Gundam Base Mobile USA Tour

Gundam Base Mobile USA Tour

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Challenge

Increase awareness and interaction of the Gundam brand and GUNPLA Model Kits and generate sales of Model Kits to new audiences through a well-planned Experiential Marketing approach.

2024 Solution

  • 12-Week Experiential Marketing Tour: Extended duration to engage more audiences.
  • 14 Events: Expanded reach with new activations, including 12 HobbyTown retail activations, 1 Galactic Toys activation, and a high-profile event in Times Square.
  • Larger Interactive Footprint (50'W x 55'D): Featured a 6-foot RX-78-2 statue, 2 gaming stations, 2 VR experience headsets, green screen photo op, Tamashii Nations Touch & Try display, and enhanced GUNPLA displays.
  • Gundam Pop-Up Shop (38’ Display Trailer): Larger retail space to accommodate an expanded selection of GUNPLA Model Kits.
  • Team Expansion: 8 tour managers and 142 local brand ambassadors enhanced operational efficiency and audience engagement.
  • Program Enhancements: Additional tech-focused activations (VR experiences) and streamlined operations for a better customer experience.

2024 Results

  • 8,027 Miles Traveled: A 53% increase in coverage, enabling more reach and engagement.
  • 3,804 Gaming Participants: Nearly tripling gaming engagement, reflecting increased interest.
  • 665 VR Participants: Added a cutting-edge tech element for deeper immersion.
  • 7,246 Green Screen Photos Taken: 5,290 digital shares, extending reach to 394,731 and generating 1,322,559 Total Impressions.
  • 8,779 Workshop Participants: More than doubling workshop engagement, showcasing increased interest in GUNPLA building.
  • 14,440 Pop-Up Shop Visitors: A 66% increase in visitors, driving stronger retail performance.
  • 17,957 Total Attendees, 177,093 Venue Impressions, and 1,621,454 Visual Impressions: Nearly 70% growth in overall attendees and a 50% increase in visual impressions, highlighting greater awareness and impact.

2023 Solution

  • 8-Week Experiential Marketing Tour: A comprehensive 8-week tour designed to engage audiences across various locations, creating an immersive experience.
  • 9 Activations, 5 Events & 4 HobbyTown Partner Retail Locations: Strategic selection of high-traffic events and retail partnerships to maximize exposure and engagement.
  • Team of 7 Tour Managers and 20 Local Brand Ambassadors: A dedicated team to ensure smooth operations and personalized interactions at each activation point.
  • 40’W x 40’D Interactive Footprint: A large, visually striking setup to captivate the audience and provide an immersive experience including 2 gaming stations, green screen photo op, and GUNPLA display figures for viewing.
  • Model Kit Workshop: Housed within the interactive footprint providing a designated space for attendees to experience hands-on GUNPLA Model Kit building.
  • Fully Wrapped Graphics on Display Trailer & Support Trailer: Eye-catching branding to enhance visibility and reinforce the Gundam Base Mobile USA Tour identity.
  • Gundam Model Kit Pop-up Shop: A retail space within a 30’ display trailer, offering an extensive selection of Gundam GUNPLA Model Kits for purchase.
  • Support & Storage Vehicles for Product: Efficient logistics to manage inventory and ensure the availability of products.
  • Operations & Inventory Management: Seamless coordination for smooth operations, from setup to inventory management.
  • Program Activation: Well-planned and executed program activation to engage audiences effectively.

2023 Results

  • 5,236 Miles Traveled: Extensive coverage across diverse regions, reaching a wide audience.
  • 1,378 Gaming Participants: Active engagement through gaming stations, creating a dynamic experience.
  • 2,681 Green Screen Photos Taken: 1,755 digital shares, 131,577 total reach & 440,853 impressions: A highly successful digital engagement strategy, leveraging social media to extend the campaign reach.
  • 3,987 Workshop Participants: Creating interest and fostering a sense of creativity and connection to the Gundam brand.
  • 8,671 Pop-up Shop Visitors: A significant volume in foot traffic and sales, exceeding the initial sales goals.
  • 10,018 Total Attendees, 35,691 Venue Impressions & 1,057,672 Visual Impressions: Massive overall impressions, showcasing the widespread impact and success of the Gundam Base Mobile USA Tour.
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