Putting a New Spin on Out-of-House Promos

An elaborate street performance employing acrobatics, choreographed routines and signage is gaining ground with national and local advertisers.
Known as spinning, the teams of performers and their signage are showing up across the country at events including the NBA All-Star game and rallies for Barack Obama. Major brands such as H & R Block, Dunkin’ Donuts and Budweiser are on the spinning bandwagon in markets including New York, Las Vegas, Los Angels and Washington. D.C.

Paid spinners work the two-sided, 6′ x 2′ signs into each routine. Sign are custom made to accommodate an advertiser’s logo and marketing message. Each group includes from five to 20 spinners, which can travel to any market for a special event. There are currently about 750 spinners nationwide, with an hourly fee of $35-50. Signage costs up to $150 per sign.

Lead time to mobilize a spinning troupe is about one week and may have immediate benefits. A Dunkin’ Donuts in Northern Virginia, as reported in Media Life magazine, sees its sales jump by about $600 per day when it employs spinners nearby.

AArrow Advertising is one company offering spinners.