RMNG partnered with Sony Music Entertainment, popping up on the streets of New York for 1 day to promote Lea Michele’s new Christmas album. To increase hype and attract foot traffic, we played the album from speakers inside the truck and saw lines form hours before the truck opened.
At the corner of Broadway and 17th, the singer greeted fans for the entirety of the activation, handing out cookies and hot chocolate from inside the truck. She took selfies with fans outside the truck, posing for photos throughout. A steady line of 200+ attendees were served approximately 1,500 servings in just under 3 hours.