OK, here's the scene: Circuit City parking lots across the US, 2 AM on the morning after Thanksgiving. Crowds are waiting for the door-buster specials they'll grab when the doors open at 5am (some of them have been here since 1:30 pm on Thanksgiving!) They're tired, they're cold, they're huddling for warmth... or maybe to share an iPod. Seems like an opportunity for a brand to make a meaningful connection with a dedicated group of passionate technology consumers. Enter Mio.
The Jack Morton team worked with Mio Technology, a maker of GPS personal navigation devices, to provide some fun and comfort to the masses. We showed up with hot coffee, survival kits (water, snacks, etc.), warm hats (bright orange, like the Mio logo), and entertainment that turned the scene into a party. The crowd LOVED it! There were dance contests, magicians, jugglers, live music, and photo ops where the shoppers could dress up in costumes and insert themselves into Mio's current ad imagery (Washington crossing the Delaware with one of the crew members holding a Mio GPS device.)
Results: Dramatically increased Mio brand awareness with shoppers, their friends who go online to vote for their photo, and with Circuit City retailers.
This is a great example of a brand going out and making a connection with consumers where they are.