Listerine 'Bring Out the Bold' experiential marketing activation event in New York City's Union Square produced for the preeminent strategic advertising agency J. Walter Thompson (JWT).
The idea for the 'Bring Out the Bold' marketing event was based on a consumer research study that found that Listerine mouthwash users tend to have bolder, more vibrant, participatory life experiences.
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 spinning to karaoke.
A 'The Study of Bold' Listerine mouth rinse sampling station was onsite to bring first-hand value of the brand to the public.
The experiential event tactically and memorably aligned the brand with the study through sensory interactions.
The highlight of the event was a performance by legendary Biz Markie and DJ Cool V on the beatboxing stage.
What were the results of this experiential marketing event?
1.) 10,500+ people engaged with the brand performances, sampling station, and street team marketing activities
2.) The 'Bring Out the Bold' stages acted as brand advertising billboards in Union Square for the entire day achieving 50,000+ consumer impressions
3.) Organic social media reach was estimated at 200,000+ people
ALT TERRAIN assisted JWT with experiential activation permit planning, location scouting, permit application process, talent handling, event management, brand ambassador staffing, training, security, production, and general event logistics.
Contact us if you are interested in rocking the streets like this Listerine experiential marketing event.