Borough After Dark
New York City: Manhattan, Brooklyn, and Queens
A sequence of illuminated neighborhood counters that trades a useful night-shift ritual for a two-minute product story.
CampaignIntroduce a cold-brew concentrate to late-shift workers without reducing the product to another curbside sample.
Audience / Hospitality teams, healthcare workers, production crews, and other New Yorkers beginning or ending work after 7 p.m.
Counters open near late-night transit exchanges from 7 p.m. to 1 a.m., with each borough menu tuned to nearby shift patterns.
Guests choose a pace card—steady, sharp, or slow-burn—then watch an ambassador mix the corresponding serve while explaining dilution and caffeine control.
A receipt-sized Night Map lists dependable 24-hour neighborhood stops and carries a unique offer for a first online order.
Field teams log occupation window, chosen serve, dwell time, and opt-in action without collecting sensitive employment data.
THE NUMBERS.
Results from the program.
four-week target
modeled outcome
14-day target
