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COMPETITORS:

Red bull: PowerAde: VitaminWater:

OBJECTIVES:• Target females ages 18-24 who engage in

moderate to low intensity activities such as yoga, aerobics, and Zumba.

• Focus advertising in major metropolitan areas. • Follow a continuity pattern to promote the idea

of a consistently healthy lifestyle and the ways in which Gatorade can fit into the everyday lives of our audience.

 • Focus advertising on Selena Gomez campaign. • ·A budget of $10,000,000.

AUDIENCE:Colleges chosen for this campaign:

• The Ohio State University• 27, 864 females (49% of total student

population).

• New York University:• 27, 663 females (63% of total student

population).

• University of Chicago:• 7,639 females (51% of total student population).

• University of Southern California• 19,765 females (52% of total student

population).

• Texas A&M University:• 29,257 females (59% of total student

population).

TIME:

August 2014 – January 2015• Heightened advertising during:• Back to School season – August• New Year’s Resolution season – December

• Singer and actress Selena Gomez.

• Presented in all of Gatorade’s advertisements.

• Will hold concerts at the college campuses we’ve chosen.

SPOKESPERSON:

ADVERTISING STRATEGY:

• TV• Magazine • Billboard • Transit Media• Social Media• College Campus Concerts

TELEVISION BUDGET: $7,330,800

Network TV: $1,450,000

• Keeping Up With The Kardashians (E Network): $1,000,000 (20 commercials).

• Pretty Little Liars (ABC Family): $450,000 (9 commercials)

Cable TV: $5,880,800

• Glee (FOX): $2,136,000 (8 commercials)

• American Idol (FOX): $3,744,000 (8 commercials)

All commercials will run for 30 seconds each.

MAGAZINE BUDGET: $1,903,000

Self: $525,000 - 3 (2 page) Advertisements 

Women’s Health: $430,000

- 2 (2 page) Advertisements

 

Cosmo: $948,000- 5 (1 page) Advertisement

BILLBOARD BUDGET: $375,000

 

Billboards will be within our geographic locations: (eHow)

- The Ohio State University (Columbus, OH): $75,000

- New York University (New York, NY): $75,000

- University of Chicago (Chicago, IL): $75,000

- University of Southern California (Los Angeles, CA): $75,000

- Texas A&M University (College Station, TX): $75,000

TRANSIT MEDIA BUDGET: $375,000Transit Media ads will be within our geographic locations: (eHow)

- The Ohio State University (Columbus, OH): $75,000

- New York University (New York, NY): $75,000

- University of Chicago (Chicago, IL): $75,000

- University of Southern California (Los Angeles, CA): $75,000

- Texas A&M University (College Station, TX): $75,000

SOCIAL MEDIA BUDGET: $61,200

- Facebook: $20,400- 17,000 clicks per month- Sponsored Ads- Links- Pictures

- Twitter: $20,400- 17,000 clicks per month- Sponsored Hash tags- Retweets

- YouTube: $20,400- 17,000 clicks per month- Ads before videos

#GFit

TOTAL BUDGET: $10,000,000