The Brand

Reactine is a medical solutions brand offering products that counter and treat allergy symptoms commonly associated with environmental factors, such as pollen, or dust.

In 2018, Reactine reached out to Fervent Events for an experiential marketing campaign, meant to bring awareness to springtime allergies, and visibility for people living with allergies.

Fervent Events worked with Reactine to create a street team campaign that combined product sampling and data collection.

The Activation

Fervent Events selected their most outgoing brand ambassadors and created three street teams to cover high-traffic locations in Toronto. Yonge-Dundas Square and Union Station were specifically chosen for their high levels of foot traffic, and High Park for the famous springtime blooming of cherry blossoms in the park.

Brand ambassadors approached people on the street to give away samples of Reactine’s most popular allergy medicine and prompt them to sign a Change.org petition to create a new emoji that accurately reflected allergy symptoms.

Fervent also deployed the street teams to two farm locations in the GTA, Downey’s Farm Market and Brooks Farms to reach an audience outside of the city.

The Results

Brand ambassadors and promo reps successfully increased visibility for the brand during a time of year when the target audience is most in need of an allergy remedy. The petition was a fun and creative way to engage the customers of the brand and get valuable feedback on product satisfaction.

Additional visibility and brand recognition was made possible through the branded uniforms provided by Fervent Events.  

Fervent Events made signing the petition easy through iPads operated by the brand ambassadors.

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