Fictional Campaign for Desperados at the festivals
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Transcript of Fictional Campaign for Desperados at the festivals
![Page 1: Fictional Campaign for Desperados at the festivals](https://reader034.fdocuments.us/reader034/viewer/2022042614/559af8341a28ab82458b46ce/html5/thumbnails/1.jpg)
Kristian Gega
![Page 2: Fictional Campaign for Desperados at the festivals](https://reader034.fdocuments.us/reader034/viewer/2022042614/559af8341a28ab82458b46ce/html5/thumbnails/2.jpg)
Doelstellingen
• Communicatie
– Desperados is het ideale ‘party’ bier
• Digitaal
– Conversaties creëeren rond Desperados (met betrekking tot festivals en feestjes)
![Page 3: Fictional Campaign for Desperados at the festivals](https://reader034.fdocuments.us/reader034/viewer/2022042614/559af8341a28ab82458b46ce/html5/thumbnails/3.jpg)
Strategie ( in één zin )
• De reach vergroten en een specifieke doelgroep aanspreken met ons nieuwe imago
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Conversation strategie
• Content creatie: We zoeken mensen die willen bijdragen met content over Desperados (indien onrechtsstreeks)
• Customer experience: De ervaring van de klant met ons merk te versterken
• Conversatie: Conversaties rond ons merk en feesjes/festivals te starten
• Collaboratie: Samen iets opbouwen met de klanten/consumenten (app)
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Conversation strategie
• Doelgroep: Party/Festivalgangers 18 – 25 jaar
• Topics: Feesjes en festivals waar Desperados aanwezig is (inclusief events)
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Conversation strategie• Stijl: Interactief, ‘cool’ , ‘daring’ • Channels:
– voor communicatie met klanten en campagnes.
– voor video content
– Links naar website (bevat alle online content)
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Basic content plan
1. Pre-phase (2 weken)
2. During-phase (festival)
3. After-phase (festival + 1 week)
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( Pre-phase ) Promotion tour
• De Party Truck
– Promoot festivals + Desperados bier
– Party truck –> Party as long as you can
– ‘2 days notice’ via app
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( Pre-phase ) App:
WhereThePartyAt?!
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( Pre-phase ) Tickets
Winnen!• Foto’s van zichzelf via de ‘WhereThePartyAt?!’ app uploaden
van een party (éénder welk!) met Desperados bier
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During-Phase ( Festival )
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DURING-PHASE (
FESTIVAL )
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Winnaars : Desperados
Merchandise
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During-phase (festival)• Enkele activiteiten
- Insmeren met zonnecrème
- Watertattoos
- Waterpistool gevecht
- Test alcohol levels
- Confession room
- Cabine room
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DURING-PHASE ( festival )
• Fotograaf loopt rondt en neemt foto’s
• Jongeren kunnen zelf foto’s nemen en die via onze app uploaden
• De foto’s komen samen met de Cabine room video’s op het groot scherm (uurlijks geupdate!)
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AFTER-PHASE (Festival
+ 1 week)• Aanmaak van een fangate
• Uploaden van alle foto’s van de feestjes via de app (kan men o.a. Ook op facebook vinden)
• Youtube compilations!