New Avenue Street Teams Hit the Streets with Free Lottery Tickets
Working with fellow agency Marketing Partners, New Avenue was challenged with executing a promotion for the new CBS Television Show Numbers in a quick-turnaround. New Avenue mobilized an overnight team to stuff 20,000 individual lottery tickets into branded Numbers envelopes. The New Avenue Numbers street crew was costumed in FBI-like attire and hit the streets of Los Angeles the following day to distribute all lottery tickets hand-to-hand in a matter of hours to promote the launch of the show. Unfortunately, it’s unknown if we made any millionaires through the promotion, but the ratings were great!
New Avenue Scores a GOOOOOAAAAL with Fox Sports en Espanol
In order to speak more directly with Hispanic consumer on behalf of Fox Sports en Espanol and Time Warner Cable, New Avenue transformed a Time Warner demo truck into the Time Warner Cable• Fox Sports en Espanol Hacienda at a huge Festias Patrias festival in Southern California, creating a full consumer experience. The Hacienda included custom signage, exterior décor, live demonstrations with the “futbol” style emcee, crowd contests and more. Consumers loved it!
The uniformed New Avenue Hacienda promotional team interacted with consumers, distributed collateral material, executed a prize wheel, and above all, encouraged conversation with Time Warner Cable sales reps. The event was a huge success. Fox Sports en Espanol saw thousands of premiums distributed and heard positive consumer interactions. Best of all, the Time Warner reps posted record sales.
New Avenue Creates the Live Like a Star Program
Tapped by ICF International to assist with client TXU Electric Delivery, New Avenue developed a field marketing program to meet the needs of the Energy Star Homes program. With the goal of educating consumers, gathering qualified leads and driving traffic to local certified builders, the Live Like A Star program was created. Based on the goals, the Live Like a Star program was created to drive the brand message and present the information in a fun, interactive manner. At festivals and community gatherings across Texas, the Live Like a Star program snapped digital photos of consumers against a custom backdrop along with a Hollywood-style red carpet and movie star props. Driven to the Energy Star Homes Web site, consumers were required to provide contact information and answer pre-screening questions before viewing their photo. Energy Star brochures and premiums were also distributed on-site to help extend the message.
Sweat with Nike at the Fitness Academy
In an effort to connect 18 to 25-year old women to group fitness, New Avenue and Nike refined and expanded the Nike Fitness Academy into a full-blown community program. Running in quarterly six-week cycles, the Fitness Academy invited participants to make fitness a part of their lifestyle. Cutting edge classes in the top gyms with the best instructors were offered throughout Los Angeles….all free. Handling all aspects of the program, from class selection and venue negotiation to promotion and on-site operations, New Avenue ensured success. As a way to further the reach of the program and interaction with the brand, New Avenue created a Campus Representative program on several area campuses. Reps promoted the program and assisted at events. In turn, the honor of Nike Campus Rep was bestowed (along with some great gear). In addition, the series was promoted through street teams, local advertising and partner tie-ins. Once registered, consumers were invited to try on shoes, take classes and receive free prizes.
As a launch to one series, New Avenue produced a live audition event to select the next Nike athlete at a Sunset Boulevard hot spot. With celebrity judges and a live performance by Rihanna, the 500 guests were treated to a true VIP experience. The event was covered live on the local news and featured on MTV, VH1 and in several fitness and lifestyle media outlets.