RED BULL 3STYLE NIGERIA LAUNCH PLAN

PRESENTED BY EMPIRE MATES ENTERTAINMENT

1
 OBJECTIVES

INTRODUCTION TO 3STYLE
01 Introduce Red Bull 3Style to Nigerian audience

GLOBAL VISION OF 3STYLE

02 Push the global vision of Red Bull 3Style which creates
local impact and pushes local artists on global stages.

ENGAGE NIGERIAN AUDIENCE

03 Entertain, educate and engage audience with events and
content with the #PlayWithMusic tagline.

DRIVE CONSUMPTION
04 Drive consumption of RB cans.
 S T R AT E G Y

How to launch the Red Bull 3style

competition to the Nigerian market
in a way that creatively delivers an
experience of music and artistry
which also pushes the Disc Jockey
culture forward by showcasing the
latest and coolest techniques in the
DJ art.
 UNDERSTANDING THE NIGERIAN AUDIENCE

Nigeria, over the past decade has seen an increased growth in the
music industry with more talents being developed with each passing
day.

Most of this growth is of course the work and sweat of the DJs in
the club, parties, radio stations and also our very own underground
pushers working behind the scenes and churning out DJ mix
tapes/CDs every season to make sure our Nigerian events have that
extra excitement no matter the budget.

All of these DJs, in their own may, have played a very key role in
promoting the Nigerian sound to what it is today.
 OUR SECONDARY TARGET

Tosin is a 29 year old music lover who considers himself a music connoisseur. He listens to
every genre and aspect of music, from the lyrics, the notes to the instruments.

He enjoys the night life and takes particular interest in listening to live performances and
great music. He is willing to spend money to enjoy good musically experiences.

He grew up listening to his father’s records and has been an avid observer of the music
industry since childhood. Asides from knowing all the coolest oldies, he also appreciates the
new sounds from trap to EDM, and rap to afro beats.
AUDIENCE SUMMARY

01 HAS A MIXED LOVE

FOR MUSIC 02 EXPERTISE
Individuals who have a varied
understanding of music and are
03 MUSIC IS THE KEY
A true lover of good music in all of it’s
Individuals who aren’t constrained to just forms.
appreciative of the different sounds and
one genre of Music and normally have a
instruments..
mix on their primary music device.

40
IT STARTS
HERE!
BIG IDEA DEFINED

 IT STARTS HERE
Following the passion source of the up-coming DJ, this
narrative seeks to tell that story of where the love for the art
stems from.

Also, “It Starts Here” is a call to action for the up coming DJ

who wants to make it big in the scene, just like his icons in
the game.

It starts here is a declaration that Red Bull 3Style is a

platform for the rising DJs to be finally noticed.
 CONTENT
NARRATIVE
 Content Narrative
The narrative structure follows 3 phases that any rising DJ will
experience in their own life, all of which are a necessary part of
the journey to Red Bull 3Style – It Starts Here:

Inspiration Phase – It Starts Here

Something or someone that sparks a young adult’s first love of
music.
Stories from the party goers POV about how the DJ can
make/break the vibe of the party.

Dedication Phase – Play With Music

What drives them and keeps them playing with sound and music,
day after day.

Recognition Phase
At last, the acknowledgement for all the hard work that got them
this far
PHASE 1
Phase 1: Inspiration
Pre Competition

Content Pillars
 Success Stories
• Profiling top Nigerian DJs who have made a successful career for
themselves through their come-up story. These videos will have a
“watch this space” CTA to get the audience to expect more.
Channels
They would be profiled through interviews (Facebook), video content
(YouTube) and shorter quotes (Facebook, Twitter, Instagram).
Phase 1: Inspiration
Pre Competition

 It Starts With The DJ

Stories from the POV of both the party goers and the event
organizers (artists, event promoters, general celebrities)
on the power of a good/bad DJ.

 Calls to Entry
Content that encourages people to register and take part in Red Bull
3Style.

Channels
Facebook, Twitter, Instagram, GDN banners that drive to the registration page
on the website.
Phase 1: Inspiration
Pre Competition

• The first phase is split into 3, the story telling phase and the call-to-entry phase.

• Profile top Nigerian DJs with “A life in the day of ……” #ItStartsHere.
The profile will not only highlight the success of the DJs but also show the pain and the struggle. It should
show elements which the local DJs can relate with i.e coming from a background where they had to learn
DJing in tough conditions especially in Nigeria, and having to combine their passion for music with other
daily struggles while growing up until they eventually got that life changing gig that made all the difference
in their life.

• Have some influencers tell their stories about how DJs that spoilt their events while others tell of how
DJs have turned their events from complete disasters to the best parties ever.
• Start conversations around “What inspires you to keep going/playing” and connect it with
#ItStartsHere.
Pre Competition videos

Short videos like the ones below can be made to wet appetites.
NB: All these will be done before the competition call to entry phase.
Instagram
Instagram is the perfect platform to use to amplify the competition as we can use long (30 secs to 1
minute) and short (15 secs stories) form videos to promote the competition with top Nigerian DJs.
Instagram
Phase One: Inspiration
Content Pillar: Success Stories

Example 1
 @RedBullNG
It Starts Here. The question is, are YOU ready?. Red Bull
3Style… COMING SOON.

Example 2
 @RedBullNG
Following your dreams starts with hardwork, dedication
and determination. It starts here. Watch This Space.

Example 3
 @RedBullNG
The turn tables are set, it’s time to turn the party up and
claim your crown as the 3Style champion. Register now
[Link]
Facebook and Twitter
 Using creative images start conversations around #ItStartsHere to get people talking
generally about where their hustle starts without necessarily attaching it to Red Bull
3Style #PlayWithMusic.
 Partner with music platforms (tooxclusive, notjustok,naijaloaded) to create top DJ
mixes powered by 3Style.
Facebook
Phase One: Inspiration
Content Pillar: Call to Entry

Example 1
• You’ve always had a dream…now your opportunity to
live it has arrived! It starts here. Watch This Space.

Example 2
 #3Style is your opportunity to bring your dreams to
life. It Starts here – register today: [link]

Example 3
 Your time to shine is now. Register for Red Bull
#3Style today:
[link]
Twitter
Phase One: Inspiration
Content Pillar: Competition Info

Example 1
 @RedBullNigeria | Thousands of DJs will take part in
Red Bull #3Style to win xxxxx! Enter now to be
crowned the 3Style champion.

Example 2
 @RedBullNigeria | #3Style has helped over xxx DJs to
achieve their dreams and now it’s our turn, Naija.
Your dream starts here. [link]

Example 3
 @RedBullNigeria | #3Style is your chance to follow
your dream. It Starts Here. Learn more: [link]
Youtube

Youtube will be the repository for most of the longer video content.
YouTube ads will also be used to promote the competition and drive
entry.
Banners & Competition Flyers

During Phase 1, banner and flyers copy and image will drive registration
with strong CTAs.
INFLUNENCER SUGGESTIONS

Your text here

DJ JIMMY JATT
DJ BIG N
Veteran DJ who is known DJ CONSEQUENCE
for capturing the attention MAVIN Records DJ, is
of music lover with is great Typically know for his currently one of the most
mix of song collections unique ability to make his sought after DJ’s especially
listeners move their bodies since he is a part of one of
with is collection of music. the biggest record labels in
Nigeria
INFLUNENCER SUGGESTIONS

DJ KAYWISE
DJ NEPTUNE
Well known DJ by the DJ CROWD KONTROLLER
masses for his incredible Also one of the most sought
mix of Nigerian pop music. Ever been to a party where after DJ’s in Nigeria. He is
He has made a name for Crowd Kontoller is on the known for his great mixes
himself by working with line up? Typically known for and hits with A List music
SoundCity Radio and his great taste in Nigerian artists in Nigeria
releasing a few great songs and international sounds
with A list music artists
PARTNERSHIP SUGGESTIONS
PARTNERSHIP SUGGESTIONS
PARTNERSHIP SUGGESTIONS
 OUR
FULLY
DIGITAL
Rich
STRATEGY
Programmatic Large Format
Media
Rich Media
Pre Competition

Our target audience have identified music as a passion point, we would need platforms that will help us immerse our audience
into Red Bull 3Style music.

Implementation
Our rich media options will help us showcase the how Red Bull 3Style is promoting the Nigerian DJ culture with video and
interactive 360 display and an invite form to the main event and also a link to the entry website.

Platforms
Floor Ads, Full Page Takeovers, Hover/Click To Expand.
Programmatic
Pre Competition

In order to tactically reach the right audience at the right time and at the right place and at the right time when they are most
receptive to a campaign, we will employ programmatic buying with a focus on reaching Nigerians using mobile devices which
will be key in driving CTR.

Implementation
To effectively deliver a successful programmatic campaign, we will be working with 2 to 3 programmatic platforms to optimize
reach and drive targeted engagement.

Platforms
Digital Tribe, Eskimi Programmatic, Google RTB (real-time bidding).
Large Format Placements
Pre Competition (WeTransfer, YouTube Masthead)
PHASE 2
Phase 2: Dedication
During Competition

Objectives

 To encourage support for the tournament.

 Drive audience to the voting page.
Phase 2: Dedication
During Competition
Content Pillars:

Profile Top Contestant Of The Week

Picture/video Profile of best contestant (by number of votes) of the week.

Channels
They could be profiled through long-form interviews (Facebook), video content (YouTube) and shorter videos (Twitter &
Instagram)

DJ Tips
Advice from the best DJs in the industry (home and other 3style pro DJs) on best practices.

Channels
Facebook, Twitter and Instagram
Phase 2: Dedication
During Competition
Content Pillars:

Leader Boards
Leader board of the top DJs of the week every week.

Channels
Facebook, Twitter and Instagram.
FINALE EVENT
Phase 2: Dedication
COMPETITION FINALE
Look And Feel:
The event finale will have a boxing ring set-up where 10 finalists with the top votes from around Nigeria will
compete in 2s till a 3Style winner emerges.

Winner Selection:
We will have the DJs compete in different genres to display their versatility and ability to still get the crowd
pumped through-out.

Judges:
We will have 3 DJ judges for the event. The chosen DJs will not just understand the art of DJing but will also
Understand the Nigerian DJ/Crowd relationship.
PHASE 3
Phase 3: Recognition
Post Competition

Objectives

 Highlight the most memorable moments of the competition.

 Showcase the talent hunt in other cities and promote awareness.
 Highlight the success and benefits of the competition.
Phase 3: Recognition
Post Competition
Content Pillars:

Top Moments
Content that recaps the most memorable moments of the finale event.

Channels
Facebook, Twitter, Instagram.

Hot Talent
Who has proven to be Nigeria’s next rising DJs? We profile the those who have shown the most potential during the 3Style
competition.

Channels
Like the success stories, these individuals could be profiled through long-form interviews (Facebook), video content (YouTube)
and shorter quotes (Facebook, Twitter, Instagram).
B U D G E T – OUR R E C O M M E N D AT I O N Sample
budget

Sample
budget
10% 56%
10%
Sample 6%
Sample
budget
12% budget
6
%
Sample
Sample budget
budget
DISCUSS NEXT STEPS
We a r e h er e t o h e l p

www.emeonline.com