Guerrilla Marketing: Publicity Stunt

Slide 1: 

Mobile Media Flyer Distribution Costumed Characters Brand Ambassadors Bi-lingual Staff Publicity Stunts “When Done Right, It’s a Remarkable Feature” Presented by Attack! Event Staffing, Field Support & Guerrilla Services www.attackmarketing.net

Slide 2: 

CoSometimes an over-sized, furry character is just what the doctor orderedstumed Characters When Done Right, It’s a Remarkable Feature Attack! creates and stages stunts that speak to your brand’s vision while attracting the right media attention. From the drawing board to post-event reporting, Attack! has the experience to ensure valuable stunt execution for your brand. How Publicity Stunts Work?

Slide 3: 

The Westin Hotel: Zen Garden Promote the rejuvenating and renewing experiences of a Westin Hotel stay. Challenge Winning Strategy Media Attention Staffing Event Logistics Flyering Highlights Results Appx.12,900 people walk through Union Square each weekend Over 3,000 fliers distributed Overall campaign included more than 2,754 media placements A local Zen artist designed a 70 ft x 70 ft garden in Union Square. City-goers watched the artist work while friendly staff answered questions and distributed brochures on the Zen Master, the Zen Garden and The Westin’s revamped décor.

Slide 4: 

VISA: Bastille Day Drive traffic to www.fanwithaplan.com and the 2007 Rugby World Championships in France. Challenge Winning Strategy “Attack! handled everything from permits to fabrication, from staffing the event and costuming the team to facilitating branded Segways.  Attack! delivered creativity, tremendous resourcefulness and great communication."   Jane Thompson, Bite Communications Testimonial Results •  500 entries to win signed, branded rugby balls•  Website featured in the Wall Street Journal•  10,000 fan-with-a-plan flyers distributed•  70% Increase in www.fanwithaplan.com web traffic A grass rugby field, players performing rugby moves, costumed brand ambassadors, and branded Segways created an authentic rugby match feel in Downtown San Francisco.  An emcee/ ‘coach’ character interviewed the public and officiated prize contests throughout the day.

Slide 5: 

Virgin Atlantic: Premium Coffee Experience Virgin Atlantic needed to create buzz around the launch of their new Premium Economy class. Challenge Winning Strategy Street Teams Jet-Pack Coffee Packs Publicity Stunts Guerrilla Marketing Projections Flyering Highlights Results Increased awareness of the Virgin Atlantic Premium Economy brand Distributed 3,000 mint tins to target market Distributed 4,500 branded cups of coffee to target market Over five days in Manhattan, trained Brand Ambassadors engaged with consumers in target business locations. Uniformed teams offered complimentary premium coffee enhanced with syrup flavors to bring the product position, “a lot more for a little more,” to life.

Slide 6: 

Dockers: Four Wearing Occasions Dockers needed a way to draw attention to their newest marketing campaign, “Dockers Four Wearing Occasions.” Challenge Winning Strategy Pop up Performance Project Management Flyering Contest Street Teams/ Promotional models Highlights Results News media coverage 5000 flyers distributed 10,000 brand impressions Attack! executed a pop up performance in Downtown San Francisco. The famous “Quick-Change” artist sperformed and officiated a Dockers outfit contest. Winners received a free set of Dockers pants. The program was supported by heavy street-team flyering.

Slide 7: 

Safeway: Eating Right Drive awareness of “healthy diet alternatives” and create a positive buzz around Safeway's “Eating Right” line of products. Challenge Winning Strategy Costumed characters Consumer data collection Photographers/ green screen experts Brand ambassadors Sampling/Personalized premiums Highlights Results To view a video of the event, please visit: http://www.attackmarketing.net/attack-eatingright.php Attack! promotional models attended the 2008 San Jose Rock ‘n’ Roll Half-Marathon. Brand ambassadors provided personalized photo keepsakes in exchange for email addresses and other consumer data. Costumed characters cheered and educated runners on the benefits of an “Eating Right” diet on race day.

Slide 8: 

Radio Shack: Netogether To secure world-class emcees capable of driving participation in RadioShack’s Summer Netogether brand event. Challenge Winning Strategy Results Over 20,000 event visitors Professional event emcees Special performance by The Roots Multiple celebrity appearances 17ft laptops connecting the two cities Attack! conducted a nationwide search for professional emcees to host a 3-day live simulcast event in New York’s Time Square and San Francisco’s Justin Herman Plaza. The event connected the cities with 2 massive, 17-foot laptop computers equipped with webcams to allow live video and audio exchanges. Emcees hosted the Netogether featuring live music, celebrity appearances and unique contests to demonstrate how technology can keep people connected - even 3,000 miles apart.

Slide 9: 

Horizon Media: Mock Protest Stand out in a pool of competitors up for review with Zappos.com, Inc. Challenge Winning Strategy Mock protest Publicity stunt Client satisfaction with team’s execution Friendly and enthusiastic street team Highlights Attack! staged a mock protest in front of the Zappos.com headquarters in Las Vegas, Nevada. Promotional staff wore bright yellow shirts and held “Yes23.net” signs.   A website was set up to pitch Horizon Media’s list of reasons for being Zappos’ top pick. The “Yes on 23” messaging reinforced the company’s #23 spot on the list of potential agencies up for review.

Slide 10: 

MORE Magazine: Hold It!!! Celebrate and generate interest in More Magazine’s October 2008 issue, featuring cover-lady Michelle Obama. Challenge Winning Strategy “People on the street stopped, stared and engaged. The video lives on via You Tube -- thousands of views and counting. I'm so happy we were referred to Attack!" Mariela Azcuy, Director of PR, Meredith Corp Testimonial Results To view a video of the event, please visit: http://www.attackmarketing.net/experience.php Participants held More Magazines and froze in various “street commuter” positions for five minutes. Photographers and videographers were on-hand to capture the stunt. Thousands of YouTube views.

Slide 11: 

Jeffrey Lee Office: 323-454-4472 ext: 231 Email: jefffrey@attackmarketing.net www.attackmarketing.net Thank You! Contact us for more information on Publicity Stunts