How Experiential Marketing Tactics Can Be Used To Help Promote Your Next Community Event – “Hayes Valley Farm”

Hayes Valley Farm is an urban farming project in San Francisco whose mission is to serve as a community and agricultural hub for residents to connect with one another, grow their own food, and learn about sustainable ecological systems. We put the following question about how to utilize experiential marketing in promoting their events to our industry panel.

What kind of guerrilla or experiential tactics could we use to promote Hayes Valley Farm to the local community? We′re hoping to get lots of kids to go, and being able to get more people at our events.”

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Our Event for Sebastian Professionals had Everyone Seeing Fireworks!

The folks over at Sebastian Professionals believe style should be unique, fierce, and make a statement. Attack! kept their company’s philosophy in mind when we coordinated a four day activation during the week of Fourth of July.

We didn’t just want our attendees to be aware of Sebastian’s products, we wanted them to build a preference for Sebastian’s products by the end of our activation! To establish a long-lasting, deep commitment to the product family, we developed a program that was  filled with cocktails, product demonstrations, and branded merchandise.

We also had fabulous hairstylists lead a hands-on workshop for participants with promotional models and mannequin heads to discuss the current trends in styling.

What best way to conclude this fierce and stylish week than with a yacht party complete with fireworks!

Street King: Brand Ambassadors

Locations: Houston, TX; Los Angeles, CA; New York, NY; Philadelphia, PA; San Francisco, CA; Washington, DC

Attack! executed a street marketing sampling activation in six major markets to create buzz and excitement around the nationwide launch of hip-hop mogul 50 Cent’s Street King energy drink. Brand ambassadors engaged consumers at multiple touchpoints with in-store taste tests and street sampling. Sampling activations at major events in each market such as NFC Championship game in San Francisco and NYC Halloween Party thrilled excited patrons in need of an energy boost!

Super Mario 3D Land: Flash Mob

Location: Atlanta, GA; Austin, TX; Chicago, IL; New York City, NY; San Diego, CA

Over 90 Attack! brand ambassadors executed choreographed flash mobs over 5 major markets across the nation in an effort to help promote the launch of Nintendo’s new video game, Super Mario 3D Land.

The highly energetic team of Super Marios broke out into dance to the nostalgic tunes of the game, helping to bring out the inner child within the locals. The promotion helped to generate plenty of media hype especially from local television stations including NBC Chicago.

For those who were interested in learning more about the transformation of the childhood classic, branded flyers with extra information were distributed.

Branded Hotel Keycards: California Academy of Sciences

Location: San Francisco, CA

With the help of Attack! brand ambassadors, the famous California Academy of Sciences (CAS) at Golden Gate Park in San Francisco was able to promote and create buzz around their new summer exhibition. Street teams distributed 40,000 branded hotel key-cards to 40 of the top tourist hotels around the San Francisco area. The brand ambassadors were able to snap some great photos with the affiliated hotel staff and guests proving an effective circulation of the CAS promotional materials.

Street Team Staffing: Shop Smart, Ride BART

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Locations: San Francisco, CA; Berkeley, CA; Oakland, CA

Attack! street teams headed to busy public transportation stations in the Bay Area to help promote BART services before the holidays. Enthusiastic brand ambassadors distributed BART postcards good for free transportation services in December. Promotional teams interacted with BART riders and encouraged commuters to use public transportation this holiday season.

Shopping Mall Sampling: L’Occitane San Francisco Brand Ambassadors

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Locations: San Francisco, CA

Energetic Attack! brand ambassadors headed to the Westfield Mall located in downtown San Francisco to help promote the L’Occitane Natural Skincare line. Dressed in matching yellow shirts, friendly brand ambassadors distributed promotional samples and interacted with interested shoppers.  Promotional staff encouraged consumers to visit the mall’s L’Occitane store for a special celebrity guest appearance and to check out the newest skincare line available.

Event Marketing: Sharp MLB Stadium Events

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Locations: Atlanta, GA; Chicago, IL; Miami; FL; Los Angeles and Anaheim, CA; San Francisco, CA

Attack! brand ambassadors headed to the nation’s best baseball stadiums to help promote Sharp’s newest LED LCD television sets. During each game, promotional representatives demonstrated all device capabilities and applications to interested event attendees. Brand ambassadors interacted with baseball fans and encouraged guests to learn more about Sharp products.

Street Team Marketing: Men’s Wearhouse Suit Drive

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Locations: New York, NY; Chicago, IL; San Francisco, CA; Washington, DC

Attack! promotional models headed out to busy city streets in New York, Chicago, San Francisco and Washington D.C. to help promote the Men’s Wearhouse National Suit Drive.  The suit drive collects donated dress clothes to give to those in need of formal attire. Brand ambassadors held large display posters and created buzz around the program dressed in only boxer shorts and a tie. The annual suit drive will be running throughout September with the goal of collecting 100,000 donated suits by the end of the month.

Publicity Stunt: SugarCRM at DreamForce

Location: San Francisco, CA

Attack! sent brand ambassadors and costumed characters to DreamForce, a Salesforce sponsored conference at Downtown S.F.’s Moscone Center, to publicize SugarCRM, a Salesforce competitor. For two days during the event, four men dressed as business professionals wore impossible to miss billboard backpacks advertising a “mock book”, Behind the Smoke Screen: the untold story of how Salesforce.com still manages to sell 1999 technology 10 years later.  Uniformed brand ambassadors were on hand to assist in passing out the books and all team members communicated key speaking points on SugarCRM services as attendees filed in and out of the conference.  In total, 1,000 hardcover books and close to 5,000 flyers were distributed.  As an added bonus, the stunt received coverage on Newsweek.com (read full article here).