Penguin Random House engaged The Syndicate to create awareness for new novel Jack Reacher: Night School the day after its release. In collaboration with Brooklyn Roasting Company, Penguin Random House and The Syndicate aimed to create a buzz-worthy stunt around Election Day 2016.


The Syndicate Partnered with Penguin Random House and Brooklyn Roasting Company to execute a grassroots marketing stunt in New York City on November 8, 2016.

  • Identified three high-traffic polling stations as targets for the grassroots marketing campaign
  • Activated street marketing representatives as Night School brand ambassadors to vocally promote the release by distributing free cups of Brooklyn Roasting Company coffee
  • Engaged and educated fans of the Jack Reacher series about the release, while expanding the audience to others in the area



  • Thousands of voters engaged with the campaign
  • Over 1,500 cups of coffee poured over the course of the campaign
  • 3 polling stations in New York City targeted
  • Standout participants included author Lee Child and comedian Amy Schumer