Guerrilla in our midst

30 03 2009

Amongst all the excitement on the day of our official MLS announcement, we orchestrated a unique guerrilla-style campaign to help generate buzz.  The first execution featured pieces of turf placed at 30 key bus stops around Vancouver (dropped off at about 5:00 a.m. as well!), all emblazoned with the website address.  We didn’t actually have permission for these, so they were summarily taken down by about 10:00 a.m.  But we expected as much, and the goal of these were mainly to get people talking in the morning before the announcement.


The second execution involved 50 actors dressed in complete MLS referee garb (getting suited up below).  They were placed in key locations around Vancouver and given hundreds of yellow and red cards.  The cards featured a specific message, as you’ll see below.  The team of refs spent the day handing out these cards to passersby, sometimes for such egregious violations like chewing gum while walking and stepping around a puddle!

These are just the photos I took with my iPhone.  We are producing a wrap up video of the campaign as well, and I’ll be sure to spread the word when we throw it on Youtube.

Thoughts?  Do these things work?  Are they cheesy?

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