CULTURE&TOURISM 1010763 BOYOUNG KIM

NEW MEDIA ADVERTISING SOCIAL MEDIA PROJECT

• INTRODUCTION Of HOT6

• HOT6 FACEBOOK FANPAGE

• COMPETITORS OF HOT6

• HOT6 ANALYSIS & INSIGHTS

• RECOMMANDATIONS FOR HOT6

HOT6

HotSix is highly caffeinated energy drink produced and distributed by Lotte Corporation

HotSix is launched in 3/4/2011 in Korea, Now it is the most popular Korean energy drink among young people and students

HotSix has sponsored Starcraft League since 2012 season 1 and first sponsored LOL (League Of Legend)

INTRODUCTION Of HOT6

HOT6 Facebook Fanpage

50,237 People Like and 1,907 People Talk about

4/9/2012 Facebook Fanpage Opened

Research period : 2013. January~Now (10months) Total post during research : 341 posts Language : Korean

HOT6 FACEBOOK FANPAGE

HOT6 Facebook Fanpage

The most popular age group : 18-24

The most popular week : May. 19. 2013

The most popular city : Seoul

HOT6 FACEBOOK FANPAGE

1 – 46 2 – 38 3 – 45 4 – 45 5 – 39

6 – 32 7 – 41 8 – 29 9 – 19 10 - 7

The number of posts per month

Various contents

Video

Text only

Text+photo 65%

20%

10%

HOT6 FACEBOOK FANPAGE The most popular marketer-generated posts

New product launch

This was the most popular post that the most people liked. It could be checked the loyalty of this brand. Most of people commented about the reaction of this new product and shared by tagging their friends.

HOT6 FACEBOOK FANPAGE The most popular marketer-generated posts

Event Event though energy drinks might be a low-involvement product, this showed that it can improve people’s involvement of the product by this kind of event that people directly participate making a name of the product’s character.

HOT6 FACEBOOK FANPAGE The most popular marketer-generated posts

Hot issue There was a hot issue that famous hip-hop singers dissed each other by rapping. One of the songs name was ‘Control’, which hotsix posted brief text about the issue. This made a lot of hilarious comments changing the lyrics to the situation that hotsix diss monster or redbull. This shows that how Koreans are sensitive at hot issues, so brand sometimes can interact with people by just good trendy post.

HOT6 FACEBOOK FANPAGE The most popular marketer-generated posts

A bond of sympathy Hotsix makes a lot of sympathy that people really sympathize with posts such as asking people ‘what kinds of smells you like’, ‘when do you get annoyed during concentrating something’. This post got lots of like by making sympathy that almost Korean men know. Hot6 interacts with people especially by using the case that when people get tired because people look for an energy drink when they have to stay up or when they are tired.

HOT6 FACEBOOK FANPAGE The most popular marketer-generated posts

Active Event Whenever hotsix makes a party with a club in Gangnam, it’s always popular. First reason is the club is a hot place, also the event is targeting appropriate age group who love both energy drinks and club.

HOT6 FACEBOOK FANPAGE Communication with fans

Hot6 communicate with their fans by always commenting. All posts that people post on the hot6 fanpage must get comments by hot6. They relatively comment quickly, the latest case was 7days.

HOT6 FACEBOOK FANPAGE

• Hot6 communicate with fans whatever their fans post.

• Hot6 often have party events (active events)

• Hot6 have good skills that people sympathize with

• Hot6 posts many events and quizzes that people can easily participate

• Hot6 sometimes posts trendy contents.

HOT6 Facebook Fanpage’s good things

= Trendy + Intimate HOT6

HOT6 FACEBOOK FANPAGE The least popular marketer-generated posts

Trying to get sympathy by using trendy post that doesn’t

match with a brand This was posted when famous singer ‘busker busker’ released their new album, but all the singer, song, the product and character didn’t match. Even the weather with hot6 didn’t match each other. This shows that the post should be trendy but matched with the brand and product.

HOT6 FACEBOOK FANPAGE The least popular marketer-generated posts

Same event but… Hot6 also had a party event in the club in Hongdae. The problem was the place. M2 was a popular club few years ago, but not anymore. Also, the age group is younger than Gangnam. This shows that when brands have party events, that should be considered appropriate target people, places and time.

HOT6 FACEBOOK FANPAGE The least popular marketer-generated posts

Perceived backstage that people are not that

interested in. Hotsix posted the behind story video on their fanpage but it wasn’t popular. The TVCF wasn’t that popular, so people didn’t wonder about the behind story. This shows that brands don’t need to show their all behind stories if it wasn’t that popular.

HOT6 FACEBOOK FANPAGE The least popular marketer-generated posts

Event that was not about Hot6 Chilsung cider and hot6 are in same line company. Hot6 tried to inform that Chilsung’s facebook page opened (and they are friends) but people were not that interested in. A brand fanpage should talk about their brand and products. Even though it was an exchange event, people didn’t participate much.

HOT6 FACEBOOK FANPAGE

• Hot6 should have more active events (not just small events or quizzes)

• Hot6 should think that if the post is matching with their brand and image

• Hot6 should observe which one people like the most and which one people aren’t interested in

• Hot6 shouldn’t post that isn’t about Hot6

HOT6 Facebook Fanpage’s bad things

Needs to be more Active and Identified

HOT6

COMPETITORS OF HOT6

•First energy drink •High distribution •Low price

No competitiors in national brand

No.1,2 Energy Drink Brands in the world Red Bull & Monster

COMPETITORS OF HOT6

•Red Bull is an energy drink sold by Austrian company Red Bull GmbH, created in 1987.

•Red Bull is the most popular energy drink in the world, with 5.2 billion cans sold in 2012.

•The Red Bull company slogan is "Red Bull gives you wings"[7] and the product is marketed through advertising, events (Red Bull Air Race,Red Bull Crashed Ice), sports team ownerships (RB Leipzig, FC Red Bull Salzburg, Red Bull Brasil, Red Bull New York, Red Bull Racing,Scuderia Toro Rosso), celebrity endorsements, and music, through its record label Red Bull Records.

COMPETITORS OF HOT6

• November 15th 2007 Red Bull joined facebook fanpage

• 40,674,150 people like and 380,963 people talk about it

• The most popular age group : 18-24

• The most popular week : October 14th 2012

• The most popular city : Krung Thep Bangkok

• Research period : 2013. January~Now (10months)

• Average post per month : about 23

• Language : English, Korean

Facebook Fanpage

Video

Text only

Text+photo

COMPETITORS OF HOT6 The most popular marketer-generated posts

Unique sport in Unique place This video shows motion art which is very special and unique sport, and the place is also very artistic and beautiful. This post is matched with redbull and redbull’s marketing. People like it because they can watch what they can’t usually see, so people experience vicarious satisfaction.

COMPETITORS OF HOT6 The most popular marketer-generated posts

Unique picture made by extreme sprots

Professional pictures by professional sportsmen make people impressed. Also, the pictures are very special and related in redbull’s features.

COMPETITORS OF HOT6

Challenge, extreme sports with Red Bull

Red Bull support a lot of challenging extreme sports. This video is that people challenge to make an airplane and fly. There’s lots of video that is just amazing. People also commented that this is why they like Red Bull. It improves customer’s loyalty.

The most popular marketer-generated posts

COMPETITORS OF HOT6 The most popular marketer-generated posts

Sports’ (Red Bull supports) behind the scene

Red Bull not just supports extreme sports, but shows the process of the sports. This shows the behind scene which includes a lot of practices before skydiving. It attracts people’s interest, translates to Red Bull’s images, shows how it works and how much it’s hard as well.

COMPETITORS OF HOT6 The least popular marketer-generated posts

Brand’s expectation There’s a something else that people expect from Red Bull. They expect more dynamic, active, sporting things.

• Monster Energy is an energy drink, launched by Monster Corporation in 2002.

•The regular flavor comes in a black can with a green tear-shaped M logo, implied to have been torn by the claws of a "monster".

•The company is also known for supporting many extreme sports events such as BMX, Motocross, skateboarding and snowboarding, as well as eSports.

• In addition, Monster Energy promotes a number of music bands around the world, like Asking Alexandria, The Word Alive and Shinedown.

•There are now 34 different drinks under the Monster umbrella in North America including its core Monster Energy line, Java Monster, Extra Strength, Import and Rehab

COMPETITORS OF HOT6

• Aprill 20th 2008 Monster energy joined facebook fanpage.

• 23,640,840 people like and 148,081 people talk about it

• The most popular age group : 18-24

• The most popular week : October 7th 2012

• The most popular city : Distrito Federal Mexico City

• Research period : 2013. January~Now (10months)

• Average post per month : about 19

• Language : English, Korean

Facebook Fanpage

COMPETITORS OF HOT6

Video

Text only

Text+photo

COMPETITORS OF HOT6 The most popular marketer-generated posts

Motor sports that monster supports Monster energy supports many kinds of sports. Especially motor sports which match with Monster brand. Racing became one of the Monster’s representative sport.

COMPETITORS OF HOT6

Sometimes it depends what sports are

The most popular marketer-generated posts

COMPETITORS OF HOT6 The most popular marketer-generated posts

Behind scene of motor sports

This photo can satisfy not only Monster’s fans But also Racing big fans.

COMPETITORS OF HOT6 The least popular marketer-generated posts

The importance of artist

Monster also supports lots of music bands, but this post shows the power of stars. What if the star was G-dragon or EXO? Brand should think influence of stars as well as matching stars with the brand.

COMPETITORS OF HOT6 The least popular marketer-generated posts

Racing girls are popular in a racing game, but Monster’s fanpage fans are more enthusiastic about sport’s self.

HOT6 ANALYSIS & INSIGHTS Compare to Red Bull & Monster energy

HOT6

•Masculine+Feminine

•Youang ge group

•‘Youth’

•Mainly exchange

•Mainly interactive

•Mainly event

•Sponsoring esprts

•Trendy

RED BULL

•Masculine+Feminine

•Young + Older

•‘Wings’

•Mainly communal

•Mainly one way

•Mainly extreme sports

•Sponsoring many

sports team, music

industry.

•Identified

MONSTER

•Masculine

•Young age group

•‘Monster’

•Mainly communal

•Mainly one way

•Mainly motor sports

•Sponsoring many

sports team, music

bands

•Identified

Brand + Facebook Fanpage Analysis

HOT6

• COMMUNAL 30%

• EXCHANGE 70%

RED BULL

• COMMUNAL 82%

• EXCHANGE 18%

MONSTER ENERGY

• COMMUNAL 85%

• EXCHANGE 15%

HOT6 ANALYSIS & INSIGHTS Compare to Red Bull & Monster energy

•Exclusive contents •Show my support •Fun & Entertainment

•Discounts & Promotions •Get freebie •Fun & Entertainment

•Exclusive contents •Show my support •Stay informed

Motivations for “Liking”

HOT6 ANALYSIS & INSIGHTS SWOT

HOT6

S W

O T

Brand SWOT

•First energy drink in Korea •High distribution •Lower price •Included healthy ingredients

•Limited in Korea •Weaker effect than competitors •Just 3 flavors •Short history

•Relaxation of regulation exportation and importation •Many other energy drink’s try to position (vita500, burn..) •Low involvement product

•No1. in Korea •Increased needs for energy drinks •Changed perception of energy drinks

HOT6 ANALYSIS & INSIGHTS SWOT

HOT6

S W

O T

Fanpage SWOT

•Sensitive at hot issues •Interactive with fans •High participation in young age group •Form a social consensus

•Small events •Less dynamic, active •Less video contents •Not identified

•People like humorous and trendy contents •People increase loyalty by communicating with brands •High interest of game industry

•Too much energy drink’s facebook fanpage •Various and big scale events in others

HOT6 ANALYSIS & INSIGHTS

HOT6 Insights

1. Be more intimate with fans like a friend

2. Be a trend setter

3. Make more dynamic sports events

4. Show the sponsor of LOL

TRENDY + INTIMATE NEED TO BE MORE ACTIVE AND IDENTIFIED

+

RECOMMENDATIONS FOR HOT6

ROAD MOVIES FOR TARGETED PEOPLE

Be more intimate with fans like a friend + Be a trend setter

ROAD MOVIES is an application for making a video. People can make a video, edit and even can put BGM. I suggest that HOT6 fanpage

make an event that people can participate making a road movie for targeted people who need HOT6 such as students, officers, athletes and people who were enjoying clubbing. It will be fun and trendy. Customer might start exchange reason first but it will improve brand loyalty by participating.

RECOMMENDATIONS FOR HOT6

VITALIZE SPONSER OF VARIOUS SPORTS

make more dynamic and active sports events

This post just says that when baseball game gets boring, drink HOT6. I recommend that not just saying but also giving in the real stadium. Korean especially like baseball, soccer. Volleyball is getting popular as well. Posting the real game spot would get lots of people’s sympathy and involvement.

RECOMMENDATIONS FOR HOT6

show the sopnsor of LOL

USE THE POPULARITY OF LEAGUE OF LEGENDS

LOL is a very popular game among Korean guys. HOT6 is initially sponsoring LOL, but I found that facebook fanpge is not using that effectively. If HOT6 fanpage use the popularity of this game, more fans of LOL will translate their loyalty to HOT6 and HOT6 will probably get more likes.