Street Team Case Study: Flyer & Postcard Distribution - PowerPoint PPT Presentation

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Street Team Case Study: Flyer & Postcard Distribution
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Street Team Case Study: Flyer & Postcard Distribution

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  1. Flyer Distribution “Get your message into their hands” Flyer Distribution Costumed Characters Brand Ambassadors Bi-lingual Staff Presented by Attack! Event Staffing, Field Support & Guerrilla Services

  2. Why Flyer Distribution? Get your message into their hands Postcard and Flyer Distribution gets your brand message into the hands of your target consumer at strategic, high-traffic locations. Cards and flyers connect your brand message to consumers in a handy, easy-to-pocket and eye-catching format. You can say as little or as much as you’d like, and the compact size lets those distributing move easily and interact with a large number of passers-by. CoSometimes an over-sized, furry character is just what the doctor orderedstumed Characters

  3. Arizona Office of Tourism: Pop Up Spas Challenge • The Arizona Office of Tourism wanted a unique way to complement their 2009 marketing and advertising campaign. Winning Strategy In Chicago, Los Angeles and Denver, office spas were set up offering complimentary services to working professionals. Brand ambassadors offered refreshments, scheduled massages and provided info on travel to Arizona. Scenic backdrops of Arizona landscapes were used to create a relaxing, spa-like atmosphere. Highlights • Professional masseuses • Brand ambassadors • Event design • Postcard distribution • Sweepstakes entry collection Results • Three markets targeted • Seven buildings visited • 3,482 massage given • 30,000 postcards distributed

  4. 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

  5. Batman Arkham Asylum: Stealth Distribution Challenge Increase excitement surrounding the release of new video-game “Batman Arkham Asylum”. Winning Strategy Attack! executed a 20 city stealth-distribution program targeting gaming retailers, comic-book shops, online cafés and college campuses. Arkham Asylum Security Access Cards were hidden in select areas for gamers to discover. Information on the cards led gamers to a secret website that allowed exclusive access to the game online. Highlights • Nationwide stealth distribution teams • Premium holographic access cards • Secret online URL allowing interaction with game world Results • 18,000 Access Cards distributed in 20 markets • “Batman: Arkham Asylum” sold 593,000 units in its first 4 days of sale

  6. VISA: Bastille Day Challenge • Drive traffic to 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 web traffic

  7. 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

  8. T-Mobile:Premio Lo Nuestro Challenge • Drive traffic to T-mobile in-store events scheduled at various retail locations in the weeks leading up to Premio Lo Nuestro, the “people’s choice” Latin music awards. Winning Strategy In six cities across the state of Florida, bilingual Attack! street teams visited universities, shopping districts, cafes, sporting events and community facilities. The teams engaged with consumers and distributed flyers advertising T-Mobile’s upcoming in-store events. Patrons were encouraged to enter a sweepstakes for ticket packages to Premio Lo Nuestro. Highlights • Brand ambassadors • Bilingual staff • Hand-to-hand flyer distribution • Location scouting • 17,000 flyers distributed

  9. MINI Cooper: ZigZag Zug Challenge • Introduce MINI Cooper’s ‘Clubman’ to American consumers with a non-traditional, high impact approach to generate product buzz and excitement. Winning Strategy Professional drivers drove MINI models through high-impact urban locations in five major markets. “ZIG”, “ZAG” and “ZUG” were displayed on brightly colored vehicles. Attack! brand ambassadors showcased the Clubman and distributed the Clubman-focus book, The Book of ZUG. Highlights • Specialized staff training • Brand ambassadors • Program management • Flyer distribution Results • Reached consumers in five major markets • Over 1,000 Zug books distributed • 500 spec sheets distributed • MINI website traffic increased exponentially

  10. Dark Watch: College Infiltration Challenge • Extend the typical sales cycle for the “Dark Watch” video game to the college aged gamer demographic. Winning Strategy Attack! Brand Ambassadors infiltrated college campuses in the Top 20 DMAs. The street-level program included static stickering, sidewalk stencils, flyer distribution and postering. In additon, Attack! executed a Dark Watch launch party with game console competitions hosted by promotional models and MCs. Highlights • Static Stickers • Postering/Stenciling • Launch Parties • Spokesmodels/Emcees Results • Reached 20 college campuses • 2,000 Dark Watch stencils sprayed • 500,000 brand materials distributed • Project credited for continual increase in game sales

  11. 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

  12. Game U Best Buy: Games Gear Gadgets Tour Challenge • Raise brand awareness and drive traffic to the nationwide “Games, Gear and Gadgets” tour, as well as promote the Gears of War game release. Winning Strategy On 16 campuses across the nation brand ambassadors visited dorm buildings, popular on and off-campus locations and nearby high-traffic businesses. Street teams drove traffic to the on-campus events and increased interest in the approaching release of Gears of War. Highlights • Ideal event turnout • Students flocked to the game stations before, during and after class Results • 8,000 flyers distributed • 64 staff members hired • 128 hours worked

  13. PA Tourism: Awareness Campaign Challenge • To increase awareness of and interest in travel to the great state of Pennsylvania. Winning Strategy Attack! executed a two-part awareness campaign for PA Tourism that included poster, placemat and hotel key-card distribution. In New Jersey, consumers were targeted via colorful, informative placemats within the state’s many diners. In Pennsylvania, branded keycards replaced the standard hotel keycards in over 125 hotels. Six months later, placemats and posters were distributed in New York City. Highlights • 800,000 placemats distributed in NYC over 13 days of execution • 3,000 posters posted over 7 days • 175,000 keycards distributed amongst 125 hotels

  14. Original Penguin: Italian Ice Carts Challenge • Increase excitement and foot traffic surrounding Original Penguin’s SoHo retail location Grand Opening. Winning Strategy Handsome Attack! brand ambassadors spent a long weekend outside of Original Penguin’s new SoHo retail location serving complimentary Italian Ice to passersby. Each treat was given out from an Original Penguin branded push-cart alongside promotional cards, redeemable at the new Original Penguin store. Highlights • Branded Italian Ice carts • Promotional coupon ($10 off) distribution • Brand ambassadors • 2,500 servings given out over four days

  15. Nestle: Airport Marketing Challenge • Welcome event attendees at two California airports in a fun, professional and brand-centric manner. Winning Strategy Attack! sent brand ambassadors to John Wayne Airport and Los Angeles International to greet attendees of the 2009 Nestle Marketing Summit. Brand ambassadors passed out Nestle snacks, bottled water and gave directions to the Summit. Teams put the travelers at ease and generated event excitement. Highlights • Airport Marketing • Refreshment Distribution • Uniformed Brand Ambassadors

  16. The Face Shop: Walgreen’s Launch Challenge • Increase brand awareness for THE FACE SHOP mask sheets’ U.S. debut at nationwide Walgreens locations. Winning Strategy Brand ambassadors in 20 US markets distributed informative leaflets and samples. Teams targeted local events popular amongst women 18- 45 years, including concerts, shopping events, charity runs and local Walgreens locations. Highlights • Brand ambassadors • Hand-to-hand sample/ informative leaflet distribution • Material shipment and tracking • Location scouting • Schedule creation Results • Events Executed: 196 • Number of mask sheets distributed: 98,500 • Number of leaflets distributed: 83,000 • Trained TFS Brand Ambassadors Nationwide: 40+

  17. Thank You! Contact us for more information on Flyer Distribution Jeffrey Lee Office: 323-454-4472 ext: 231 Email: