01.11.10

J&R Music and Computer World guerilla campaign

Out-of-Home Ads, Consumer

To celebrate the launch of J&R Music and Computer World’s new same-day delivery service to customers in New York City, Toy New York launched a guerilla-style marketing campaign that’s a humorous play on two of New York City’s most ubiquitous sights: bike messengers and the takeout menus found under nearly every apartment door in the city. The campaign included bike messengers riding throughout Manhattan, with refrigerator-sized J&R boxes strapped to their backs, and cleverly designed restaurant-style take-out menus featuring an assortment of electronics and entertainment products (instead of dinner items), distributed via street teams to residence doors, lobbies and mails slots. The campaign also featured a Twitter promotion that rewarded the first ten people to spot one of the bike messengers, take a picture and Twitter it to @jrblog.

Ari Merkin, chief creative officer; Tony Kalathara, art director; Eventive Marketing, production.

www.toyny.comwww.jr.com