The questions are all in the attachment.

In 2016 after the murder of Lucky Dubs. Steers partnered with the Shout Foundation with a goal ot selling 1 million Shout burgers to help make South Africa safer. The launch event included a number of South African celebrities and singers (see Appendix A). In 2020 Steers was approached by the Corona Foundation to do something similar. They want to launch a burger combo to generate funds to help people that have been affected by the Covd-19 Coronavirus. In order to launch the promotion and create awareness lor the campaign. Steers have decided to put together a virtual music concert using the latest YOOP technology. See 3 min video of this technology at the following YouTube link: QUESTION 1 1.1 Develop a name for the burger combo campaign and concert and brielly motivate why you have chosen the name. (2) 1.2 Explain how the name relates to the IMC strategy and positioning which Steers is known for. (3) QUESTION 2 Develop an experiential marketing campaign plan for the virtual music concert. Discuss every aspect that you would include in the concert (including which South African musicians would perform and why, event objectives. target market, positioning. etc.), as well as how it would enable participants to "experience" the Steers brand. Your strategy must show your knowledge ot the Steers brand and align with their historical usage of IMC and brand positioning. (15) QUESTION 3 Discuss the Advertising and PR strategy. which Steers should use to create awareness for the virtual concert. Include thoughts about target market, media, messaging strategy, content, etc. Remember to consider the PR and Advertising strategies, which Steers normally uses and the strategies will work best in the context of Icckdown. (15) QUESTION 4 Discuss how Steers could make use at Interactive Digital Marketing Strategies, Mobile Marketing Strategies, and Direct Marketing Strategies during the campaign. (15) Total: 50 marks Cape Peninsula University of Technology 2 APPENDIX A