Play Playground | Broadway Street Team

Play Playground partnered with MDNT to test a high-energy street team activation on Broadway designed to increase awareness and drive participation in an in-venue online Wordsicle tournament. MDNT staffed and managed a branded street team to engage tourists directly in one of the most competitive entertainment corridors in the country.

‍

• Standing out in a dense, high-noise tourist environment
• Driving awareness for a digital tournament tied to an in-venue experience
• Capturing attention quickly and communicating value in seconds

• Deployed a two-person MDNT street team trained in guerrilla-style engagement
• Executed activations along the Broadway corridor during peak foot traffic windows
• Used a fast, interactive game mechanic to stop passersby and spark conversation
• Distributed printed promotional materials and discounted play rate cards

‍

Across two activations, MDNT generated more than 500 face-to-face consumer interactions, consistently capturing attention in a highly competitive environment. While same-night conversion was modest, the activation validated Play Playground’s resonance with tourists and produced actionable insight into messaging, timing, and formats that now inform future tournament and community-driven activation strategies.