American Guerrilla Marketing
Nationwide serivce
Media planning, media buying, billboard advertising, & guerrilla marketing
Case Study:
AGM partnered with Disney during the initial launch period of Disney+ to execute a high-energy street-level activation throughout New York City. The campaign blended mobile billboard signage, product sampling, live musical performances, and branded street teams to introduce the streaming service directly to consumers. The activation ran for one full week and was designed to create immediate awareness, maximize human interaction, and generate excitement throughout Manhattan during the rollout of Disney+.
Disney selected AGM because of our advanced mobile billboard technology, our end-to-end experiential capabilities, and our reputation for executing high-impact activations in complex urban environments. Disney’s primary goals were to drive real-world awareness, produce high-volume human engagement, distribute promotional materials, and build momentum through grassroots contact with commuters, families, office workers, and tourists.
Disney re-engaged AGM for future work following this activation, including campaigns leveraging AGM’s 2D mobile trucks.
AGM built a strategy focused on immersive street presence and real-time engagement. Mobile billboard trucks featuring full custom wraps circulated throughout key Manhattan corridors while a team of approximately fifty brand ambassadors distributed flyers, QR cards, and promotional materials.
Live street musicians in Disney+ attire were strategically placed to add theatrical energy and draw pedestrian interest. Target locations were selected to capture peak foot-traffic, including commuter hubs, office districts, high-density sidewalks, and public plazas. The intent was to layer visual presence, sound, and human outreach to create a multi-sensory experience that aligned with the Disney brand.
The Disney+ truck was wrapped through AGM’s service providers, using high-quality vinyl designed for durability and color accuracy. The production process included full-vehicle preparation, installation, and quality control to ensure the wrap matched Disney’s branding guidelines.
AGM coordinated truck deployment, managed activation workflows, and oversaw the field operations of all brand ambassadors and performers. Permits for the overall campaign footprint were supplied by the agency, allowing AGM to deploy across various Manhattan zones without interruption.
The activation ran for one full week with continuous street presence. Approximately fifty brand ambassadors were deployed daily, outfitted in Disney+ branded jackets and equipped with flyers, QR cards, and sampling materials.
The mobile billboard truck circulated through Midtown, Bryant Park, Herald Square, Times Square perimeters, and other high-density pedestrian corridors.
Crowds gathered around the truck for product sampling and interaction, while musical performers brought added excitement and organic audience engagement. The activation generated consistent lines, repeat interactions, and sustained visibility across multiple blocks.
The activation achieved significant on-street visibility during the Disney+ launch period. Thousands of commuters and pedestrians interacted with the brand ambassadors, received QR cards, or photographed the activation.
The mobile billboard delivered constant exposure during peak traffic windows, and the musical performances created moments of high energy and public curiosity.
The combination of sampling, live entertainment, and mobile out-of-home presence helped drive early user awareness for the Disney+ platform during its beta and release period.
The success of the activation contributed to Disney awarding AGM additional future work, including mobile 3D truck campaigns such as the Disney & Miniso collaboration campaign in New York City.
The Disney+ NYC activation succeeded because it delivered an engaging, multi-format approach centered on human interaction, mobile visibility, and dynamic street presence. AGM’s ability to manage large teams, coordinate production, deploy wrapped mobile units, and execute in high-density Manhattan environments made the campaign seamless and memorable.
Future clients should understand that AGM provides turnkey experiential services capable of blending technology, human engagement, and creative production into cohesive street-level campaigns.
Disney selected AGM due to our advanced mobile billboard technology, our ability to execute large-scale street campaigns, and our proven experience managing complex activations in high-traffic urban environments.
The campaign included a fully wrapped mobile billboard truck, product sampling, flyer and QR distribution, branded street teams, and live musical performers stationed throughout key Manhattan corridors.
The activation ran for one week with approximately fifty brand ambassadors deployed daily, supported by musicians, activation leads, and mobile billboard operators.
AGM targeted Midtown, Herald Square, Bryant Park, Times Square perimeters, office district corridors, transit-heavy sidewalks, and high-density public spaces throughout Manhattan.
The campaign delivered strong foot-traffic engagement, widespread street-level awareness, and high-volume distribution of promotional materials. The success contributed to Disney hiring AGM again for future mobile truck campaigns using AGM’s 2D formats.
