To launch DirecTV Now, a standalone live TV and streaming service, Solutions Marketing engaged ALT TERRAIN to drive awareness, education, and signups on the streets of New York City.
Product demo street kiosks deployed throughout New York City city hubs (e.g., Union Square, Columbus Circle, Flatiron, 34th Street, etc.) to demo the streaming service and answer people's questions.
It was complemented with Human Billboard team demoing streaming and live TV streaming service on iPads.
People interested in learning more were directed to nearby AT&T stores for additional information.
If you were in New York City between 86th and Wall Street you inevitably saw or engaged with one of product demo activation teams.
The two-week initiative racked up over 900,000+ brand impressions, and 35,000+ engagements for the streaming service.
Why is street marketing activation an essential strategic approach for product launches?
1.) Product launches come with many questions, and a human-to-human interaction helps people understand the difference and how it adds value to their lives
2.) Create massive awareness; if strategically placed, your new brand can seem to be present everywhere throughout the city, piquing public curiosity and interest
3.) Allows your brands to engage people in less competitive spaces, plus around city events and happenings
If you're seeking ideas to generate attention, interaction, and outcomes for a product launch, a combination of street marketing demo pushcarts and roaming walking billboard teams are certainly the way to go!