Client Pitch
Client
Henderson Brewing Co
Industry
Brewing
Category
Campaign, Social, UX
Goals
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Engage Henderson's existing and prospective customers in our campaign
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Build Fun & Memorable gaming experience increase brand awareness
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Let Participants learn more about the Kensington Market community
Objectives
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Have 100 attendees to participate the event
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70% of them will share the event on their social media
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80% of them feel connected with the brand and happy with what they discover about the community after the event.
Concept
People will be invited to play a Scavenger Hunt game where they have to complete missions related to the neighborhood to find where the beers are placed. After winning one section, participants will be provided with a clue leading to where the beers are put.
After 4 rounds, the participants can find the beers at the restaurants. On each can of beer will also be attached with a small message from the company and a QR code directing to the company website.
Experience Flow
Section 1
DO SIMPLE MATH - Solve these questions without using calculator
( 2000 - 1975 ) + 300) - ( 515 - 200) + ( 735 + 265) +175 +315 + 315 = ?
Answer: 1815
Staff member gives them the clue card that reads
“1815 is the year when the Kensington Market was first developed.
Next step: Go to The Kensington Market Garden Car and take a picture”
Section 3
When they finish taking picture of Kensington Market Garden Car. The next clue card will be given.
“Courage My Love is the oldest vintage store in Kensington Market
Next step: Bring 2 pictures to the Dragon City Mall, find the right cashier of the game and ask him/her “what’s your favorite beer brand?” to get the final clue”
Activation Details
Who – Age over 19 & Anyone who likes beer & enjoys playing games / outdoor activities.
What – Our event is a game that allows participants to experience the game in the form of "leveling up" inspired by the TV show, "amazing race", participants need to completed tasks through quizzes and finding destinations we invite everyone to the restaurant at the end, chat, eat and drink Henderson beer.
When – Date：August, 27, 2022 Time ：9AM - 3:30PM
Where – Location will be Kensington Market in downtown Toronto entrance at Baldwin st and Spadina Ave, end at Dragon City mall After-party at Restaurants where they can drink beers
Why – Our task is let people enjoy the experience we bring to them, and know better about this community, have chance to meet new people, and know about our product from Henderson
Section 2
When they finish taking picture of Kensington Market Garden Car. The next clue card will be given.
“The Kensington Market Garden Car has been part of the community for 15 years. It is
the city’s smallest park in Kensington Market.
Next step: Find “Courage My Love” store and convicing the owner ”
Section 4
who answers “Henderson” is the one they need to look for, the cashier will give the attendees the final clue to go to the final destination where they can enjoy the beers
The cashier will give the attendees the addresses of four restaurants but does not tell them they are the restaurant, just give them the address only.
Pre-event
Share post on Facebook groups of the community to invite people to join the Scavenger Hunt game to get free beers.
During Event
Paid: invite micro-influencers. pay them to share and live stream the event.
List of influencers:
@Cantomando – Video Creator – 144k followers
@foodie.famous – Linda – Life in Toronto – Foodie – 23.2k followers
@Foodtographyviews – Blogger – 7.7K followers
Post Event
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