Event Marketer and MRD December 2021 - 111

BEST MOBILE MARKETING VEHICLE
Nicotine pouch and vape brands VUSE and VELO targeted
adult consumers ages 21 and older at INDYCAR and F1 races
in the U.S. with a mobile unit that expanded into a viewing
deck to take in the breathtaking race views. The goal was
to encouraging " lingering " and to convert consumers in a
pressure-free setting with brand ambassadors on-hand to
engage attendees in meaningful conversations that moved
beyond typical " grab free stuff and go " interactions.
Among experiences in the zone was the opportunity to
live a day in the life of a professional racer. The in-person
experience was accompanied by digital experiences including
the opportunity to try on and customize a racing suit, interact
with an augmented reality mirror and take 180-degree pit
stop photo opportunities. The race track experience also had
motion-racing simulators complete with audio commentary by
ESPN's Dr. Jerry Punch.
The brands sweetened the deal with customized t-shirts,
GOLD WINNER
CLIENT: VUSE and VELO
CAMPAIGN: McLaren INDYCAR and
F1 Mobile
AGENCY: Reynolds American Inc.
custom engraved vape pens, two free drink coupons, and
winner photo opportunities that awaited consumers at the end
of the activation. After five IndyCar races, the brands reportedly
earned more than 26,000 impressions, and recorded more than
5,000 unique engagements with average dwell times of 10
minutes or more.
BEST MOBILE MARKETING VEHICLE
In the COVID era, nimble is better. So Samsung deployed a fleet
of vans, dubbed " Galaxy Rovers, " to grow brand awareness and
activate product experiences in the company's home state.
Launching a tour during the pandemic also heightened the
company's community outreach efforts, and the vehicles became
an anchor and selling point for the program.
Samsung built its custom Rovers-black utility vans branded
with Samsung illustrations-to deliver products directly to people.
Each vehicle in the fleet was self-sufficient, stocked with product
display tables, products and the entire setup for any game or
interaction. The regional campaign moved the fleet across Texas
with pop-ups targeting Texans, specifically Hispanic Gen Y and Z
Apple users and members of the military. In between activations,
the vehicles turned into mobile Samsung billboards, traveling eight
hours per day to increase impressions across the state.
The vehicles invited consumers to explore classic product
SILVER WINNER
CLIENT: Samsung
CAMPAIGN: Galaxy Rover Tour
AGENCY: Cheil North America
display tables with QR-driven device specs and feature-focused
activities. Even passersby joined in the white glove-style device
presentations. Consumers learned about key unique selling
features of various products, including camera features, 8K video,
5G capabilities and long-lasting battery.
A custom gaming studio offered live mobile game demos, an
AR Photo Experience, personalized caricatures drawn by an actual
artist on the Galaxy Note20 utilizing the S Pen, AR scan to win at
select carrier locations and multiple digital displays on Samsung TV
monitors showcasing the Samsung ecosystem. How's that for an
experience packed into a van?
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