Experiential campaigns can involve multiple channels and span several weeks. Planning your subject matter in advance guarantees fresh postings and reassures your client, but it doesn’t mean you can’t be spontaneous.
Target’s #32seasons campaign ran the duration of the NFL season and centered around fan-generated content. We had to plan ahead to keep the campaign fresh. Our content calendar showed the client how our fan engagements, team tweets and in-game highlight reels would relate to the Vikings’ schedule.