The preeminent J. Walter Thompson (JWT) strategic advertising agency enlisted ALT TERRAIN to produce their Listerine ‘Bring Out the Bold’ experiential marketing outdoor activation event idea in New York City.

The event brought to life a JWT consumer research study that found that Listerine mouthwash users tend to have bolder, more vibrant, participatory lives.

Held on the north side of Union Square Park in Manhattan, the event encompassed 5 Listerine ‘The Study of Bold’ consumer engagement stages with experiential activities ranging from beatboxing to basketball to karaoke.

A ‘The Study of Bold’ Listerine-branded mouth rinse product sampling station was onsite to activate the value of the brand to consumers.

The highlight of the event was a performance by legendary Biz Markie and DJ Cool V on the beatboxing stage.

7,500+ people engaged with the brand performances, sampling station and street team marketing activities.

The ‘Bring Out the Bold’ stages acted as brand advertising billboards in Union Square for the entire day achieving 50,000+ consumer impressions.

ALT TERRAIN assisted JWT with experiential activation permit planning, location scouting, permit application process, talent handling, event management, brand ambassador staffing, training, security and general event logistics.

Contact us if you are interested in learning more about this Listerine experiential marketing event.