Guerrilla Marketing Campaign : Smurfs Week in NYC

In July of 2011, my co-worker and I managed two street teams for a guerrilla marketing campaign to promote the launch of Smurfs Kid’s Multi-Vitamin Drink. The promotion was in conjunction with Sony Pictures’ Smurf Week celebration in New York City for The Smurfs movie premiere. We had a very warm (95° F.) welcome as word spread about our new product launch. I created hang tags & t-shirts for this promotion in addition to participating in and managing the campaign. I also photographed and managed the social media accounts (Twitter & Facebook) throughout the various events. It was a frenzy and so much fun!

We gave out 2,700 samples of our smurfalicious vitamin drinks at Columbus Circle’s Smurfs Village in just an hour and 15 minutes!

When we visited FAO Schwartz the next day we gave out another 2,700 bottles in an hour! Business people, parents, children, and taxi drivers all rushed over for a sample.

We also had the exciting opportunity to have our Smurfs Kid’s Multi-Vitamin drink in the celebrity gift bags for the VIP Premiere of the Smurfs Movie in New York City! We got to play paparazzi and rub elbows with the cast and director of the smash hit movie.



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