The pair had been there for 18 days "for the experience," they said. But they got something more than that -- namely, sponsorship from electronics reseller Gazelle.
The sponsorship included a cash sum, two new iPhone 4S devices and a range of branded swag appropriate for the adventure, including a tent, chairs, sleeping bags, sweatshirts and snacks. During the final five days, they were able to order around a runner from 9 a.m. to 6 p.m. to, say, pick up a meal, or charge a cellphone. The company also paid to have Zipcars parked across the street so that Mellow and Thompson could sleep.
This is the second time Gazelle has sponsored line waiters at Apple's 59th Street Store. When the iPhone 4 launched, the company sponsored Greg Packer, who has become somewhat notorious for always being first in line for Apple product launches. Gazelle had in fact planned to reach out to him again before Mellow and Thompson contacted the company, says Kristina Kennedy, director of brand and communications at Gazelle.
Kennedy says that the sponsorship gives Gazelle an opportunity to engage in a new kind of marketing -- one that's particularly fun for them as a company.
"An iPhone launch is more than a product launch, its a cultural event," she says. "It gets quite a bit of press coverage and we get mentioned in it."
And, given that Gazelle is in the business of selling used iPhones, those press mentions are particularly valuable at this time.
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