Client
HBO
Raise profile/attendance of new festival featuring classic films in Bryant Park (New York City).
Partner
Snapple
Integrated radio/P.O.S./sampling program with Snapple Beverage tied to launch of seasonal flavors.
Elements
Tagged local radio advertising for 10 weeks introducing specific films Snapple sampled new products via pushcarts during movies Wendy, Snapple’s comedic spokesperson, introduced film on several evenings.
Results
Piggybacking on several hundred thousand $ local radio significantly increased festival’s awareness/attendance Modest cash fees helped defray HBO’s costs.
