For any street magazine with it's weight, guerilla street marketing is key to gaining awareness and establishing hipster credibility. In most modern European cities, one will find plenty of graffiti, postering, and other low-fi methods of reaching customers and fans.

In Prague, we had printed up a few thousand A4 stickers with the word "Think." We were careful not to use our logo to avoid any problems, but at this stage (pre-launch) creating a buzz was the key objective. We then went out into the urban landscape and 'decorated' graffiti and advertising posters, billboards and other hordings, anywhere there was a suitable face.

The results were phenomenal! Even though we kept a degree of secrecy while producing the premiere issue, the buzz reverberated in conversations in the target audience and the first issue, all 50,000 copies, were snapped up in 4 days...

A year later, when we launched our on-line version, we again needed an off-line method of bringing in traffic to the site.

The solution was simple; a strongly adhesive sticker with just a simple command, the logo and the website.

And since it's not a permanent defacing of the coin, it's perfectly legal.

We created over 10,000 coin stickers and used them throughout Europe and again created more for our Singapore edition.

One interesting market insight is the market behaviours. When distributing the coin in Europe, clerks see the coin, read it, and throw it into the register. In Asia (Thailand, Singapore, Hong Kong) the clerks immediately become obsessed with removing the sticker... even to the point of completely ignoring the customer!

Building our relationship with our readers over the years, one of the most effective methods was the hosting of "Think Parties".

Sometimes it seemed like we were throwing more parties than publishing issues, but at least every month we had something fun going on and the parties themselves are still talked about today in the Prague scene.

Some of the most innovative events was Floatopia, the boat parties, the Marlboro Rooftop Parties, the Think Party Bus to Greece, and in Singapore, the "Put me on the magazine cover" model search wherein wannabe models selected by voters on the website competed on the catwalk before a panel of judges.

The winners were kitted out in Puma gear, a modelling contract with MC Models and complete portfolio development including a magazine cover shoot.

Finally, one interesting BTL campaign involved an important health issue; smoking. In Singapore, the government rolled out a warning label campaign with horrendous images featured prominently on the cigarette packs.

A noble goal of course, but we felt it was rather rude that non-smokers had to be exposed to such ugliness. After all, I don't smoke, so why would I want my mood ruined by such visual pollution?

So we ran an article (one of a series) about smoker's rights and the ineffectiveness of anti-smoking campaigns, and included in the issue was stapled in a set of stickers with a "Think, BEFORE you smoke" message with less offensive imagery.

The stickers were highly popular and could be found on packages in bars around town for about three months, keeping the brand in front of mind and also encouraging smokers to think about their health habits.