Product in hand, in the places young people already are.
Sampling that runs inside noisy's own communities, with a count of every sample and the content the crowd made.
Most sampling is a table in a mall. noisy samples where the crowd has gathered for its own reasons: a 5am run club, a daytime social club with a full room, the unofficial afterparty of the city's biggest fun run, or the queue outside a venue on the night of a Socceroos match.
Liquid I.V. could not sponsor City2Surf, so noisy took over The Golden Sheaf 4.5km into the course and sent mobile teams into Salty's and the Clovelly Hotel behind it. About 12,000 sticks went out, capped at two per person. UP&GO did it at a sunrise run, where 1,000 samples went in twenty minutes.
Every moment is carried before, during and after by LINES, Whatslively, Maple Social Club and The Sydney Run Club, so an afternoon of sampling becomes a week of posts the community made. Drinks brands are a large share of the work: Liquid I.V., Kirin Hyoketsu and UP&GO are on this page, and the same model runs for alcohol and for low- and no-alcohol brands within the relevant advertising codes.
- Run club sampling Post-run sampling and a takeover at The Sydney Run Club, Wednesday and Friday mornings, or EveryRun Melbourne three mornings a week.
- Venue sampling and afterparties Multi-venue sampling and an unofficial afterparty built around a city moment, run with LINES and its venue partners.
- Voucher and placement drops Push notifications and app placements through LINES that send people to the venue where the product is.
- Daytime event partnership On-site branding, sampling and content at a Maple Social Club event.
How many samples can one activation move?
Liquid I.V. allocated 15,000 sticks across four venues around City2Surf and an estimated 12,000 went out on the day, with 2,500 people through The Golden Sheaf. A run club takeover moves about 1,000 in the time it takes the runners to finish.
Can you work with alcohol brands?
Yes. Kirin Hyoketsu ran a national pop-up series with voucher drops through the LINES app. Every campaign is planned within the advertising code for its category.
What do we get afterwards?
A wrap report with samples, attendance, impressions, reach and engagement by brand, and the content the community and creators made on the day, cleared for the brand's own channels.
Tell us the product and the city.
The run, the daytime event or the afterparty: send the product, the cities and the dates, and the proposal comes back with the venues named and the sample count you can hold us to.
