Just as there's Foursquare for discovering neat places in the city, there a reading initiative from Squirl to help people discover books and authors nearby. At SXSW 2015, the brand set up a grassroots marketing campaign to increase its reach.
In order to communicate the concept of Squirl as simply as possible, the brand had people dress up as squirrels and read on the street corners at SXSW. While there were much more elaborate marketing schemes set up at this interactive Austin event, this one really made sense to a lot of people and made it easy to remember the brand's mission. Because most people can't resist posing with a cute mascot, this was also a great way to ensure its squirrels were guaranteed a spot on social media.