Challenge: We were asked to come up with a new model for street teams promoting food delivery apps. How do you get a busy New Yorker to stop and engage on the street? How did we decide the best locations and times to reach the requested demographic (New York Locals)? And once you have their attention, how do you quickly and effectively educate them on the app/product/service and then convert that into a download? 

Solution: Broadway Crew has over three years of experience working in the high pressure environment of Times Square, helping us develop repeatable, successful techniques on the street. By using quick pitches, direct eye contact, and specific flyering methods, we are able to connect with patrons consistently for a variety of clients. 

By leveraging our historical database of activations, we were able to identify times and locations for the best foot traffic to meet their desired demographic: local New Yorkers living in very specific neighborhoods across the city. Of course, seasonality impacts these trends so we always adjust recommendations based on seasonal weather, traffic patterns, peak tourist season, peak vacation season, national holidays, etc. 

With this particular app delivering groceries in 15 minutes or less, we encourage patrons to download the app in exchange for groceries! We used a variety of seltzers, cold brews, chips, cookies, and recyclable bags to get patrons excited about the freebies. Once you get one or two patrons passing by involved, typically the momentum encourages other patrons to be involved or curious as well. 

Results: We were able to deliver an average of 44 downloads per 2 Crew / 4 hour shift. Plus, on-top of the download KPI, our branded street presence is an effective in person advertising outside the home campaign, with upward of 200 flyers being distributed per shift. Having mobile brand ambassadors who can eloquently engage with your potential customers  is a must for any brand.