Creative marketing stunt to tap into a cultural New York City moment
Taking advantage of high-profile subway rat sightings in the news Debra Cohen Public Relations enlisted ALT TERRAIN to produce a creative marketing activation for their client Stay Away Rodent Repellent.
Rat costumed characters roamed the New York City streets attracting attention wherever they showed up.
The rats were complemented with a brand ambassadors engaging the public with conversations, coupons, and product samples.
The cute rat costumed street team interacted with people in memorable and Instagram-worthy ways.
The strategy was to leverage the unique people of New York City as well as the streetscape environment to create one-of-a-kind 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 this experiential PR marketing stunt was smart?
1.) Timely - postings of 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 wonderful content
To view another roaming marketing activation, check this Curb Your Enthusiasm roaming band street team activation.
Contact ALT TERRAIN to learn best practices, strategies, and tactics to leverage the NYC as part of a PR stunt for your brand!