Historic - STRATEGIC EXPERIMENTAL MARKETING... Conducted a campaign research by extracting the consumer responses on social media to measure strategic experiential module to find the best performance indicators for experiential elements of campaign. Findings: The success of the "Angry Birds Live Game" campaign offers valuable insights for Deutsche Telekom's future marketing strategies: 1. Experiential Continuation: Deutsche Telekom should continue to prioritize customer experiential marketing, creating campaigns that immerse customers in memorable experiences that resonate with the brand's message. 2. Interactive Touchpoints: Incorporating interactive elements at various customer touchpoints, such as public transport stops, can enhance engagement and provide opportunities for customers to interact with the brand. 3. Strategic Collaborations: Collaborating with well-known brands or franchises can amplify the experiential aspect of marketing campaigns. Partnerships like the one with Rovio can leverage existing brand affinity. 4. Omnichannel Approach: An omnichannel marketing strategy, as seen in this campaign, can ensure that the experiential elements reach a diverse audience across various platforms.

1. DEUTSCHE TELEKOM’S
“ANGRY BIRDS LIVE CAMPAIGN”
By /-Suwarn Shekhar

2. ABOUT
DEUTSCHE TELEKOM’S
“ANGRY BIRDS LIVE CAMPAIGN”
In June 2011, Deutsche Telekom launched an international
campaign in the Czech Republic, featuring the immensely
popular mobile game "Angry Birds."
This campaign was strategically designed to align with the
principles of customer experiential marketing
The campaign aimed to demonstrate the fun side of
smartphones and, in the process, engage a broader audience by
immersing them in a captivating and interactive experience.
The campaign aimed to demonstrate the fun side of
smartphones and, in the process, engage a broader audience by
immersing them in a captivating and interactive experience.

3. STRATEGIC EXPERIMENTAL MODULES
FEEL: Feel experiences are designed to evoke emotional responses from consumers.
SENSE: This module focuses on stimulating the five senses-sight, sound, taste,
touch, and smell- to create a multisensory brand experience.
THINK: Think experiences engage consumers on an intellectual or cognitive level.
ACT: Act experiences encourage customers to take a specific action, such as
making a purchase, signing up for aa newsletter, or participating in a contest.
RELATE: Relate experiences focus on building strong experiences between the
brand and its customers. These experiences aim to foster a sense of community,
belonging, and shared values.

4. PROCESS : RESEARCH
METHODOLOGHY
1. Creating an Experiential Connection
The campaign incorporated the "Angry Birds Live Game" concept, where real-life actors
dressed as Angry Birds characters engaged with a live audience.
2. Multi-Channel Engagement
The campaign utilized various channels, including television, print media, billboards, public
transport stops, and even zoos, to reach a diverse audience.
3. Collaborative Synergy
Deutsche Telekom collaborated with Rovio, the creator of Angry Birds, to leverage the game's
immense popularity.

5. INTERPRETATIONS
"Feel" likely represents the emotional aspect of the customer relationship.
A high positive "Feel + Score" (46) suggests that customers generally have a positive
emotional sentiment towards the relationship.
Sense + Score (37) and Sense - Score (0):
"Sense" could represent how customers perceive or sense the quality or value of the
relationship.
Think + Score (29) and Think - Score (9):
"Think" may represent how customers analyze or think about their interactions with the
company.
Act + Score (16) and Act - Score (3):
"Act" could signify how customers behave or act based on their interactions with the
company.
Relate + Score (11) and Social - Score (6):
"Relate" may represent how customers engage with the company or discuss it
with others on social platforms.

6. FINDINGS
The success of the "Angry Birds Live Game" campaign offers valuable insights for Deutsche
Telekom's future marketing strategies:
1. Experiential Continuation: Deutsche Telekom should continue to prioritize customer experiential
marketing, creating campaigns that immerse customers in memorable experiences that resonate with the
brand's message.
2. Interactive Touchpoints: Incorporating interactive elements at various customer touchpoints, such as
public transport stops, can enhance engagement and provide opportunities for customers to interact with
the brand.
3. Strategic Collaborations: Collaborating with well-known brands or franchises can amplify the
experiential aspect of marketing campaigns. Partnerships like the one with Rovio can leverage existing
brand affinity.
4. Omnichannel Approach: An omnichannel marketing strategy, as seen in this campaign, can ensure that
the experiential elements reach a diverse audience across various platforms.

7. CONCLUSION
In conclusion, Deutsche Telekom's "Angry Birds Live Game" campaign
exemplifies the power of customer experiential marketing. By creating
immersive and engaging experiences, the campaign effectively
demonstrated the fun side of smartphones while forging a stronger
bond between the brand and its customers. These principles should
continue to guide Deutsche Telekom's marketing efforts, ensuring
meaningful and memorable customer interactions.