AGENCY: Michael Alan Group
PROGRAM: ION Gingerbread House
MARKETS: New York, NY
DATES: December 10th – 14th, 2013
OVERVIEW: Lime Media created an ION branded Ginger Bread House for a B2B program for Michael Alan Group that covered the NYC – Manhattan market over a 4-day period (Dec 10, 11, and 13, 14). The “Holiday Agency Tour” with the message – “ION is your Home for the Holiday’s” – ION targeted their valued advertising clients by distributing free coffee from mobile jet packs and candy from dispensers located inside the ION branded Ginger Bread House. The tour was also supported by an “Enter to Win Sweepstakes” by placing your business card in a box – one Kindle Fire was given away after each day to an advertising agency executive that visited the Ginger Bread House. During the 4-day campaign, we engaged over 160 media buyers at 6 separate advertising agencies.
PROGRAM ELEMENTS: The Ginger Bread House tour was supported with real candy props, 42” display screens with custom messages, a real fire place for photo ops, and free candy dispensed from several candy dispensers located inside as well. To extend our reach at these events, Michael Alan Group deployed Brand Ambassadors with branded coffee Jet Packs, 2 branded pull-up signs, and hosts in ION branded apparel to assist media buyers inside the Ginger Bread House with the candy dispensers and photo ops.