Timberland Tour Integrates Activism and Advertising
A new line of urban boots and Timberland’s well-known community service focus were both put into action during the company’s Community Builder’s Tour.
The CBT buzz vehicle made multiple stops per day in inner-city neighborhoods in Atlanta, Baltimore, Los Angeles, New York City and Philadelphia, looking to enlist volunteers to help rejuvenate parks, playgrounds and other public spaces. Kick-off and wrap-up celebrations at each event gathered crowds of people, while local dignitaries thanked volunteers over the vehicle’s wireless p.a. In all, more than 2,100 consumers participated in 120 events.
The tour vehicle, a Ford F-150 pickup, featured an automated pop-up product display—it could be set up in mere seconds—to show off Timberland’s urban footwear line and give consumers a chance to touch and feel the footwear. Truck graphics combined a product message with the cause overlay: “Pull on Your Boots and Make a Difference.”