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16. Delivering a Unique Marketing Campaign: Combining Staged
Marketing Events with Video and Social Media
W hen’s the last time you saw some-
thing that made you stop and gawk
on the street? That’s exactly what
New Yorkers did when Delivery.com got their
attention. The food delivery service sent two
delivery men (Delivery Man Stan and Delivery
Man Sam) with a very large delivery of food
boxes, bags, and drinks to make a splash.
They also passed out $5-off coupons to the
onlookers. Everyone wanted to be a part of the
experience: Tourists had photos taken with the
two, others took their own photos and videos,
and the pair even got advice from an onlooker
not to spill anything. Talk about marketing
interaction!
35 V I S UA L M A RK ETIN G
