As part of Silk’s Progress Is Perfection campaign and to empower and encourage New Yorkers to make progress towards a healthier lifestyle, Allied Experiential surprised and delighted New Yorkers with a free bicycle on National Bike to Work Day.
The agency took over the iconic New York City café, The Coffee Shop, to give away 100 Silk-branded bicycles, helmets and locks. The agency provided fresh iced and hot coffee as well as smoothie samples, all mixed using Silk Almond Milk. Queer Eye’s food guru, Antoni Porowski, teased the delicious smoothie recipe on social media days before the activation and was onsite with the agency’s brand ambassadors, spreading the #ProgressIsPerfection message.
The activation resulted in 190M+ digital and broadcast PR impressions.