We are all big yogis and yoginis here at JS2 and one of our favorite brands related to the practice is Lululemon. We thought it would be very cool if Lululemon expanded into a national yoga studio since it is such a trusted brand with a strong company philosophy and aesthetic. Taking it a step further we paired up and began to brainstorm the most innovative ways to launch this endeavor if it ever came to fruition.We were given the following parameters to get us started:
- Same day multi city launch in NY, LA and SF
- Align the launch with an appropriate charity
- Stay within a reasonable budget
- Incorporate a strong guerilla marketing strategy
- Garner mass media attention by hosting an innovative event
- Message a strong commitment to being green in all media events and communications
Guerrilla Marketing
- Have a branded mobile yoga flat bed truck in each market. The truck will park in front of a large office building around lunch time and offer free mini yoga tutorials, using the flat bed truck as a stage.
Simultaneous launch in all three cities
- Coordinate group yoga pose freeze with people wearing lululemon branded yoga wear in big public parks in each of the three cities all on the same day and exact time.
- Host free public yoga session in the parks of all three cities to encourage people to sign up for memberships and learn more about the lululemon studios and classes
- Timed communal meditation and/or
- Held at major parks in yoga studio markets (i.e. Central Park,
- ‘Moonlight meditation’ – 9pm PT/ 12pm ET
- Urban gardening – planting trees (urban gardening to turn into a long term relationship within in all communities LA, NY & SF since food health is such an important aspect of the yoga practice)
- NYC - partner with MilltionTreesNYC.com program
Namaste!
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