Fashion & youth oriented

Famous pub at Bondi Beach hosting Red Bull rooftop after party

Pop Cult website that houses latest music, fashion, art and celebrity news through stories, blogs, videos and galleries

Photo gallery that displays the coolest festivals, gigs, events and parties and allows photos to post to Facebook profiles

Tell the Promoter in fifty (50) words or less why you should have a Red

Bull Radio Rooftop party on your rooftop

Upload a photo of their rooftop

Fill out online application form

LEARNING 1: Make it Easy for Your Message To Be Shared Give the audience tools to share an exact message via relevant social media platforms. The message is more inclined

to reach large volumes organically, building brand credibility.

Click on the Facebook or twitter tab and an automatic message appears in the copy box, ready to be posted online.

LEARNING 2: Make Everyone A Winner A competition should create an opportunity for everyone interested to participate and engage with the brand. Inclusivity

is vital, ensuring long lasting brand relationships.

1st Prize (4 Rooftop Parties)

• VIP-exclusivity is alluring • Ease and Simplicity-writing one paragraph on why owner of house should win house party • Quality of Prize- celebrity and famous quality • Sharable- allows friends to participate

2nd Prize (Open After Party)

• Includes and rewards everyone.

RedBull Advertisement LEARNING 3: The Power of The Brand

Leverage the power of an established and trusted brand to instantly build hype and provide credibility around co-branding e.g. Red Bull = Red Bull Radio Rooftops

Photographer flashes at event

Within 12 hrs photos are uploaded online

SMS

Phone calls

Private messages

Person in photo clicks on photo/logins to Facebook and photo is shared on Facebook profile and thread for friends to see, leaving multiple impressions

LEARNING 4: Share Content Fast Youth want their online profile to mirror their real lives. Therefore, content needs to be accessible and shared

instantaneously.

Word of mouth is generated amongst friends from content

“Yo... My name is Shane, 23.

I spend 3 hrs a day surfin the web, hanging on my fav online sites (Pedestrian, Life Without Andy, The Daily Telegraph).

I update my Facebook status 3 times a day and twitter every so often, because I am kind of addicted, everyone is doin it. Secretly I want ppl to see how cool I am.

When I am not downloading new music, I listen to FBi Radio.

On my down time, I hang at Bondi beach. Yewwwww…..”

LEARNING 5: Be Where They Are Be in environments that are particularly relevant to the intended audience. Weave into their environment and co-create

content.

Life Without Andy photo

Tagged in friends album

3 photos uploaded

Status post

Photo uploaded

Friends comments

LEARNING 6: Create Content That is Worth Amplifying Make your target audience apart of the campaign story to ensure content is worthy of being shared on Facebook (updating

statuses, posting photos or tagging photos).