evm_october-2024 - 34

MOBILE TOURS
The GUTS World Tour Bus Experience traveled the country this summer,
engaging Olivia Rodrigo fans with memorabilia, merch and photo ops.
YEAR OF THE SCHOOL BUS
From IKEA to Olivia Rodrigo, we take 2024's hottest tour vehicle for a spin
By Juanita Chavarro Arias
SCHOOL BUSES are among the
experiential marketing industry's earliest
rides. In fact, a quick flip back in our
archives to 2002 will reveal a Peeps tour
housed in a school bus, one of many
longer-haul programs to emerge in that
era as event budgets increased and the
concept of the event campaign grew along
with them (read: tours). Flash forward to
this past July, as Olivia Rodrigo's GUTS
World Tour blew up on TikTok with a
purple star-covered school bus as the hub,
and it's clear the charm and convenience
of these vehicles is driving a whole new
level of appreciation among consumers
and marketers, alike.
" Without question, it's the summer of
school buses, " says Troy Hughes, business
development director at Pure Creative
Solutions, who formerly produced mobile
34
EVENT MARKETER FALL 2024
tours at Lime Media. " Anyone from the
age of 7 to 70 enjoys these, especially
seeing school buses because they've only
seen them in a certain way-field trips,
going to and from school. And so, when
you're able to convert them into a totally
different atmosphere, it just makes it a
much cooler activation. "
Take the IKEA Ready for College
campaign, which launched in August
and visited 30 college campuses across
the country through the summer and
into early fall (managed and produced
by Activate Inc.). Inside a customized,
blue branded school bus was a walkable
pink-walled showroom, filled with trendy,
fan-favorite IKEA products arranged into
vignettes
that presented quintessential
campus living: a bedroom, closet storage,
a living room, a mini kitchen and a
colorful selfie station.
Capturing those feelings of backto-school
excitement and nostalgia was
central to choosing the school bus around
which to anchor the tour, says Christine
Whitehawk, marketing communications
manager at IKEA U.S.
" At IKEA, we specialize in maximizing
the potential of small spaces. Outfitting
the inside of a school bus demonstrates
how to utilize our products for college
students who live in shared dorm rooms
or apartments, " she says. " When deciding
which products to highlight, we focused
on small-space living solutions, both new
and the classic favorites. By showcasing
different room vignettes on the bus, we're
demonstrating our range in real time and
aiming to inspire attendees as they furnish
their spaces on campus. "
eventmarketer.com
IMAGE CREDIT: COURTESY OF IHEARTCOMIX

http://www.eventmarketer.com

evm_october-2024

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https://www.nxtbook.com/accessintelligence/EventMarketer/evm_mrd_december-2023
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https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-summer-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-spring-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-and-mrd-december-2022
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https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-and-mrd-december-2021
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