Red Stag will be marketed to a unisex audience that ranges from the ages of 18-25. This audience is comprised of students and young professionals that would describe themselves as adventurous, daring, and love trying new things. They work hard, play hard, and like to be at the forefront of new trends. The digital world is an integral part of their lives and they consider gadgets, games, and social networking to be more important than ever. They are a generation that expects free things for their time, and are continuously barraged by advertising which they have grown to ignore on a daily basis. However, the brands they choose are seen as an extension of themselves, and are very important to their image. They like the hunt of finding new trends, and enjoy the satisfaction of winning. They want to feel significant, and feel like their choices and decisions make a difference.
Although Red Stag has already established a brand identity, it has limited visibility and differentiation from its competitors. Re-positioning the brand using mystery and surprise will push Red Stag to be perceived as an adventures, unique, and fun platform for ‘social-entertainment’ by both sexes.
In a world where brands are infinitely increasing and vying for our attention, the element of surprise has never been more imperative. Using intrigue and mystery to build anticipation to an event that consumers can participate in, will produce the kind of buzz that makes brands memorable. It is important to reinforce this with social media and mobile technology that the target market uses. Facebook will be the social media platform that connects the audience, the brand, and the campaign. Blippar and QR codes will pull the campaign into the mobile digital environment of the target audience. Blippar is a mobile augmented reality and image recognition platform for mobile devices. It uses the camera of mobile phones to view physical objects and display information about them on the screen of the mobile device in real time.
Using the Red Stag as the literal focus of this campaign, people will be asked to physically ‘Join the Hunt’ to find the stag within their urban environment. This hunt is meant to be a massive interactive social event which aligns city night life with red stag. The ultimate aim is to influence consumers to identify Red Stag as the key element to having a memorable and exciting experience with friends; it will say that this drink is for people who love adventure and discovery.