The
Goal
To ensure that VH1 maintained definitive ownership of the
Pop-Up Video concept and create memorable consumer
buzz.
The Execution
Our strategy combined unique elements of guerilla marketing
with local event tie-ins. A five-person Pop Squad was assembled
to embody the Pop-Up Video concept. Each squad
member wore outrageous blue spandex bubble wrap suits accessorized
with VH1 logos, safari hats, boots, and goggles. The squad
toured 5 major cities in VH1 vehicle-wrapped Hummers, which
were retrofitted with a PA system to blast the Pop-Up
Video theme. A roof-mounted bubble machine filled the
air with bubbles while, while the Pop Squad handed
out premiums and "popped" consumers with Pop-Up
Video stickers.
Results Recap
VH1 reached approximately 2 million consumers with this
promotion and received national media attention on Fox,
NBC, CBS, and ESPN.
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