THE BRIEF
Create a unique mobile vehicle 3 day sampling tour in New York City surrounding the 2016 Presidential Election

In a downtown area the plainville farms advertisement attracts shoppersTHE EXECUTION
Utilize our vintage food truck, fabricate a massive turkey prop to install along the sides and roof of the vehicle, build in digital data capture with a turkey contest incentive all while sampling Plainville Farms turkey sandwiches and giving branded collateral to fans throughout New York City.

Each day had a select permitted activation space accompanied by a predetermined tour route for an 8hr activation. Permitted Spaces: Columbus Circle, Bryant Park and Union Square.

THE RESULTS
viewers line up to try Plainville FarmsGRAND TOTAL IMPS from Activation: 21,040,243
GRAND TOTAL Engagements from Activation: 10,453
Total IMPS from 3 Day Truck Sampling Tour: 6,773,800
Brochures & Coupons Distributed: 3,500+
Sandwich Samples Distributed: 2,100
Video Footage: Over 6 hours of video footage captured (mostly interviews and content for creating online videos and about 30 minutes from the Times Square Tour)

attendees stand and wait while munchies are handed outcompany models are photographed in front of the promotionA few guests in front of the advertisement

PR RESULTS
Uncommon Candidate story pitched to 117 different outlets with main emphasis on national media (primary), grocery/poultry/food media (secondary) and local/digital media (tertiary)
Contact level: Editor, Editor-In-Chief, or a senior writer (who would have taken the assignment)
Out of 117, 11 entities picked up the story for a total of 9.40% lift
11 entities that covered event or ran press release:
visitors pose for a picture by the promotionThe Daily Meal (13.9 million uniques)
Meat and Poultry (38,500 uniques)
Wall Street Journal (41,316,931 uniques)
Today’s Grocer (national trade) (Unpublished)
Brandchannel (458,000 uniques)
News on 6 (Oklahoma) (Local – Texas) (1,602,210 uniques)
News Channel 10 (Local – Texas) (131,000 uniques)
Oyster Bay Enterprise Pilot (2,305 uniques)
Massapequa Observer (10,516 uniques)
The Street (5,699,181 uniques)
Farm to Table (national digital) (Unpublished)

GRAND TOTAL IMPS from PR: 63,158,643+

plainville farms on channel 10

 

 

 

 

News Channel 10 – November 2-8, 2016 (Amarillo, TX)
Target Audience: Amarillo residents
Monthly Uniques: 131,000

 

plainville farms on yahoo finance

 

 

 

Yahoo! Finance – November 2, 2016
(Global Financial Publication)
Target Audience: Financial Industry
Monthly Uniques: 50,957,537

 

wall street journal did a story on plainville farms

 

 

Wall Street Journal – November 2-8, 2016 (Business Daily)
Target Audience: Business/Trade
Monthly Uniques: 41,316,931

 

 

farm to table mentioned plainville farms in a blog

 

 

 

 

Farm to Table – November 2-8, 2016 (National Digital/Blog)
Target Audience: Foodies/Millennials
Monthly Uniques: Unpublished

 

the daily meal promoted plainville farms after roots3 productions demonstrated them

 

 

 

 

Daily Meal – November 2-8, 2016 (Digital News Magazine)
Target Audience: Foodies, Millennials
Monthly Uniques: 13.9 million

 

 

plainville farms was featured on meat and poultry

 

 

 

 

Meat and Poultry – November 2-8, 2016 (Meat Industry Trade)
Target Audience: Meat Industry
Monthly Uniques: 38,500

 

plainville farms was featured in the street once the display was over

 

 

 

 

The Street – November 2-8, 2016 (Finance/Business)
Target Audience: Finance Industry
Monthly Uniques: 5,699,181

 

plainville farms was on news on 6 to promote their display

 

 

 

 

News On 6 – November 2-8, 2016 (Local – Oklahoma)
Target Audience: Oklahoma residents
Monthly Uniques: 1,602,210

 

plainville farms was in oyster bay enterprise pilot after the marketing

 

 

 

Oyster Bay Enterprise-Pilot – November 2-8, 2016 (Local – Oyster Bay)
Target Audience: Local
Monthly Uniques: 2,305

 

massapequa observer discussed plainville farms once the gathering was over

 

 

 

Massapequa Observer – November 2-8, 2016 (Local – Massapequa)
Target Audience: Local
Monthly Uniques: 10,516

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