1 Why PR Parade?

Puerto Rican Day Parade 2 Strategy

Recap 2016
3 360 Planning/Results

4 Key Learnings
 PR PARADE 2016

WHY PUERTO RICAN DAY PARADE?

#WINGSTEAM
WHY PUERTO RICAN DAY PARADE?
NYC Metropolitan Area has witnessed an increase in Puerto Rican population from
1,177,430 in 2010 to a Census-estimated 1,265,712 in 2013.

New York is the most important cultural and demographic center for Puerto
Ricans outside of San Juan.

National Puerto Rican Day Parade attracts 3 million+ spectators making it one of the
largest parades in New York City, and one of the largest outdoor events in the United
States.
PUERTO RICAN DAY PARADE
When: June 11th- 12th

Where: New York City (various locations)

Goal: Execute a thorough 360 plan to be part of a cultural

big moment, while driving product trail and sales.

Tactics:
In face of Monsters sponsorship of two main events of PR
Parade weekend we focused on bull-ring execution
Execute two blue and silver campaigns
Sample off premise accounts in event bull-rings
Leverage WT sampling for window wraps at
accounts with prime visibility
Utilize social media to break the barrier and keep
Red Bull top of mind in the bull's-eye of events
Focus on placing Consumption Activations at top
accounts that host PR Parade parties
Utilize WT as a resource to assist in CA placement

Messaging:
Today we are giving Wings to people who are
celebrating Puerto Rican Parade Weekend. Our Red
Bull Tropical Edition will give you the Wings you need
to celebrate all day long. Would you like to try one?
116th Street Festival | Saturday, June 11th
Taking place in Spanish Harlem this festival is largest Latin Festival in
the country officially kicking off Puerto Rican Day Parade weekend. The
20- festival attracts over 500,000 spectators. Wings will focus on
bullring and commuting sampling.

National Puerto Rican Day Parade | Sunday, June 12th

The parade marches along Fifth Ave. It is one of the largest parades
in New York City, with nearly two million spectators annually making
it one of the largest outdoor events in the U.S.
PR PARADE 2016

STRATEGY
#WINGSTEAM
STRATEGY BY
DISCIPLINE
SAMPLING
 116th STREET SAMPLING PLAN
PR PARADE 2016

When: Saturday, June 11th, 9am-6pm

Strategy: Own this big moment in NYC despite

Monsters sponsorship via sampling the
perimeter of 20- block T shape festival

Focus: Surrounding commuting hubs, parks, and

heavily traveled walking routes.

Logistics:
Home base near Park Ave. and 116th Street
U-Haul with product, ice, and backpacks
No minis used (with exception of NJ)
12 Wings
 PARADE DAY SAMPLING PLAN
PR PARADE 2016

When: Sunday, June 12th, 9am-4pm

Strategy: Manhattan team will sample the

parade route.

Focus: Wings stationed along 8th Ave in Hells

Kitchen, thru Central Park and up 5th Ave on
the Upper East Side.

Logistics:
12 Wings
Sampling executed as six separate missions
with individual missions notes focused around
zone sampling
 COMMUTING HUB SAMPLING
PR PARADE 2016

COMMUTERS TO PARADE
Sunday, June 14th

Brooklyn Commuting Hubs from Bushwick (L),

Ridgewood (L & M), Downtown Brooklyn (F &
Q), Park Slope (F &G)

Long Island LIRR from Brentwood, Valley

Stream
 FOCUS

+ +
PROACTIVE REACTIVE SPANISH TAG
 PRIMARY SAMPLING MESSAGING
Prueba un Red Bull Edicin
Tropical para seguir disfrutando
todo el festival de 116
Have you ever tried a Red
Bull? | Has probado un Red
Try our Red Bull Tropical Edition Bull?
to keep you waving your flag all
day long

Hoy tenemos Red Bull Edicin

Today we have our Red Bull Tropical. Te va a dar te las allas para
Tropical Edition to give you the que te gozas todo el da.
Wings to celebrate all day long
 SECONDARY SAMPLING MESSAGING
Todos los ingredientes en Red
Bull son seguros y cientficamente Red Bull es una bebida
comprobados energizante. Ayuda con la
concentracin y energa para
quedarte motivado todo el da.
Red Bull Tropical Edition has 28 grams of
sugar, about the same amount in a glass
of orange juice. It has only 80 mg of
caffeine, about the same as a small cup of
coffee. Be sure to check out our Snapchat
filter and tag any Instagram photos
with @redbullnyc.
I always drink Red Bull when I
have a busy day planned. It helps
me stay motivated all day!
MARKETING
 MARKETING
PR PARADE 2016
Opinion Leader Outreach
Reach out to OLs to leverage their involvement in Parade for content/ filter usage
(Crazy Legs, Joel (40oz), Brunch Bounce, Timbo, Las Brujas)

Instagram
Post on PR Parade Sunday that utilize live sampling photos from 116th St. festival

.COM
Curate three stories that highlight our NYrican OLs and their favorite memories/
pastimes around PR Parade weekend

Snapchat
Puerto Rican focused filter that reads "Hoy Se Bebe" virtually giving everyone at
the opportunity to have a Red Bull Parade weekend

RBMA Radio
Program three already existing Puerto Rican relevant programs leading up to the
weekend
INSTAGRAM

Focused posting on Parade Sunday during the peak of the weekend

Utilized sampling photos from 116th St. to speak to PR Parade
Reposted PR Parade content from Red Bull athlete Timbo Gonzalez
SNAPCHAT
Goal: Penetrate the bull's-eye of PR Parade weekend
events (116th St. and Parade route), keeping Red Bull top
of mind and virtually getting a can in every consumers
hand via a locally relevant Snapchat filter.

Tactics:
Secure funding from Hispanic Expertise Group
Design a filter with a witty locally relevant saying
around PR Parade weekend
Work with Digital Services to schedule the Snapchat
filter times and locations

Results:
TOTAL USES: 4,515
TOTAL VIEWS: 228,817
COST: $500
SALES
HOW CAN WINGS SUPPORT
ON PREMISE?
1
Challenge:
Most PR Parade parties are
announced week of, making it
difficult to plan in advance
when planning target
Consumption Activations

Solution:
Wings can help identify PR
Parade Weekend parties as
they are announced by
forwarding to Amanda &
Yamila
HOW CAN WINGS SUPPORT
ON PREMISE?
2
Challenge:
When musketeers find out about
parties last minute they do not
always have the bandwidth to
get to an account in time to
place a Consumption Activation

Solution:
Wings can help with the
delivery and placement of
Puerto Rican focused table tents
to assure we do not miss out on
any Consumption Activation
opportunities due to bandwidth
 PROCESS FOR MUSKETEERS
PR PARADE 2016

Step 1.
1 Yamila notifies corresponding musketeer of Puerto Rican Day Party taking place at
their account

Step 2.
2 Musketeer contacts account owner/main contact to arrange approval of consumption
activation placement (PR Parade focused table tent)

Step 3.
Once approved for consumption activation placement, the musketeer will forward the
3X account name, contact name/information, and optimal time for Wings team visit to
Yamila

Step 4.
4 FMS will coordinate Wings Team sampling and consumption activation
placement
 ON PREMISE PROCESS FOR WINGS
PR PARADE 2016

Step 1.
1 Wings contact Muskateer of account at the beginning of missions to give a heads up
they will be heading to their account.

Step 2.
2 Musketeer will give a short briefing to Wings prior to heading to the account in
person or via phone.

Step 3.
When arriving to the account Wings will ask for the account contact/manager and
3X get permission to sample the staff

Step 4.
4 After sampling the staff Wings remind their contact which musketeer sent them
and ask if they could place the Puerto Rican Day parade table tents
 OFF PREMISE
PR PARADE 2016

Goal: Increase visibility in the 116th St. bullring to

drive awareness and sales at the store level with one
secured window wrap.

Tactics:
Work with ASM to identify the top five accounts
with Window Wrap space and visibility
Secure funding from Hispanic Expertise Group for
Window Wrap
Get creative draft with Spanish copy

Results:
Two total Window Wraps placed in the 116th St.
bullring
COST: $1,500
 OFF PREMISE PROCESS FOR WINGS
RED BULL SUMMER EDITION

Step 1.
1 Head into account and ask for the account contact/store manager to get permission
to sample the staff.

Step 2.
2 After receiving permission from manager sampled noted SKU in mission

Step 3.
3 While sampling, message with product information and Puerto Rican Day Parade/
116th St. Festival being around the corner.

Step 4.
4 After sampling, enter mission stop-specific notes into WTB for our Off
Premise/Distribution team to review.
 PR PARADE 2016

360 RESULTS
#WINGSTEAM
 SAMPLING
PR PARADE 2016

TACTICS GOAL ACTUAL

Puerto Rican Day Parade Kick-Off
Meeting 1 1
116th St. Festival Sampling
(cans) 2,500 1,883
Puerto Rican Day Parade
Sampling (cans) 2,000 2,660
On Premise Sales Support-
Sample Hispanic Target Accounts 5 3
Off Premise Sales Support-
Sample Bull-ring accounts 30 10
 MARKETING
PR PARADE 2016

TACTICS GOAL ACTUAL

Opinion Leader Outreach 5 5
Instagram Posts 3 3
.COM Stories 3 0
Snapchat Filter 1 1
RBMA Radio Puerto Rican Focused
programming 3 0
 ON PREMISE
PR PARADE 2016

TACTICS GOAL ACTUAL

Puerto Rican Focused Table Tent
Asset Creation
1 3
Consumption Activations
(Bronx)
8 5
Consumption Activations
(Non-Bronx)
5 0
 OFF PREMISE
PR PARADE 2016

TACTICS GOAL ACTUAL

Hispanic Focused Window
Wrap in PR Parade Bull Ring 1 2
Distributor Incentive with VIP On
Premise 1 0
 MYSTERYLAND RECAP 2016

KEY LEARNINGS
 KEY LEARNINGS
Align with Hispanic Expertise group
prior to kick-off, during planning, and
post campaign to identify
opportunities for collaboration and
funding.
Engaging On Premise while different
markets have competing priorities is a
challenge. Moving forward find
opportunities to engage Manhattan
Beer for PR Parade activations.
PR Parade being a crowd sampling
does not facilitate the most premium
interactions giving us an opportunity
to find new and creative ways to
engage with the Hispanic Consumer
during this big moment.
Set calendar time with RBMA Radio
and .COM for planning and ideation
around programming/stories prior to
RBMA so timing is not a constraint.
Reach out to OLs farther in advance
to gauge who will be participating in
the parade vs. who has schedule
conflicts. This will allow a more
through plan on how to leverage Ols.
Our hyperlocal Snapchat filter
allowed us to creatively and credibly
speak to the Puerto Rican consumer,
while penetrating the event bullseye
will little dollar investment.