Guerrilla/street programs Archives - Page 22 of 22 - Event Marketer

For Driving Viewership, There’s No Place like Gnome

Gnomes have an interesting existence: If they’re not popping up in vacation photos, they’re being kidnapped from our neighbors’ yards. A&E leveraged our fascination with the little guys for its Shipping Wars Launch-Influencer Tour. The cable network strapped a 60-foot gnome wrapped in shipping tape to the back of a truck and set out on a...

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New Balance Uses Urban Race to Build Store Traffic

To excite New Yorkers about the opening of its first New Balance Experience store in North America, New Balance developed a four-week campaign centered on a proprietary mobile game called Urban Dash. The brand challenged runners to race for the chance to win shoes and gift cards. Available from the Apple app store and the...

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Mercedes-Benz Takes Fashion Week Beyond 
the Tents

After a few years as the title sponsor of New York Fashion Week, Mercedes-Benz turned up the heat on its partnership with a couple of firsts. For one, it was the first time that Mercedes had unveiled a vehicle—in this case the new two-seat SLK roadster—at a fashion event. In addition, the automaker for the...

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HP Drops Boom Boxes and Beats on Four-City Tour

With their focus on music and high-quality sound, HP’s Beats Edition laptops were targeted at the youth market. To reach those consumers, HP summer rolled out a buzz-building initiative called HP Jam Sessions. The activations, which were part of a seven-week media campaign that visited six locations and four cities, including Lennox Square Mall in...

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