GDM | Express – CHICAGO 2012// PROMOTING SOCIAL ENGAGEMENT
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Express – CHICAGO 2012// PROMOTING SOCIAL ENGAGEMENT

Express – CHICAGO 2012// PROMOTING SOCIAL ENGAGEMENT

The Challenge

To generate trial and top line awareness for Express Spring Summer 2013 Collection and public runway show. Good Days Marketing Ice Cream products were distributed from branded vehicles in an impactful and targeted fashion, while carrying forward the essence of the Express brand–“Elegant Fashion Fun Affordable to All”

The Project

TA3-market sampling blitz featuring: •Authentic contemporary and graphically-wrapped ice cream trucks •10 branded Pedicabs per location •20,000 Hashtag branded drive to retail cards and icecream wrappers per location •Supplied 20,000 branded icecreams •Uniformed brand ambassadors/samplers •PRKick-off Events in Chicago, Savannah, and NYC •Full-time touring that staffed the program from start to finish

The Results

TA3-marketsamplingblitzfeaturing: •Over 60,000 samples distributed •approximately 1 million gross impressions generated through hash-tag specific to the runway show on branded samples •Substantial PR pick-up •All three Fashion Shows were filled to capacity •Maximum Brand Exposure that left consumers tweeting, instagramming, and talking about Express

Date

May 10, 2013