Location: Seattle, Washington
Services provided by CRG: Event Management
Event Highlights:
The goal for this product launch was to create a buzz and generate awareness about AOL’s new broadband features as well as encourage consumers to attend AOL’s promotional events in Seattle. CRG brainstormed on ways AOL could reach consumers in their everyday life by selecting unique and high traffic areas that illustrated the city’s culture. The AOL Running Man could be seen interacting with people at these locations as the AOL street team passed out prizes, game pieces and tickets to upcoming AOL sponsored events.
To pique the interest of Seattleites, CRG coordinated a teaser campaign four days prior to the tour’s kickoff, which included the AOL Running Man at the Seattle library checking his email, washing a fire engine at the downtown fire station and reading a newspaper while enjoying a cup of coffee at a local coffee shop on Queen Anne. Locals quickly caught on that something big was about to take place, as it wasn’t uncommon to find yourself standing next to the Running Man in line at the post office.
CRG also worked with the AOL team to create Marketing Immersion Rooms, which served as the core of the AOL Broadband tour. These life-size replicas of household rooms were designed as an experiential environment where individuals had the opportunity to interact with AOL’s Broadband features. CRG used their expertise to select locations engrained in the fabric of communities such as malls, local water parks, the Seattle aquarium, the Seattle Pacific Science Center and the famous Alki beach. CRG used their negotiating skills to reduce venue fees by working with each venue to purchase gift certificates that were handed out to entice future consumer interest.