Frito Lay this summer is traveling the country with a mobile dunk tank called the Splash Party RV as part of an effort to introduce its new Jack’D product line to millennial men. The brand partnered with hip-hop sensations Macklemore & Ryan Lewis to drive social media buzz and with West Coast Customs (of MTV’s “Pimp my Ride” fame) to build the vehicle. The tour is designed to introduce the nine new flavors of the snack and get consumers to think of its health benefits (Jack’D is a high-protein snack) whenever they get hungry.
The tour is stopping at music and cultural festivals all over the U.S. and pulling in people to try their luck at the dunk tank. In addition to the tank, the vehicle boasts a state-of-the art sound system, video cameras in the tank for streaming the action to a 50-inch monitor on the side of the vehicle and on the Cracker Jack’D website, and an RFID photo activation where the brand does data collection and social media integration. The tour launched at the US Open of Surf on July 21.
“What we faced was a consumer opportunity. There’s a need for fuel to keep these busy consumers going,” Dave Skena, vp-marketing at Frito-Lay, told Buzz. “We wouldn’t have done this if we didn’t intend to do it for years. I’m not sure we’ll ever stop doing event marketing.” Agency: Rally, Seattle.