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The Economist

The Economist to undertake guerrilla marketing activity including a branded mobile trike

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By Ishbel Macleod, PR and social media consultant

April 2, 2014 | 2 min read

A branded mobile trike is set to be the star of The Economist’s guerrilla marketing activity in Manchester this Friday and Saturday (4 and 5 April).

Conceived by Gekko, the activity will be at Manchester Picadilly Station, Picadilly Gardens, St Anne’s Square, Market Street and Victoria Station, and will see passers-by be offered a cup of tea or coffee to sup on while reading a copy of The Economist.

The trike and the coffee cups will be branded with key messaging and a QR code to encourage consumers to visit The Economist subscription page and take advantage of the 12 weeks for £12 offer.

Matt Cocquelin, EMEA senior marketing executive at The Economist, said: “We’re confident that this activity will effectively reach our target audience and allow us to highlight the many ways readers can access our content. We’re looking forward to seeing the results of this activity. ”

The activity on Friday 4 April will target commuters on their way to work and during their lunch break, while the activity on Saturday 5 April will focus on the general public visiting the city centre.

Daniel Todaro, managing director at Gekko, added: “By targeting these specific locations in Manchester, The Economist will show that it understands its audience and build upon its existing subscriber base. The activity will allow the brand to deliver multiple key messages about its products and offering to a key demographic over a two day period. We’re delighted to be working on this innovative piece of activity.”

The guerrilla marketing team will also be using tablets on-site to sign up new subscribers and capture data.

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