It's hard to stop jaded New Yorkers in their tracks, but guerrilla marketer Russ Levinson, 30, founder of AdverLive LLC, has found a unique way to turn heads for his clients. He drives an 18-foot Isuzu truck with glass-paneled sides to various Manhattan hot spots--Times Square, Wall Street, SoHo--then parks and watches passersby do double takes at the action inside.
In June, for example, the Independent Film Channel promoted itself by body-painting models inside. And after Sky Studios Photography held a mock photo shoot inside the truck, it had trouble keeping up with all the phone calls that followed.
Levinson and former partner Kevin Ryan spent three months and $50,000 converting the Isuzu themselves. Now, Levinson's attracting enough word-of-mouth business to recoup his investment by year's end. Says Levinson, "You know you've created excitement when people call friends on their cell phones to tell them about the truck."