While chocolates, flowers, and other love-dovey things seem to be the focus of most events and promotions surrounding Valentine's Day, not one, but two companies tied product promotions to the February celebration with a far more unusual—if somewhat personal—marketing tactic. Dunkin' Donuts and K-Y Brand brought in dating and sex advisors to advertise their latest wares; for the donut chain it was advice from two supposed experts (a columnist and a cab driver) to advertise a new menu of oven-toasted foods, and for the lubricant brand it was sexual horoscope readings to draw attention to its latest warming jelly.
Although neither event really integrated its product with the advisors (unlike Godiva's recent chocolate-loaded promo), it was enough to draw the crowds and make a memorable impression. And to make sure no one could miss the stunts, media included, both promotions took place in high-traffic Midtown areas.At Herald Square, the tiny parcel of land opposite Macy's, Dunkin' Donuts set up several interconnected pink, orange, and white tents for a day-long promotion on Wednesday, which lured crowds with hot food and shelter from the rain. To entice people to stay beyond the time it took to wolf down a morsel of pizza, the northern area of the tents held a stage where Time Out New York's dating columnist, Julia Allison, and cab driver Ahmed Ibrahim dished out advice. (Ibrahim is a local celebrity cabbie, who has drawn attention from the media with his impromptu match-making services.) And for two hours in the afternoon, radio DJ Cindy Vero from WKTU hosted a competition where passersby were invited to share their coldest romantic moments.
For its marketing ploy, K-Y parked a mobile "Cosmic Love Clinic" in Times Square on Thursday, the stunt for its new line of Intrigue lubricant involving more sex-focused advice. From inside a decal-covered caravan, sextrologists—that would be astrologists who focus on sex and the sexes—Stella Starsky and Quinn Cox provided zodiac readings to individuals and couples. Bottles of the new lube filled the different velour-covered surfaces of the clinic, and a small corner contained a photo booth complete with kinky props. The goodies? Free samples of Intrigue Heat, a copy of Starsky and Cox's Sextrology: The Astrology of Sex and the Sexes, and fortune cookies with fortunes like "You'll look great wearing something you're not wearing now" inside.
Plenty of other companies also took to the streets for marketing opportunities. Nivea filled Times Square's Military Island with a maze of greenery for its "Garden of Love" promotion, and Virgin Atlantic Airways passed out free flowers and cards as part of its recently launched "Love From Above" campaign.
Although neither event really integrated its product with the advisors (unlike Godiva's recent chocolate-loaded promo), it was enough to draw the crowds and make a memorable impression. And to make sure no one could miss the stunts, media included, both promotions took place in high-traffic Midtown areas.At Herald Square, the tiny parcel of land opposite Macy's, Dunkin' Donuts set up several interconnected pink, orange, and white tents for a day-long promotion on Wednesday, which lured crowds with hot food and shelter from the rain. To entice people to stay beyond the time it took to wolf down a morsel of pizza, the northern area of the tents held a stage where Time Out New York's dating columnist, Julia Allison, and cab driver Ahmed Ibrahim dished out advice. (Ibrahim is a local celebrity cabbie, who has drawn attention from the media with his impromptu match-making services.) And for two hours in the afternoon, radio DJ Cindy Vero from WKTU hosted a competition where passersby were invited to share their coldest romantic moments.
For its marketing ploy, K-Y parked a mobile "Cosmic Love Clinic" in Times Square on Thursday, the stunt for its new line of Intrigue lubricant involving more sex-focused advice. From inside a decal-covered caravan, sextrologists—that would be astrologists who focus on sex and the sexes—Stella Starsky and Quinn Cox provided zodiac readings to individuals and couples. Bottles of the new lube filled the different velour-covered surfaces of the clinic, and a small corner contained a photo booth complete with kinky props. The goodies? Free samples of Intrigue Heat, a copy of Starsky and Cox's Sextrology: The Astrology of Sex and the Sexes, and fortune cookies with fortunes like "You'll look great wearing something you're not wearing now" inside.
Plenty of other companies also took to the streets for marketing opportunities. Nivea filled Times Square's Military Island with a maze of greenery for its "Garden of Love" promotion, and Virgin Atlantic Airways passed out free flowers and cards as part of its recently launched "Love From Above" campaign.
Photo: Jessica Torossian for BizBash
Photo: Jessica Torossian for BizBash
Photo: Jessica Torossian for BizBash
Photo: Jessica Torossian for BizBash
Photo: Jessica Torossian for BizBash
Photo: Jessica Torossian for BizBash
Photo: Chris Ross for BizBash
Photo: Chris Ross for BizBash
Photo: Chris Ross for BizBash
Photo: Chris Ross for BizBash
Photo: Chris Ross for BizBash