Challenge
Communicate the Clean Air NY message in an impactful way at events and festivals.
Solution
With the groundwork laid for a summer outreach program, New Avenue was retained to bring the Uniquely NY theme to life with an on-site consumer experience. The Clean Air team attended 20 events in the Greater New York area extending the Clean Air message. Consumers were invited to take a free digital photo with various props allowing them to show-off their New York spirit.
After the event, consumers retrieved their digitally-branded photo on the program Web site, allowing for data collection and encouraging consumers to learn more about the Clean Air NY. After viewing their photo, individuals could share the photo with family and friends by providing additional email addresses, thus extending the reach of the program even further.
Premiums and brochures were distributed to participants as they completed an entry alert to join the Clean Air NY community.
Results
Events were highly reviewed and attendees enjoyed the free photos and premium items. Participants were happy to learn about the Clean Air NY promotion due to general concerns about the air quality in the NY metropolitan area. There was an increase in awareness, with close to 1,500 registered entries, and the program touched close to 100,000 individuals.