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DirecTV Streaming Service Product Launch Street Marketing in NYC

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To launch DirecTV Now, a standalone live TV and streaming service, ALT TERRAIN drove 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 essential 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.) 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!