Trojan Delivers Unusual Marketing Giveaway
In a promotional stunt that gives new meaning to “experiential marketing,” condom-maker Trojan gave away thousands of its new Trojan Vibrations sex toys late last week, which usually sell for $30 to $40, from remodeled hotdog stand carts bearing the slogan “Relish the Moment” in New York City’s Meatpacking district and midtown.
The sex toy stunt was not without its performance issues, as Trojan initially failed to secure a city permit for the giveaway, which was originally scheduled for Wednesday but was canceled when long lines began impeding traffic. Trojan subsequently obtained the necessary permits and the giveaway proceeded on Thursday.
Recipients could get Trojan’s new Tri-Phoria, which retails for $40, or Pulse, for $30. With 5,000 of each device on hand for the giveaway, Trojan was giving away about $350,000 of product. The promotion highlighted Trojan’s growing lineup of sex toys.
Trojan’s first device went on sale in 2005, and the company has steadily added new devices in recent years, including its first vibrator, the Mini, in 2009.
Earlier this year, Trojan unveiled a partnership with Healthguru.com, sponsoring an interactive video series dealing with questions about sex and sexual health. The Q&A platform allows users to engage directly with a panel of sexual health experts, including Dr. Logan Levkoff, Dr. Harry Fisch and Dr. Isabel Blumberg.
To date, Healthguru.com has built a library of videos addressing roughly 100 “real-user” questions, most of which deal with sex and safe-sex strategies.