Creating a Marketing Campaign (The Long Drink Company)

Abstract

The purpose of this thesis is to create a comprehensive marketing campaign for the Finnish Long Drink company for the Country Jam Grand Junction, Colorado 2025. The strategic goal of this thesis consists of creating brand visibility and establishing the (Long Drink) beverage category in the US, competing under the ready-to-drink (RTD) market. The theoretical framework consists of social media marketing, viral advertising, and the impact of utilizing influencer marketing on consumer behaviour. The empirical section is written with a qualitative research approach with semi-structured interview questions including the founders of the company and the Colorado state manager as the interviewees. The marketing plan was structured around the SOSTAC (Situation, Objectives, Strategy, Tactics, Action) business plan model.

The result of the thesis is a structured marketing plan to create a campaign for the Country Jam Colorado 2025; the plan consists of pre-event marketing strategies utilizing the actor and investor Miles Teller as an influencer. The plan during the event is to use games such as the (Jacob’s Ladder) and LED floodlights with the flagship Long Drink blue, and a QR code questionnaire strategy to form consumer to business bonds digitally and gather consumer data.

The study concluded that utilizing the Finnish culture and bond with the beverage, the Long Drink company can effectively create space between competitors. The plan created with SOSTAC shows the current and future opportunities for large sales margins and brand loyalty.

Keywords: Event Marketing, Long Drink, SOSTAC, Marketing campaign, Social media, Ready-to-drink (RTD), UGC (User Generated Content)