To support Big Gay Ice Cream's introduction to West Coast supermarkets, ALT TERRAIN activated human billboard street marketing teams throughout Los Angeles
Experiential marketing billboard teams created a presence and engaged people outside supermarkets, on-the-street, and along boardwalks
Ambassadors led with stories about the brand, offered temporary Big Gay Ice Cream tattoos, and provided people with incentives to purchase at Vons, Pavilions, and Albertsons
Each day, brand ambassadors activated outside of a supermarket for 3 hours and then moved to busy lunch, brunch, and boardwalks locations
The team additionally activated around evening events, such as Art Walk DTLA, with illuminated backpack billboards
Each day, the Big Gay Ice Cream marketing team created thousands of impressions, personal engagements, and, most importantly, brand affinity
After deploying outside of Vons, Pavilions, and Albertsons, each supermarket needed to reorder more ice cream
Why was this street marketing approach effective?
1.) Created brand awareness from afar as well as personal, one-on-one engagement
2.) Variety of human billboard styles, colorful outfits, and roller skates
3.) Activated at point-of-purchase as well as where people congregate
4.) Gave people an irresistible offer to try the brand at their local supermarket
5.) Utilized brand ambassadors that whole-heartedly support the brand
This experiential street marketing initiative is an excellent example of how ice cream brands are promoted without integrating product sampling
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