Insurance brand GEICO rolled out its branded tour bus on May 22 at Charlotte, North Carolina’s Speed Street, which is just the first stop on a tour that will visit markets all along the East Coast through October.
The outside of the bus features images of the brand’s three mascots: the Gecko, Maxwell the Pig and the Hump Day Camel, and inside, consumers can play pinball games that have the characters telling them about GEICO’s products while they play. A video activation station invites guests to rock some karaoke with the Gecko and record a 30-second video that the brand sends directly to consumers’ mobile devices.
“The goal is to extend the brand out there and have a fun, engaging experience where people can come out and engage with us,” says Vince Giampietro, senior manager-experiential marketing and brand promotion at GEICO. “We’re the second largest insurer out there and that’s why we go out to differentiate ourselves through our brand and though our icons, and we use experiential marketing to do that even further. We want to create that fun experience that’s memorable so when you’re six months down the road and ready to shop, you had that experience with us.”
The tour includes stops at the Patriotic Festival in Virginia Beach, the Big Apple BBQ in New York City, the Boardwalk Arts Festival in Virginia Beach, the State Fair Meadowlands in East Rutherford, NJ, Welcome America in Philadelphia, Taste of Buffalo, Artscape in Baltimore, Oswego Harborfest in Oswego, NY, Musikfest in Bethlehem, PA, the Great New York State Fair in Syracuse, NY, The Big E in Springfield, MA, and New York Comic Con in New York City. Agency: RedPeg Marketing, Alexandria, VA.