Yonge and Dundas Square is a popular destination in downtown Toronto and therefore a prime location for companies that want to raise brand awareness among a large audience of pedestrians. No matter how often I shop at the Toronto Eaton Centre, I seem to miss some of the most exciting experiential marketing stunts. To compensate, I rely on YouTube and industry publications to get my fix and find out what’s happening.
Thanks to YouTube pre-roll, I discovered two cool campaigns that were executed recently by Koodo and Keurig. The alliteration of these brand names is unintentional, but noted.
Keurig
When Tim Hortons celebrated their 50th anniversary at Yonge and Dundas Square, they demonstrated that it’s a smart place to promote coffee. Keurig followed their lead in October with more spontaneous entertainment for passersby interested in a free cup.
Unbeknownst to customers, Keurig had grand plans brewing. Keurig’s method of surprising caffeine-deprived people reminds me of the flash mob craze, as you’ll see that performers popped up to make pouring coffee more of a celebration than a chore. It’s as if a jukebox was attached to the Keurig 2.0 machine and only a few select people had the right change to turn it on.
Koodo
When you’re on the go, mobile charging stations are a lifesaver. Just ask any of the ladies at Spark Sessions who used one supplied by Best Buy. Recognizing this pain point, Koodo hired a guy to dress up as a neon green battery, approach Torontonians in the summer and offer to give their phones a boost. The ambassador’s personality is cheeky and on brand. Kudos to him for walking around in that costume in the heat.
The video captures close-ups of potential customers’ reactions and reminds viewers about the importance of mobile accessories that will prolong your battery. Considering how long it takes to leave the maze that is The Ex, I imagine that those people appreciated it the most.
Now that there’s snow on the ground, I’m curious to see how marketers will make a similar effort to engage customers indoors, such as through a unique vending machine at the Toronto Eaton Centre. While you’re looking at decorated store windows, take a look around when you’re walking downtown and keep an eye out for noteworthy branded experiences!
[2025 Update: Unfortunately, the YouTube videos for these ads have been removed.]
