An ION television-branded mobile candy truck from Dec. 12 to 15 brought holiday cheer to advertising agencies along New York City’s Madison Avenue. The 24-foot-long truck, filled with an assortment of peppermint bark, toffee, candy canes and other goodies visited three to four agencies each day, for a total of 13 stops.
The network emailed agencies two weeks in advance and sent a reminder on the day of the visit, inviting them to visit the truck where brand ambassadors with jetpacks filled with hot chocolate and warm apple cider greeted them. Inside the truck they received an ION-branded tin to fill with their choice of sweets. Attendees also received collateral about ION’s line-up of six original holiday movies and could enter a daily contest to win an iPad by guessing the number of peppermints in a clear Plexiglas box.
“The idea was to have a truck that told stories about our holiday movies and to deliver a b-to-b message of holiday cheer,” Chris Addeo, vp-marketing at ION, told Buzz. “It reinforced our ‘Positively Entertaining’ brand message. The one-on-one interaction really goes a long way in terms of thanking them for their support.” Agency: Michael Alan Group, New York City.