A experiential marketing PR stunt tapped a cultural moment in New York City
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 creative marketing activation.
Costumed characters roaming the New York City streets and subways complemented with a product sampling team brought attention, content, press coverage, and sales for their brand.
The cute rat costumed street team engaged people memorable, experiential Instagram-worthy moments.
The strategy was to leverage the unique people of New York City as well as the 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, 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 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!