Why Solo Stove and Snoop Dogg Partnership Went Up in Smoke

Less than two months ago, Solo Stove embarked on what was widely heralded as a genius marketing campaign.

Click here to read the story at adweek.com.

Discussion Questions:

1. What is a marketing plan?
2. How can a marketing plan help a brand to provide direction for a marketing campaign?
3. What type of business is Solo Stove? What kind of products do they make?
4. Have you ever seen any advertising or marketing from Solo Stove? If not, why do you think that might be?
5. Who do you think might represent Solo Stove’s target market?
6. What is a budget?
7. Why is a budget important?
8. Why do you think this marketing campaign was more expensive for Solo Stove than its typical marketing which relies on social media marketing?
9. What is celebrity endorsement?
10. How do you think businesses and brands determine which athletes and celebrities to partner with to promote their products and services?
11. Why do you think Solo Stove wanted to partner with Snoop Dogg for this campaign?
12. What does it mean for something to go viral?
13. Typically, can a business or brand control whether something goes viral?
14. Do you think Solo Smoke intended for this campaign to go viral?
15. Did it work?
16. According to this story, what Solo Smoke’s goal for this campaign?
17. What is ROI?
18. Why is ROI important in marketing?
19. Did Solo Smoke accomplish their goals with this campaign?
20. According to this story, the brand generated billions in earned media impressions. What does that mean?
21. Without a doubt, Solo Stove successfully raised brand awareness with this campaign. How do they measure an increase in brand awareness?
22. Do you think that awareness will result in an increase in sales in the future? Why or why not?