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EXPERIENTIAL MARKETING VEHICLE and Why It's The Move

Surprise and delight people with unique brand experiences

Experiential vehicles create activation spaces wherever you like

Put your experiential truck or trailer on a cross-country tour

Customize your vehicle with wraps, props, screens, activities, and installations  

Generate a steady stream of content for Instagram Stories

Invite your community and influencers to your promo vehicle activation 

Measure your growth via engagements, social shares, and sales

 

Experiential Marketing Vehicle: What You Need To Know

Experiential marketing vehicles are trucks, trailers, vans, campers, Airstreams, buses, and SUVs transformed into standout multi-sensory brand promotion and engagement platforms. Brands use experiential vehicles to find new customers and build stronger relationships with existing ones on city streets, outside stores, at conventions, and inside festivals. 

Experiential marketing vehicles require significant investment to produce and activate. However, experiential vehicles are justified as part of the marketing mix because of their unmatched abilities to:

Meet people where they are as it's a direct-to-people approach rather than relying on advertising to get them to know your brand.

Surprise and delight audiences with sampling and performances to create high-quality brand impressions, engagement, and direct sales. 

Participate in culture as experiential vehicles help brands creatively pop up at festivals, conventions, and stadiums. 

Celebrate your brand releases, anniversaries, and milestones with the public, influencers, and superfans.

Enhancing your campaign as an experiential marketing vehicle is essentially a huge street-level live interactive billboard. 

Create content as these days, Instagram and TikTok are more influential than ever, and your experiential vehicle allows you to capture a steady stream photos and videos of people interacting with your brand in the real world.

 

Comprehensive Experiential Marketing Vehicle Services

 

  1. Concept and Strategy Development: Tailor a vehicle concept and strategy aligned with your brand goals, ensuring a targeted and impactful approach. 

  2. Design, Fabrication, and Customization: Transform your vision into reality with expert design, fabrication, and customization services that bring your brand to life. 

  3. Activation Planning and Management: From staffing to deployment, parking, insurance, and maintenance, meticulous planning and management ensure seamless execution. 

  4. Comprehensive Reporting: Evaluate the impact of your experiential marketing campaign with detailed reporting, providing insights into audience engagement and campaign success.

Experiential marketing activation vehilce - Meatpacking District, NYC

A Fleet of Options for Every Vision

When it comes to experiential marketing, the vehicle you choose can make all the difference. Check out this updated guide to experiential vehicles to elevate your brand activations:

Mobile Showroom

Enhance your brand's visibility with a mobile showroom - a truck with see-through glass walls. Available in two sizes (12' and 20' interior space), these vehicles offer a dedicated, enclosed 360° brand experience space visible to everyone outside the truck. Brand the interior and exterior as you see fit. Perfect for one-day pop-up activations and national tours.

Food Truck / Step-Van

Cook up creative brand experiences with food trucks (also known as step-vans). They act as giant rolling street-level billboards and activation vehicles - sample themed foods and drinks complementing your brand campaign. Get your audience involved with brand dispalys and activities inside and outside the truck. They're the biggest activation vehicle option cities like New York, Chicago, and Los Angeles. Food trucks always create lines that attract even more attention to your brand. 

Ice Cream Truck

Inject a bit of playfulness into your brand activations with a vintage or modern ice cream truck. Opt for reliability with newer models if you plan to travel city-to-city. Incorporate brand displays, activities, and ambassadors for a delightful experience that leaves a lasting impression.

Airstream

Airstreams are the quintessential classic experiential marketing vehicle. Their Art Deco design stands out from everything else in the city. Airstreams are ideal if you have an ample event space to fill, like a New York City pedestrian plaza. They come as trailers, motorhomes/RVs with various entrance and interior customization options. Airstreams are perfect for when you have multiple brand displays and experiences. Due to their size, Airstream activations require event coordination or city permission.

Camper

Campers bring a cute and versatile touch to your brand activations. Use them as showrooms, sampling stations, or for creative ideas at events, on the street, or during retail store tours. Their compactness makes them super versatile, while their unique design ensures stand-out brand impact.

Piaggio Ape

For smaller activations with a touch of European elegance, consider the Piaggio Ape. It balances between a mobile showroom and a brand pushcart - ideal for upscale, brand-sponsored giveaways such as coffee, pastries, or flowers. 

Citroen H Van

Citroen H Vans is the answer if your brand team seeks vintage charm with an elevated presence. These vans turn heads and serve as compelling, brand-activation vehicles. Most Citroen H Vans in the States are replicas of the original and are not street-legal (so they are towed to and from activation locations). Utilize the interior space as an intimate showroom or engage people with giveaways through a server window.

Sprinter Van

Sprinters are known for their reliability and roadworthiness. It is ideal for cross-country tours or year-round sampling initiatives. Sprinters are popular vehicle choices for product sampling, especially with heavy products like ready-to-drink beverages (as they can take the weight and come with refrigerated options). Enhance your Sprinter with rooftop signage and interior showrooms.

VW Bus

Tap into nostalgia with the classic VW Bus. While not ideal for city-to-city tours due to reliability concerns, they offer authenticity and charm for brands looking to evoke a sense of the past.

SUV with Rooftop Installation

Choose an SUV with a 3D sign on the roof for a simple yet effective citywide presence. This cost-effective option provides versatility in on-the-street parking, citywide presence, and samples and swag storage. Red Bull built their brand on the SUV experiential marketing vehicle approach. Many of these options are now electric, aligning with sustainable practices.

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Advanced Experiential Vehicle Insights

Beyond the shiny wheels and dazzling displays, successful experiential vehicle activations require careful planning and a strategic approach. Here's your guide to navigating the exciting (and sometimes bumpy) road to brand success:

Permits and Parking:

  1. City Regulations: While most cities don't require permits for promotional vehicles, it's crucial to research local ordinances. And, if you're activating inside a park or festival, ask if your vehicle is allowed on grassy surfaces. Planning ahead avoids surprise headaches and ensures a smooth rollout.
  2. Targeted Visibility: Secure venue and parking permits if you have a specific location in mind. Imagine your vibrant food truck enticing lunchtime crowds outside specific office buildings, near retailers, or even competitors!

Teamwork Makes the Dream Work:

  1. Expert Partners: While you could purchase, convert, and deploy a vehilce in-house, most brands partner with an agency specializing in experiential marketing vehicles. They handle driver logistics, vehicle management, and activation expertise, freeing you to focus on brand magic.
  2. Regional Teams: Minimize travel expenses and maximize efficiency by assigning dedicated experiential vehicle teams to each region of the United States. Creating two vehicles might be a significant upfront cost, but you'll save your budget in the long run, as travel between regions in the US takes up a lot of time.

Amplify Your Reach:

  1. Digital Dynamos: Integrate your vehicle with your digital brand strategy. Think live social media updates and interactive challenges; tag your brand on social to receive a sample, photo activities, and QR codes for chance-to-win contests. 
  2. Influencer Ignition: Partner with relevant local influencers to generate hype, authenticity, and engagement for your vehicle activation. Their endorsement can be the spark that ignites a social media wildfire for your brand.

Essential Logistics:

  1. Budget Savvy: Don't let operational costs dim your shine. Be sure to factor in overnight parking, daily cleaning, travel & lodging, fuel, nightly parking, and regular maintenance to avoid budget hiccups.
  2. Safety First: Prioritize safety with clear protocols and contingency plans. From weather emergencies to equipment malfunctions, be prepared to handle anything the road throws your way.
  3. Peace of Mind: Secure comprehensive insurance coverage for your vehicle, staff, and the public. It's crucial to protect your investment and ensure everyone's well-being.

Remember:

  • Staff It Up: Friendly and knowledgeable brand ambassadors paired with a reliable onsite producer and driver are the winning team for your mobile marketing masterpiece.
  • Content is King: Capture engaging photos, videos, and testimonials during activations. This valuable content fuels your experiential marketing efforts and extends the life of your campaign.

By following these insights and prioritizing strategic planning, your experiential vehicle activations will become a powerhouse of meaningful connections, driving real results. So, buckle up, get creative, and hit the road to brand success!

Bonus Tip: Even though this is real-world marketing, embrace technology to the max! Explore virtual reality experiences, interactive displays, and gamified elements to wow your audience and create lasting memories.


Availability


Experiential marketing vehicle activations are available nationwide from New York City to Chicago to Los Angeles and every city in between.

Takeaway

 

  1. Experiential vehicles do the heavy lifting regarding brand objectives - reach new audiences, create memorable experiences, showcase your brand, create content, and drive sales with experiential vehicles.
  2. Choose a vehicle that aligns with your brand personality and campaign goals, whether it's the charm of a vintage van or the modern appeal of a mobile showroom.
  3.  Select an experiential vehicle that meets your logistical needs - each style has its advantages and disadvantages.

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