Archive for the ‘Experiential – Street Team’ Category

Seattle’s 1st FREE Street Taco Truck Serves over 1,000 Tacos in First 3 Events of Mobile Tour

June 1st, 2010

GoMobile’s latest campaign in partnership with Qdoba Mexican Grill is making Seattle sizzle with the 1st ever FREE Street Taco Truck, which has served over 1,000 free tacos, so far, during its mobile tour using only social media to announce its locations. The Street Taco Truck campaign was designed by GoMobile to allow people to experience authentic Mexican street food culture while tasting Qdoba’s new product, Mini Street Tacos.

Qdoba’s Street Taco Truck launched fittingly on Cinco De Mayo in Fremont, and has since held events near The High Dive as well as in Queen Anne after the Tim McGraw concert on May 18. At least 6 more events are in the works, with future locations scheduled for Capital Hill and Ballard in the coming weeks.

Taking a word-of-mouth approach to their events, the Street Taco Truck is relying completely on social media to announce their upcoming locations only days before they arrive on-site. So far, they’ve received announcements from CitySearch, Yelp, and prominent Seattle bloggers, food columnists and radio DJs to help spread the word. Over 500 fans are tracking the truck on Facebook and Twitter, and numbers are growing daily. In addition to receiving a free Mini Street Taco, guests who visit the Street Taco Truck are given a coupon by trained GoMobile brand ambassadors for a Mini Street Taco meal and are also given a chance to win a trip to a Baja surf camp at www.QdobaStreetTacos.com.

“Seattle’s street food movement is rapidly growing, and we wanted to contribute to that by allowing people to try Qdoba’s new product for themselves while experiencing that culture,” said Samuel Bolland, GoMobile Account Executive handling the Qdoba campaign. “Creating the campaign from start to finish has been a ton of fun.” GoMobile is taking on every aspect of the campaign including logo design, purchase and overhaul of the taco truck, microsite creation, social media management and event management. The entire campaign came together in just over three weeks and the vehicle was hand-painted by GoMobile.

BookRenter.com & GoMobile Protest Overpriced Books

February 7th, 2010

The average college student spends nearly $1000 on textbooks each year – a number that is rarely questioned, as students think that buying from their campus bookstore or online is their only option. BookRenter.com contacted us to develop a ground-level guerrilla marketing campaign that doubled as a wake-up call for college students about the high cost of textbooks while engaging them in real, one-on-one conversations about alternatives.

After meeting with the BookRenter.com team and gathering a feel for their brand and their goals, we developed a campaign that played off the familiar visual of a campus protest. We handled all aspects of the campaign, including concept, design, management and execution. We targeted University of South Florida in Tampa, University of Texas in Austin and San Diego State University in January, as students were starting a new quarter and requiring new textbooks. During our conversations with students, we distributed $5.00 off coupons for each school with a special tracking code that allowed BookRenter.com to see the jump in sales from the campaign, individual to each school.

“Typical college protests usually focus on a polarizing topic that can pin students against each other, but the issue of overpriced books is one that resonates with ALL students and unites them, and it was a topic that once brought up, got a lot of strong reactions from frustrated students,” said Jamie Hall, Marketing Associate at GoMobile. “As a recent graduate, I was angry that a service like this didn’t exist for me!”

In just one week at each school, over 23,000 coupons were distributed with a substantial jump in BookRenter.com online orders!

Duvel Green’s Guerrilla Only Campaign!

January 13th, 2010

We really let the guerrilla out of its cage for the launch Duvel Green, a unique ale released by Belgian brewing company Duvel. We were asked by San Francisco’s Real Branding to mutually create and execute a complete guerrilla marketing campaign that took to the streets in New York City, Chicago & San Francisco during the month of December. We used a derivative of Geocaching, an outdoor activity that uses geographical points (usually latitude & longitude) to create a treasure hunt for participants, to dictate the vision for the entire campaign.

The goal was to create ground-level buzz for Duvel Green through multiple mediums that got people talking with the ultimate reward of tasting the golden ale for themselves. To do this, we installed over 100 wild postings (with over 2,000 posters) in the 3 cities, infiltrated metropolitan cores with over 180 brand ambassadors distributing 25,000 coasters which doubled as VIP passes to exclusive Duvel parties, and lit up the cities with building illuminations at night, all connected by identical brand messages. The result was a coherent campaign that filled up bars serving Duvel Green in each market – some even to the point of tapping out, with standing room only! We also gave away over 1,000 of Duvel Green’s signature glasses over the 3-week campaign to those who tried the beer themselves, and estimate total interactions and impressions at over one million. After consuming many a Duvel Green over the course of the campaign, our team’s grown quite addicted to the brew and we’d like to push for more frequent availability in our home city of Seattle!

To download the official GoMobile/Duvel Green press release, click here.

Guerrilla Blast: Agency Target

September 10th, 2009

This is a rare look at the GoMobile guerrilla army doing what they do best: infiltrating high-traffic areas with targeted, strategic alternative media. In this instance, the squad targeted Seattle’s top advertising agencies with the Beyond Traditional message, using water-soluble spray chalk and high-pressure stencils. GoMobile is the ad agency’s secret weapon, designed to flawlessly execute all forms of non-traditional and experiential advertising beyond its four walls of conception. If you’re an agency that saw our message, let us know! You may have even earned a quarter, on us.

Unleashing Guerrilla on Seattle Streets

August 6th, 2009


Untitled from GoMobile – Beyond Traditional on Vimeo.

Have you seen our Missing Guerrilla? Some eager GoTeam staffers attacked the 66,000 strong Seattle Sounders game at Qwest Field yesterday on a targeted guerrilla mission: to get the word out about the new GoMobile – Beyond Traditional. Armed with spray chalk (water soluble, of course), stencils, and “Missing Guerrilla” postings, we infiltrated the area and left no post or patch of cement (ok, there were probably a few patches we missed) untouched. In two words… strategic & fearless. If only the Sounders played that way last night… (BOO BARCELONA!)