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The Atlas Solution: Stimulate the Economy, and Creating Buzz
The client is an upscale shopping center that opened just two years ago in the middle of a working class area of Queens, New York. An outdoor center, the owner found that the most difficult time of year was the post-holiday winter months. With the economy slumping in January ‘08, the Shops wanted to create something that would generate a lot of attention, speak directly to consumers concerns about the economy, and drive traffic to the center. theKbuzz looked for a hot button issue regarding the economy - which, at the time, was the decision to mail stimulus checks to taxpayers. Atlas Park launched its own stimulus package. We dressed a promo team as Lady Liberty and Uncle Sam, and handed out single dollar bills with stickers attached to them, which were marked with "The Atlas Solution. A website explained the mission to help the local economy by injecting $20,000 of private funds into the hands of consumers. Customers who shopped at Atlas and wore their sticker would be eligible to win cash in increments of $1 to $1000! Touting the program as Atlas's solution to the economy -- the program generated a ton of interest from consumers. bloggers and media alike! A PhD economist argued our plan could plausibly help the local economy. We established a Facebook and MySpace page, along with a YouTube channel. Popular vlogger Katers17 released a video with her authentic thoughts. Featured on local print & tv, in the New York Times, as the top story on Yahoo, and in dozens of blogs, this program created a lot of buzz! We
distributed over 60,000 as well as the $20,000 in cash. The shops experienced a 20% lift in traffic, and some stores were up as much as 45%.
Credit Information
Client: The Shops at Atlas Park / Atco Properties
Agency: theKbuzz
Budget: $70,000
Date of Campaign: February 20th - April 20th, 2008
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31 Days of the Dragon
HP provided 31 HDX “Dragon” systems to 31 selected influencers for 31 days to give away to lucky readers of their sites. 31 top bloggers promoted the contest, HP, the HDX Dragon and each other, this has never happened before and it showed the collective power of a community banding together. Bloggers created and shared custom marketing materials, including a dedicated site, graphics, logos, videos and RSS feeds... more.. |
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The Atlas Solution: Stimulate the Economy, and Creating Buzz
The client is an upscale shopping center that opened just two years ago in the middle of a working class area of Queens, New York. An outdoor center, the owner found that the most difficult time of year was the post-holiday winter months. With the economy slumping in January ‘08, the Shops wanted to create something that would generate a lot of attention, speak directly to consumers concerns about the economy, and drive traffic to the center... more.. |
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