Guerilla marketing company Streetfighter Media has launched what it claims is a world-first offering for marketers.
Lettermen is people wearing letters, walking around town and pulling some choreographed moves. They spin, dance, jump, strut around and spell the word like a Mexican wave.
A full range of letters and numbers are available with multiples, along with hashtags, symbols, percentage signs, question marks, dollar signs and more. Lettermen is supported by chaperones and a choreographer for every campaign.
Lettermen has already hit the streets of Sydney, Melbourne, Brisbane and Perth, and is also available in Adelaide.
It has already been used in campaigns for the NRL State of Origin, Floriade, Melbourne Marathon, Escape Travel, BIGSOUND, Australian Radio Network and Charles Sturt University.
Streetfighter Media’s Ruth Harrison said Lettermen is best used to promote a message and have supporting services like human billboards for branding and to capitalise on the face-to-face connection with consumers.
“It has taken 18 months of product development, logistics and training to go from concept to reality,” she said.
“The real challenge has been making Lettermen commercially viable, in that characters and trained teams are readily available across the country with short turnaround times with whatever message a client needs.
“And along with our clients, we have been really happy with the results.”