How Food Trucks Elevate the Kardashian’s Brands

Experiential Marketing

The Kardashians (+Jenners): Kris, Kim, Kourtney, Khloe, Kendall, and Kylie. They are the undisputed queens of marketing and social media. Through different business ventures, lifestyle apps, deals, sponsorships, and high-fashion modeling, they’re more than a family; they’re a multi-billion dollar brand. With a combined 955 million followers on Instagram alone, they’re also more than influencers. They’re arguably the most successful businesswomen of this generation. We’d be remiss if we didn’t examine strategies they use to target their audiences, exemplify their value proposition, and “break the Internet.” Branded food trucks are one of those tactics. Harnessing experiential marketing has helped them increase engagement, sell products, and introduce creative campaigns that captivate the entire pop culture universe.

Kylie Jenner Stops Traffic With a Branded Food Truck

Kylie Jenner’s Kylie Cosmetics is a brand that is a juggernaut to be reckoned with. In less than five years, the youngest member of the Kardashian/Jenner clan has built a nearly $1.2 billion brand. So, how’d she do it? Kylie’s strategy is to leverage her Instagram, TikTok and Snapchat accounts to release images of new collections and by posting videos of her swatching and modeling products. She also sends PR boxes to YouTube beauty influencers (who review her products on their channels). Simply put, Kylie’s skillfully tapped into the seismic shift in today’s eCommerce purchasing culture.

But Kylie dominates headlines because she goes beyond her virtual presence. She reinforces her popularity online with live experiential events that capture media publicity and consumer attention. In 2017, ahead of the release of its holiday collection, Kylie Cosmetics launched the Kylie Truck. This custom-wrapped branded food truck rolled through the streets of L.A. as part of a month-long campaign. From her latest lip kits to accessories, items were displayed on the truck’s front, turning it into a mobile showcase. For an extra special treat, brand ambassadors handed out vanilla cupcakes featuring Kylie Cosmetics’ famous logo on the icing. With tens of thousands of likes on Instagram, her branded food truck dominated social media with a campaign elevating the popularity and charisma of the beauty mogul.

Kendall Jenner’s Branded Tequila Truck Makes a Special Delivery 

Kylie’s older sister Kendall Jenner is ultra-famous in her own right as the world’s highest-paid model. But that doesn’t mean she’s shied away from the occasional brand endorsement. Recently, she’s carved out her niche as a businesswoman, founding the premium spirits brand 818 Tequila. Like Kylie, Kendall launched 818 Tequila with a gallery of videos and images on Instagram that’s currently amassed over six million likes. With agave plants sourced from Jalisco, Mexico, Kendall’s tequila line includes Anejo, Blanco, and Reposado blends.

Ahead of Memorial Day, Kendall rolled up her sleeves and hit the road with a branded tequila truck for 818’s debut. Wanting to be a hands-on boss, she even got behind the wheel and operated the big green truck herself. Because it’s not every day that people see one of the most famous supermodels on the planet driving a food truck. People (including a swarm of paparazzi) flocked to the L.A. event. Not only did Kendall hang out for photo-ops with fans, she even hand-delivered cases of 818 Tequila to local liquor stores.

It’s a tall order to reach the stratospheric levels of the Kardashian/Jenner brand. But that doesn’t mean you can’t launch a successful campaign with branded food trucks. If some of the most successful women in the world are using it, it makes sense to tap into the same strategy. Plus, it’s easy to take your brand to new heights when you have professionals who can handle all the details. Find out how branded food trucks will turn heads and boost your business by getting starting today!

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“Broadway in Bloom” Gives Visual Love Letter to Moms & New York City

Experiential Marketing

A Kate Spade collection is on the way and flowers are in full bloom, which can only mean one thing, summer in New York! The global lifestyle and fashion brand celebrated spring with more than just new apparel and signature handbags this year. Kate Spade took Mother’s Day to the streets of New York.

Kate Spade Broadway In Bloom Mother's Day SoHo

In the time of the city’s rebirth and beautiful flowers growing all around, Kate Spade wanted to share the love. The global giant partnered with Food Truck Promotions to wrap food trucks and food carts in an iconic Kate Spade floral design, which were scattered throughout the city. Five local florists created unique, beautiful bouquets that filled the branded food carts for the special women in our lives, who always show us love and support. 

Kate Spade handed out flowers for Mother's Day

The “Broadway in Bloom” campaign represented a visual love letter the brand, and many people have for the city and their moms. Brand ambassadors delivered flowers along Broadway to all walks of life. Without a new collection announced prior to the event, brand ambassadors used five fashion carts in SoHo to immerse individuals in a sensory experience. From the beautiful shades and hues of the flowers to the unique aromas, it was a Mother’s Day filled with love and beauty. 

Kate Spade partnered with local florists for Mother's Day

This event allowed the Kate Spade brand to connect with humans and share love with one another. Experiential marketing is about human connection, and finding even more ways to connect. This type of engagement is what people remember and brings them back filled with excitement for the next event.

Branded food trucks and fashion carts allow companies to provide a multi-sensory experience. The best way to stay ahead of competition is to provide value to consumer lives. This cannot only be done with new products, messaging and themes, but a physical way to connect with them on a small scale. At the end of the day, we all want human connection and giving exactly that with a branded event will only increase brand loyalty.

Broadway In Bloom Kate Spade Mother's Day 2021

Contact Food Truck Promotions to create an unforgettable experience for your brand. Don’t forget, flowers are always a great way to show your mom “I love you.”

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How Musicians Use Branded Food Trucks To Connect With Fans

Experiential Marketing

With so many platforms available, it’s more complicated than ever for musicians to break through. Many artists have turned to experiential marketing, specifically branded food trucks, to amplify upcoming releases or partnerships. Coincidentally, this form of PR has been in the music marketer’s playbook for some time. If you’re a Justin Bieber fan, you’ll remember his “Yummy” tacos and sandwiches pop-up last year. Artists like Bieber, Gucci Mane, and DJ Khalid have found the key to building buzz lies through their fans’ stomachs.

Justin Bieber Yummy Food Truck

Salem Ilese Gets Nostalgic With a Branded Cereal Truck

If you’re over 30, you may not have heard of Salem Ilese. But the 21-year-old artist is a TikTok sensation with hits like “Mad at Disney.” Ahead of the release of her EP “(L)only Child” last month, she launched two cereal-themed branded food trucks in L.A. and New York (a homage to the song’s theme). With complimentary frozen GoodMylk, the pop-up’s street marketing team gave away branded mini-boxes of “(L)only Child,” “Asteroids,” and “Break Up Bits” cereals. Plus, attendees could scan a QR code off the branded food truck and download a free copy of (L)only Child. At the L.A. event, Salem was in attendance, giving her fans the extra special treat of meeting the rising pop star in person.

Offset Partners With Atlanta Food Trucks to Get Out the Vote

On Election Day 2020, multi-platinum selling artist Offset rallied voters in his hometown of Atlanta, Georgia. The Migos rapper partnered with political action committee The Lincoln Project and local food trucks The Slutty Vegan and Big Dave’s Cheesesteaks to feed hunger voters in line. By driving turnout, Offset’s efforts were just the latest in what’s become a popular trend: celebrities enlisting the help of food trucks for a good cause. Offset loves food trucks so much, he treated his wife Cardi B to her own backyard food truck last summer.

Offset Atlanta Food Trucks Voting

Christina Millian Brings Beignets to L.A.

Some musicians use branded food trucks to promote a new song, while others use them to push an initiative. But others enjoy the tasty allure of food trucks so much they decide to get in the business. Take early 2000s-era singer Christina Millian, who founded the popular pop-up food truck Beignet Box in 2019. Criss-crossing California, Beignet Box is giving West Coasters an authentic taste of the New Orleans sweet treat. Beignet Box has developed a cult following, including celebrity fans like Harry Styles and Beyoncé. Millian’s venture into the food truck industry has been so successful; she opened her first brick-and-mortar location in April.

Snoop Dogg and Beyond Meat “Feed Our Future”

In 2019, Beyond Meat went public and, to celebrate, hit the streets of El Segundo, Calif., in a branded food truck. Notably, they had Snoop Dogg serving as the truck’s driver. The iconic rapper served free Beyond Burgers to starstruck locals while promoting the power of living a plant-based lifestyle. As an early investor in Beyond Meat, Snoop is one of its most recognizable brand ambassadors. Along with the Beyond Meat food truck, he partnered with them last spring for the Feed A Million+ campaign. To help fight the pandemic, they donated over a million Beyond Burgers to food banks, hospitals, and other front-line organizations.

Iann Dior Takes “Shots in the Dark” With a Branded Food Truck

Up-and-coming singer and rapper iann dior is most known for his featured spot on 24kGoldn’s #1 single “Mood,” but he’s ready to top the charts on his own. In April dior released his latest single “Shots in the Dark” from his “Still Here” EP. In keeping with the theme of “taking shots,” dior hosted a basketball-themed fan event near Venice Beach. The pop-up featured arcade-style basketball games where fans could shoot hoops, an iann dior merch tent, and photo booth for selfies where they received a branded iann dior digital Polaroid. While attendees were waiting to meet dior, they were treated to complimentary burgers from Fatburger served from an iann dior branded food truck.

While you may not think it at first blush, music and experiential marketing go hand-in-hand. Both evoke powerful emotions, creating and cementing strong bonds with fans or consumers. It makes sense for these worlds to collide and branded food trucks enhance these multisensory experiences. Whether you’re an artist taking the industry by storm, reinventing yourself, or giving back to the community, food trucks enhance positive reactions. After all, food always brings people together!

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How To Leverage Experiential Marketing Research

Experiential Marketing

Consumers receive a steady stream of marketing messages every day. Experiential marketing offers a uniquely personal way to engage customers, turning into customer advocacy for your brand. People are savvier today than ever before and adept at filtering out marketing tactics that fall flat. Let’s take a closer look at why experiential marketing research is essential and how to incorporate it for a successful marketing strategy.

Experiential Marketing Research

Why Is Experiential Marketing Research Important?

In the most classic sense, traditional marketing is dead. Billboards? Consumer drive right past them. Commercials? Who needs them when people can stream instead. Magazine ads? Everyone’s online. Experiential marketing focuses on connecting consumers with brand experiences rather than directly with a product. In that regard, consumers are no longer passive receivers of brand messaging. They’re now actively engaged, and experiential marketing offers a window into the soul of a brand with thoughtful and meaningful engagement. 

So, why is experiential marketing research necessary? There are four reasons:

  1. It helps provide insights and information that will help refine your marketing strategy for the better.
  2. It offers a deeper understanding of who your customers are, as well as your competitors. 
  3. Research helps you understand who’s buying what you’re selling, who’s not, and why. 
  4. Taking a 30,000 ft. view of your industry’s environment identifies new business opportunities.

Breaking Down Experiential Marketing Research

Experiential marketing research is rooted in data, and it needs to be if it’s going to be effective. But, how do you make your campaign data-driven? Here are a few tips to help guide you:

Personalize Campaigns to Boost Sales

When brands understand customer trends, they have a much better chance of striking when the iron’s hot. Not only does personalization have an emotional impact, but it also encourages positive engagement. For example, Versace used data-driven research and found its customers mostly purchased items like wallets and sunglasses. To attract more people to buy its clothing, the luxury fashion company created marketing campaigns to attract high-end shoppers. That helped to deliver a 35% jump in online sales and a 300% average order increase. 

Continuously Engage With Consumers

Your customers crave experiences and information that’s either useful or interesting to them. When you use experiential marketing research, your content is more streamlined. That allows your brand to engage with your customers in a relevant, timely, and meaningful way. Ahead of the 2016 presidential election, GrubHub and Time magazine partnered with a compelling social media poll to pique its customers’ interest. Based on company data about the number of times customers ordered particular items in 214 congressional districts, poll respondents found out whether their dietary preferences meant they were more likely to be Republican or Democrat. 

Invest in the Right Tools

Unless you’re a marketing whiz, you’ll need help assembling your experiential marketing research. But, there are a variety of resources at your disposal. CrazyEgg’s maps can help you boost conversion rates. Capsulink lets you explore your audience’s geographical location and what that means for your online presence. And Survey Anyplace’s creative quizzes and surveys can provide you with innovative ways to receive post-campaign feedback. 

The Benefits of Experiential Marketing Research Are Endless

At its core, experiential marketing research is about understanding as much as you can about your customers. When you can predict their behaviors and their needs, you’ll know them as well as they know themselves. 

The benefits of experiential marketing research outweigh the effort ten-fold. It helps craft the right messages at the right time and in an organic way. It improves customer experiences because you know where your strengths and weaknesses lie. And it even optimizes your budget. Data-driven marketing allows you to strategically plan how and when you’ll engage with consumers because you’ll know what they want. 

Experiential marketing research changes the way you do business. Even the best marketers can’t perform miracles. So, if it’s improvements and success you’re after, planning for them is the way to go. With clearly defined goals and the facts to back them up, you’ll see immediate results.

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Creative Technology in Experiential Marketing

Experiential Marketing

In 2021, the bar for crafting a memorable brand experience is higher than ever. Gone are the days when a simple ad boosted impressions. Consumers want brands to find new and creative ways of delivering experiences that resonate with them. Enter the magic of creative technology in experiential marketing.

Creative technology offers tools to connect with consumers in exciting ways. Whether VR or interactive photo experiences, integrating creative technology into brand experiences opens endless audience engagement opportunities. Not sure where to start? Check out these three innovative and successful examples in New York City.

Creative Technology for Experiential Marketing

What is Creative Technology?

The average consumer sees creative technology every day. But, it’s such a normal part of our world, they may not even realize it when they see:

  • Motion sensors when they approach a kiosk to start a transaction. 
  • Using smartphones at a store to scan QR codes for coupons or more information on a product.
  • Going to a restaurant and using a tablet to look at menus and place an order.

Creative technology takes digital design and media and creates multi-sensory experiences that transport consumers into a world that excites and engages.

Mastercard Helps NYC Commuters Travel Smarter

When marketers use creative technology, we think of digital experiences that blow audiences away. But it’s also a way for brands to educate consumers about their products and services. 

Mastercard recently launched an engagement marketing activation introducing its Tap & Go™ contactless technology. For New Yorkers, commuting can be stressful. Mastercard let them see how easy their commutes can be with just a simple tap. 

Using trained brand ambassadors and branded food trucks to pique consumers’ senses and interest, Mastercard stationed experiences at three New York subway stations. Participants were invited to watch a contact kiosk checkout demonstration to see the simplicity of using Tap & Go™. They also received free Metrocards, and snacks made by award-winning New York chef JJ Johnson.

 H&M’s Smart Mirrors Merge High Fashion With High Tech

Retailers are struggling to survive against the domination of eCommerce. That means using creative technology that offers consumers things that won’t find online.

H&M wanted to launch an in-store experience for shoppers and used its location in New York to test smart mirrors that served as virtual personal shoppers. H&M’s smart mirrors were deployed to create a seamless shopping experience that combined voice and facial recognition.

Customers were able to use voice commands to take selfies that integrated with H&M’s catalog to give outfit suggestions in real-time. If customers liked what they saw, they could order their new looks from H&M’s website using a QR code.

The Daily Show’s Interactive Political Satire Wins Big at Cannes

The Daily Show has built a successful brand based on biting political satire. In 2018, the Comedy Central program took its topical humor on the road by blending it with a digital art installation.

Poking fun at former-President Donald Trump’s now-defunct Twitter feed, The Daily Show curated a museum’s worth of his infamous tweets and put them on display in several cities around the U.S.

The show’s use of mobile, interactive creative technology was so popular, it won a Grand Prix at that year’s Cannes Lions Festival.

Build Your Brand Bolder and Better With Creative Technology

The best way to maximize the success of your experiential marketing campaign is to understand your audience. Who are they? What are their interests? What tactic will engage them best? Most of our lives revolve around the use of various technologies. That’s why so many brands are using creative technology to separate themselves from the rest. Successful brands understand using digital technology means they can make their dreams a reality. With the help of creative technology, they can connect the dots between brand awareness and audience engagement.

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