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Brand Ambassadors and Event Staffing Agency Case Study - Promotional Events and Tours


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This Attack! case study displays how our Promotional Agency finds and places the perfect talent to personify the image, lifestyle and ideas of your brand!

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Brand Ambassadors and Event Staffing Agency Case Study - Promotional Events and Tours

  1. 1. Brand Ambassadors<br />“It’s All About Who We Know”<br />Brand Ambassadors<br />Bi-lingual Staff<br />Presented by Attack! Event Staffing, Field Support & Guerrilla Services<br /><br />
  2. 2. Who are Brand Ambassadors?<br />It’s All About Who We Know<br />Having the right brand ambassador is integral to the success of every event. Finding and placing the perfect talent to personify the image, lifestyle and ideas of your brand is a painless process with Attack!.  We created the Attack! PeopleTracker® to strategically search applicants by experience, interest, height, language, ethnicity, eye color and everything in between!  Our nationwide database of 50,000+ active brand ambassadors locates the perfect talent to personify your brand message every time.<br />
  3. 3. Arizona Office of Tourism: Pop Up Spas<br />Challenge<br />The Arizona Office of Tourism wanted a unique way to complement their 2009 marketing and advertising campaign.<br />Winning Strategy<br />In Chicago, Los Angeles and Denver, office spas were set up offering complimentary services to working professionals. <br />Brand ambassadors offered refreshments, scheduled massages and provided info on travel to Arizona.<br />Scenic backdrops of Arizona landscapes were used to create a relaxing, spa-like atmosphere. <br />Highlights<br /><ul><li> Professional masseuses
  4. 4. Brand ambassadors
  5. 5. Event design
  6. 6. Postcard distribution
  7. 7. Sweepstakes entry collection</li></ul>Results<br /><ul><li> Three markets targeted
  8. 8. Seven buildings visited
  9. 9. 3,482 massage given
  10. 10. 30,000 postcards distributed</li></li></ul><li>Bacardi: B-Live Tour<br />Challenge<br />Find staff with significant event and screen printing experience to work at a cutting-edge music and cultural “experience”, the Bacardi B-Live tour. <br />Winning Strategy<br />Attack! conducted a nationwide search for friendly, up-beat and experienced screen printers. <br />Five qualified staff, hired in 14 U.S. markets, managed popular screen printing stations. <br />Concert goers were able to design their own tees and watch them come to life at the printing stations. <br />Highlights<br /><ul><li> Specialty staff: screen printers
  11. 11. Crowd interaction
  12. 12. Execution in14 U.S. markets</li></ul>Results<br /><ul><li> Thousands of custom t-shirts printed
  13. 13. Thousands of brand impressions</li></li></ul><li>Blisscotti: Product Launch<br />Challenge<br />Blisscotti needed an innovative way to create buzz around their brand and launch their newest product, Blisscotti Ice Cream Sandwiches. <br />Winning Strategy<br />Attack! created a sampling program for the West Coast launch of Blisscotti in the San Francisco and Los Angeles. <br />The program included 3 street teams, anchored by 3 branded Blisscotti VW Bugs, and a freezer truck full of product. <br />Staff distributed product samples, coupons, and key messaging to the public, while the Blisscotti Bugs circled the areas in formation.<br /> <br />The coordinated, 3-car Blisscotti Bug formation was made possible with extensive training and the use of 2-way walkie-talkies. <br />Highlights<br /><ul><li> Professional Drivers
  14. 14. Brand Ambassadors
  15. 15. Wrapped Vehicles
  16. 16. Premium Distributions/Sampling
  17. 17. Staff Training</li></li></ul><li>Airborne: Airport Marketing<br />Challenge<br />Airborne needed to increase brand awareness and customer loyalty, specifically targeting the hard-to-reach frequent flyer demographic. <br />Winning Strategy<br />Attack! obtained security clearance at Chicago O’Hare and Denver International Airports.<br />Brand ambassadors infiltrated the high-traffic security checkpoints and boarding gates to hand out samples, bags and branded t-shirts. <br />Attack! staffers reached thousands of departing and arriving consumers.<br />Highlights<br /><ul><li> Airport Marketing
  18. 18. Sampling/coupon distribution
  19. 19. Event scheduling/ permitting</li></ul>Results<br /><ul><li> Over 800,000 samples distributed
  20. 20. Two million indirect brand impressions</li></li></ul><li>Chase & United Airlines: Airport Marketing<br />Challenge<br />United Airlines and Chase wanted to promote their new Mileage Club Card while rewarding passengers at three of the top airports in the country.<br />Winning Strategy<br />Attack! sent brand ambassadors behind security clearance gates. <br />Teams distributed over 130,000 free travel kits to travelers on behalf of Chase and their new Mileage Plus Club Visa Card. <br />Attack! staff managed branded tables in United terminals at Chicago O’Hare International Airport, Denver International Airport and Washington Dulles International Airport<br />Highlights<br /><ul><li> Three major airports targeted
  21. 21. TSA badge approval
  22. 22. Brand ambassadors
  23. 23. 5,000 travels kits distributed a day at each airport
  24. 24. 130,000 travel kits distributed overall</li></li></ul><li>Coffee-mate: Event Marketing<br />Challenge<br />To increase awareness of Coffee-mate products through brand education, targeted sampling and coupon distribution.<br />Winning Strategy<br />Brand ambassadors, chefs, emcees, singers and musicians attended African-American focused events in four major US markets. <br />Wearable media devices collected consumer data and distributed samples of Coffee-mate products. <br />Coffee-mate themed cookbooks and giveaways were also distributed as prizes in brand-themed competitions.<br />Highlights<br />“Attack! has an excellent turnkey system that responds quickly to event details and changes. Not only did we collect valuable consumer data for our client but gained media recognition as well. Thanks, Attack!” <br /> –Nubia Henderson, Burrell Communications<br />Results<br /><ul><li> Booth set-up and maintenance
  25. 25. Branded premiums
  26. 26. Wearable media
  27. 27. Singers, dancers and emcees
  28. 28. Consumer data collection</li></li></ul><li>T-Mobile:Premio Lo Nuestro<br />Challenge<br /> Drive traffic to T-mobile in-store events scheduled at various retail locations in the weeks leading up to Premio Lo Nuestro, the “people’s choice” Latin music awards.<br />Winning Strategy<br />In six cities across the state of Florida, bilingual Attack! street teams visited universities, shopping districts, cafes, sporting events and community facilities. <br />The teams engaged with consumers and distributed flyers advertising T-Mobile’s upcoming in-store events.<br />Patrons were encouraged to enter a sweepstakes for ticket packages to Premio Lo Nuestro.<br />Highlights<br /><ul><li> Brand ambassadors
  29. 29. Bilingual staff
  30. 30. Hand-to-hand flyer distribution
  31. 31. Location scouting
  32. 32. 17,000 flyers distributed</li></li></ul><li>The Face Shop: Walgreen’s Launch<br />Challenge<br /> Increase brand awareness for THE FACE SHOP mask sheets’ U.S. debut at nationwide Walgreens locations.<br />Winning Strategy<br />Brand ambassadors in 20 US markets distributed informative leaflets and samples.<br />Teams targeted local events popular amongst women 18- 45 years, including concerts, shopping events, charity runs and local Walgreens locations.<br />Highlights<br /><ul><li> Brand ambassadors
  33. 33. Hand-to-hand sample/ informative leaflet distribution
  34. 34. Material shipment and tracking
  35. 35. Location scouting
  36. 36. Schedule creation </li></ul>Results<br /><ul><li> Events Executed: 196
  37. 37. Number of mask sheets distributed: 98,500
  38. 38. Number of leaflets distributed: 83,000
  39. 39. Trained TFS Brand Ambassadors Nationwide: 40+</li></li></ul><li>Song Airlines: Mobile Media<br />Challenge<br />Song was looking for an innovative way to raise awareness of route expansion to the West Coast.<br />Winning Strategy<br />Attack! created a plexiglas truck with green shag carpeting, three rows of airline seats, plasma T.V.’s, air-conditioning, surround sound and lead-in steps--- all wrapped with the Song logo. <br />Street teams drove traffic to the truck by hosting contests with giveaway prizes and Song tickets within the vehicle during a two city tour.<br />Highlights<br /><ul><li> Costumed flight attendants
  40. 40. Street Teams/Tour Managers
  41. 41. Shipping and logistics
  42. 42. Truck Fabrication</li></ul>Results<br /><ul><li> 1,000 tickets given away in 4 days
  43. 43. Covered in the SF Chronicle, as well as on local TV news</li></ul> stations<br />
  44. 44. Dockers: Four Wearing Occasions<br />Challenge<br />Dockers needed a way to draw attention to their newest marketing campaign, “Dockers Four Wearing Occasions.”<br />Winning Strategy<br />Attack! executed a pop up performance in Downtown <br />San Francisco. <br />The famous “Quick-Change” artist sperformed and officiated a Dockers outfit contest. Winners received a free set of Dockers pants. <br />The program was supported by heavy street-team flyering.<br />Highlights<br /><ul><li> Pop up Performance
  45. 45. Project Management
  46. 46. Flyering
  47. 47. Contest
  48. 48. Street Teams/ Promotional models</li></ul>Results<br /><ul><li> News media coverage
  49. 49. 5000 flyers distributed
  50. 50. 10,000 brand impressions </li></li></ul><li>Safeway: Eating Right<br />Challenge<br />Drive awareness of “healthy diet alternatives” and create a positive buzz around Safeway's “Eating Right” line of products. <br />Winning Strategy<br />Attack! promotional models attended the 2008 San Jose Rock ‘n’ Roll Half-Marathon.<br />Brand ambassadors provided personalized photo keepsakes in exchange for email addresses and other consumer data. <br />Costumed characters cheered and educated runners on the benefits of an “Eating Right” diet on race day. <br />Highlights<br /><ul><li> Costumed characters
  51. 51. Consumer data collection
  52. 52. Photographers/ green screen experts
  53. 53. Brand ambassadors
  54. 54. Sampling/Personalized premiums</li></ul>Results<br />To view a video of the event, please visit:<br /><br />
  55. 55. Original Penguin: Italian Ice Carts<br />Challenge<br />Increase excitement and foot traffic surrounding Original Penguin’s SoHo retail location Grand Opening.<br />Winning Strategy<br />Handsome Attack! brand ambassadors spent a long weekend outside of Original Penguin’s new SoHo retail location serving complimentary Italian Ice to passersby. <br />Each treat was given out from an Original Penguin branded push-cart alongside promotional cards, redeemable at the new Original Penguin store.<br />Highlights<br /><ul><li> Branded Italian Ice carts
  56. 56. Promotional coupon ($10 off) distribution
  57. 57. Brand ambassadors
  58. 58. 2,500 servings given out over four days</li></li></ul><li>MINI Cooper: ZigZag Zug<br />Challenge<br />Introduce MINI Cooper’s ‘Clubman’ to American consumers with a non-traditional, high impact approach to generate product buzz and excitement.<br />Winning Strategy<br />Professional drivers drove MINI models through high-impact urban locations in five major markets. <br />“ZIG”, “ZAG” and “ZUG” were displayed on brightly colored vehicles. <br />Attack! brand ambassadors showcased the Clubman and distributed the Clubman-focus book, The Book of ZUG.<br />Highlights<br /><ul><li> Specialized staff training
  59. 59. Brand ambassadors
  60. 60. Program management
  61. 61. Flyer distribution</li></ul>Results<br /><ul><li> Reached consumers in five major markets
  62. 62. Over 1,000 Zug books distributed
  63. 63. 500 spec sheets distributed
  64. 64. MINI website traffic increased exponentially</li></li></ul><li>Game U Best Buy: Games Gear Gadgets Tour<br />Challenge<br />Raise brand awareness and drive traffic to the nationwide “Games, Gear and Gadgets” tour, as well as promote the Gears of War game release.<br />Winning Strategy<br />On 16 campuses across the nation brand ambassadors visited dorm buildings, popular on and off-campus locations and nearby high-traffic businesses. <br />Street teams drove traffic to the on-campus events and increased interest in the approaching release of Gears of War.<br />Highlights<br /><ul><li> Ideal event turnout
  65. 65. Students flocked to the game stations before, during and after class </li></ul>Results<br /><ul><li> 8,000 flyers distributed
  66. 66. 64 staff members hired
  67. 67. 128 hours worked</li></li></ul><li>Thank You!<br />Contact us for more information on Brand Ambassadors<br />Jeffrey Lee<br />Office: 323-454-4472 ext: 231<br />Email:<br /><br />