Live in New York: Brand Activation Ideas for NYC
It should surprise no one that New York City is a hugely popular site for brand activations. Where else can you put your brand in front of millions of locals and tourists and almost guarantee media attention? New Yorkers can be, to put it mildly, a tough crowd. Both the city and its neighborhoods are diverse, with distinctive demographic features and cultural influences. What works in one area might flop in another; some neighborhoods feature high foot traffic while others have relatively quiet sidewalks and public spaces.
Drawing and holding New Yorkers’ attention long enough to connect with your brand is challenging, as is choosing the right location, but here are some brands that made it work by pairing the right message with the right environment to maximize appeal.
1. Grab Their Attention — and Keep It: MAC Cosmetics
Beauty brand MAC Cosmetics wanted to make the reopening of its Times Square location an event to remember — a brand activation not only celebrating the return of a flagship location but also reconnecting with the MAC fanbase. So they threw a party right in the heart of Times Square, the world’s busiest intersection and a draw for tourists and locals alike.
Promobile and MAC customized a food truck to serve as a mobile billboard/DJ booth, with a massive 90-inch screen feeding live from social media and blasting music to create a party in the activation’s footprint, complete with dancers from RuPaul’s Drag Race and sample giveaways. Combined, the music, samples, and social media tile wall kept audiences transfixed for an extra 5-10 minutes, extending visitors’ engagement with the event as well as drawing them inside for in-store makeovers and more sampling. The event generated millions of social media impressions and helped relaunch both the brand and location successfully.
2. Join a Parade: Trojan
It takes a lot to stand out in New York City — and a lot more to stand out in a NYC Pride Parade, an event that typically draws over two million people from across the U.S. Protection brand Trojan wanted to promote its products at WorldPride by addressing a touchy subject — penis size diversity — so they decided on a direct approach: instead of just passing out condoms, Trojan created the colorful, outrageous Trojan Conecocktails Ice Cream Truck, then drove it in the NYC Pride Parade, an annual event that draws over 2 million people, guaranteeing maximum exposure. Completing the picture: a gaggle of drag queens, a street team handing out condoms, and free ice cream in a variety of shapes, colors, and flavors. The standout activation scored over a billion impressions and over 40,000 engagements.
3. Tell a Timely Story in an Always-Trendy Neighborhood: Kettle & Fire
Bone broth brand Kettle & Fire wanted to raise awareness about the flaws in America’s food system — a nuanced, gloomy subject that’s a tough, time-consuming sell. How could the brand deliver that information in a way that would stick in visitors’ minds and leave them feeling empowered to take action?The brand created an activation in New York City’s SoHo neighborhood — a mecca for well-heeled luxury brand shoppers and art lovers — that would literally walk participants through the story and highlight a pledge made by the brand and its partners to work toward a happier, healthier future.
The six-part experience led guests through an installation that was educational, multisensory, and immersive. Guests sampled Kettle & Fire products, explored a mock grocery store highlighting unhealthy food additives, and learned about changes in farming practices over the last century. The experience concluded on a hopeful, empowering note, with a luxurious table set with a wholesome Thanksgiving menu curated by a chef/influencer using products from Kettle & Fire and other sustainability-minded brands.
4. Do Up a Holiday, NYC-style: Butterball and Bumble for Friends
Even New York can be a lonely place during the holidays — so poultry brand Butterball and matchmaking site Bumble for Friends joined forces to give New Yorkers without holiday plans a pop-up dinner experience. The “Friendsgiving”-themed event turned a classic holiday meal into an educational experience designed to encourage mingling along with dining. Custom-designed by Promobile, the space featured a cheerful yellow, blue, and white color scheme and small tables for guests to congregate around. A professional friendship coach and conversation starters scattered throughout the room eased the flow of conversation, while culinary influencers and experts gave live cooking demonstrations and shared cooking tips and techniques with participants. The event was staged in Tribeca, a neighborhood known for restaurants, bars, and art galleries, and that boasts a high percentage of adults ages 25-40 — career-minded consumers who are statistically more likely to stay put for the holidays or attend Friendsgiving events rather than traditional extended-family dinners.
5. Tap Into Local Culture: Coffee Carts
Coffee is a way of life in New York, and so are the ubiquitous coffee carts. These tiny cafes on wheels are easy to move and reposition, creating the opportunity to move them strategically across the city. Highly visible and highly accessible, coffee carts are a way to insert your brand into New Yorkers’ daily routines, making them a strong choice for sidewalk positioning near busy commuter hubs, commercial centers, office districts, shopping centers, tourist spots, and hotels. A brand activation agency with experience in the city can strategize the best spots for different times of day, such as Union Station during the morning commute and Rockefeller Center during ice-skating weather. Regardless of the context, customers appreciate the convenience and the positive experience it creates. Branded cups and small swag items complete the picture and create an opportunity to represent your brand and drive traffic to your website or store.
Promobile Marketing is a dynamic experiential marketing firm based in New York City. For over a decade, Promobile has collaborated with a range of brands—from budding startups to major CPG brands—on immersive marketing campaigns. Want to discuss your next project? Reach out below.
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