Crest Mobile Tour Features Themed Brushing Stations - Event Marketer

Crest Mobile Tour Features Themed Brushing Stations

DB_Silver_Crest_2006 Ex
Brand: CREST
Agency: BRAND CONNECTIONS
Awards: EX AWARDS — BEST MOBILE MARKETING PROGRAM
Year: 2006

The Crest Imagine mobile tour vehicle couldn’t be missed on the road—it’s hard to overlook a 48-foot long toothpaste container. Inside the giant tube, visitors could try out Crest’s breath-freshening toothpastes for themselves at themed brushing stations. Entering through the tube’s cap, visitors found themselves in a lounge area where they could register to enter a sweepstakes at computer stations. The eight brushing stations with sinks were themed to one of Crest Whitening Plus Scope toothpaste’s three flavors, treating brushers to a multi-sensory experience, complete with custom audio, lighting, and scent misters that pumped out an aroma for each toothpaste’s flavor. At nighttime hot spots, the tube was transformed into Club Crest, with cocktail waitresses handing out toothbrushes to visitors.

A total of 500,000 visitors experienced the Crest Imagine Tour in the 48 markets it visited, and a total of 3.4 million samples were distributed. A secondary goal of targeting Hispanic and African-American consumers was also reached, as 30 percent of markets visited were Hispanic, and 30 percent African-American.

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