Thank you

An end to the Battle of the Brands

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5-Hour Energy Content Marketing

5-Hour Energy

Social Media Networks

5-Hour Energy Flavours

In this post, I will be presenting an original Content Marketing campaign idea for 5-Hour Energy. For my idea, I believe the company should introduce a new type or flavour of energy drink exclusively for students. To be more specific, the target audience will be directed toward post-secondary (college and university) students. The main goals of this campaign is to raise the number of visits to 5-Hour Energy’s social media accounts and show the effectiveness of their energy drinks to a younger demographic. The plan is to launch and implement the idea during the school year (from September to April). As for my social strategy, Facebook and Twitter will be my two primary sources of promotion. There will be images, videos or commercials of the new energy drink posted on Facebook. Whereas, the campaign will also be linked, featured and retweeted on Twitter. In order to attract, acquire and engage the audience, a contest will be held where fans will be asked to send their best photo of them enjoying the new energy drink. The winner shall receive a year’s supply of that specific energy drink.

5-Hour Energy Fan Pages

Although 5-Hour Energy is relatively smaller compared to other energy drink brands, the company still has its fair share of fan pages. In this post, I will be outlining and discussing 3 different fan pages below:

Building Our Story

5-Hour Energy Blog Post

The first one is actually a blog post from a blogging website. It was written by Censie Sawyer, who is a member of the Collective Bias® Social Fabric® Community. In her post, she writes about the effects and ingredients of 5-Hour Energy. She has also included some interesting facts and images of the energy drink. Find out what else she has to say by clicking here: http://www.buildingourstory.com/2014/06/a-busy-moms-secret-is-5-hour-energy.html

SparkPeople

5-Hour Energy Healthy Living Blog Post

The second one is another blog post from a healthy living blog. It was written by Becky Hand, both a Dietitian and fan of 5-Hour Energy. In her post, she talks about the health factors/benefits of the energy drink and offers her own insights about it. In addition, she included links to other websites for further reading. To read her opinion of 5-Hour Energy drinks, visit this link: http://www.sparkpeople.com/blog/blog.asp?post=5hour_energy_a_dietitians_take_on_the_secret_sauce

Pocono Raceway

5-Hour Energy NASCAR Article

The third one is an article that was featured on a sports racing website. According to the article, it marks the first time 5-Hour Energy has sponsored a NASCAR Sprint Cup Series race. The content mostly contains information about the actual event and it includes links to 5-Hour Energy. Check it out here: http://www.poconoraceway.com/5-hourenergy500.html

Monster Energy Fan Pages

Since Monster Energy is one of the most popular energy drink brands in the industry, there are bound to be numerous different types of fan pages dedicated to the company. However, for the purpose of this post, only 3 specific fan pages will be outlined and discussed below:

monsterforlife123

@monsterforlife123 Fan Page

The first fan page can be found on Instagram. It is called @monsterforlife123 and is currently operated by Mads Jahnel (@m_jrj) and Soren Weidick (@sorenweidick). Viewers can expect to find mostly images of the different types and flavours of energy drinks as well as sponsored models (Monster Energy Girls) of the brand. To see more images, visit: https://www.instagram.com/monsterforlife123/

Fans of monster energy

Fans of monster energy Fan Page

The second fan page can be found on Facebook. It is called Fans of monster energy and has over 1K Likes! Similar to the first one, most of the content being posted show images of Monster’s energy drinks, sponsored models and events. Click the link here to view more: https://www.facebook.com/www.monsterenergy.comn/timeline

Monster Energy Fans

Monster Energy Fans Fan Page 

The third fan page can be found on Twitter. It is called Monster Energy Fans and has 487 Followers and 19 Likes. A majority of the content is just images and videos that are being retweeted from the main Monster Energy Twitter account. Check here to see more: https://twitter.com/UnleashDaBeast7

YouTube Analysis: Monster Energy vs 5-Hour Energy

Monster Energy YouTube

On their YouTube account, Monster Energy uploads numerous new videos every few days. The content on these videos is usually about their sponsored athletes, extreme sports and events. In some cases, they will post vlogs and commercials related to their business. In the About section, there doesn’t appear to be a company description; instead there are the key words “Unleash the BEAST!” Also there are links to their other social media accounts (Facebook, Twitter, Google+, and Instagram). Out of all their most recent videos, Monster Energy’s most successful video was called City is my Playground 2: Lima | Nick Apex & Ernie Vigil with 345K Views, 6.6K Likes and 274 Comments. Perhaps the freestyle motorcycle racing across the streets of South America appealed to the extreme sports fans and made it their most successful recent video.

 

Monster Energy Street Racing

5-Hour Energy YouTube

5-Hour Energy also uploads multiple videos but on a weekly or monthly basis. The content of these videos contain sponsored athletes, commercials, promotional product deals, and events. In the About section, there is a clear description about their company and their energy drink flavours. Additionally, there are links to their other social media sites (Facebook, Twitter, Google+, Instagram, and Pinterest). For 5-Hour Energy, their most successful recent video was their commercial about energy drinks with extra strength with 2.5M Views and 57 Likes. The introduction of a product was probably what piqued the interest of their fans and made it their most successful recent video.

5-Hour Energy Extra Strength Commercial

LinkedIn Analysis: Monster Energy vs 5-Hour Energy

Monster Energy LinkedIn

According to their LinkedIn page, Monster Energy normally posts around 2-5 times every few months. The content of these posts usually contain job listings for positions in other countries and the occasional news update of their sponsored events or athletes. Similar to their Facebook, Twitter and website, the company description is exactly the same and is normally the first thing to see when you access their LinkedIn page. Their most successful recent post was about hiring Community Managers for their Social Media Accounts (https://www.linkedin.com/company/monster-energy_2) with 157 Likes and 26 Comments. This was a successful post because they were trying to recruit people to join their company and contribute to their business.

Monster Energy's Most Successful Post

5-Hour Energy LinkedIn

As for 5-Hour Energy, they only posted once in the past 5 months. The content of their post is a job listing for an Account Sales Rep – Carhatt Work Bags. The company description is short and concise; it does a good job summarizing what the brand is all about. Unfortunately, it is unknown as to what 5-Hour Energy’s most successful recent post is on LinkedIn because they only posted once and there are no quantifiable data to make a comparison.

5-Hour Energy's Latest Post

Twitter Analysis: Monster Energy vs 5-Hour Energy

Monster Energy Twitter

#DaytonaSX

According to their Twitter page, Monster Energy Tweets very often – about 5-6 times each day and have 11K Tweets in total. Similar to their Facebook page, the majority of their Tweets are images and videos about their sponsorships such as events, extreme sports, athletes, and promotions. Additionally, they are using the 50/50 rule quite well on Twitter because they make sure to retweet recent events and news from other athletes and organizations as well as including their own Tweets. Monster’s Energy’s most successful recent Tweet was their Supercross LIVE! bike racing event (#DaytonaSX #SXonFOX) with 470 Retweets and 1.2K Likes. The reason it was so successful is because it was about a major event which ended in a victory for one of their sponsored athletes, Eli Tomac.

5-Hour Energy Twitter

#Daytona500

According to their Twitter page, 5-Hour Energy Tweets about 1-2 times every day and have 12.5K Tweets in total. A majority of their Tweets feature their energy drinks and sponsors in various images and videos. Also, they are using the 50/50 rule effectively here on Twitter because they like to post random images and clips every so often to keep viewers engaged aside from the normal posts about their energy drinks. 5-Hour Energy’s most successful recent Tweet was #Daytona500 #GoClintGo with 11 Retweets and 15 Likes. The reason it was successful was because they were sponsoring a race car and famous athlete, Clint Bowyer.