BRAND: Beats by Dr. Dre
LOCALE: New York, NY
Pill XL City Attack was a market program to generate heat and drive product awareness around the Pill XL as the ultimate summertime accessory in New York City. Each week our street team hit key locations such as parks, events and festivals around the city to demo the Pill XL, educate consumers on product details and offer retail purchase incentives.
_Product seeding program.
_Branded product collateral, customized bikes and apparel for the street team.
_On-site product demo with a retail call-to-action.
_Social Content Capture
THE WORK: Project Management (Ideation, Strategic Planning, Location Scouting, Custom Bike Design, Program Operations, Social Content Capture)