Objective of Event: Drive consumer consideration

Lay’s potato chips, a brand of PepsiCo’s Frito-Lay division, kicked off a mobile greenhouse featuring its potato farmers that traveled to five cities following its July 2009 debut in New York City’s Times Square. The tour visited Boston’s City Hall Plaza, Chicago’s Millennium Park, Detroit’s Tigers Stadium and The Grove in Los Angeles before it […]

Most brands build mobile tours with consumer engagement top of mind. But for TV networks, especially those promoting a popular series, being engaging isn’t always enough. Their unique challenge is to make sure that the mobile tour’s interior and exterior environments stand up to the show’s set designs. Beware if you plan to cut corners: […]

One of the pioneers of mobile marketing returned to the discipline it helped define with an all-new mobile tour it rolled out in 2009 and was set to hit 24 markets by the end of October that year. Thanks to its success, the brand extended the tour for six more weeks after that to hit […]

McKesson’s Health Across America tour was a prescription for a healthy mobile marketing program as the health care company brought its message to two groups: in the b-to-b realm, existing and prospective pharmacy franchisees for its network of 2,500 independent Health Mart pharmacies; and in the b-to-c arena, current patrons and new customers. Throughout the […]

For the 2009 launch of Chef Michael’s Canine Creations, Purina wanted to drive product trial and awareness among female dog owners, ages 45 to 54. To celebrate its national debut, Purina hosted thousands of dinner parties in target dog owners’ homes where Chef Michael’s House Party hosts gathered 10 or more friends and family for […]