Experiential marketing vehicles are defined as non-traditional, mobile marketing platforms that create multi-sensory experiences and drive engagement between brands and consumers. Experiential vehicles include food trucks, airstreams, vintage Citroens, and other automobiles that offer brands the unique opportunity to activate in any space and any location.
They are perfect for product sampling, brand awareness campaigns, new store openings, demos, and other event marketing opportunities as they maximize on visibility, reach, and creating personal connections between brands and consumers.
Permitting and parking regulations to activate experiential vehicles vary from city to city.
Consider hiring brand ambassadors for your marketing activation, as they play a vital role in direct engagement between your brand and consumers.
Consider the necessary Department of Health regulations and general vendor license/ permits required, which also vary from city to city.
Capitalize on the power of branded swag giveaways (T-shirts, food/beverage, water bottles, etc.) to build excitement and leave lasting impressions.
Consider equipment required on the vehicle to ensure it is compatible with the power supply.
Leverage social media and digital integrations to drive buzz surrounding your campaign.
Implement crowd controlling measures to ensure your activation doesn’t violate pedestrian egress standards.
Consider the type of item being served from experiential vehicle to expedite service and reach the most customers (made to order sandwiches vs. cup of coffee).
Ralph Lauren transformed an Airstream into a Christmas-themed hot dog truck in NYC as part of their fundraising campaign for Memorial Sloan Kettering Cancer Center.
Fashion house Miu Miu used a branded tuk-tuk to showcase their handbags and build awareness around their new logo launch in front of their store in SOHO.
At the 2019 Pride celebration in New York, Zara made a splash with a three-sided glass mobile experiential truck customized into a 3D Pride flag utilizing 9,000 colorful bottles of JustWater.