Program Objective: Promote the season two premiere of Animal Planet’s River Monsters.
Experiential Efforts: P.R Stunt, Flash Mob, Buzz-WOM
Awards: Chief Marketer Pro Award
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Solution: To promote the season two premiere of Animal Planet’s hit show River Monsters; Turtle Transit transformed five smart cars into larger-than-life piranhas. The custom built fleet featured 3D exteriors with protruding rooftop fins, rear tails and teeth on the front bumpers. Custom vibrant graphics were applied to give a life-like piranha appearance. To hype up consumers on the streets, Turtle built out one car with an interactive monitor that showcased looping previews of the upcoming season. The school of fish travelled together with brand ambassadors, “monster anglers,” which intercepted consumers and handed out branded hats, koozies and tune-in cards. Monster anglers wore branded fishing vests and hats to stir up excitement on the streets, as the piranha fleet made their way to hotspots in the city like Times Square and Grand Central Terminal.