CUTIES “SPREAD THE SWEETNESS” EVENT

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CHALLENGE
Create and organize exciting sampling events all over Los Angeles on Valentine’s Day to support the ongoing “I Want Cuties” promotion and drive brand awareness.

STRATEGY + SOLUTION
The L.A. Marathon Stadium to Sea run fell on Valentine’s Day. To capitalize on exposure and maximize reach, TRG developed a one day tour event using Periscope video and guerilla tactics throughout the marathon hot spots, Hollywood and West L.A. ending at a stationary event set-up for families at Westfield Century City Mall.

  • TRG managed all aspects of event execution, including location scouting and permitting, route planning
  • Used Periscope to engage viewers with live content of the day as events unfolded in each market
  • Brand Ambassadors were trained to engage people, distribute cuties and talk on-brand
  • One Brand Ambassador trained to be the Lil’ Zipper mascot
  • Stationary event set up near children’s play area at the Century City mall to engage families with fun cuties-themed color sheets and Valentine’s activities
  • Participants could take a photo at the Cuties backdrop with heart candy props. Each photo received a branded digital frame overlay on their picture that could be shared via email or text
  • Branded premium sun glasses and totes given out on street and at event

RESULTS

  • All 5,000 cuties samples were passed out
  • Amazing exposure due to heavy crowds for the L.A. Marathon
  • Digital photo overlay was very popular and everyone wanted to share their photo
  • Lil’ Zipper mascot attracted crowds and conversation on the streets