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Out-Of-Home Guerrilla Marketing Strategy: Publicity Stunt

These Attack! case studies demonstrate how using publicity stunts can help you transform any environment into an entertaining non-traditional advertisement that will stop the public in its place!

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Out-Of-Home Guerrilla Marketing Strategy: Publicity Stunt

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  1. Publicity Stunts “When Done Right, It’s a Remarkable Feature” Mobile Media Flyer Distribution Costumed Characters Brand Ambassadors Bi-lingual Staff Presented by Attack! Event Staffing, Field Support & Guerrilla Services www.attackmarketing.net

  2. How Publicity Stunts Work? When Done Right, It’s a Remarkable Feature Attack! creates and stages stunts that speak to your brand’s vision while attracting the right media attention. From the drawing board to post-event reporting, Attack! has the experience to ensure valuable stunt execution for your brand. CoSometimes an over-sized, furry character is just what the doctor orderedstumed Characters

  3. The Westin Hotel: Zen Garden Challenge • Promote the rejuvenating and renewing experiences of a Westin Hotel stay. Winning Strategy A local Zen artist designed a 70 ft x 70 ft garden in Union Square. City-goers watched the artist work while friendly staff answered questions and distributed brochures on the Zen Master, the Zen Garden and The Westin’s revamped décor. Highlights • Media Attention • Staffing • Event Logistics • Flyering Results • Appx.12,900 people walk through Union Square each weekend • Over 3,000 fliers distributed • Overall campaign included more than 2,754 media placements

  4. VISA: Bastille Day Challenge • Drive traffic to www.fanwithaplan.com and the 2007 Rugby World • Championships in France. Winning Strategy A grass rugby field, players performing rugby moves, costumed brand ambassadors, and branded Segways created an authentic rugby match feel in Downtown San Francisco.  An emcee/ ‘coach’ character interviewed the public and officiated prize contests throughout the day. Testimonial • “Attack! handled everything from permits to fabrication, from staffing the event and costuming the team to facilitating branded Segways.  Attack! delivered creativity, tremendous resourcefulness and great communication."  Jane Thompson, Bite Communications Results •  500 entries to win signed, branded rugby balls•  Website featured in the Wall Street Journal•  10,000 fan-with-a-plan flyers distributed•  70% Increase in www.fanwithaplan.com web traffic

  5. Virgin Atlantic: Premium Coffee Experience Challenge • Virgin Atlantic needed to create buzz around the launch of their new Premium Economy class. Winning Strategy Over five days in Manhattan, trained Brand Ambassadors engaged with consumers in target business locations. Uniformed teams offered complimentary premium coffee enhanced with syrup flavors to bring the product position, “a lot more for a little more,” to life. Highlights • Street Teams • Jet-Pack Coffee Packs • Publicity Stunts • Guerrilla Marketing Projections • Flyering Results • Increased awareness of the Virgin Atlantic Premium Economy brand • Distributed 3,000 mint tins to target market • Distributed 4,500 branded cups of coffee to target market

  6. Dockers: Four Wearing Occasions Challenge • Dockers needed a way to draw attention to their newest marketing campaign, “Dockers Four Wearing Occasions.” Winning Strategy Attack! executed a pop up performance in Downtown San Francisco. The famous “Quick-Change” artist sperformed and officiated a Dockers outfit contest. Winners received a free set of Dockers pants. The program was supported by heavy street-team flyering. Highlights • Pop up Performance • Project Management • Flyering • Contest • Street Teams/ Promotional models Results • News media coverage • 5000 flyers distributed • 10,000 brand impressions

  7. Safeway: Eating Right Challenge • Drive awareness of “healthy diet alternatives” and create a positive buzz around Safeway's “Eating Right” line of products. Winning Strategy Attack! promotional models attended the 2008 San Jose Rock ‘n’ Roll Half-Marathon. Brand ambassadors provided personalized photo keepsakes in exchange for email addresses and other consumer data. Costumed characters cheered and educated runners on the benefits of an “Eating Right” diet on race day. Highlights • Costumed characters • Consumer data collection • Photographers/ green screen experts • Brand ambassadors • Sampling/Personalized premiums Results To view a video of the event, please visit: http://www.attackmarketing.net/attack-eatingright.php

  8. Radio Shack: Netogether Challenge • To secure world-class emcees capable of driving participation in RadioShack’s Summer Netogether brand event. Winning Strategy Attack! conducted a nationwide search for professional emcees to host a 3-day live simulcast event in New York’s Time Square and San Francisco’s Justin Herman Plaza. The event connected the cities with 2 massive, 17-foot laptop computers equipped with webcams to allow live video and audio exchanges. Emcees hosted the Netogether featuring live music, celebrity appearances and unique contests to demonstrate how technology can keep people connected - even 3,000 miles apart. Results • Over 20,000 event visitors • Professional event emcees • Special performance by The Roots • Multiple celebrity appearances • 17ft laptops connecting the two cities

  9. Horizon Media: Mock Protest Challenge • Stand out in a pool of competitors up for review with Zappos.com, Inc. Winning Strategy Attack! staged a mock protest in front of the Zappos.com headquarters in Las Vegas, Nevada. Promotional staff wore bright yellow shirts and held “Yes23.net” signs. A website was set up to pitch Horizon Media’s list of reasons for being Zappos’ top pick. The “Yes on 23” messaging reinforced the company’s #23 spot on the list of potential agencies up for review. Highlights • Mock protest • Publicity stunt • Client satisfaction with team’s execution • Friendly and enthusiastic street team

  10. MORE Magazine: Hold It!!! Challenge • Celebrateand generate interest in More Magazine’s October 2008 issue, featuring cover-lady Michelle Obama. Winning Strategy Participants held More Magazines and froze in various “street commuter” positions for five minutes. Photographers and videographers were on-hand to capture the stunt. Thousands of YouTube views. Testimonial “People on the street stopped, stared and engaged. The video lives on via You Tube -- thousands of views and counting. I'm so happy we were referred to Attack!" MarielaAzcuy,Director of PR, Meredith Corp Results To view a video of the event, please visit: http://www.attackmarketing.net/experience.php

  11. Thank You! Contact us for more information on Publicity Stunts Jeffrey Lee Office: 323-454-4472 ext: 231 Email: jefffrey@attackmarketing.net www.attackmarketing.net

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