Sting Hit Hard Challenge

Experiential Marketing Campaign

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Experiential Marketing Campaign

Table of Contents

 Executive Summary…………………………………….. ..4

 Introduction……………………………………………….5
 Statement of Problem……………………………………..6
 Creating Relationship…………………..…………………7
 Developing Marketing Strategy……………….………….8
 Anatomy of Experiential Marketing Campaign...………..10
 Digital Live Streams……………………………………...12
 Experiential Story Structure……………………………...13
 Develop the brand experience…………………………....14
 Complete Experiential Marketing Campaign……………16
 Budget…………………………………………………....18
 Measurement……………………………………………..19
 Competitors……………………………………………....20

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Experiential Marketing Campaign

Executive Summary
The purpose of this Experiential Marketing Campaign is to communicate
and interact with our customers in two way communication in real time.
The sole purpose is to creating an experience for the participant, which
then, converts into emotion or reaction that is memorable for them.

Our Experiential Marketing Campaign aims to provide a platform where

the targeted audience play “Sting Hit Hard Challenge”.

This Experience will generate a relationship which helps in converting

our customers from shoppers to brand ambassadors.

The main objective of Our Experiential Marketing Campaigns “Sting Hit

Hard Challenge” is to recall the brand Image by bringing a memorable
experience to our targeted audience.

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Experiential Marketing Campaign

Introduction

The Experiential Marketing Campaign “Sting Hit Hard Challenge” is

basically a result of amazing feedback and success of “Sting One Punch
Challenge” and will held three days on 12th 13th and 14th
August in “Eid And Industrial Festival” at Rani Bhag Qasimabad
Hyderabad.
Sting Hit Hard Challenge is basically a campaign where our target
audience play Hammer Arcade Game. The reason behind this campaign
is to generate the experience of energy and to recall the brand image to
the targeted audience.
Hammer Arcade Game was introduced by Andamiro Entertainment
which is a korean video game company. It is also known as a strength
tester, or strongman game, is an attraction used in funfairs, amusement
parks, fundraisers, and carnivals. It operates by utilizing the lever where
one end holds a puck attached to the tower and the other end is struck by
the person or contestant using a hammer. The aim of players is to ring the
bell suspended on top of the tower. If the lever is struck with enough
force, the puck will rise high enough to hit the bell, indicating a success
and also indicating the score based on how much it is hit hard.

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Statement of Problem
We observe that almost every company is doing marketing based on three
core value prepositions which include Price, Performance and Services.
Our Competitors like “Mountain Dew” also do same most of the times
therefore the customers have many other choices and the power is shifted
towards the customers.

Nowadays it’s difficult to retain the customer by marketing our product

using traditional marketing methods. Customers have variety of choices
regardless of brands and they are easily switching from one brand to
another brand.

Our company is almost not working on experiential marketing therefore

we are unable to make a relationship with our targeted audience. (In very
rare cases we are working on it).

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Experiential Marketing Campaign

Creating Relationship
According to our research, Experiential marketing allows brands to
engage with their target audiences through initiatives and engagements
that aim to achieve marketing communication objectives, and add value
to consumers’ lives.
We have to think different from our competitors and Shift from a
product-focused era to the customer-focused, brand and lifestyle inspired
advertising era.
We can create relationship by focusing on the relationship drivers which
are given below.

 Identification:
The Targeted audience will be of age between 18 Years to 28 Years
old and they could easily identified with the Sting.

 Helpful:
Sting should solve the problems like if the customer is feeling low or
need energy then sting should boost them or fulfill their needs.

 Inspiring:
The participants will feel superior or good as being part of Sting
because “Eid and Industrial festival is based on charity purpose so the
participants can feel that charity includes their’s portion as well.

 Meaningful:
The sting have meaning in terms of energy booster to the audience.

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Developing Marketing Strategy

There are many things which we have to keep in mind while developing
the Marketing Strategy. Some of them are given below

1. Connection
At the heart of every experiential marketing strategy is the goal of
creating “connection” with an audience.
There are eight experience connection types but we have selected the
trial connection for our experiential marketing campaign “Sting Hit
Hard Challenge”.
Trail Connection is basically Experiences that use the sample/trial of
a product or service to engage and drive a connection with the target
—usually a demo of a product or service is the bulk of the experience.
We will give a bottle of sting to the participants during “Sting Hit
Hard Challenge”.
2. Control
One of the most debated subjects in experiential marketing is related
to how much control a brand should exert over an experience and
how much should be left to the audience.
There are five primary Engagement Control Structures (ECS) and we
have selected Moderate‐High Control Structure (Gamification) for
our experiential marketing campaign “Sting Hit Hard Challenge”.
In Moderate‐High Control Structure (Gamification) Integrating
elements of game playing (point scoring, competition with others,
rules of play) into a brand experience. Allows marketers to talk less
and play with an audience more. Studies show that when an audience
enjoys an experience, memorability and inclination to buy rise.
(Common sense tells us that when people are having fun, they want to
stay, play, and engage longer.)
We will give our targeted audience a chance to play the Sting Hit
Hard Challenge and let them enjoy the experience. This activity
includes the integrating elements of game playing and it will be
memorable as the participants enjoy it.

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3. Content
Some of the most effective experiential marketing strategies are
designed to create content—in many cases, for the rest of the
marketing mix.
There are 25 types of content that leading brands are extracting from
live experiences but we are expecting it by social media post, social
media sites, Live streaming, and Live Media as we boost our post on
our social networks specially on facebook and participants will either
live during the event or post their pictures with their score boards.
4. Currency
Experiential Currency as when a target audience willingly provides
something to, or engages in an interaction with, a company in
exchange for an experience.
There are seven types of Experiential Currencies and we have
selected Information Currency for our experiential marketing
campaign “Sting Hit Hard Challenge”.
Information Currency basically Requires an audience to turn over
information about themselves in exchange of an experience.
We will collect the Participant’s Name, age, contact number, email
address, location before giving them access to our campaign.
5. CONVERSION
All experiential marketing roads lead back to conversion and that the
ultimate goal of a brand experience is to convert “someone” into
“something.”
There are seven Experience Conversion Platforms but we have
selected Retention Conversion.
As our main objective of this experiential marketing campaign is to
recall the brand image so we use this experience for the purpose of
maintaining an ongoing dialog and relationship with current
customers.

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Experiential Marketing Campaign

Anatomy of Experiential Marketing

Campaign
There are Eleven Experiential pillars which are the essential building
blocks of successful experiential programs.
These pillars work together to optimize engagement and will allow you to
achieve the brand-building, value-creating, clutter-breaking power of
experiential marketing.
Our Experiental Maketing Campaign is also based on the following
eleven experiential pillars.

 Remarkable
As you know time is very precious for everyone so if our campaign is
not spectacular towards our targeted audience then it will be invisible.
So we have to know about our targeted audience and then we will
design the experience in such a way that our targeted audience will
choose to deviate from their path and give time to us.
 Shareable
As we know that this is an ipod generation so we will have to care
that the experience should be shareable if anyone wants to share it. It
will help to reach the people who will not attend our campaign.
Therefore we allow our participants to go live on social networks or
we also took their pictures with DSLR and we know that people will
share them on their social networks.
 Memorable
Experiences are memorable when the participants can say, “I learned
something,” “I discovered something,” “I created something,” “I saw
something,” or “I met someone.”
We will let them play and experience the energy through the
campaign and after experiencing a person can say I met an energetic
person within myself or I discovered that sting can energize a person.
 Measurable
You can see the results of this campaign in the last of the report which
we have done by using some measuring matrix.
 Relatable
Here participants have to align with the wants, needs, desires, and

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aspirations of the target audience, Our target audience is the

youngsters of age from 18 to 28 years old. So Sting and our campaign
is relatable to our targeted audience.
 Targetable
Experiences have evolved from attracting huge crowds to engaging
with specific target groups who self-select their participation.
Our targeted audience is the youngster of age 18 to 28 years old from
the city hyderabad and surroundings. If we talk about the classes of
them then our target is the middle class people living average life.
 Flexible
This Experiential marketing campaign is flexible as it can scaled up
or down and allow marketers to optimize their investments by
extending reach and engagement, often for little or nominal additional
cost.
 Engagable
As this is an interesting challenge and participants engage themselves
in this campaign to get an amazing experience.
 Believable
It is easy to operate and all the elements and concepts are logical and
possible in this marketing campaign therefore it’s believable.

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Experiential Marketing Campaign

Digital Live Streams

The integration of social media and technology into experiential
marketing strategies provides brands around the world with a powerful
engagement platform.
There are four Digital live streams and we have selected “Share and
shareable Moments”
In Shared and Shareable Moments we mean Interactive technologies and
use of social media allow marketers to create experiences that are shared
and shareable. By shared, we refer to elements of the experience that
attendees engage as shared moments together. And by shareable, we refer
to the increased movement among attendees to capture and share content
from experiences with others.
Here The Hammer Arcade is a technology which we will use in Hit Hard
Challenge and participants will either go live or post their pictures with
their scores on their social media.

Creating Wired Experience

There are 13 distinct types of Digital Engagement Methods being used in

varying degrees across experiential marketing programs.
We have selected Hyper Participatory.
Hyper Participatory is leading use of social media and technology
in experiences, integrating digital layers to drive longer, deeper, and more
resonating interactive between a brand and a target audience.
Here we want to let our targeted audience feel the power or energy by
doing sting hit hard challenge which is basically gonna remain in their
mind and they got connected to the sting by it.

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Experiential Story Structure

Experiential marketing drives a brand’s strategy, but experience design
translates that strategy into living, breathing, shareable moments. When
you combine the strategy of experiential marketing with the engagement
of experience design only then can you allow people to feel your brand.
There are seven elements that comprise experiential story structure and
we will use all of them.

 The Premise:
It is basically the underlying theme. The point or goal of the story. In
experience design, this is the objective/goal of the event/experience.
Here our main objective is to recall the brand image of Sting in the
mind of our targeted Audience.

 Characters:
Common people/places/things that show up and develop throughout
the story. In experience design, characters can be brands, products,
attendees, even technology.
Here Our characters of the story are the participants, the sting itself
because this will be the part of the activity and the Hammer Arcade
Machine which is basically a gaming machine.
 Crucible:
Gives reason to the “space” the story takes place in. Why this space?
Why this amount of time in that space? In live experiences, the best
stories have a connection to the space in which they play out—and the
spaces are selected because they support the Premise.
Here we selected the Hyderabad Eid And Industrial Festival which
will held in Rani bagh on 12th, 13th and 14th August. Our Stall is of
16m by 10m. The reason behind this size of stall is the huge crowd
and 4 Hammer Arcade Machines.

 Protagonist and Antagonist:

Traditionally labeled as “the good” of the story and “the bad” of the
story respectively. In live experiences, this is the hero brand or
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product and the enemy respectively. Here the participants who scored
good and have energy are considered as protogonist and heros of the
brand where as the bad performers can be counted as Antagonists.
 Arches:
The character chapters, the changes of a plot -the progression of the
story. Live experiences are designed using story arches, allowing
audiences to engage, initiate, and absorb the experience over time.
Here the participant come through a proper line to get our designed
experience by playing Sting hit hard challenge. They are first engaged
by our team member to fill the form which includes their names and
their other information to get in and they have wait for their turn and
once they start playing game they will absorb the experience which
we want to give them.

 Conflict:
The tension of the story; the “reason” the characters are trying to
succeed. Put in perspective for live events, this is an issue that will be
resolved or some friction that will be eased.
Here we have some prizes for the participants who have high scores
so they may feel tension to get high score in order to get their prizes.

Develop the brand experience

Once the story building blocks are mapped, it must be translated into the
Touch point Blueprint, which uses five pillars to further develop the
brand experience

Engagement Back story:

Leverage past history, past experiences, and changing audience dynamics
to understand how this audience has been engaged before. You will use
that history to develop the content and engagement strategy for future
experiences.
As we have successful events of Sting One punch challenge in past
therefore we know and we understand our targeted audience want such
type of experiential marketing.

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Setting:
Determine the space you will use and how it will be created or leveraged
to connect with audiences and tell the story.
Our stall size will be 16m by 10m and they will be four Hammar arcade
machines. There will be four large sting tins in different corners
respectively. There will be place for two Generators and two deep
freezers. There will be a counter where participants give their information
in order to play the game.

Branded Characters:
Consider how the brand will be positioned and used across the experience
—the qualities or emotions the brand will exhibit and elicit across the
people, places, and things put into the space.
As Sting is an energy drink and our aim is to make our targeted audience
understand that they get energetic by using sting. It will come to their
mind through the Sting hit hard challenge, here the character is basically
the technology which is Hammer Arcade Machine.

Experience Plot:
Program what will happen. How will your audience and your brand come
together?
Here our targeted audience will play the game which basically includes a
experience which will connect them to sting.
Sequence:
Design the specific touch points that will connect the experience to the
audience.
Nowadays everyone is trying to show that they are superior or have more
power than others specially our youth or our targeted audience which is
of from 18 years to 28 years old. First they give their personal
information on our counter and then they wait for their turn. When their
turns come. They hit the hammer to the ring and see their score , after that
they drink the sting which is given by us and then they hit it again and
this time there score will be high due to the energy in their body. This
will make our participants close to our brand by thinking that sting gives
the energy and this will connect the experience to audience.

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Complete Experiential Marketing

Campaign
We have discussed everything in parts above and now we will combine
and connect all the dots and make a complete experiential marketing
campaign.
We have to start this Experiential Marketing by advertising on the social
media specially on facebook because our targeted audience is between 18
years to 28 years old belonging to average or middle class families in
hyderabad and through facebook boosting we can reach them and let
them know what we are bringing to them. So, we will make a short video
in which we will tell about the Sting Hit Hard challenge and post them on
our official page on facebook and other social networks and boost them in
hyderabad and ask them to join us on 12th, 13th and 14th August in
Hyderabad Eid and Industrial Festival at Rani bhag Qasimabad
Hyderabad.
We will also upload the rules of the Hammer Arcade game and let our
targeted audience know about the winning prizes as well. The participants
have to play the game then snap their scores in the comments of the post
to claim their prizes.
After this we have to design all the things properly for generating
wonderful experience. So we will start with our stall at the Hyderabad
Eid And Industrial Festival. We will take four Hammer Arcade Machines
because there will be huge crowd and as you know time is very precious
and no body want to wait so long for their turn.
Our stall is of 16m by 10m so there is many space for us to take these
four hammer arcade machines easily. We will also take two deep freezers
because we will give sting 500ml bottles to the participants free during
the game. We will have four Led Screens with every Hammer arcade
machine which will basically display the activity done by the participants
live and tell them their scores as well.
We will have two generators for the campaign. one generator is enough
for the campaign but we will also have one generator for the back up.

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In the Hammer Arcade Machine we will wrap the Hammer with the sting
image and we will post a sticker of energy on the scoring board.
According to our research there will be 10000 audience because of the eid
and hyderabad Eid and industrial festival. Almost 1500+ participants will
try to experience the Sting Hit Hard Challenge.
First the participants have to give their information which includes their
name, phone number, their city, email address, age, gender etc to register
themselves for the Sting Hit Hard Challenge. This will be our Information
Currency. Then the participants have to wait in the short rows for their
turn. Once there number will come then they hit the ring with the hammer
and see their score.
After their first try we will give them the sting bottle and ask them to
drink it to be more energetic. Once they drank it then we will ask them to
hit the ring with the hammer again. As it’s a scientific fact that when you
consume some sweet thing it will energize your body and we are pretty
sure that the score will be higher than the first try and the participant will
think and memorize it and consider that the sting gives the energy.
Here we can also say that the participant get connected through a trail and
hence it’s called trial connection. It also create a relationship because
through this the participant may think that the sting solves the problem of
laziness and they feel good about themselves because the Eid and
Industrial festival is based on the charity. The participants may feel good
that they are part of it. And sting has meaning and it is identified with the
participants as they are the youth and the sting belongs to them.
After the Game the participants took their pictures with their scores and
we also have 3 professional photographers which will help them to
capture their pictures with the scores.
After photography they will post their snaps on the social media and this
way our brand will reach to people who are even not attending the event.
We will give prizes to top 5 participants when they claim their prize by
posting their snaps with their scores on the post.

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Budget
As nothing is free, we would have to invest money to get our desire
objective so here are the expenses which will be incurred if we will go for
the Experiential Marketing Campaign “Sting Hit Hard Challenge”.

4 Hammer Arcade Machines (165000PKR each) 660000

2 Deep freezers (108300PKR each) 216600
Stall 35000
2000 Sting bottles 500ml (55PKR each) 110000
Five Prizes (1500PKR each) 7500
200 Sting shirts (300PKR each) 60000
Boosting 50000
Other Cost (stall decoration, photography, agency etc) 290000
Generator diesel (44 ltr) 5500
Banners 88000

Total 1522600

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Measurement
There are many metrics through which we can measure any experiential
marketing. In the Experiential Marketing Campaign “Sting Hit Hard
Challenge” we can measure the results whether this campaign is
successful or not by the following metrics.

Advocacy.
We can check are our participants sharing our content or promoting our
message to their networks? Is what they’re sharing positive or negative?
Does the content of their communications sync with the messaging of our
campaign? How quickly are they spreading the word, and to how many
people? Through this we will come to know whether our experiential
marketing went successful or not?

Social Media Buzz.

As we have official pages on Facebook, Twitter, YouTube, and Pinterest
and we can measured in terms of likes, tweets, fans, and followers after
the experiential marketing campaign.

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Competitor

Strength and Weaknesses of Competitor.

Strengths:

1. Strong brand awareness, recall through memorable advertisements

2. Unique taste and clear positioning attracts a strong brand following
3. International brand with lot of resources to grow in the markets
4. Good distribution and availability of the product
5. Strong brand name of the parent company adds value

Weaknesses:

1. A lot of investment is required for branding exercises

2. Stiff competition means limited market share.

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