Question

1. Propose a 360-degree, cross-channel campaign that will promote engagement and brand loyalty among consumers for an Alco-Bev brand in India.
a. Ideally, this would incorporate some sort of unique rewards system to compel customers to interact with our brand.
b. Cross-channel could include social media, OTT and mobile networks, off-premise (in-person store purchases), packaging, etc.
2. Specifically, how will consumers engage with your proposed idea?
a. Imagine the customer journey from first becoming aware of a brand all the way through to a purchase, and thereafter.
b. What are the steps or actions a customer might take to engage with the different pieces of your proposal?
c. How will rewards accumulate and be redeemed? What might the rewards consist of?
3. (Optional) If it will strengthen your submission, feel free to attach an artistic rendering (sketch, mockup, design, etc.) of your idea(s) and how a consumer might interact with it.

Answer 1

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