Propel Spectacle Extensions December 10, page 1

Transcription

1 Propel Spectacle Extensions December 10, 2015 page 1

2 THE DETAILS LAUNCH: LA in Mid April 2016 LOCATION: LA, Chicago, NY, Miami, Denver TARGET: Influencers and Consumers GOAL: Blow up Propel s PR in an authentic way while reaching consumers in unexpected ways page 2

3 CONSUMER EXPERIENCE PROPEL ME CLASSES page 3

4 PROPEL ME CLASSES We ll take over an area with high foot traffic, such as Venice Beach, for the ultimate Propel Me Classes. A quantity of 200 Propel-branded spin bikes form near the boardwalk during a high-energy, one-day takeover. Throughout the day, the Propel-branded spin bikes will be open for public use, creating a spectacle that consumers can join in on to quickly discover the brand in the perfect setting. Brand ambassadors will rally the public to join in. Product will be gifted to targeted guests who get on the bikes and sweat (vs. just to anyone who walks by.) In an elevated evening class, Celebrity trainers lead Sunset Spin classes. The Propel PR team will invite selected VIP guests to register for Sunset Spin class spots. Any unneeded spots should become open to the public for first-come-first-serve RSVPs, promoted via Propel social media. For consumers on-site, Brand Ambassadors will rally the crowd to fill bikes with those who want join in on the action, approximately 15 minutes before the class starts. If no open-to-the-pubic seats are available, consumers will be directed to follow Propel on social media for future events they can sign up for, and of course, they are invited stay to join in on the after party. The Sunset Spin class features a music collaboration between an EDM artist and our Celebrity Propel Trainer, with the EDM artist playing live at the event. After the evening class is complete, the space turns into an after party. The music continues and the Lyte-up glow-sticks flow. page 4

5 PROPEL SOCIAL To encourage social sharing during the takeover, chosen posts on Instagram with the hashtag #PropelMe will be rewarded with extra perks including special Propel promotions, gym memberships, and one-on-one post-class private training sessions* with the celebrity trainer. During the live event, there will be a large social media wall* where consumers can Tweet or Instagram to Propel or the celebrity trainer for workout and hydration advice. For example, Hey [trainer,] what s your secret to staying cool in this hot Cali sun? Their answer could be, The best way to stay cool is to stay hydrated. Try an ice cold Propel for added hydration benefits beyond any other bottled water. *Not currently budgeted for in MKTG budget page 5

6 INFLUENCER EXTENSION EXCLUSIVE PROPEL ME CLASSES page 6

7 PROPEL ME VIP EVENT To kick off the program in Los Angeles, we ll host an VIP-only Influencer event. This 30-person spin class is set up on a mountain-top landing in the hills of West LA. A more intimate yet high-energy pop-up class will allow the curated, VIP guest list to feel like they are having a one-on-one experience with the brand. A smaller guest list also allows for a high value customized Propel Grab Bag to be delivered to the target influencers. The Propel-branded mountain top spin class will create a gorgeous shareable photoopp for all who attend. The class is led by a Celebrity Spin Trainer who will instruct on performance and when to rehydrate with the provided Propel Electrolyte Water. The influencer class will also feature a music collaboration between an EDM artist and our Celebrity Propel Trainer, with the EDM artist playing live at the event. page 7

8 SAMPLE ELECTROLYTE SMOOTHIES Mango Propel Madness ELECTROLYTE SMOOTHIE STATION After the VIP Event, there will also be a custom branded Propel Smoothie station* for an added post-workout rehydration takeaway featuring the water. The Propel Smoothie station demonstrates creative uses for the water that consumers may have not thought of they ll learn that they can use Propel Electrolyte Water in any recipe that calls for water or ice, when they need added electrolytes. We could even give away Propel branded ice cube trays to remind consumers to continue using Electrolyte Ice in their daily smoothie regimen. 1 c pineapple chunks ½ c Propel Electrolyte Water (cold) 1 lg ripe mango 1 ripe banana, sliced 1 cup Propel Electrolyte Ice cubes Berry Best Propel 1½ c strawberries 1 c blueberries ½ c raspberries 2 Tbsp honey 1 tsp fresh lemon juice ½ c Propel Electrolyte Water Ice cubes *Part of the F&B catering package, in VIP event only page 8

9 CONTENT CAPTURE Both the Consumer and VIP Influencer experiences are rooted in sharable and PR-able UGC. To extend from that, will also hire our own documentary film crew to document the experience and collect content to be shared on Propel channels. This pushed content is where you will tease future events in the upcoming markets of Chicago, New York, Denver and Miami. A documentary-style photography crew will also be on-site capturing content. page 9

10 ASSUMPTIONS 6 Events Across 5 Markets: (2) LA, (1) Denver, (1) Chicago, (1) NYC, (1) Miami Purchase of 200 Spin Bikes (TBD if there will be a partner that can help defer costs) Goal of 200 People per curated Propel Me event plus opportunity to reach more over the course of a full day experience Additional VIP-only Propel Me event in LA for (30) influencers Gatorade/Gatorade PR Team will be responsible for managing invite process and guest list for these events- No Budget allocated for this currently No Budget Allocation for 24hr Fitness activations Budget is inclusive of all program costs through August If the program is extended beyond what is currently scoped, additional costs and fees will be incurred page 10

11 THANK YOU page 12