2. Tell the Promoter in fifty
(50) words or less why
Upload a photo of their Fill out online application
you should have a Red
rooftop form
Bull Radio Rooftop party
on your rooftop
Fashion & Famous pub at Bondi Pop Cult website that houses Photo gallery that displays the coolest
youth Beach hosting latest music, fashion, art and festivals, gigs, events and parties and
oriented Red Bull rooftop celebrity news through stories, allows photos to post to Facebook
after party blogs, videos and galleries profiles

3. 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.

4. 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.

5. 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

6. LEARNING 4: Share Content Fast
Youth want their online profile to mirror their real lives. Therefore, content needs to be accessible and shared
instantaneously.
SMS
Photographer
flashes at event
Within 12 hrs photos are
uploaded online Phone calls
Person in photo clicks on
photo/logins to Facebook
Private messages
and photo is shared on
Facebook profile and
Word of mouth is thread for friends to see,
generated amongst leaving multiple
friends from content impressions

7. 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.
“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…..”

8. 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).
Status post
Life Without Andy
photo
Photo uploaded
Tagged in friends album
Friends comments
3 photos uploaded