RCN, New York City's favorite internet service provider (ISP), connects with people with during the summer of 2020
Engaging people living in particular buildings is always a challenge, and even more so during a pandemic
The solution for RCN was street cart teams outside a specific apartment and condo buildings throughout NYC
Brand ambassadors greeted people with offers of complimentary hand sanitizer, ice pops, and an irresistible offer to switch to RCN
Activated over 6 weeks, the RCN cart team engage people in Flushing, Astoria, Long Island City, Harlem, StuyTown, Financial District, and Corona
RCN brand specialists integrated as part of the activation to answer highly-specific questions and sign people up on the spot
Photos of the street marketing activation leverage by the brand on Instagram and other channels
The street cart umbrellas piqued attention from afar, and once people got closer, they were invited to take RCN swag along with questions about what they currently use for their home internet
Why this ISP street marketing initiative unique?
1.) Targeted specific buildings to reach their ideal consumer
2.) Safely engaging the public during a pandemic
3.) Activating street teams in neighborhoods where they are not often seen; sparking more interest than normal
ALT TERRAIN helps brands connect with people via city culture
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