VH1’s Pop-Up Video Guerilla Marketing Promotion

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.