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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
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