The VH1 Pop Squad

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.