From July 11–13, 2025, we exhibited a dedicated event booth at Naadam, held at the Central Stadium in Mongolia.
In addition to sampling approximately 10,000 bars of Black Thunder, we featured interactive content such as capsule toy (gachagacha) activities and a photo booth, drawing large crowds and creating a vibrant brand experience.
Interactive Capsule Toy & Photo Experience Creates Buzz at Naadam
Promoting BLACK THUNDER to Festival Visitors
At our event booth inside the Central Stadium during Naadam, we introduced an interactive capsule toy (gachagacha) experience where visitors could win exclusive Black Thunder merchandise.
Guided by the brand concept “A BOLT OF FLAVOR,” we also installed a dynamic photo booth activation. Photos taken on-site were displayed across a decorative wall within the venue, transforming the space into a living gallery shaped by the visitors themselves.
Through the sampling of approximately 10,000 bars, we delivered firsthand tasting experiences to a wide audience—successfully expanding brand awareness and strengthening BLACK THUNDER’s presence in the Mongolian market.
“Cover the Wall with Instant Photos” — A Participatory Photo Activation Draws Major Attention
Inside the tent, guests were invited to take instant photos at the dedicated photo booth. Each photo was then displayed on the exterior wall of the booth, allowing visitors to literally fill the space with their own moments.
As instant photo experiences are still relatively rare in Mongolia, the activation quickly became a standout attraction, drawing large crowds and generating significant buzz throughout the festival grounds.
Generating Media Buzz Across Mongolia
BLACK THUNDER Featured in Naadam Special Broadcasts
In addition to on-site activations, we implemented a strategic PR campaign leveraging leading local mass media outlets. As a result, BLACK THUNDER gained extensive coverage in daily news programs and special broadcasts dedicated to Naadam.
The excitement of the event—combined with strong visual storytelling—positioned Black Thunder prominently on national television, significantly contributing to brand awareness and market recognition.
Eagle News TV
Genre: News & Current Affairs
Profile: Widely recognized for its neutral and objective reporting, Eagle News TV is regarded as one of Mongolia’s most trusted news sources.
Audience: Broad demographic reach, with a strong following among urban business professionals and informed viewers.
Strengths: In-depth coverage of politics, economics, and social issues—well aligned with timely, news-driven promotional initiatives.
Mongol TV
Genre: General Entertainment & News
Profile: A rapidly growing modern private broadcaster known for high production quality and strong appeal among urban youth audiences.
Strengths: Trend-driven presentation, effective engagement with younger demographics, and strong potential for digital-media integration.
NTV (New Television Mongolia)
Genre: Music, Drama & News
Profile: A well-balanced broadcaster combining strong entertainment programming with news and social affairs content.
Audience: Broad demographic reach, primarily viewers in their teens to forties.
Strengths: Versatile programming structure, well suited for product-focused and lifestyle-oriented promotional campaigns.
Mongol Radio
Genre: National / Public Radio Network
Profile: A major nationwide radio network with extensive coverage, delivering news, cultural programming, and music.
Audience: Strong penetration beyond urban centers, particularly among regional communities and older generations.
Strengths: High public credibility, effective for broad awareness building, and especially impactful during morning and commuting time slots.
Influencer Campaign Drives Nationwide Buzz!
Over 1.85 Million Views Across Social Media
Our influencer marketing initiative further amplified the campaign’s impact, generating widespread engagement across social platforms. With total views exceeding 1.85 million, the activation extended its reach across Mongolia, reinforcing brand visibility and accelerating consumer awareness at a national scale.
Maximizing On-Site Visibility
Extensive Exposure in Naadam Special Broadcasts
Branded signage was strategically installed throughout the venue to strengthen on-site visibility. These installations appeared repeatedly in special television programs and news coverage of Naadam, generating wide-reaching exposure through national broadcasts and significantly amplifying brand presence.
High-Impact Local Activations
“QR Clean-Up Team” & “Black Thunder Man” Capture Attention
To further energize the campaign, we launched bold, locally tailored promotional activations.
The “QR Clean-Up Team,” wearing T-shirts printed with QR codes, promoted the brand while cleaning areas around the venue—combining social contribution with interactive marketing.
Meanwhile, “Black Thunder Man,” covered head-to-toe in Black Thunder branding, conducted sampling activities in a striking and unconventional style. These visually impactful, participatory initiatives drew significant public attention and created memorable brand moments.
