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'Join the Hunt' Red Stag Campaign

Advertising, Art Direction, Branding

Red Stag
Advertising Campaign for Jim Beam's Red Stag
Target Audience:

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.

Objectives:

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.

Execution:

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.
Campaign Poster 1
The campaign will be launched throughout major UK cities to gain awareness. These minimal print illustrations include the Red Stag logo, a QR code that links to a temporary facebook page, the drinkaware logo, and can use Blippar. Blippar is integrated into the campaign to add a layer of interactivity, and reinforce the connection to the target market. It will allow individuals to point their cell phones at the advertisements to see further information for the ‘Hunt’ on their display.
Campaign Poster 2
Campaign Poster 3
Red Stag Statue Placement 1
To build brand awareness and anticipation for the ‘Hunt’, a guerilla and print campaign linked to social media will be launched in major UK cities. The guerilla aspect of this campaign will involve placing life-size stags painted with a high gloss ‘Red Stag red’ in highly trafficked public spaces overnight. The statues will be labeled in white with a Red Stag logo, ‘Join the Hunt’, a web address, Blippar logo and QR code. The objective is to create as much free exposure about the brand as possible.
Red Stage Statue Placement 2
Red Stag Statue Placement 3
Bippar integrated to give consumers further information about the 'Hunt' including: Rules of the Hunt, a Map to show where to purchase Red Stag, and an option to physically join the Hunt.
After a sufficient amount of anticipation and awareness has been established, the ‘Hunt’ will be held as a one-night event in each city where the campaigns began. The ‘Hunt’ will be comprised of the hunters, the run, and the promotional models that are the human embodiment of the Red Stag with his Red Does. The goal of the hunt is for the hunters to find a certain number of the human ‘stags’ and take pictures with any of the promotional models. Once they take the pictures they have to upload them to the facebook page in order for their score to be counted. The hunt is technically over once a certain number of people have taken photos with all of the stags spread around the city. The prize for winning is a seat for them and a number of their friends in the Hunters Lodge at a large outdoor concert in their city that is hosted primarily by Red Stag and Jim Beam.

The hunters will be told where to gather at the start of the hunt by an announcement made on the facebook page. The temporary facebook page that will act as the social platform for the event. The page will explain how to participate in the ‘Hunt’, the launch date, and a link the Jim Beam’s main Red Stag page
The hunt begins with the run. The run is comprised of digital billboard trucks with a running Red Stag animation and large Red Stag animations projected on the side of buildings. The digital billboard trucks run a circuit through the city that leads the hunters to bars where the promotional model stags and does are. The trucks will run continuously around the circuit in one direction to reduce confusion over direction in which the hunters should travel.
The hunters will know when they have found a Red Stag bar when they see the large projection of a Red Stag on the side of a building in the vicinity of the bar. Blippar is again used on the projections to provide hints about the other locations of the ‘stags.’
The promotional models, both stag and does, will be at these pre-determined bars handing out ‘buckshots’ to promote Red Stag on a further level. ‘Buckshot’ is the official mixed shots that Jim Beam suggest on their Red Stag website. The promotional models will be dressed tastefully, exposed with red antlers on their heads.
Shotgun Cartridge Red Stag Promotional Shot Glasses
Promotional items will be added to the campaign in order to better label Red Stag beverages in a social setting. By placing red antler-shaped toothpicks with a cherry on them in Red Stag drinks, the intrigue of the beverage will increase, and more people will order them. They will be recognizable from a distance, brand an otherwise anonymous drink immediately, and include a cherry to emphasize Red Stag’s black cherry flavour. Throughout this campaign, antlers with cherries will be placed in Red Stag beverages during and after the ‘Hunt’.
After the Hunt an ‘After Hunt Party’ will be held for the winners and to give the final emphasis that Red Stag is an exciting brand. A large outdoor concert will be held in each city for that city’s winners. The ‘Hunters Lodge’ will be decorated with Red Stag heads and brand colors for the winners to have VIP passes to. This will also be where band members will spend time between shows. Red Stag mixed drinks and shots, accompanied with antler toothpicks and cherries, will be promoted at the event to put the final cap on the campaign.