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Using Guerrilla Marketing To Help Hurricane Victims

A one-of-a-kind Perry Ellis “Merry Perry” food truck spread some holiday cheer among New Yorkers this holiday season. The custom branded truck was stationed in the Meatpacking district right opposite of the Maritime hotel.  The truck team distributed 1,000 cups of complimentary hot cocoa and collected donations in partnership with New York Cares to help raise money for Hurricane Sandy victims. Residents who donated $10 or more using the iPads on site received Perry Ellis accessories (ties, socks or bow ties) as a thank you gift for their contribution. Tying into the “Merry Perry” social media campaign, consumers were encouraged to check-in to the food truck on facebook, upload a photo to instagram, or use the #MerryPerry hashtag on twitter.  The feedback from NYC residents was more overwhelmingly positive and many were excited to help fellow residents by donating on the spot.  To drive traffic to the event, the food truck was supported by video projections on various walls in the neighborhood, including the facade of the Maritime hotel. 

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