StretchLearn Course
Design guerrilla and experiential campaigns that punch above their weight and earn the media coverage big brands pay millions for.
Course Overview
This course walks through the complete lifecycle of a guerrilla or experiential campaign — from insight and concept to execution and earned-media amplification. You will study real campaigns (Red Bull, Airbnb, Blendtec, IKEA) to extract repeatable mechanics, then apply those mechanics to your own brand context. By the end you will have a complete campaign brief, activation playbook, and measurement framework ready to pitch or execute.
Learning Outcomes
Identify the psychological triggers that make guerrilla activations shareable and memorable
Apply the Surprise–Contrast–Reward framework to generate campaign concepts on any budget
Write a one-page guerrilla campaign brief that aligns objectives, audience, and location tactics
Design a live experiential activation with clear interaction flow, staff script, and safety checkpoints
Build an earned-media amplification plan including seeded creator outreach and real-time social capture
Measure campaign ROI using impression-equivalent value, earned-media rate, and sentiment analysis
Curriculum Preview
Preview the course structure, see how the modules build on one another, and understand the path this program is designed to take you through.
Understand why certain low-budget campaigns go viral while polished ads are ignored, and decode the psychological mechanisms that make activations shareable.
Move from insight to a concrete campaign concept, and produce a one-page brief that communicates objectives, mechanics, location, and success metrics clearly enough to brief a freelancer or agency.
Plan and run a live experiential activation from site selection and staff scripting through to real-time content capture and incident management.
Build a measurement framework that proves ROI, document what worked for repeatable use, and design a systematic approach to scaling your best guerrilla mechanics across multiple markets.
Built for Application
This program is designed around progression: focused lessons, structured modules, applied resources, assessments, and a course rhythm that turns information into usable capability.