ION Television executed a one-day Get Wrapped Up in the Holidays campaign at three locations in Manhattan on Dec. 2 to raise awareness among New Yorkers for this year’s slate of holiday movies.
In keeping with the theme, the brand created a custom “Wrap” truck to spread holiday cheer by serving up gourmet wraps for breakfast, lunch and dinner. Based on the time of day, the menu ranged from egg wraps to Nutella-infused dessert wraps. While waiting for their food, consumers could preview the five original holiday movies showing on the side of the vehicle and snap a quick photo with one of the stars, Dean Cain. The ION truck began its journey near Columbus Circle, ventured to Midtown and finally “wrapped” in the heart of the Flatiron district.
Through a partnership with New York City’s Coalition for the Homeless, ION also donated 1,500 gourmet sandwich wraps to hungry New Yorkers at more than 30 street locations via the Coalition’s three delivery vans.
“The idea to hand out gourmet sandwich wraps derived from our plan to give consumers a fun, engaging experience that tied into our ‘Get Wrapped Up in the Holidays’ branding,” says Chris Addeo, svp marketing at ION Media Networks. “The food truck itself provided us with a highly visible promotional tool to introduce our new original holiday movies throughout New York City for an entire day.” Agency: The Michael Alan Group, New York City.
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