Tilllate: Guerrilla action at the Street Parade
The nightlife portal Tilllate was launched nine years ago at the Street Parade. The party portal used this year's mega-party to promote itself with a guerrilla marketing campaign.
Tilllate used the crowds at the Street Parade to promote its own cause. A guerrilla campaign, in which selected locations in the city center were plastered with door hangers, was intended to further increase awareness of the brand. The door hangers featured the keywords "Party" and "Hangover". Partygoers can use these to let people know whether they are currently at a party - but whether their room can be kept tidy - or whether they have partied a little too hard and don't want to be disturbed at the moment. The door hangers could be seen at building entrances, bicycles, ticket stands, hotel corridors, lockers, in stores, suburban train compartments, public toilets or simply attached to passers-by themselves.
