Kongliang Eel Hotpot – Full-Funnel Experiential Campaign
- 洪琳 郑
- Jan 3, 2024
- 1 min read
Date: 2024.01.03
Role: Event Planning & Creative Direction (collaborative project; responsible for concept development and full activity design)
Brief（项目简介）
This campaign was designed for Chongqing-based Kongliang Eel Hotpot, framing a four-phase experiential journey based on the brand narrative: “Set Off – Search – Conquer – Return.” Activities include retro boat parties, outdoor camping events, amusement park partnerships, and a night market-style lantern fair. The strategy integrates Chongqing’s nightscape, local ingredients, and Gen-Z social rituals to reinterpret traditional flavors with a contemporary twist.
Creative Concept
Four experiential stages reflect brand narrative:
Step 1: “踏江/Treading the River” — Boat cruise × Retro disco × Hotpot feast
Step 2: “蹚泥/Crossing the Mud” — Camping × Eel-catching game × Open-air cinema
Step 3: “挑山/Scaling the Heights” — Theme park × Snack stations × Poem scavenger
Step 4: “捻灯/Lighting the Lanterns” — Lantern fair × Guofeng music × Riddle dining
Creative Direction Keywords: local storytelling / night economy / retro nostalgia / sensory activation
Multi-sensory design across event moments:
Taste: customized eel-lychee hotpot menus
Sight: vintage scenes, riverside lighting, photo booths
Sound: fusion of classic disco and guofeng live music
Touch: DIY lantern puzzle meals, catching games
Social: hashtag prompts and UGC challenges
The campaign encourages emotion-first engagement with gradual commercial conversion, offering a full-spectrum brand experience from immersion to interaction.
Comments