Boots on the ground for Timberland’s grand opening in Philadelphia
Timberland opened its first Philadelphia store on Rittenhouse Square in October 2014. To mark the occasion Timberland threw an opening night bash, complete with live music, snacks and free give-aways. But they needed our help to make sure shoppers new about the opening and get them in the door.
Indie-Life promotional staff got to work the night before the store opened. We hit the streets around Rittenhouse with stencils and chalk paint, creating ground-level (non-permanent!) Timberland logos and boot-prints to announce the big event. Our midnight adventure paid off: pedestrians on their way to work that morning took pictures of the mysterious boot prints and posted them on social media, drumming up grassroots interest in the new store. Turnout was event better than the event planners had hoped for, and Indie-Life was on hand to hand out hats, water bottles, and book bags to the crowds. We also took snapshots of shoppers and party-goers holding the Twitter prop sign printed with the Timberland logo and #tblphilly, leading to still more consumer-generated online publicity.