To generate hype for “The Prancing Elites Project,” Oxygen Media on Jan. 19 “prancified” New Yorkers’ morning commute with free eats and live performances. Aiming to build buzz for the program’s second season, the brand wrapped five coffee carts and placed them in high foot traffic locations that were in close proximity to advertising agencies around Manhattan from 8 a.m. to 2 p.m. on the day of the show’s second season premiere.
Brand ambassadors fueled morning travel by offering commuters free hot cocoa, coffee, pastries, bagels, doughnuts and other treats wrapped in branded packaging. The consumers could also take home branded reusable coffee tumblers and hot drink sleeves made of foam.
The highlight of the activation was a traveling dance troupe that arrived at the coffee carts decked out in glitzy gold accessories and branded “Prancing Elites Project” t-shirts. The crew’s dance routines entertained consumers as they waited for their free breakfast snacks, and, as an added bonus, the real cast of the show made an appearance at the Rockefeller Center coffee cart to film a Periscope broadcast. Oxygen executives also stopped by to take photos with cast.
“We connected with consumers by ‘prancifying’ their morning commute; gifting them with free breakfast they would normally purchase for themselves on what would have otherwise been a gloomy January day in New York,” says Samantha Bloom, vp-consumer and trade marketing at Oxygen Media. “Our goal was to drive buzz and awareness with consumers, advertisers and press on premiere day through communication touchpoints that reflected the fun, energetic spirit of our brand.” Agency: SoHo Experiential, New York City.