The History Channel is giving new meaning to the term “gorilla” marketing, hitting the streets this week with costume apes dressed as businessmen seeding six markets to promote its new special Ape To Man.
Street teams are taking to the streets in New York City, Boston, Washington, D.C., San Francisco, Philadelphia and Chicago to build buzz around The History Channel’s latest TV special.
The teams, dressed in business attire and carrying briefcases, are canvassing high traffic areas in the six markets handing out bananas branded with stickers touting the Ape To Man special. Handlers wearing yellow T-shirts branded with the tagline, “Has evolution made a monkey out of you?” accompany the 33 street team members.
As part of the promotion, street team apes perform daily human rituals, including riding the subway, sitting in the park and getting their shoes shined. The teams will also hit major venues, including Boston’s Fenway Park and the Bronx Zoo. The campaign runs through Aug. 7.
Ape To Man details the story of the quest to find the origins of the human race spanning more than 150 years. The two-hour special premieres at 9 p.m. ET Aug. 7 on The History Channel.
The History Channel created the promotion to boost the new show and the create a spotlight for the channel itself.
“We continue to strive to do things that are interesting, that play true to our subject, which is history, but are fun and add a little dazzle,” said Judy Klein Frimer, director, brand enhancement, for The History Channel. “This is a great way to talk about what the show is all about. We hope people will go bananas over the show.”
Print ads, and TV spots support the show. Los Angeles-based NMA Entertainment handles the campaign.
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