UVA Case Competition: ok energy

student-founded company

*Recieved 1st place

  • What would a larger brand campaign that integrates an unorthodox marketing strategy look like?

  • Satirical and ironic branding targets college students with an unorthodox approach.

    1. ‘OK’ Tournament

    2. ‘OK’ Influencers

    3. ‘OK’ Everyday

SOlutions:

Intramural Rec Tournament

  • ‘OK’ athletes compete in a basketball tournament

  • Players wearing ‘OK Athlete’ shirt

  • Cut to clips of missed shots, shoes squeaking on the court, athletes drinking OK Energy at timeouts, etc.

  • The tournament ends in a tie because all teams are just…okay

  1. ‘OK’ Tournament & ‘ok athlete’ t-shirts

  • Utilize influencers who film mundane content (e.g., GRWMs, Day-in-the-Life, Reviews, PR unboxings, etc.)

  • Product placement in videos

  • Emphasis on college micro-influencers

2. OK influencers

  • Present OK Energy as the fuel needed to complete daily tasks

  • average students performing average tasks, fueled by OK Energy’s 1 extra MG

3. OK everyday

Previous

Case: Nike x Oregon
Next

Case: H&M