To celebrate the occasion of ringing the NASDAQ bell, web travel giant Travelzoo wanted to stage a fun and memorable event to connect with the huge crowds of morning rush commuters and tourists that pass through Times Square.
They came to EMC for a solution that would give the normally jaded NY audience a reason to stop, and learn more about Travelzoo, and to sign up for email updates about local deals. Our media solution was a Coffee Street Team, armed with free coffee, snacks, and free t-shirts. The free morning snacks prompted pedestrians to stop and engage with the team, allowing them encourage sign ups for email updates.
STRATEGY: Create buzz around TravelZoo's NASDAQ bell ringing.
TACTICS: The team was deployed in Times Square the morning of the event. Some had coffee backpacks while others had cream, sugar, and branded snacks. The rest of the team was armed with iPads to let consumers sign up to receive email updates from Travelzoo, which also earned them a free t-shirt.
RESULTS: In addition to the thousands of general impressions generated by their mere presence, TravelZoo also distributed thousands of promotional items, and collected over 600 email sign-ups in just three hours (that's over 3 per minute).
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