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 to 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 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 the 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 interactions help people understand and learn 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 in the streets and online
3.) Allows 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!