Archives: Case Study

To promote the second-season premiere of “River Monsters,” Animal Planet unleashed five tricked out smart cars made to look like a swimming school of piranhas on the streets of New York City. For four days, street teams—five drivers and five “monster anglers”—wearing branded fishing vests intercepted consumers to hand out branded hats, koozies and tune-in […]

Leave it to Ben & Jerry’s to turn the ordinary upside down. The Vermont-based brand known for its eclectic and delicious ice cream combinations stepped up its surprise factor during its 2009 summer tour with a vehicle that stopped traffic wherever it went. To generate awareness and trial for its new Flipped Out sundae, which […]

Even in the best of economic times, marketers struggle with whether or not to bear the full cost and responsibilities of a proprietary property. So when Nerf decided to launch its Nerf Dart Tag competition in 2009, the thought was, “Have these guys been hit too many times in the head with their spongy balls?” […]

Music is a natural for wireless service provider Virgin Mobile, one of the hundreds of companies formed and eventually sold by flamboyant entrepreneur Richard Branson. And what better place to hold a two-day fest filled with rock music, circus acts and other outrageous performance artists than the 25-acre Pimlico Race Course in Baltimore, MD, the […]

In 2009, UK-based telecommunications giant Vodafone discovered that it had a real quandary on its hands. At the consumer marketing level, the brand was pushing its newest offering, mobile television—an extra service for mobile phone users that came with a premium price tag. Among the company’s sales teams, however, there was a separate push afoot—because […]