During New York City Fashion Week, Italian streetwear brand Barrow made a bold and memorable impression with the help of Sweeter. In a city renowned for its high-fashion events, Barrow sought to elevate its street cred, and Sweeter delivered with a marketing campaign that engaged 2,000 fashion enthusiasts with custom Barrow-colored gelato served in branded ice cream cups.
The Campaign: A Taste of Barrow
Sweeter’s strategy was simple yet impactful: create a unique, Instagram-worthy experience that would resonate with the fashion crowd. The centerpiece of this campaign was a branded ice cream truck, which became an instant hit. Stationed strategically in TriBeCa and the Meatpacking District, around key fashion show venues, the truck offered a delightful surprise to fashionistas, models, and influencers alike.
Guerrilla Marketing at Its Best
Executing a guerrilla marketing campaign at an event as high-profile as NYC Fashion Week required precision and creativity. Sweeter’s team managed to pull off this campaign on the fly, showcasing their expertise in creating spontaneous yet highly effective brand activations.
Custom Gelato Creation
A significant part of the campaign’s success was the creation of custom Barrow-colored gelato. Sweeter’s team crafted a unique gelato that not only tasted amazing but also visually represented the Barrow brand. The gelato was served in branded cups, adding an extra layer of brand visibility and coherence.
Captivating the Fashion Crowd
The branded ice cream truck quickly became a focal point at Fashion Week. The “WOW” moment it created drew crowds of fashion-forward individuals who were eager to taste the custom gelato and snap photos. The vibrant and eye-catching setup encouraged social media sharing, with countless photos and stories posted on Instagram, generating significant buzz and amplifying Barrow’s presence at the event.
The Impact: A Viral Sensation
The combination of a visually appealing setup, delicious custom gelato, and strategic location selection resulted in a viral sensation. Fashion influencers and attendees flocked to the branded truck, eager to be part of the unique experience. The activation not only boosted Barrow’s visibility but also cemented its streetwear credentials in one of the world’s fashion capitals.
How We Made It Happen
● Guerrilla Marketing: Swift and effective execution at prime locations.
● Recipe Development: Custom Barrow-colored gelato that tasted as good as it looked.
● Branded Packaging: Last-minute creation of eye-catching, branded ice cream cups.
● Brand Ambassador Team: A diverse and engaging team that captivated the fashion crowd.
Conclusion
Barrow’s activation at NYC Fashion Week is a testament to the power of experiential marketing. By creating a unique, engaging, and shareable experience, Sweeter helped Barrow make a lasting impression on the fashion elite. The campaign’s success highlights the importance of creativity, strategic planning, and effective execution in creating memorable brand experiences.
For more information on how Sweeter can elevate your brand through innovative experiential marketing, visit www.WeAreSweeter.com.
About Sweeter
Based in New York City, Sweeter is a leader in creating innovative and engaging experiential marketing solutions. Known for their creative approaches and meticulous execution, Sweeter continues to set industry standards in making brands come alive in the eyes of consumers.
For more information, please contact: kim@wearesweeter.com.
