A pack of Yetis roaming the streets of New York
Abominable snowmen ride about Manhattan atop a double-decker bus
October 6, 2016
While Yetis are most commonly associated with the Himalayas, a pack of them swarmed New York City on Tuesday.
They appeared on top of a double-decker bus at Manhattan’s Flatiron Pedestrian Plaza.
Upon closer look, the wrapped bus revealed the reason why the Yetis invaded New York–to promote a new Travel Channel series about the search for the mysterious creature.
Smaller packs popped up throughout the city later in the day, drawing in potential viewers with the lure of free iced coffee.
What Was Promoted
Travel Channel’s “Expedition Unknown: Hunt for the Yeti,” which premieres Oct. 5.
Why this stunt
“Our teams wanted to find a way to bring the legend of Yeti to life in an unexpected, entertaining and fun way that ties back to the theme of the four-part special series,” Travel Channel senior vice president of programming Courtney White tells Media Life.
The stunt ran on Tuesday, Oct. 4, the day before the “Expedition Unknown” premiere.
How it worked
The day of sightings began at Flatiron Pedestrian Plaza, where 26 Yetis arrived atop a wrapped double-decker bus.
The group posed for photos with passersby, and many held signs with the hashtag #HuntForTheYeti.
A team of chainsaw artists was also on hand to create Yeti-themed ice sculptures out of huge blocks of ice.
The group of Yetis then dispersed to other areas of the city.
Wrapped food trucks joined the Yetis in the morning at 36th Street and 7th Avenue and in the afternoon at Union Square, where they distributed free iced coffee.
Why it worked
The campaign had two elements pedestrians find irresistible: eye-catching imagery and free stuff.
Folks took advantage of the opportunity to take photos with the Yetis and post them on Twitter, Snapchat and Facebook. And it’s always tough to turn down a free coffee.
How it was received
The stunt generated plenty of social media buzz, with many posting photos of their run-ins with Yetis. A handful of online news sites also covered the event.
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