Wanting to build awareness and excitement around their mobile ad marketplace, Millennial Media stormed multiple tech conferences with a team of brand ambassadors distributing free coffee and talking up their platform. Serving on average 500 cups of coffee each day, the team achieved 2,000 average daily impressions. More importantly, they shared memorable one-to-one interactions with the conference attendees. Attendees began to notice them, as well as seek out the Millennial Media JetPacks. This humanized approach to conference marketing helped reinforce the brand among the key target demographic.