Ship Street Side PR Stunt
IDEATION / LOCATION SCOUTING / ON-SITE MANAGEMENT / CUSTOM TAKEAWAYS
Ship is new to the digital dating scene – the app is a partnership between Match.com and Betches, and it’s here to ‘make dating fun again. The hook: Ship lets your friends set you up. It allows users to easy to find dates for themselves or dates for friends.
This all-encompassing activation paired a The term ‘ship’ comes from internet lingo, a descriptor used by millennials and Gen-Z. To land themselves in the spotlight, Ship launched a campaign pushing to have the Oxford English Dictionary to add the new definition of the slang on which their moniker is based.
Track produced a two day activation in New York, bringing a large digital billboard and an eager street team to two strategically scouted locations: The Oxford Dictionary office on Madison Avenue and a high traffic area of the West Village. Against the backdrop of colorful signage, brand ambassadors asked passerby to sign the brand’s a petition (with the intention of sending it to the dictionary’s committee.)