Media strategy for copywriting assignment at Moosylvania in St. Louis, Missouri

1. Media Strategy Can as “Energy Drink 2.0” Creating a Buzz…

2. I believe in Marketing 2.0 . I want to use its values (cooperation & collaborations, transparency & openness) in a genuine and robust way. What I like in particular about this movement – among many things - is that it uses the internet as a sounding board for grievances that would otherwise go unheard (unless your Dad was the CEO), that can empowering the customer and informing the producer. About the Strategy

3. Give consumers a direct line to the higher-ups and their resources and you build trust. From scholarship promotions, user-generated (and Can Supported) content…even live feedback aggregation (via blogs and microblogs), Can cares about its consumers and acts accordingly. This “new strategy” (which is really just good customer relations coupled with eagle-eyed audience/market research) will generate buzz from the happy drinkers it produces and the pleasantly puzzled pundits, “thought leaders” and comedians who realize we are not just talking the 2.0 talk, but walking the walk as well.

5. Why?

6. tm Because you Can.

7. Creating a Buzz…. Built Gary Vaynerchuk of winelibrary.com interpretation of the 80/20 rule : Give the consumer 80% of what they want: a good drink and opportunity to literally improve their life — it’s then easy to ask them for 20% effort. That effort? Drink Can. Everything else should come naturally, not seem like crowdsourcing. In doing so, we create a trusting, positive reputation consistent with Can’s values. We create a buzz.

9. To illustrate in more detail just HOW exactly that buzz could be created, I’ve chosen to use a flow chart.

16. Buzz? Created. Now where can I buy it? Copyright Lori White 2008 ©