2. Table of Contents
1 Background
The Vision
The Event
Time Management
Time Management- Preparation
Time Management - During Event
Cost Management
Quality Management
HR Management
Social Media Marketing
Risk Management
Environmental Management
Logistics Checklist
2-5
6-8
9
10
11
12
13
14-15
16-17
18-19
20
21
In Conclusion22
3. Background
Each summer Red Bull releases a new “summer edition” flavor. The release typically occurs
in the beginning of May. The first summer edition was the tropical flavor, released in 2015, and in-
creased Red Bull sales by 167% as compared to the previous summer (Hogan). Typically the release
date is not highly anticipated, and is not highly publicized. The product itself does increase sales for
the summer, but there is opportunity for growth.
Summer Edition -
One market that Red Bull has thus far been unable to tap into is the young, active, and
health-concise. These are the people that live an active lifestyle and stay away from energy drinks.
Red Bull has never before been able to reach this market, until now. The summer product launch is
designed to target to this audience.
Weakness -
Only a few months ago Red Bull formed a partnership with GoPro (GoPro). This partnership
built one of the strongest media teams that there has ever been. One of the greatest advantages of
this partnership is that GoPro has a hold on the young, active, and health-concise market, the exact
market that Red Bull has fallen behind on. Thus the summer edition product launch is celebrating the
one year anniversary of the partnership, as well as an opportunity for these two brands to share audi-
ences.
GoPro has their strong hold over the very active market, and Red Bull has a very strong hold
over the college market. Red Bull can benefit from winning over some of these more health-concise
adults, and GoPro can benefit from appealing to the average college student and making their prod-
ucts more of an everyday camera. By planning an event that launches the new Red Bull summer
edition, while also celebrating the partnership of these two brands, a media event would be created
that cannot be ignored.
Opportunities -
As the Project Manager for this event with such a large scope, the overall goal comes down
to creating a Media Event that is on brand for both Red Bull and GoPro and expands the audiences
of both of these stakeholders. This will be achieved through four months of planning (Time Manage-
ment - Prep, pg 10) and an extensive Risk Management (Risk Management, pg 18-19) and Social
Media Marketing plan (Social Media Marketing, pg 16-17). By using the skills and expertise of those
already employed by Red Bull, as well as the resources of both sponsors, costs will be kept in check.
The activities planned were designed and chosen with both brands, and the target audience (The
Vision, pg 4) in mind. As Project Manager I will ensure that the weekend is well prepared for, well
budgeted, and sparks the media attention that only the pairing of Red Bull and GoPro could cause.
Management Goals -
1
4. The Vision
The summer launch will be the summer party of the year. A combination of both a product
launch and media event, the goal is for the Red Bull summer edition to be everywhere on social me-
dia. It will take place in the heart of Red Bull’s target market, California. Red Bull will rent out a lodge
in Lake Tahoe, that accommodates up to 34 guests for just over a week. The first three days will be
used in preparation, with the social media influencers arriving throughout the day Thursday. The next
three days will be filled with adventure activities that take advantage of the best of GoPro’s and Red
Bull’s resources.
What -
The weekend adventure will take place the same weekend of the summer edition release.
Specifically this would be Friday May 5th through Sunday May 7th 2017. This means that the social
media influencers would be flown out and transported to Lake Tahoe throughout the day Thursday.
The influencers will then be transported back home Sunday evening.
When -
The purpose of the weekend-long party is to combine GoPro and Red Bull’s audience. The
social media influencers will be posting on their pages videos and images of an insane adventure that
features the two brands. Their followers will be intrigued, and when they think of the upcoming sum-
mer, they will think of GoPro and Red Bull.
Why -
Activities -
Lake Tahoe Balloons: Sunrise Tour
The purpose of this activity is to start social media posts off with a bang. Aerial views
of the location of the weekend and champagne and Red Bull served on the balloons
will provide great footage for the film and photography teams, while also serving the
Social Media Influencers with an amazing start to their weekend.
Day of Boating
This adventurous and high-energy activity is the perfect mix of Red Bull and GoPro
brands. With the Social Media Influencers new GoPros and the Red Bull Wings Team
serving Red Bull on board, great media content is a certainty.
Skydive Lake Tahoe
It doesn’t get more adventurous than skydiving. This extreme intensity activity is sure
to grab the attention of audiences.
Concert
Music is a huge aspect of the Red Bull brand and this event would not be complete
without a Red Bull performing artist. Nothing says the start of summer like an outdoor
pool-side concert.
Pool
The outdoor pool at the Lodge will be used by the film team to make sure that they
have enough footage of all of the Social Media Influencers. All Unorganized Time
(Time Management, pg 11) is strategic for Social Media use (Social Media Mktg, pg
16-17).
2
5. The summer launch will be an exclusive event for the best GoPro social media influencers.
GoPro will reach out to 17 of their greatest social media stars from across the country to be flown out
to a three day all expense paid retreat, to a mystery location, for the adventure of a lifetime. The deal
is that they must be posting the event on their own social media channels, using their GoPros, and
promoting the new Red Bull summer edition. Listed below are the seventeen (nine male, eight fe-
male) Social Media Influencers (SMIs) that will be approached for the opportunity. They were select-
ed because they have already been chosen by GoPro to be among their featured social media stars,
their content postings are on-brand for Red Bull, and their specialties cross a wide range of activities.
There will also be a list of alternatives if the approached SMIs turn down the opportunity or are other-
wise engaged. Once the SMIs have agreed, they will be given contracts (Risk Management, pg 18)
in late February (Time Management - Preparation, pg 10).
Who - Social Media Influencers
The Vision
@RobbieCrawford
GoPro Ambassador
Followers: 494,000
Specialties: Water Sports, Music
@TravisBurkePhotography
GoPro Featured Photographer
Followers: 487,000
Specialties:Outdoor Adventure,
Photography
@MicaylaGatto
GoPro Featured Athlete
Followers: 25,600
Specialties: BMX, Outdoor
Adventure
@ChuckPatterson
GoPro Ambassador
Followers: 29,500
Specialties: Water Sports,
Outdoor Adventure
@ChrisRogersza
GoPro Ambassador
Followers: 48,300
Specialties: Videography, Out-
door Adventure, Photography
@RoryKramer
GoPro Featured Photographer
Followers: 254,000
Specialties: Water Sports, Music
@GriffinTurner88
GoPro Featured Photographer
Followers: 39,200
Specialties: Skydiving, Outdoor
Adventure, Photography
@Fepaterlini
GoPro Ambassador
Followers: 83,200
Specialties: Water Sports
@NinanHaiaa
GoPro Ambassador
Followers: 38,600
Specialties: Water Sports,
Videography
@DMalikyar
GoPro Featured Photographer
Followers: 38,400
Specialties: Music, Travel,
Photography
@MattJKomo
GoPro Ambassador
Followers: 35,000
Specialties:Photography, Outdoor
Adventure, Videography
@RafaortizKayak
GoPro & Red Bull Sponsored
Kayaker
Followers: 25,400
Specialties: Water Sports,
Outdoor Adventure
@SashaDigiulian
GoPro & Red Bull Featured
Climber
Followers: 248,000
Specialties: Rock Climbing,
Outdoor Adventure
@MyShellParker
GoPro & Red Bull Featured
Athlete
Followers: 65,100
Specialties: Skiing, Outdoor
Adventure
@EmiToms
GoPro Featured Photographer
Followers: 103,000
Specialties: Outdoor Adventure,
Photography
@MinaYoungLee
GoPro Featured Photographer
Followers: 29,600
Specialties: Outdoor Adventure,
Photography
@ErinOutdoors
GoPro Featured Photographer
Followers: 36,300
Specialties: Outdoor Adventure,
Photography, Blogging
3
6. The purpose of the event is for Red Bull and GoPro to both be expanding their audiences.
Red Bull’s weakness for audiences is the young and extremely active demographic. For GoPro, their
weakness is the average college student to make the investment. Thus, the target audience spans
these two groups. The social media influencers who have been chosen have social media accounts
that target to these two groups. They are spanning the extremely active groups with athletes and
outdoor adventurists. The college audience is targeted because three of the chosen SMIs are them-
selves college students and have younger followers as a result.
The key to the SMIs is that they represent the exact audience that is being marketed to. They
already have the followers for the target, so with their postings they are directly targeting the desired
network.
Who - Target Audience
The Vision
Age -
18 - 35
Gender -
Both Female and Male
Occupation -
Students and Young Professionals
Education -
College Educated
Income -
Higher-Level
Lifestyle -
Very Active
Interests -
Outdoor Adventure, Travel, Water Sports, Music
4
7. The Vision
Red Bull takes 17 GoPro social media influencers for a weekend adventure to remember.
These influencers will be showing their followers across their social media channels that summer is
better with Red Bull.
Base camp for the weekend will be at a massive 12,000 square foot lodge in Lake Tahoe that
will accommodate for all of the social media influencers, and a few Red Bull staff members to be on
hand. The lodge will of course we stocked with Red Bull at all times, particularly the summer edition,
and upon arrival the guests will be given a GoPro Hero 5 with a newly designed Red Bull casing.
The days will be filled with adventure activities and the nights will be filled with fun. It will all be
shared on Red Bull social media channels (Instagram, Facebook, Twitter, Snapchat, RedBullTV) and
all of GoPro’s social media channels (Social Media Marketing, pg 16-17). All of the activities will also
be featured on the 17 social media channels of the participants (Social Media Marketing, pg 16-17).
There will also be Red Bull cameramen at all of the activities, filming the events to make a video of
the entire weekend to be shared (HR Management, pg 15).
The Vision -
5
8. The Event
The house has been prepped for the arrivals of the social media influencers. Seeing as the
participants have been chosen from across the country to reach more audiences, their arrivals will be
staggered throughout the day. The goal is for most to be arriving at the house in the evening, they will
be greeted with goodie-bags filled with new GoPro cameras and Red Bull gear/clothing. There will
be a buffet style dinner. The participants will have this evening to get to know each other and rest for
their big weekend ahead.
Thursday, May 4th
-
The first day will begin with a quick grab-and-go buffet style breakfast at the house. The partic-
ipants will then be heading to a sunrise Hot Air Balloon tour of Lake Tahoe by Lake Tahoe Balloons.
The tour will include Red Bull and champagne.
Friday, May 5th
-
5:00am - 10:00am
Following the hot air balloon tour, there will be a day of boating. There will be three ski boats
for the 17 participants. The boats will be decked out in Red Bull wraps, in the new summer edition col-
or. One boat will be for water skiing/ wake surfing, one for tubing, and another one that is a pontoon
boat serving food and drinks all day. There will also be the option of paddleboards and kayaks. Red
Bulls will of course be served on all boats and participants are encouraged to switch between boats.
They will also be encouraged to photograph and film on their new GoPros.
10:00am - 4:00pm
The participants will be transported back to the lodge, and given time to shower and change
for dinner. There will then be a large catered feast in the backyard. Participants will have time to all
sit down and enjoy the evening as they catch up on the days events. They will also be encouraged to
use this break time to post most content on their social media. Given that the day started very early
they will have the rest of the evening to themselves to enjoy the lodge or go to bed.
4:00pm - 8:00pm
6
9. The Event
Saturday, May 6th
-
Saturday’s activities will begin later so that participants all have time to be fully rested. There
will be a large brunch served.
9:00am - 10:00am
Following the skydiving there will be two food trucks waiting for the participants. These food
trucks will serve healthy lunches like smoothie bowls and greens. The participants will have time to
eat while everyone finishes skydiving, then hop back onto Big Red to transport back to base camp.
3:00pm - 6:00pm
The participants will be given time to shower and change, as tonight is the big party. This eve-
ning the participants will be led away from the house for an outdoor dinner. Given that the property is
17 acres, they will be taken quite far away. Once dinner commences, the participants will be led back
to find that the lodge has been transformed....
6:00pm - 9:00pm
Next the participants will be taken to meet up with the Red Bull Skydive Team. With assistance
from Skydive Lake Tahoe, the team will take the participants skydiving over Lake Tahoe. If for any
reason a SMIs does not want to skydive, they are encouraged to still ride with the participants in the
planes for an aerial view of the area.
10:00am - 3:00pm
Back at the lodge there is an outdoor stage set up with Red Bull Records artist AWOLNation.
Red Bull drinks are being served as the kick-off summer party takes place.
9:00pm - 1:00am
7
10. The Event
Sunday, May 7th
-
Sunday’s activities will once again begin later as the participants are given time to recover from
the party the previous night. Brunch will be served buffet style.
9:00am - 10:00am
The participants will begin their travels home.
3:00pm - 6:00pm
The participants are welcome to use the pool for the day and get more footage. The camera-
men will be making sure they have enough footage of all the participants. Lunch will be catered pool-
side.
10:00am - 2:00pm
8
11. Time Management
Given the large scope of the event, the planning process has been split between preparation
and the actual weekend. The time allotted for preparation begins in January 2017 and runs through
April 2017. This expansive time allows the project team to work on other projects simultaneously,
given that they are all Red Bull employees.
Work Breakdown Structure -
Red Bull Summer
Edition
Product Launch
Decide on
key details
Social me-
dia influenc-
ers
Book lodge
and hire
equipment
Organize
activities
Organize
catering
Week be-
fore
During the
weekend*
Decide on
venue &
date
List 30+ Go-
Pro SMIs
Book the
lodge
Decide on
adventure
activities
Decide on
local food/
food trucks
Have all air-
port pickups
arranged
*see week-
end Gantt
Chart
Decide on
music per-
former
Establish
the budget
Decide on 17
influencers &
contact
Determine
all equip-
ment (lodge)
Book all
food
Set up
house
Book all
activities &
music
Begin
marketing
planing
Have influ-
encers sign
contracts
Hire all
needed
equipment
Film crew
films house
Arrange all
travel
Decide on
all needed
personnel
Determine
social media
goals
Determine
final video
goals
Determine
equipment
(activities)
Determine
all equip-
ment (music)
RM plan for
activities
Check in
with influ-
encers
Deliver all
vehicles to
lodge
A
1/2 1/21
1/3 1/22
19
Slack=1
B
1/23 4/7
74
1/25 4/9
Slack=2
C
1/9 2/21
1/11 2/24
43
Slack=3
D
1/23 2/24
32
1/30 3/3
Slack=7
E
3/6 3/17
3/16 3/27
11
Slack=10
F
4/1 5/4
4/1 5/4
33
Slack=0
G
4/24 5/3
4/24 5/3
9
Slack=0
Project Network Diagram -
9
13. Time Management - During Event
*ThearrivaltimesoftheSMIswillvarythroughoutthedaydependingonflighttimes.Therewillbe6carsshuttlingtoandfromtheairport(A-F)soSMIs
shouldnothavetowait.
**All“UnorganizedTime”istimeallottedfortheSMIstorestfromtravel/activities.Thisisalsotimeforstafftosetupandprepareforthenextactivities,
andforthefilmandphotocrewtomakesurethattheyhavebehind-the-scenesfootage.
***Theselettersrepresentwhothetasksareassignedto.Thesearefurtherexplainedin(HRManagement,pg14-15).X=AliciaRichardson,Project
Manager.A=AnnA,Marketing.B=BethB,Finances.C=CamC,Aesthetics.D=DanD,Influencers.E=EliE,Activities.F=Music&Food.V=Video
Staff.P=PhotoStaff.W=WingsTeam.K=KitchenStaff.
**
**
**
**
**
***
11
14. Cost Management
All prices given in USD.
1
Lake Tahoe Balloons deal 24 riders, $150/ea.
2
These items are already owned by Red Bull and thus
costs related are only added (fuel).
3
Skydive Lake Tahoe deal for 17, $200/ea.
4
Red Bull Records Artist thus discounted price.
5
Estimated at an average $400 roundtrip per SMI.
6
Kitchen staff for weekend and all meals served at lodge.
7
$15/person for all SMIs and crew.
8
Already earning annual salary, additional project bonus.
9
Already earning annual salary, Overtime estimated.
10
$18/hr day, $30/hr at night. Calculated for 2 guards for 4
full days.
11
Donated by GoPro.
12
Sum total of all SMI followers.
12
19. Social Media Marketing
The key of this media event is engaging the audience. This is done with the SMIs and through
the use of the various SM platforms. However, to take user engagement one step further, there must
be hashtags used to spread the messaging and engage the audience. These hashtags which will be
used on the brands SM posts, as well as the SMIs are #RedBullGoPro #SummerWings #RedBull-
Weekend and #GoProWeekend.
Audience Engagement -
17
20. Risk Management
EVENT PARTICIPATION & APPEARANCE RELEASE
“Red Bull Summer Edition Product Launch - Social Media Campaign” (the “Program”) 2017
I hereby agree to attend and participate in the multi-day product launch/media event taking place Thursday May 4th, through
Sunday 7th. I will work with Red Bull associates to ensure that my transportation fits between these dates and that I will be there
for the entirety of the event. I will take part in the events occurring throughout the duration. I will abide by the Social Media Post
Guidelines (outlined below).
Red Bull Media House North America, Inc. (“RBMH”) its affiliates and each of their successors, licensees and assigns may pho-
tograph, record, digitally enhance or recreate, and otherwise capture me, my name, likeness, any information which RBMH may
gather (including personal identification information), voice, conversations (including telephonic) and any sounds, (collectively,
the “Footage”) in and in connection with the Program and other productions related thereto, which shall also include “above-the-
line” product and brand sales campaigns related to Red Bull Entities, and the development, production, distribution, advertising,
publicity, promotion and exploitation thereof in any and all means and media, now known or hereafter devised and in all languages,
throughout consideration from RBMH at any time, RBMH will own all copyrights and other right in and to the Footage and the
Program. My appearance and performance in and in connection with the Program and all the results and proceeds of my services
hereunder (collectively, the “Proceeds”) will be deemed a “work-made-for-hire” for RBMH within the meaning of copyright laws
of the US throughout the universe, all of my rights of every kind and nature in and to the Footage and the Proceeds. Any statements
made in the Footage are true and will not infringe upon the rights of any third party or entity. I agree to hold in confidence all infor-
mation I learned about the Footage, the Program, and RBMH, and I will not discuss any such information.
I understand that (i) I am expected to post a minimum of three photos and/or videos to my Instagram account (noted below), and
am encouraged to post more and on my other social media platforms; (ii) all posts must fall within the Guidelines listed below; (iii)
RBMH and their associates may instruct me to edit or delete and of these event-related posts at any time; (iv) my appearance in
the Footage shall not be subject to any union, guild or collective bargaining agreement; (v) I will not receive any payments for my
appearance, and will accept compensation to include all expenses related to this networking and media opportunity, including but
not limited to: all transportation, accommodation, activities, meals, and publicity relating to the event.
I agree that I will make no claim of any kind against RBMH, its parents, subsidiaries, affiliates and their respective officers, agents,
directors, successors, employees, licensees and assigns (collectively, the “Red Bull Entities”) as a result of my appearance and/
or any use of the Footage, and I waive and release any claims of any injuries that may come as a result of my participation in all
events taking place, including but not limited to security risks, health risks, injury risks including loss of life. I will indemnify the
Red Bull Entities from and against all claims, damages and/or expenses resulting from any breach or alleged breach by me of my
representation, warranties, covenants or agreements hereunder. If RBMH breaches this contract, my rights and remedies will be
limited to the right to recover monetary damages, if any, in an action at law, and in no event will I be entitled to rescind or terminate
any of the rights herein granted to RBMH and the Red Bull Entities.
The Social Media Post Guidelines, (Collectively, the “Guidelines”) are defined by (i) minimum of three photos/videos posted on
my Instagram account; (ii) the photos/videos must feature an aspect of the weekend in a positive manner; (iii) the photos/videos
must tag the accounts @RedBull and @GoPro; (iv) the photos/videos must use at least one of the hashtags per post
(#RedBullGoPro #SummerWings #RedBullWeekend and #GoProWeekend); (v) the photos/videos can be requested to be edited
and/or deleted at any time by the RBMH; (vi) the three photos/videos must be posted between Thursday May 4th and Thursday
May 11th, however additional posts may occur at any time.
By signing below I hereby irrevocably grant RBMH these rights and agree to all of the conditions stated above.
{RB00034722 V1}
APPEARANCE RELEASE
“Coachella Valley Music and Arts Festival - Social Media Campaign” (the “Program”) 2016
Red Bull Media House North America, Inc., (“RBMH”) its affiliates and each of their successors, licensees and assigns may
photograph, record, digitally enhance or recreate, and otherwise capture me, my name, likeness, any information which RBMH may
gather (including personal identification information), voice, conversations (including telephonic) and any sounds, (collectively, the
“Footage”) in and in connection with the Program and other productions related thereto, which shall also include ‘above-the-line’
product and brand sales campaigns related to Red Bull Entities, and the development, production, distribution, advertising, publicity,
promotion and exploitation thereof in any and all means and media, now known or hereafter devised and in all languages, throughout
the universe in perpetuity. In consideration of my appearance in and in connection with the Program, and without any further
consideration from RBMH at any time, RBMH will own all copyrights and other rights in and to the Footage and the Program. My
appearance and performance in and in connection with the Program and all the results and proceeds of my services hereunder
(collectively, the “Proceeds”) will be deemed a “work-made-for-hire” for RBMH within the meaning of copyright laws of the U.S.
and RBMH will be the sole and exclusive owner thereof. To the extent necessary, I irrevocably assign to RBMH, in perpetuity and
throughout the universe, all of my rights of every kind and nature in and to the Footage and the Proceeds. I waive all so-called moral
rights of authors. The rights granted herein include without limitation the right to edit, delete, dub and/or fictionalize the Footage and
the Program as RBMH sees fit. Any statements I made in the Footage are true and will not infringe upon the rights of any third party
or entity. I agree to hold in confidence all information learned about the Footage, the Program and RBMH (and its products,
operations and personnel), and I will not discuss or otherwise disclose any such information.
I understand that (i) my appearance in the Footage shall not be subject to any union, guild or collective bargaining agreement; (ii) I
will not receive any payments for my appearance; and (iii) nothing contained herein will require RBMH to use any of the rights
granted in this release.
I agree that I will make no claim of any kind against RBMH, its parents, subsidiaries, affiliates and their respective officers, agents,
directors, successors, employees, licensees and assigns (collectively, the “Red Bull Entities”) as a result of my appearance and/or any
use of the Footage, and I waive and release any and all claims against the Red Bull Entities relating to my appearance in connection
with the Footage and its use, including, without limitation, any rights to claims relating to copyright, libel, defamation, moral rights,
rights of privacy and/or publicity, confidentiality or any cause of action arising therefrom. I will indemnify the Red Bull Entities from
and against all claims, damages and/or expenses (including, without limitation, attorneys’ fees and expenses) resulting from any
breach or alleged breach by me of my representations, warranties, covenants or agreements hereunder. If RBMH breaches this
release, my rights and remedies will be limited to the right to recover money damages, if any, in an action at law, and in no event will
I be entitled to rescind or terminate any of the rights herein granted to RBMH or to enjoin or restrain the production, advertising,
promotion, exhibition, distribution or other exploitation of the Footage or the Program (and/or any rights therein).
I hereby agree that the laws of the State of California will govern its resolution, without regard to any conflict of laws principles, and
that the exclusive venue for the resolution of any dispute will be in Los Angeles County, in the state of California. By signing below I
hereby irrevocably grant RBMH these rights and agree to all of the conditions stated above.
NAME: SIGNATURE:
ADDRESS:
TELEPHONE: (_____) DATE:
DATE OF BIRTH:
T
e
xt
T
e
xt
T
e
xt
T
e
xt
T
e
xt
Nicola
Duff
Nicola
Duff
6602 Cerulean Ave. Garden
Grove 92845
T
e
xt
714
655-5026
05/02/2
016
2/28/1
994
NAME: SIGNATURE:
ADDRESS:
PHONE: ( ) DATE:
DATE OF BIRTH: INSTAGRAM: @
SNAPCHAT: TWITTER:
OTHER SOCIAL MEDIA:
18
24. In Conclusion 22
The goal of the Red Bull Summer Edition Product Launch/Media Event
is to reach new audiences. By incorporation the use of 17 GoPro Social Media
Influencers, Red Bull will be able to reach a new audience of 2,080,200 people
(The Vision, pg 3; Cost Management, pg 12).
The weekend event may be long, complex, and require lengthy plan-
ning, but the advantages that it will bring to Red Bull, GoPro, and the Social
Media Influencers are extraordinary. More than a weekend filled with adven-
ture, the product launch will be the media event of the summer as the two most
creative brands combine forces to spark a media frenzy that can’t be ignored.
Red Bull and GoPro are known for innovation, and new ideas. This
event will follow in that path by creating something that has never been done
before. Adventure, travel, innovation, and all captured in genuine content to be
shared with the world. The perfect event for both Red Bull and GoPro, deliv-
ered to the perfect audience.
