Sonia Andresson-Nolasco

Who can forget Cartoon Network’s 2007 “Aqua Teen Hunger Force” guerrilla marketing stunt that triggered a bomb scare and cost the brand and its handling agency $2 million paid to Boston-area authorities? (Ouch!) Or, last year at the World Cup in South Africa when during the Netherlands vs. Denmark match, two Dutch women were arrested for allegedly violating trademark laws after a group of 36 women turned up at the game wearing short dresses in Bavaria beer’s signature orange color.

Stopping busy commuters in their tracks can often be a marketer’s biggest challenge. But when brands turn to innovative partnerships and engaging product sampling techniques, the high volume of meaningful touches they make can significantly increase sales and brand loyalty. Though the trick is giving consumers something worth stopping for, it’s equally important to have a backup plan in case they can’t. Microsoft and pen manufacturer BIC enticed hurried commuters to slow down this winter with memorable engagements at bustling train stations and busy airports.

Whoever said that necessity is the mother of invention must have worked in marketing.

Since the iPad launched, more event marketers are making it the handheld of choice for their events, especially for street programs designed to drive traffic online.

In our new feature, EM takes a snapshot of one program on one event day and gives you all the intel that counts. This month:

Brand: ION Television
Agency: The Michael Alan Group
Campaign: Greenhouse on Wheels

Click to Download the .PDF.