Stay Away Rodent Repellent hit the streets with a creative costumed character PR stunt to take advantage of a cultural moment while creating attention, content, and sales for their brand.
Taking advantage of high-profile subway rat sightings in the news Debra Cohen Public Relations enlisted ALT TERRAIN to produce a Stay Away Rodent Repellent street team activation consisting of costumed rat characters roaming the New York City streets and subways
The cute rat costumed street team engaged people with product samples, messaging and memorable experiential moments
In addition to engaging the public, the street marketing activation aim was to create valuable content for social media and public relations purposes
ALT TERRAIN assisted with planning, costume sourcing, staffing, training, product sampling logistics, management and documentation of the costumed character street team marketing and product sampling activation
Why was this a smart street marketing activation strategy?
1.) Timely, people were posting rat sightings on Instagram and Twitter at an all time high
2.) Relevancy, the brand offered people a natural way to keep rats away from their homes
3.) Attention, to attract people you need come with something they haven't seen before
4.) Fun, people remember you made them smile, plus it makes for great content
We enjoyed this street activation throughly as it embraced by the public and achieved brand goals
Contact ALT TERRAIN to learn best practices, strategies, and tactics to leverage costumes as part of you next street marketing activations