Marketing on Wheels: Mobile Marketing Tours

Companies are always looking for a way to engage the public and get them to interact with their brands. Mobile marketing tours have been around for years and each year there are added components to the tours. Recently companies are using Facebook to inform people what cities the mobile tour will be stopping in. By posting the tour stops on Facebook it gives people the opportunity to share the information with friends and family who may live near one of the tour stops. In 2012 many companies did mobile tours and here are just a few that stood out to me:

Stonyfield’s Know Your Food mobile tour:

This mobile tour gave participants a chance to sample Stonyfield’s organic yogurt and play a healthy food game. Stonyfield donated a dollar to FoodCorps for every person who took a picture the green screen photo station. This tour allowed people to interact with the brand.

stonyfield

Duck Tape® Rolls Across America Tour:

The Duck Bus made its way across the country to celebrate 70 years of the company. On the bus people were able to learn about the brand’s history and view products made using Duck Tape. Outside the bus people made crafts using Duck Tape. Cutout characters made of Duck Tape were also on display for people to take pictures with.

The “Adults Only” DOVE® Ice Cream Truck

This tour was aimed at people 18 years or older as an escape from their day. Participants were invited onto the truck where they could enjoy a quick massage or manicure. After they leave the truck they are treated to samples of DOVE® Ice Cream.

IceCream

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The Almighty and Powerful #Hashtag: a valuable tool to promote events!

Hashtags are quickly becoming a part of every event whether it is a TV show or a baseball game. These single words or phrases that follow a # sign are used to designate key words or topics of a tweet. By including hashtags a topic is now searchable on twitter and has the possibility to become a trending topic. An algorithm that chooses topics that are popular at the moment determines a trending topic.

Now that we have the groundwork of what hashtags are and how they work its time to move onto events that use hashtags. I don’t think I have seen anything on TV lately that doesn’t have a hashtag attached to it. Whether it is the Grammy’s or the World Series hashtags are all around. If a company can help it they aim to control what their hashtag is. Most of the time they work their hashtag into the banding materials for the event in order to promote it. This is probably the cheapest form of marketing they use. All they have to do is encourage attendees to tweet and they get instant marketing.

I find it interesting to search the different hashtags in order to see what people are saying about a certain topic. At the moment the hashtag #IWishICouldMeet is trending but if there was a major event happening that would be trending. Just wait until the next award show and that will most likely be the trending topic.

Grammy's Hashtag

Grammy’s Hashtag

worldseries

Photo by LG Patterson, courtesy of MLB.com

hashtagInfographic

Hashtag Infographic

Bigger & Better PR Stunts

PR stunts or publicity stunt by dictionary definition is an event to get public attention for marketing purposes. When I think of a PR stunt I see people standing around staring at a giant object oohing and aahing. I know I would stare if I saw and M&M statue of liberty floating down the Hudson River. Would you?

M&M replica of the Statue of Liberty

M&M replica of the Statue of Liberty

These stunts are meant to be memorable and get people talking about them. They tend to be an event that is bigger and better than anything that has been done before.  A lot of the time Guinness world records are broken by PR stunts.

Estée Lauder set a new world record in October of 2010 for the most amount of landmarks illuminated for a cause in twenty-four hours. They illuminated thirty-eight landmarks pink in several different countries to promote breast cancer awareness.

Federation Square, Australia

Federation Square, Australia

empire

Empire State Building, NYC

LAX

LAX Airport

Natural Balanced Pet Foods created the world’s longest float in the Tournament of Roses parade. The float even had a wave pool with surfing dogs.

Natural Balance Pet Foods Float

Natural Balance Pet Foods Float

With more and more companies aiming to break Guinness world records it makes me wonder if having a world record will become so common it will no longer be extraordinary. Any company can hire the people from Guinness for about $5,000. That doesn’t seem that expensive if it creates a buzz for the company. I remember reading all about the different world records when I was a kid but I do not think this is as popular today. I wonder if they even still publish a book each year with the records or if it is only online. I find PR stunts fascinating and hopefully they will begin to become more popular in the next few years.

Bananas Parade through NYC

Would you stop if you saw bananas walking down the street? That’s right on January 6th over seventy people in banana suits marched from Times Square to a Jamba Juice store in the Flatiron district. Jamba Juice is launching new Jamba Kids Meals and this was their way to get the word out. Along their march the bananas handed out orange earmuffs with the Jamba Juice logo. Earlier in the day Jamba Juice CEO rang the NASDAQ opening bell.  The company also donated gym equipment to four Harlem grade schools.

This consumer event definitely brought attention to this new launch. How could you not be curious about 74 bananas walking around NYC? Consumer events are one type of marketing that companies use today. Typically these events take place when a brand is launching a new product since they create such a buzz.

USA Network released groups of women wearing white trench coats, red fedoras and stilettos into high traffic areas of New York, Boston, Chicago and Philadelphia to promote the series premier of Covert Affairs. These women passed out cards with information on the premier to the public who was intrigued by women pretending to be spies. The event definitely caught the attention of many people since Covert Affairs had one of the best-watched premiers that year. Would this have intrigued you enough to watch the show?

Covert Affairs NYC

Hello…

Hello and welcome to my blog! My past internships along with my organization skills have lead me to a love of all things events. Event marketing is quickly becoming the top marketing strategy among major companies today. This blog will dive into the world of event marketing where events are all about brands. I hope to share my passion with you as well as current trends in the industry. I look forward to hearing from you all!