The promotion took place from from 16-19 December and saw Pioneer team up with freestyle dance company Funkstylerz. It launched at ASK Electronics on Tottenham Court Road. From there, the troup performed street dance routines at the Trocedero, Westfield Stratford City and Victoria Street Station.
At each of the four locations, Pioneer brand ambassadors interacted with the crowds, giving product demonstrations and handing out Steez branded posters and stickers.
Each live event saw the activation of a Steez branded pop-up activity station, featuring product demonstration pods and a dance floor.
Pioneer senior marketing executive Gemma Hall said: "We were particularly keen to use live activity for the launch of the Steez product line. It therefore made complete sense to partner with Funkstylerz and carry out our mini roadshow. Steez has already been hugely successful in the US and Europe and we hope that this launch activity will help to drive sales here in the UK."
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