THE RIDE EXPERIENTIAL MARKETING
17
Proprietary and Confidential EXPERIENTIAL MARKETING : Be A Disrupter!
Transcript of THE RIDE EXPERIENTIAL MARKETING
Proprietary and Confidential
EXPERIENTIAL MARKETING: Be A Disrupter!
“The hottest way to see New York.”
Welcome aboard our multi-‐million dollar, patented motor coaches known as:
A moving theater that turns the streets into a stage!
Proprietary and Confidential“Something that brings a brand to life.”
“The hottest way to see New York.”“A phenomenon. Something to be talked about.”
• THE RIDE is a mobile activation hot spot perfect for product launches and brand activations
• Only 4 vehicles like this in the world – and we own them all!
• Fully loaded with the best audio, video, and wireless technology to amp up what’s happening on board
• Floor-‐to-‐ceiling glass windows and stadium style seating
• A unique vantage point in climate controlled comfort – stay dry, warm, or cool!
Proprietary and Confidential
WHAT IS THE RIDE?
Sideways seating giving you front row seats to view and be viewed –the ultimate in engagement and interaction!
“The hottest way to see New York.”
• The largest vehicle allowed on the streets, THE RIDE coach is 45-‐feet long, 14-‐feet tall, and 8-‐feet wide
• Our patented custom-‐designed stadium-‐style seating accommodates up to 49 passengers(Seats can be removed)
• Optimal viewing of anything happening outside
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VEHICLE OVERVIEW
“A rock star sightseeing bus on steroids.”
“The hottest way to see New York.”
• Inside the coach, you’ll find 40 built-‐in LCD monitors, 3,000 LED lights and 5 exterior LED arrays that keep you immersed in technology while supplementing the action on the street
• An interior surround sound system, external speaker system, and wireless microphone system unify the production
• Each vehicle contains 9 tons of HVAC capacity – that’s enough to heat or cool 9 suburban homes!
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TECHNOLOGY
Plasma monitors
LCD lights
Customizable Seating Layout
Surround Sound
“An extravaganza spectacle that thrills.”
“The hottest way to see New York.” Proprietary and Confidential
EXPERIENTIAL MARKETING ACTIVATIONS:Be A Disrupter!
Brand: VENICE COUTUREActivation: Fashion Show with
Press Event
Brand: RAD SHOESActivation: Sneaker Line Launch
& Pop Up Store
Brand: WOW VODKAActivation: VIP Lounge for
Product Launch
“The hottest way to see New York.”
“The hottest way to see New York.” Proprietary and Confidential
VENICE COUTURE
“Delightful. Like watching a movie.”
“The hottest way to see New York.”
Event:
• VENICE COUTURE chartered THE RIDE for its NYC fashion and press event.
• We picked them up at the VENICE COUTUREflagship store in SOHO and drove them up to the famous Cipriani 42nd Street®.
• Along the way, the models posed for photos in the floor-‐to-‐ceiling glass windows as surprised passersby on the street got the ultimate treat in Italian high fashion.
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VENICE COUTURE
“An extraordinary experience. . . THE RIDE has done it.”
“The hottest way to see New York.”
RIDE Activation:
• VENICE COUTURE Exterior 360oWrap with CTA to download their 2016 Fashion Week app
• Branded lifestyle content displayed on monitors inside suspended from the back wall
• Removed seats and installed a runway
• Ceiling spot lights, color coordinated per model
• Original music played on the exterior speakers as the models walked the red carpet
Proprietary and Confidential
VENICE COUTURE
“I’ll take THE RIDE.”
“The hottest way to see New York.” Proprietary and Confidential
WOW VODKA
“It’s like a reality show on wheels.”
“The hottest way to see New York.”
Event:
• WOW VODKA hired us to host a VIP tasting event outside their Los Angeles office for a new vanilla flavored vodka they were launching.
• We pulled up right in front on Wilshire Blvd. for a customer centric, turnkey process where their millennial customer base could just walk right outside and onto our vehicle to be WOW’ed.
• Inside the mobile lounge they stepped into another world -‐ treated to complimentary tastings in WOW branded glassware and told to enjoy the one-‐of-‐a-‐kind experience…mingle and drink up!
Proprietary and Confidential
WOW VODKA
“All buses should be built this way.”
“The hottest way to see New York.”
RIDE Activation:
• WOW Vodka Exterior 360oWrap with CTA to visit their
• website to download a coupon on the first purchase
• Removed seats and installed a bar on the end with bench seating across the back wall
• Branded lifestyle content displayed on LCD monitors
• Contemporary music and vanilla aromas filled the space
Proprietary and Confidential
WOW VODKA
“Something that brings a brand to life.”
“The hottest way to see New York.” Proprietary and Confidential
RAD SHOES
“A phenomenon. Something to be talked about.”
“The hottest way to see New York.”
Event:
• RAD SHOES unveiled a new line of sneakers and wanted to reach their audience in an organic way – play where they play – so they took THE RIDE to the football game!
• Fans got the chance to play in the RAD SHOES zone, try on the new sneaker line at the pop up store and most importantly – make a purchase!
• This three city tour (Boston, NYC and Philadelphia) created intimate micro-‐moments with the brand, building customer loyalty and created viral buzz and PR.
Proprietary and Confidential
RAD SHOES
“An extravaganza spectacle that thrills.”
“The hottest way to see New York.”
RIDE Activation:
• RAD SHOES Exterior 360oWrap with CTA to use #RADSHOES and post their experience to social to enter to win one of ten custom-‐made sneakers at the event
• Removed seats and installed couches for fans to unwind and comfortably try on the new line
• Back wall transformed into the RAD shoe wall
• Gamification both on and off the bus with brand ambassadors showing fans how to get involved on their smartphones
Proprietary and Confidential
RAD SHOES
“I’ll take THE RIDE.”
“The hottest way to see New York.” Proprietary and Confidential
THANK YOU!For inquiries on how your Brand or Agency can leverage
our mobile activation platform, please contact:
Dori LudwigDirector of Brand Strategy
THE RIDE, LLC212-‐244-‐2551, ext. 179
“The hottest way to see New York.” Proprietary and Confidential
APPENDIX – Other work
Chris Brown album launch party FAZZINO RIDE Comedy Central’s CRASH TEST
