Coming off the success of a six-month, 11,000-mile tour that began in July 2012, Duck Tape will once again hit the road, relaunching the Duck Tape Rolls Across America tour this month. The tour, which packages the creative product interactions that happen at the yearly Avon Heritage Duct Tape Festival in Avon, OH, home of the Duck Tape brand, features an interactive bus loaded with activities designed to inspire and educate consumers about the fun and practical uses of the tape.
Consumers can board the bus and view a history of the brand as well as engage with a large touch screen TV that describes how the Duck Tape brand of duct tape is made. A large component of the tour experience is the brand’s Ducktivities booth where consumers are encouraged to flex their creative muscle and create products from the material. On the bus a display case of projects made using the tape, as well as a wall of images of creations that loyal consumers have shared with the brand, are posted to serve as inspiration. Consumers can make crafts onsite at each tour stop, or they can peruse projects with corresponding instructions on an iPad and have them emailed to them to try at a later date. Surprise cutout characters made from Duck Tape will be set up for photo and video opportunities at each site, which will be shared via email.
“There is still a broad group of people who don’t know that our product comes in 140 patterns and colors and designs, so from an awareness standpoint, they’re still surprised by that,” Bill Kahl, executive vp-marketing at ShurTech Brands, parent company of the Duck brand, told Buzz. “The Avon Heritage Duct Tape Festival for us has been a great event to do, but it’s just stationary, so we thought let’s take the best of the best learnings from the festival and take it out and bring it to the people.”
The first leg of the tour hit 11 states, stopping at family-friendly locations in addition to various retail locations. The 2013 leg of the tour is expected to make stops in Indiana, Illinois, Ohio and New York. A tour schedule will be posted on the Duck Tape Rolls Across America tab on the brand’s Facebook page. Agency: Pro Motion, St. Louis. Builder: Turtle Transit, Lancaster, MA.