Charmin – Times Square – New York City, NY

Charmin – Times Square – New York City, NY

Brand Ambassador: Michael A
Event Location: Times Square

Quickly describe the activation. Where was it taking place? Was it part of a larger event (Ex. Super Bowl)? Who attended the event?

The activation was for Charmin. It was highlighting the softness of their toilet paper by having Kenny G do a surprise concert in Times Square at the Hard Rock Cafe (with a sign covering saying Soft Rock!).

How did the brand ambassador team help or enhance the overall experience for event visitors?

Ambassadors acted as initial crowd fillers to get walker-bys to stop and see what was happening. We gave out fliers but more importantly blue beanie hats with the name Charmin on them.

What did the event visitors learn from the experience after having spent time at the activation?

Visitors received branded material from Charmin about the superior softness of the brand. It was highlighted by the softness playing of Kenny G.

What elements of the event experience caused visitors to be initially interested in the activation?

A large group with blue beanie hats were all standing in a concert area across the street from Hard Rock Cafe waiting for a something. It intrigued a lot of passerby.

What did the presenting brand gain or learn from having a presence at the event?

Charmin heavily advertised their brand through the promotional items handed out along with Kenny G being a spokesperson.

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Charmin 1 Charmin promotion Charmin Ultra Soft

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