Showtime tasked The Syndicate with creating an event to draw awareness to SMILF, a new comedy show. Their goal was to drive awareness of the show by creating an immersive event in New York City.
The Syndicate created the “mobile meet market,” a three-sided glass truck designed to look like a single mom’s living space, staffed by “relationship advice gurus” from Reductress that gave irreverent dating advice. Brand Ambassadors distributed branded questionnaires and food items.
An 18’ three-sided glass truck, branded with Showtime and SMILF logos, was made up to look like a living room
Truck made stops at Manhattan’s Astor Place, Union Square and Brooklyn’s DUMBO sections
Six brand ambassadors handed out humorous multiple choice dating advice questionnaires
Relationship advice gurus on the truck gave irreverent advice based on how the questionnaires were filled out
Food items (chocolate covered bacon, Boston cream donuts) were also distributed by brand ambassadors
A branded photo booth took pictures on board the truck. E-mails, texts to users had tune-in info
An estimated 360,000 visual impressions were made throughout course of 10-hour day
2,000 relationship advice questionnaires distributed
1,100 donuts and 900 chocolate-dipped bacon were distributed
125 photos taken in photo booth on board truck