNE IN to Red

Bull Air Race Dallas• Provided Posters and

Flyers• First major win on this

blocked campus with Student Activities

RED BULL AIR RACE HOSTED STUDENT FROM EMBRY RIDDLE

• Worked with Student Activities and Deans to select one Student Opinion Leader to host.

• One article in Student Newspaper

• Strengthened Red Bull relationship for future RBAR activations

DOMINATING COLLEGE LIFE

UNIVERSITY OF CENTRAL FLORIDA

• New Accounts: 7 New Accounts• New Displays: 3 Signs, 2 Qpods, 4

Coolers, 1 Window Wrap• (Window Wraps, QPODS, etc.)

• POS Placed: 25 • 1 Big Win – Neon sign in Surf

Shop, Window Wrap in Bookstore

DOMINATING COLLEGE LIFE

UNIVERSITY OF FLORIDA

• New Accounts: 4 • New Displays: Vending Machine,

Coolers, Four Park Dry Shelf Space• (Window Wraps, QPODS, etc.)

• POS Placed: 20• 1 Big Win – Vending Machine in

24/7 Target Copy directly across from campus. Up level in The Florida Bookstore

INDIRECT SAMPLINGHIGHLIGHTED SCHOOL NAME(S)

• Total Cans Sampled: XX• Campaigns/Big Moments• 3rd Party Partner(s)

INDIRECT SAMPLINGHIGHLIGHTED SCHOOL NAME(S)

• Total Cans Sampled: XX• Campaigns/Big Moments• 3rd Party Partner(s)

SOCIAL MEDIAUCF – UF

• Creative/successful hashtags: Added local handle to Move In Boxes and Fridge Four P

• Instagram Wins• Twitter Wins• Facebook Wins• Party Tutor App is expanding

nationally• YikYak is still gaining traction on

campuses.

KEY LEARNINGS• DCL

• DCL is the new form of a campus walk. In the past we have simply walked the campuses and located the opportunities but little was done to secure new accounts after that.

• A successful DCL positions Red Bull at the finger tips of the college student whether we are sold on campus or not.

• To truly dominate your college campus, you have to first align with all members of the cell and make sure everyone is on the same page. This includes the SBMs, FMSs, FMMs, DPs, RBDC, ASM, Key Accounts, Non Trad, and Musketeer.

• DCL needs to be incorporated into everyone's overall goals so that the responsibility doesn't’t land on one person – the FMS.

• This IS NOT a POS Blitz. The goal is to own the TOP 10 – 15 accounts that students operate in. These accounts can be Study Centers, a popular Gas Station, the CVS on the corner of campus, Friday’s Happy Hour spot, barber shop, bowling ally, you name it. If it moves the needle in the collegiate universe, get with the right team and OWN it.

• To truly OWN an account it takes follow up and building a credible relationship. You are going to want them to not only sell but have multiple points of distribution in the store. You are going to want them to not only have Red Bulletin, but run can specials on big football games. You are going to want them to no only advertise Red Bull on their social media channels but place window wraps on the entrances of their stores. Be prepared to do the follow up and offer incentives to make the relationship worthwhile.

• Follow up and execution WILL TAKE ALL SEMESTER. This will not be an overnight success. • Leverage local experiences such as EDC, Red Bull Sound Select Shows, or Red Bull Curates and host accounts. • Leverage the Wings Team and SBM program. • Create creative solutions to push sales to current accounts (such as our Target gift cards with the Fridge Four packs) or work with new types

of sales accounts (such as Apps like Klink or GoJoe) who can get on campus in a different, unblocked capacity

KEY LEARNINGS• Red Bull Pic Up

• Sturdier Pic Up Boxes – Stronger glue, water proof.• Have extra boxes and stickers available.• Better communication directly to SBMs/WTMs when Grand Prize hunt goes live.• Include Tops and Flops in Activation Guide • Limit the number of Pic Ups to no more than 100 per school. • Hiding half in the first week only allowed the people that were initially aware claim them. When it is

more spread out it gives consumers time to hear about the Pic Ups. • Prepare for weather and blocked campuses.

• Hacks• Currently working on In Case of the Mondays, Parking Ticket Hack, Crack the Can Topper, Dumbbell,

Remove Before Flight• We need more collegaite tools to active large brand properties such as WFLWR, RBAR, and RB Paper

Wings.• Hosting Guests

• Determine your guests 2 months out from the event. It takes long than expected for them to commit and travel arrangements are a challenge with their work and school schedules.

• If possible, bring two guests so they always have someone they are comfortable with and if they want to explore outside of the planned hosting events.