Plan of Attack:
Danone NA wanted to gain maximum leverage from their Oikos Greek Yogurt/NFL partnership. The 2019 NFL Draft was happening in Nashville, making it the perfect location for our comprehensive 360˚ blitz.
Street Attack responded by producing a citywide scavenger hunt dubbed Fuel Your Hustle. Prizes included a pair of coveted tickets to the 2020 Super Bowl. We amplified the effort by engaging local micro-influencers, then covered the city with highly-targeted alternative OOH media, wild postings, fly boards and redeemable static clings.
This project also provided us the opportunity to engineer the first-ever brand takeover of the highly-visible downtown Pedal Tavern, powered by our energetic team of Oikos brand ambassadors. A local retail partnership with Jessie James Decker’s breakout Kittenish clothing brand rounded out the effort. To extend the campaign’s reach even further, we produced video recaps and teasers for use on social media.