Using the criteria requested by the client, which included creating a footprint that fit into the urban landscape of each market, Factory360 built an installation that displayed the graphic t-shirts like artwork, while at the same time creating a block party feel with multiple touchpoints for consumers.
How it worked
In the first phase of the campaign, we deployed street teams on the weekends leading up to our City Activation events. The street teams distributed promotional clothespins and scratch-off cards to develop brand presence in each city. The second phase of the campaign consisted of our #WearYourWorld Block Parties in LA, SF, and NYC that transformed the collection into a visual spectacle, proudly displaying the UT shirts, and inviting passersby to participate in a variety of activities and photo opportunities. Participating consumers also entered to win a free trip to Tokyo, which great for data capture.
20,715,703 million social impressions
225,000 event impressions
5-10 minutes average dwell time per customer