# Marketing Street Performances This Stunt Was Used to Engage Consumers One-on-One and Digitally By Mishal Omar | Published 2016-06-23 | Updated 2016-06-27 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/street-performance References: [eventmagazine](http://www.eventmagazine.co.uk/pictures-giffgaffs-interactive-billboard-brick-lane/brands/article/1399966) & [twitter](https://twitter.com/giffgaff) This street performance on London's Brick Lane was an [interactive marketing campaign](https://www.trendhunter.com/trends/heinz-ketchup-zero) for the community-led mobile network Giffgaff. With strange medieval and rabbit costumes and a [large billboard](https://www.trendhunter.com/trends/lola-mullenlowe), this street performance took interactive campaigning to another level. The billboard functioned as a screen and camera that randomly selected people passing by to be part of the marketing stunt. Based on the responses of the chosen people, the actors created a dramatic scene that included performances from fake getaway drivers, convicts and gangsters. The interactive spectacle drew crowds and was created to promote the company's service that does not provide restrictive contracts -- thus the emphasis on "freedom" during the street performance. This interactive campaign was an excellent way to generate interest around the company and promote some of its services. ## Trend Insights (Trend Hunter) - Score: 6.4/10 - Popularity: 96% | Activity: 87% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Key Themes Behind This Trend - **Interactive Marketing Campaigns:** Opportunity to engage consumers through immersive and interactive experiences in marketing campaigns. - **Community-led Marketing Initiatives:** Opportunity to involve the community in marketing initiatives and create a sense of belonging. - **Promoting Freedom in Marketing:** Opportunity to emphasize freedom and flexibility in marketing messages to attract and retain customers. ### Where This Applies - **Telecommunications:** Disruptive innovations in mobile networks and telecommunications services. - **Entertainment:** Disruptive innovations in creating interactive and immersive experiences for audiences. - **Advertising:** Disruptive innovations in marketing techniques and strategies that engage and captivate consumers. ## Related on Trend Hunter - [Athletic Apparel Interactive Billboards](https://www.trendhunter.com/trends/shoplift-campaign.md) - [Charitable Live-Marketing Campaigns](https://www.trendhunter.com/trends/living-billboards.md) - [Spooky Street Ad Experiences](https://www.trendhunter.com/trends/fanta-halloween-projection.md) - [High-Profile Live Performance Marketing](https://www.trendhunter.com/trends/highprofile-marketing-event.md) - [Interactive Garment Billboards](https://www.trendhunter.com/trends/sweaty-betty-all-good-in-the-hood.md) - [Interactive Unboxing Activations](https://www.trendhunter.com/trends/unboxing-activation.md) - [Playful Billboard Campaigns](https://www.trendhunter.com/trends/dreamies-treats.md) - [Dynamic CGI Mascara Campaigns](https://www.trendhunter.com/trends/maybelline-new-york.md) - [Playful Creative Design Billboards](https://www.trendhunter.com/trends/3d-billboards.md)