Burton

Laura Leonard, Stephanie Caruso, and Mari StrohNovember 14, 2013

MKTG 3480: Introduction to Digital Marketing Daniels College of Business

Digital Campaign Brief

Digital Campaign Brief

Agenda• Section 1: Situation

Assessment• Section 2: Campaign Goals• Section 3: Campaign Tactics• Section 4: Campaign Planning• Section 5: Campaign Tracking

http://www.youtube.com/watch?v=VZTK-SAHfjw

Who is Burton

Burton is the largest snowboarding brand in the world. Founded in 1977,

Burton now specializes in snowboards, bindings, boots, outerwear, and

accessories.

The Brand is:-Innovative-Authentic-Everywhere

The Riders are:-Expressive-Adventurous-Individuals

Grow

• Capture the female population

• Expand brand awareness

Sustain

• Maintain its popular reputation

• Promote social and environmental sustainability

Satisfy

• Produce all products with the rider in mind

• Keep up with the popular trends

Where Does Burton Stand

Target Market

• Burton targets the younger generations who are adventurous, outgoing, and stylish.

• Demographics:• 73.1% are under 25.• 74.2% are male• Target males 18 to

25• Geographic:• USA, Canada,

Europe, Asia, Australia

The Competition

• Burton controls 30-40% of the industry.

• Main Competitors:• Ride• Salomon • Lib Tech

Campaign Goals• Increase relationships with loyal customers by producing the highest quality products, preserving our young and trendy image, and creating a personalized experience for each individual.

Campaign Goals

• Males and females ages 13-20• Adventurous, outgoing, and stylish• Avid snowboarders

Target Audience

• Get Burton into the minds of young snowboarders just starting out to create longer relationships and keep them coming back for more.

Campaign Strategy

“I Ride Burton” CampaignDescription: Every day

between 4:00-5:00 offer a contest for free Burton gear to

anyone who uses #IRideBurton on Facebook,

Twitter, Instagram, and Vine.

Rationale: Our target generation is extremely active on all of these platforms which will help Burton

gain brand awareness, engage its consumers, and promote high-

quality gear.

Description: Create a mobile gaming app that

features Burton sponsored boarders that the player can dress in the latest

Burton gear. Game features includes best trick, racing competition, and free ride. The game is called I Ride

Burton.

Rationale: The mobile app will

appeal to younger snowboarders. By selecting the gear for each rider, they

are exposed to Burton’s latest gear.

Description: Snowboarding video contest.

Snowboarders upload their videos on

www.burton.com/irideburton for a chance to win a trip to Burton headquarters in

Vermont with one of Burton’s sponsored

athletes.

Rationale: Video sharing among snowboarders is

currently a popular trend. This tactic offers a reward

for those videos.

The “I Ride Burton” Tour

The I Ride Burton Tour will consist of a three month tour of various resorts throughout the country. The tour would

include local athletes and the opportunity to test

out all of the latest gear before it hits the market. Burton will create smaller snowboards with “I Ride

Burton” designs on them.

Rationale: The recognizable slogan “I Ride Burton” will direct consumers towards our digital campaign. The

tour would create hype for new gear including the newly designed, campaign specific

snowboards. Burton could improve their

products and increase their quality based on feedback from these

demos.

Planning• CMS• Burton gear for contest

winners• Pay community manager

$12K Social Media

• Landing page• Campaign logo

$3K Web Design

• Pay contest manager• Prize for winner

$4K Video Contest

• Pay Designers$3K Game Design

• Promote campaign $13K Advertisement

s

Tracking

Content

December January February 0

40

80

120

Videos Submitted

December January February0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

Visits to Landing Page

Facebook Shares

December

January

February

0 5 10 15 20 25 30 35 40

Twitter RT

8%

58%

33%

Facebook Shares

DecemberJanuaryFebruary

ConclusionCampaign was formed to expand brand awareness,

attract new customers, and engage current customers.

Innovative

Attractive to target market

Hands On

Provides Visibility

Promote the campaign in

various markets such as younger generations and women

Recruit sponsored riders to

attend the tour and reserve resorts for

targeted date

Hire an app developer

Increase staff to assist with

the tour

Thank You!