RED BULL NORTH AMERICA

#WINGSATWORK: LEAP DAY

EXCECUTION GUIDE
2016
 AGENDA
WHAT IS #WINGSATWORK?
EABU OBJECTIVES
ROLES & RESPONSIBILITIES
#WINGSATWORK TIMELINE
RESOURCES
SAMPLING STRATEGY
MISSION PLANNING
WTB REPORTING
SOCIAL MEDIA
POST CAMPAIGN RECAP
NEXT STEPS
 ON MONDAY, FEBRUARY 29, THE
COUNTRY WILL PARTICIPATE IN A DIGITAL
MEETS REAL-TIME SAMPLING CAMPAIGN:
#WINGSATWORK
AROUND A MOMENT THAT HAPPENS ONLY
EVERY FOUR YEARS LEAP DAY!
 #WINGSATWORK
#WINGSATWORK is a digital meets real
time sampling initiative.

Workers will see a promoted post on

Facebook/Twitter or a local Instagram
handle and will request the Wings Team to
sample their office via the
mywings.redbull.com microsite

We will then answer these requests, sending

Wings throughout the country to sample
offices during the work day!
 CONSUMER JOURNEY
Step 1.
Paid social media campaign kicks off on Thursday, Feb 25 and continues thru
6pm at each location promoting #WINGSATWORK on Twitter and Facebook in
participating markets.
Step 2.
Consumer sees paid campaign with mywings.redbull.com shortlink, clicks on the
link and requests the Wings Team to come to their office on the site.
Step 3.
X CCBM downloads consumer requests from mywings.redbull.com and forwards
request to the corresponding FMS.

Step 4.
FMS identifies the closest Wings Team and reaches out to the Wings on mission
with detailed information about office sampling request.

Step 5.
Wings navigate to requested office to sample the Orange Edition!
GOING NATIONWIDE!
ORANGE EDITION LAUNCH INITIATIVE
#WINGSATWORK OBJECTIVES

Drive product trial of our the Generate a social call to

Orange Edition in real time action for our consumer
to consumers

Support the At Work

Execute the first nationwide
occasion tentpole, and
#WingsAtWork campaign,
reach new workplaces
reaching 2k workplaces
EABU TARGETS
WHAT DOES SUCCESS LOOK LIKE?
11 EABU markets participating
(Baltimore, Boston, Bronx, Brooklyn, DC, Manhattan, New Jersey, Philly, Pittsburgh, Upstate NY,
VA)

22 missions | 3,300 cans sampled | 10 new offices/market

60% New & Infrequent users sampled

100 % of #WingsAtWork requests fulfilled

2k consumer visits to my.wings.com nationally, 500 EABU

ROLES & RESPONSIBILITIES
 ROLES & RESPONSIBILITES
CONSUMER COLLECTING BRAND MANAGER
Liaise between the EABU, HQ and other BUs regarding overall activation
objectives and goals.
DIGITAL TEAM
HQ Digital will manage all promoted social Facebook & Twitter posts.
BU digital will support with overall project guidance to Specialists & Field Marketing
(local Instagram handles).

FIELD MARKETING MANAGER

Capture local At Work Content and manage local Instagram handle leading up
to and during the #WAW campaign.

FIELD MARKETING SPECIALIST

Creating the #WAW mission schedule, act as main point of contact to Wings
during #WAW, fulfill all national handle requests via sampling teams, and
complete local recap.
WINGS TEAM
Provide real-time #WingsAtWork in a digital meets in-field sampling campaign
and mission reporting.
#WINGSATWORK TIMELINE
#WINGSATWORK
TIMELINE
 #WINGSATWORK
TIMELINE
BEFORE
Capture local Instagram
content

Collect team availability

and plan At Work
Missions

Train Wings on #WAW

Designate photographer
for 2/29
#WINGSATWORK
TIMELINE
DURING
Manage local handle
posts, requests and
conversations

Fulfill Twitter and

Facebook requests
provided by specialists

Act as point of contact

for Wings
#WINGSATWORK
TIMELINE
AFTER
Complete all missions
reports by EOD

Utilize the special

project #WingsAtWork

Completion of recap
template by 3/4
RESOURCES
 RESOURCES
Promoted socials posts on mywings.redbull.com landing
Facebook and Twitter page to collect all requests to be
sent to FMS

Wings Team Training deck will be Amanda will be the point of

provided to train Wings on the contact for the Field leading up
#WAW initiative to ensure quality to and during #WingsAtWork.
execution
SAMPLING STRATEGY
 PRODUCT FOCUS

+
PROACTIVE REACTIVE
WHATS IN THE BAG?

80% 10% 10%

 RED BULL ORANGE EDITION
Wings of Red Bull with the taste
of Tangerine

28g SUGAR
This is similar to the amount of sugar in an 8.4 glass of apple or
orange juice

120 CALORIES
The same amount of calories as in the Red Bull Yellow Edition

80 mg of Caffeine per 8.4 fl oz.

Similar to the Caffeine content in a 8.4 fl oz. home
brewed cup of coffee
 SAMPLING MESSAGING
TO GIVE YOU WINGS AT WORK THIS LEAP DAY,
WE HAVE THE NEW RED BULL ORANGE EDITION
WITH US! ITS THE WINGS OF RED BULL WITH
THE TASTE OF TANGERINE

HERES SOME WINGS FOR TO HELP YOU LEAP INTO THE

YOUR LEAP DAY! TODAY WE WEEK, WE HAVE THE NEW RED
HAVE THE NEW RED BULL BULL ORANGE EDITION WITH US,
ORANGE EDITION WITH US ITS THE PERFECT COMPANION FOR
THE WORKING DAY AHEAD!
 SECONDARY MESSAGING
THE UNIQUE COMBINATION OF
INGREDIENTS WILL GIVE YOU THE
ENERGY YOU NEED FOR THE REST OF
YOUR WORKING DAY
HAVE YOU EVER TRIED A
RED BULL BEFORE?
OUR NEW PRODUCT WILL BE
AVAILABLE FROM FEB 16 2016
IN ALL STORES
SHARE YOUR WINGS AT WORK
WITH US USING
#WINGSATWORK. GLAD WE
COULD HOOK YOU UP WITH
WINGS!
MISSION PLANNING
MISSION PLANNING TIPS
Add #WAW
requests live to
WT mission
closest to the
sampling location
Use WT Captains
as a resource for
scheduling
preapproved
sampling in new
Commuting hubs
offices
and lunch hot
spots are
opportunities for
sampling during
request lulls
WTB REPORTING
 WTB REPORTING
Remember to ask questions to identify what
type of user each consumer is:
Non User Consumer who does not want to try a Red
Bull & cant overcome barrier.
New User Any consumer that is new to the Red Bull
Energy Drink category but will try it out now for the first
time (does not mean new to one of our products)
Infrequent User Consumer who drinks Red Bull, but
only when they really need it
Regular User Serious Red Bull Product enthusiast who
drinks Red Bull on a regular basis

Please record your missions as

#WINGSATWORK within Special Projects

All missions must be set to complete by EOD

2/29
SOCIAL MEDIA
 SOCIAL MEDIA PLATFORMS
Owned by the Digital Specialists
Paid promotion content will run on
both platforms
Facebook
Twitter
Any #WingsAtWork requests
received via these channels on the
mywings.redbull.com will be
forwarded to the respective FMS
Owned locally by the Field team of
respective markets
Locally relevant content should be
leveraged on Instagram channels
Social posting cadence throughout
#WingsAtWork is key. Having an
arsenal of At Work content and Field
photos ready to go will be valuable
 INSTAGRAM COPY EXAMPLES
Why leap when you can fly?
Wings for your extra work day!
Wings to make your extra Monday fly by!
 LOCAL POSTING SCHEDULE
PRE #WINGSATWORK
Sunday, February 28th

Morning: Use localized content photo to inform followers of #WAW activation the next day

DURING #WINGSATWORK
Monday, February 29th
Late Afternoon (5pm): Wings for
Morning: #WAW messaging, mini Lunch: Mid-day pick me up with live
your evening commute. Thanks for
on the way to save the day! sampling photo (Orange allowed)
joining!

**Only RBED and RBSF should be featured in social content surrounding #WAW**
POST CAMPAIGN RECAP
RECAP: MARKET X
NUMBER OF WINGS & MINIS

AREAS OF MARKET SAMPLED

TOTAL CANS SAMPLED

ORANGE
RBED
RBSF

TOTAL CANS SAMPLED VIA #WAW REQUESTS

ORANGE
RBED
RBSF

% OF THOSE SAMPLED AS NEW & INFREQUENT USERS:

NEW
INFREQUENT

NUMBER OF WORKPLACES REQUESTED:

# REQUESTS FULFILLED
# OF NEW LOCATIONS
WINGS TEAM SAMPLING PHOTOS
SOCIAL RESULTS: INSTAGRAM
LOCAL INSTAGRAM ANALYTICS
HANDLE GROWTH
TOTAL ENGAGEMENT

NUMBER OF REQUESTS RECEIVED

BEST WORKER SOCIAL ENGAGEMENTS
 WHAT DID YOU THINK?

FUTURE
SUCCESSES LEARNINGS RECOMMENDATION

Highlight any Identify any key

What suggestions or
particular successes takeaways you had
opportunities do you
your team had from participating in
see to improve the
executing #WAW in #WAW Leap Day.
#WAW activation?
your local market.
NEXT STEPS
 NEXT STEPS
2/10: send the city names you would like to target within your market
i.e. Hoboken, NJ or Richmond, Virginia

2/12: book local Photographer for Instagram content and on the day (if
necessary)

2/20: Plan for the day complete, all WT Mission scheduling complete

2/26: WT Training Complete

2/29: Complete all Missions on WTB by EOD

3/4: Send recap slides to Amanda & Karli with local #WingsAtWork results