New York City's favorite broadband provider, connects with people close to home
Engaging people living in particular buildings is always a challenge, and even more so during a pandemic.
Street cart teams activated outside specific apartment buildings throughout NYC allowed RCN to engage their ideal customers.
Brand ambassadors greeted people with offers of complimentary hand sanitizer, ice pops, and an irresistible offer to switch to RCN, recently rebranded as Astound.
Activated over six weeks,street cart teams engaged people throughout the neighborhoods of Flushing, Astoria, Long Island City, Harlem, StuyTown, Financial District, and Corona.
Brand specialists smartly integrated as part of the activation to answer highly specific brand questions about broadband and help people sign up on the spot.
To provide more reach, the ISP leveraged photos of the public interacting with the street marketing team on Instagram and other channels with neighborhood hashtags.
Colorful umbrellas piqued attention from afar, and once people got closer, they were invited to take swag along with questions about what they currently use for their home internet.
What made this ISP marketing strategy unique?
1.) Focus on specific buildings to reach their ideal consumer
2.) Safely engaging the public during a pandemic
3.) Neighborhoods are friendly and familiar place to engage people
4.) Activating street teams in places where they are not often seen sparks more interest than normal
ALT TERRAIN helps brands connect with people via city culture.
If you enjoyed learning about this street cart activation, check out the Innisfree and 8Greens projects.
If you're seeking ISP marketing ideas, strategies, and activations to connect with an ideal audience, ALT TERRAIN is here to help!
