Entertainment marketing agency StreetVirus enlisted ALT TERRAIN to help plan, produce and execute the |
the New York City pop-up marketing event for the product launch of Katy Perry's Purr Fragrance. |
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| Activating this celebrity marketing event in Greely Square Park across from Macy's required six months of |
| planning, involved obtaining multiple city event permits, production of custom tents, balloons and props. |
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| The day of the event arrived. As Katy's fans anxiously waited in line, professional clowns, face painters, |
| jugglers and other street performance artists were ready to greet and entertain them. Finally, a wrapped |
| milk truck pulled up to the park. The doors opened to reveal Katy Perry ready to meet her fans and |
| introduce her new fragrance, Purr. |
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| After consumers purchased Katy Perry's fragrance at the pop-up shop, they were invited to meet Katy Perry |
| and take a moment to chat with her while she signed their bottles of Purr, other memorabilia and have |
| photos taken with the singer. |
