Why “Arrested Development’s” Frozen Banana Stand is Brilliant NYC Brand Marketing

Let me start by saying I’ve never watched “Arrested Development” (Boo! Hiss!).

It’s true – in fact, I know absolutely nothing about the show – nothing, that is, except for two things:

1. People are absolutely crazy about it, and

2. It somehow involves frozen bananas

How do I know this? Because unless you’re living under a rock it’s impossible to be a New Yorker this week and not see the absolutely ecstatic and ubiquitous media coverage of the “Arrested Development” frozen banana stand, which apparently is touring all over Manhattan. This darn banana stand has gotten so much buzz, it’s insane – to the point where people like me, who have no idea what it’s all about, are writing about it.

Read: it’s a HUGE brand win.

When it comes to experiential brand marketing engagement events in NYC or anywhere else, the idea is for brands to go “offline,” allowing core enthusiasts to “touch” the brand in a fun and unique way while simultaneously attracting the attention of potential new enthusiasts. When done in a smart and creative way, the results can be phenomenal – as the frozen fruit stand demonstrates. Not only are the show’s most passionate enthusiasts going “bananas,” waiting in line and tweeting/posting about their experiences, but those with previously no exposure to the brand are now curious about “Arrested Development” – and want to be “in” on why people love the show so much.

All brand marketers should sit up in their chairs and take note of this massive win “Arrested Development” has chalked up – huge media coverage, huge excitement among the base, huge interest by new audiences, all for the cost of running a mobile stand for a few days.

Now if you’ll excuse me, I need to go try a banana and see what all this fuss is about…

Image courtesy of WSJ.com