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POWER OF ENGAGEMENT – STREET PERFORMANCE STYLE

Bostonians as a whole are a pretty jaded group. It really does take a lot to impress… especially when they are out to impress others. Faneuil Hall, the mecca of tourist flocking in Boston around the holidays provides the perfect canvas for a cut through and shred the clutter type of performance… if you’ve got the right shtick and are an entertainer by trade.

The setting is a convergence of teens, Santas stumbling along a pub crawl, out of town (and country) tourists and locals passing through and passing to their fav watering hole. To truly stop traffic and gain undivided eyeball attention, you have to bring it big… and that is exactly what Luke Zulles from Sydney Australia did.
To spark interest (and create a near panic/stampede) Luke pulled out a chainsaw and fired it up right in front of the busy thoroughfare of walkers. Once a pocket formed, Luke went to work.

ENGAGEMENT AS A SPECTACLE

chainsaw juggler
Mixing standup comedy with macabre entertainment, Luke managed to build a ring of several hundred gawkers within a minute. Within two minutes he pulled 8 unsuspecting people out of the crowd to serve as his assistants.

First up, chainsaw juggling. With 3 chainsaws. Big ones. And they were all whining at full power. Next, juggling with machetes while perched up a ten foot high pole. All the while, cracking jokes and keeping the crowd engaged. His “brand” was alive. So alive that teens were no longer looking down at their mobile devices but were using their mobile devices to instantly create content and share that content.

Marketers biggest struggle remains how to stop, intercept and engage consumers in a world of rapid fire communication and clutter. One man, on a cold night, with no advance promotion and advertising, managed to do just that. The power of human engagement and the message can never be overlooked.

And no he did not drop any of the juggled items. He and the crowd left just as complete as they started 10 minutes earlier.

Bill Sluben is our resident brand solution mastermind at MoZeus Worldwide. He may or may not have “ROI” tattooed somewhere. Born and raised in the north, the Slubenator left for the warmer rays of Atlanta to work on the 1996 Olympics, and never looked back. Despite the southern migration, Bill is a Yankee at heart and loves his UCONN Huskies and NE Patriots.