Online broker TradeStation is hosting a pop-up barbershop/salon in New York City’s Oculus designed to draw attention to its recent rebranding.
From March 27-29, visitors to transportation and entertainment center Oculus can visit TradeStation’s “Fresh New Look” activation to receive a “new look” by way of free haircuts, blowouts, blue dye jobs, blue wigs and other salon offerings. Dye jobs and wigs are colored blue to coincide with TradeCenter’s logo. Employees manning the event also dyed their hair blue.
To encourage social sharing, a “selfie wall” is available along with the hashtag #TSFreshLook.
TradeCenter’s experiential marketing campaign is designed to capture the attention of around 250,000 daily commuters and tourists visiting Oculus, which was built on the former site of the World Trade Center towers. Oculus also happens to be near NYC’s financial district.
Over the past year, TradeStation has rebranded itself with a new design, simplified pricing and updated user interface. The activation includes an iPad station where visitors can try TradeStation’s newly-redesigned desktop, mobile and web trading interface. A simulated trading competition challenges guests to make the most virtual money and win $50 Amazon gift cards. Visitors can also enter to win a $1,000 Amazon gift card.
— TradeStation (@TradeStation) March 27, 2018
TradeStation partnered with live financial news network Cheddar to film live coverage of the experiential marketing event. Trading social network StockTwits also made an appearance.
New York’s bustling train system makes it popular advertising real estate for brands hoping to reach millions of eyes each week.
Earlier this month, ABC transformed a NYC commuter train into the living room from Roseanne to promote the show’s upcoming TV revival.
In February, Greek yogurt brand Chobani created an experiential installation inside New York’s Grand Central Terminal.
Last fall, Behr Pain unveiled its first “color of the year” in the Grand Central Terminal with a pop-up house decorated in “In the Moment T18-15.” The activation also included VR cardboard headsets and 360-degree videos that featured Behr’s 20 newly-introduced paint colors.