Brand Activation, Hot Topic
Challenge
Choose a brand that lacks clarity. Identify its idea which may have been lost through its lack of clarity and use the brand’s strongest equity to communicate its idea clearly through one form of brand activation.
Research Process
Rigorous research on the past and current business strategies, brand equity, key audience, and retail concepts of Hot Topic.
Hot Topic’s branding in the past was unique and rebellious. Their products were proudly offered to misfits and rebels in a brick and mortar which gave them a place to belong.
I started by brainstorming about how we interact with music and how this has changed during the pandemic.
Throughout my research, I have observed that Hot Topic has been trying to be everything for everyone and has not utilized its social media and online platforms effectively.
The following questions helped me to think of activations for Hot Topic:
How should Hot Topic utilize social media, including its YouTube channel which is currently unappealing?
How can Hot Topic use its assets as being a known retailer of music-centered apparel & accessories?
In what creative ways can Hot Topic benefit from exploring these questions?
Activation
Insight
To revive the brand’s rebellion at the same time of trend.
Idea
To utilize its YouTube channel and the pandemic trend of online platform.
To relate back to its idea and not the “noise” by exclusive release of songs and merchandise.
Upgrading studio and interactions online.
At this event, we want to use this platform for artists to perform their music. And we will have short interviews, AMAs, and talk about the exclusive t-shirt designs that will be sold only during the time of the online event.
Online Live Event
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Hot Topic will use its strongest equity, making exclusive licensed t-shirts. The orders for the t-shirts again will be taken during this hour of live showcase to make them extra exclusive and draw special attention.
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Hot Topic can continue to do these YouTube Live Showcases as a weekly or monthly event. They can also collaborate with bands and artists that represent their style to engage with its customers by selling other exclusive merchandise.
School of Visual Arts, MPS in Branding - Fall Semester Project