
Guerrilla Marketing and Street Teams
One of the most targeted experiential marketing approaches is guerrilla marketing or street teams. The strategy of street teams is to deploy brand ambassadors in select communities. In general the purpose is to distribute marketing materials to a specified audience. Motus Experiential has years of experience working with this strategic type of marketing and has worked with the likes of Blue Man Group, Lyric Stage, and RCN, to name a few.
Blue Man Group
Lyric Stage Company of Boston
RCN Boston College Tour
MFA Bubble Tea Truck
Blue Man Group (Guerrilla Marketing)
In 2022, Motus Experiential partnered with Blue Man Group’s marketing agency, Lonestar Marketing, to assemble a street team. This team promoted the Blue Man Group at the Fisherman’s Feast in Boston’s North End.
Blue Man Group, located at the Charles Playhouse in Boston, has entertained over 50 million people of all ages. They were scheduled to perform on the event’s main stage, and the Motus team was tasked with passing out promotional materials and swag before, during, and after the performance. As part of their marketing strategy, the Blue Man Group attends and performs at high-profile events. Overall, this heightens their visibility to potential customers.
The Fisherman’s Feast is an annual event that began in Boston in 1910 and attracts over 100,000 attendees yearly. The Feast is based on the devotion of the fishermen from Sciacca to the Madonna del Soccorso (Our Lady of Help). When the fishermen immigrated to America in the early 1900s, they brought their traditions with them. Today’s Feast is much the same as over 100 years ago.
In the four hours our team was onsite, they distributed over 500+ promotional handbills, Blue Man hats, and shirts.
“We hired Motus Experiential to provide a street team for Blue Man Group’s appearance at this year’s Fisherman’s Feast, and the staff they sent were great! They were prompt, excited about the project, and did excellent work. In addition to the flyers they distributed, they also helped us pass out swag to the crowd and helped answer questions about our scheduled performance. I will definitely be hiring them again for our next street team event.” -Courtney Megliola, Founder, Lonestar Marketing Boston (marketing & PR for Blue Man Group Boston)
Lyric Stage Company (Postering)
From 2018 through 2020, Lyric Stage Company of Boston commissioned Motus Experiential to mobilize a street team to help promote its top three largest theater productions of the year. The theater company prides itself on producing and presenting live theater in greater Boston. Its intimate approach promotes inclusivity, connection, and theater education.
Motus Experiential worked with Lyric Stage to combine their traditional marketing plans with a street team postering program. Our team hung show posters at high-traffic businesses in targeted Boston neighborhoods two weeks before the show’s opening day.
Targeted Boston towns included Back Bay, Beacon Hill, South End, Symphony Hall, Boston Conservatory, NEC, Northeastern, Central Square, Harvard Square, Porter Square, Allston, and Brighton.
Positioning of the posters was key, and Motus Experiential negotiated with venues for prime real estate. Securing a visible location on the street, like a window or front door, was ideal. However, a high-traffic internal location like a community board was next best. The last resort was to leave the poster with the owner or manager of the business. After each placement, our team would provide a recap of each location and position and a photo of the placement for the client.
Our team placed 1,000 posters in 12 towns for six shows throughout our contract with Lyric Stage Company Boston.
RCN (Street Teams)
With 35 colleges, universities, and community colleges, Boston is one of the largest college cities in the US. Every August, 135,000 college students flood the streets of Boston for a “Fall College Rush.” This event is an excellent opportunity for service providers looking to make a lasting impression on incoming college students. Cellular, insurance, food, and cable service providers alike are eager to get information into these potential customers’ hands. Many city streets close for the event as thousands of students seek to secure new local services.
Astound Broadband, powered by RCN, worked with Motus Experiential in 2015 on an extensive street team activation. Building on the success of the previous Fall College Rush events, Motus Experiential wanted to expand the standard feet on the street program by creating retail “takeover” spots in combination with street team activities.
Execution
The master plan included two weeks of strategic street team presence in high college traffic areas. This started with move-in, textbook buying, and popular food/activity areas. The campaign consisted of 20 brand ambassadors. For five days, they were stationed at key locations around the city to educate students about RCN services.
The teams were tasked with hand-to-hand information distribution and postering high-traffic retail locations. While the street teams were in the targeted neighborhoods, we also secured a popular retail location to set up RCN tables and tents and offer free meals to potential customers. This strategy provided a more profound brand presence and allowed the RCN sales team to sign up new customers.
During the two weeks, our teams were on the street, we handed out over 15,000 handbills and hung hundreds of posters, helping RCN secure hundreds of new customers.

MFA (Guerrilla Marketing)
The Museum of Fine Arts (MFA) in Boston is one of the most prestigious cultural institutions in the United States. With an extensive collection ranging from ancient artifacts to contemporary works, the MFA is a cornerstone of Boston’s art and cultural scene. For its latest exhibition, Hallyu!: The Korean Wave, the museum sought to break new ground by reaching a younger, more diverse audience. This exhibit, which delves into the meteoric rise of South Korean culture through K-pop, K-drama, fashion, and beauty, represents an intersection of art, popular culture, and global influence. Recognizing the need for a creative approach to draw attention and engage the public, the MFA partnered with Motus Experiential to develop an innovative guerrilla marketing campaign.
The Ask
To amplify awareness and drive attendance for the MFA and Hallyu! The MFA sought a guerrilla marketing strategy that would engage Boston’s urban communities authentically and memorably. The museum aimed to drive awareness and attendance, targeting college students, young professionals, and Korean culture enthusiasts. In addition, the MFA wanted to ensure that promotional efforts resonated with existing members and potential new visitors. The challenge was clear: how to cut through the noise of a bustling city and deliver an activation that captured the essence of Hallyu!
The Hallyu! exhibition, which opened in March of 2024, explores South Korea’s transformation from a war-torn nation to a cultural powerhouse fueled by advancements in technology and media. The exhibit features over 200 objects, including iconic K-pop costumes, K-drama props, and interactive installations like a K-pop dance challenge. Designed to appeal to Gen Z and millennials, the exhibit taps into the vibrant energy of Korean popular culture, making it an ideal subject for a dynamic, experiential marketing campaign. By bringing this blockbuster show to Boston, the MFA aimed to build a bridge between traditional art audiences and fans of contemporary Korean culture, introducing the museum to a new demographic of visitors.
The Plan
Motus Experiential developed a guerrilla marketing plan to connect directly with the MFA’s target audience. At the heart of the strategy was a custom-designed Bubble Tea Truck. Bubble tea, a symbol of modern Asian pop culture, perfectly aligned with the theme of Hallyu! and provided an interactive, sensory experience for potential exhibit attendees. The truck, fully wrapped in eye-catching branding designed by the MFA, served free 8 oz. mango, chocolate, or classic bubble tea samples and distributed MFA scratch and win cards to passersby. Every scratch-and-win card was a winner with prizes ranging from a percentage off an MFA admission ticket to a one-year MFA membership.
The strategy focused on carefully selected high-traffic locations and taking advantage of the crowds from the three-day “Boston Calling” festival and Red Sox fans. Motus Experiential identified vibrant areas around Boston, Fenway Park, Cambridge, and Harvard Stadium (location of Boston Calling). These spots ensured maximum visibility and engagement with diverse crowds. Combining bubble tea’s sensory appeal with cultural resonance, the campaign aimed to leave a lasting impression on participants while driving interest in the exhibition.
The Activation
The Bubble Tea Truck activation occurred over four consecutive days from May 23 to May 26, 2024. The truck visited multiple high-traffic locations daily, transforming busy city streets into hubs of excitement and interaction. The truck’s vibrant design drew attention from afar, while the enticing aroma of freshly prepared bubble tea encouraged people to stop by and engage with the activation.
The truck debuted outside the MFA on the first day, distributing 100 bubble tea samples. This location allowed the museum’s existing employees and visitors to connect with the campaign and spread the word about the exhibit. Over the next three days, the truck visited multiple targeted locations daily. By the end of the tour, over 1,800 bubble tea samples and 3,000 scratch-and-win tickets had been distributed.
The activation successfully attracted a diverse range of individuals, from loyal MFA members to first-time visitors. Many participants were excited about the exhibit and appreciated the creative guerrilla marketing approach. Bubble tea lovers were drawn to the truck for the samples, while others stopped by out of curiosity.
Results
The Hallyu! Bubble Tea Truck activation exceeded expectations, driving better-than-expected attendance for the Hallyu! Exhibit. The campaign’s direct engagement approach allowed the museum to connect with thousands of people across Boston, generating widespread buzz and anticipation for the exhibit. Feedback from participants highlighted the campaign’s success in creating excitement and curiosity about Hallyu! Many attendees reported plans to visit the exhibit, while others expressed newfound interest in the MFA and its programming.
The activation also demonstrated the power of experiential marketing to create memorable brand interactions. By combining a culturally relevant product with interactive elements, Motus Experiential successfully captured the spirit of Hallyu! and translated it into a tangible, engaging experience. The campaign raised awareness for the exhibit and reinforced the MFA’s commitment to innovation and community engagement.
Conclusion
The Hallyu! Bubble Tea Truck activation showcased how experiential marketing and guerrilla marketing strategies can drive targeted and meaningful audience engagement. The campaign successfully captured public interest by targeting high-traffic locations and integrating sensory experiences like bubble tea sampling while promoting the exhibit’s cultural significance. This innovative street team activation underscored Motus Experiential’s ability to craft impactful marketing solutions that resonate with modern audiences. The campaign’s success elevated the MFA’s visibility and highlighted the growing potential of guerrilla marketing in connecting brands with diverse and dynamic communities.