Overview
Design activities that make people willing to participate, remember the brand, and take follow-up actions; existing cases and their results can also be analyzed. Use the activity objectives to determine the venue, guerrilla tactics, and experience mix, then carry it through to execution arrangements and measurement methods.
Input Contract
Confirm from the requirements and existing materials: brand or product, target audience, primary objective, venue, budget, and timeline. When analyzing cases, activity materials or readable sources are needed.
If the information is sufficient to move forward, just do it; briefly explain conditions that can be reasonably assumed. Ask questions only when key information is missing that would change the creative direction or feasibility. Do not assume that venue permits have been obtained or that activity results have already occurred.
Workflow
1. Define objectives and audience
Confirm which primary objective the activity should advance among brand awareness, buzz, product understanding, emotional connection, trial, or sales, and what you want the audience to do after participating. For existing cases, first identify the original objectives and the actual activity arrangements.
2. Choose the venue and participation method
ReadGuerrilla Tactics and Tools, and choose tactics based on where the audience hangs out, the local context, and the budget. Explain how passersby notice, are willing to join, and how the creativity connects back to the brand. When case inspiration is needed, readCases and Practices, and compare the mechanisms and applicable conditions.
3. Design the experience and flow
First readExperience Design Frameworkfor the SCHMITT modules and the 5E. Choose the main module that best supports the objective, then determine what other modules can reinforce; there is no minimum number.
Use the 5E to check how the event, scene, interaction, emotion, and diffusion connect. When something is not adopted, determine whether it affects the activity objective or causes a break in the flow, then decide whether to reinforce or omit it. You cannot complete the design just by filling in the five names.
Write the participation process clearly: how to join, what to do on site, what they get, how to leave, and the appropriate next step. Sharing, collecting data, and purchase arrangements should serve the objective; do not force every activity to collect contact lists.
4. Implement execution arrangements
ReadExecution Checklist and Delivery Template, and explain staffing, materials, budget, timeline, venue permits, queue capacity, and necessary contingencies. Provide sufficient on-the-ground details according to the activity scale.
- Avoid forced interaction, obstructing traffic, or creating disturbing noise.
- When using public venues, confirm the required permits and venue rules, and complete necessary applications before implementation.
- The creativity must align with the brand positioning; when large participation may be attracted, arrange the on-site, website, and customer service capacity to handle it.
5. Set measurement and deliverables
According toPerformance Measurement and Templates, choose indicators related to the primary objective, and explain how to obtain data and compare. Do not require every activity to fill in all four levels of indicators.
When analyzing existing cases, distinguish results already published by the source, your own mechanism analysis, and indicators recommended for follow-up tracking. When citing performance figures, readCase Sources, preserve the statistical scope, and do not extrapolate into universal multiples.
When in-depth assistance is needed for audience research, psychological mechanisms, or a complete service process, follow the Skill Division Table to select the corresponding skill and integrate the results back into the activity plan.
Output Contract
- Activity Planning: Deliver the creative idea, audience participation approach, design rationale, execution arrangements, and measurement approach. The complete plan follows the activity design template in the reference document; ideation is only required to focus on direction and key feasibility.
- Case Analysis: Deliver sourced approaches, experiences and guerrilla mechanisms, known results, and what can be borrowed.
- Performance Evaluation: Evaluate the original goals based on available data, and specify data gaps and next-step tracking methods.
Quality Rules
- The creative idea must articulate its relationship with the audience, brand, and goals; it cannot merely chase attention.
- SCHMITT and 5E are used for making choices and identifying gaps; complete definitions, examples, and selection methods are retained in the reference document.
- Retain verifiable cases and results; do not fabricate numbers or guarantee viral spread for activities lacking data.
- Tools are selected according to experience needs, and production and on-site operation and maintenance costs are included in the budget.
Quick Reference
| Document | Purpose and When to Read |
|---|---|
| Experience Design Framework | Read before selecting experience modules and checking the flow; includes S-O-R, SCHMITT, and 5E |
| Guerrilla Tactics and Tools | Read when selecting venues, creative methods, and tools; includes seven tactics and ambush marketing applications |
| Cases and Approaches | Read when seeking case inspiration or citing results; includes case breakdowns and sources |
| Execution and Delivery | Read the corresponding sections before implementing solutions, measuring results, and delivering; includes execution pitfalls, templates, and skill division of labor |