NYX Professional Makeup partnered with EventNetUSA to produce a mobile beauty experience to raise awareness and excitement for their Union Square Flagship Store Grand Opening in New York City.
A LOOK BEHIND THE SCENES:
- Converted a food truck into a Beauty + Swag Truck, complete with 3 makeup vanity stations, social media staging area, and integrated A/V monitor
- Contracted, trained, and managed one tour manager and a team of local brand ambassadors to deliver brand messaging and perform Express Lip Touch-Ups across New York City
- Developed a strategic 2 week guerilla marketing and event schedule for Beauty + Swag Truck
- Secured and coordinated all street permits for press visits, line-management, and truck parking in Union Square
- Pursued and coordinated line hospitality with brands including LaCroix Sparkling Water, Bai Beverages, Chloe’s Soft Serve Fruit, and SoulCycle to treat guests to samples & class passes as they waited in line
Interested in grand openings & mobile marketing vehicles?
- 5.5 guerilla sampling and 3.5 event days
- 500,000+ over-the-road impressions
- 8,500+ one-on-one interactions
- 7 press visits
- 75% of direct interactions posted to social media
- Managed 50,000+ New Yorkers in line at Union Square