The
Goal
To increase awareness and tune-in for VH1’s Pop-Up
Video using unprecedented, attention-grabbing guerilla
stunts in the most visible, highly trafficked locations.
The Execution
Marlin achieved a first in guerrilla marketing history.
We targeted the largest, most prominent Times Square billboards
and legally “sniped” them with large VH1 Pop-Up
Video logos in the middle of the night. Marlin also
targeted bus shelters, store fronts, and highway overpasses
with enormous 10’ x 30’ neon banners, removable
static clings, and large helium balloons. The next business
morning millions of Times Square onlookers were amazed at
this act of stealth and ingenuity.
Results Recap
The promotion offered viewers a unique perspective on what
the "Pop-Up" phenomenon was all about and generated
an enormous amount of TV and print press for VH1.
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