Gundam Mobile USA Tour
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.
Solution
- R8-week Experiential Marketing Tour: A comprehensive 8-week tour designed to engage audiences across various locations, creating an immersive experience.
- R9 activations, 5 events & 4 HobbyTown partner retail locations: Strategic selection of high-traffic events and retail partnerships to maximize exposure and engagement.
- RTeam of 7 Tour Managers and 20 local Brand Ambassadors: A dedicated team to ensure smooth operations and personalized interactions at each activation point.
- R40’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.
- RModel Kit workshop: Housed within the interactive footprint providing a designated space for attendees to experience hands-on GUNPLA Model Kit building.
- RFully wrapped graphics on display trailer & support trailer: Eye-catching branding to enhance visibility and reinforce the Gundam Base Mobile USA Tour identity.
- RGundam Model Kit pop-up shop: A retail space within a 30’ display trailer, offering an extensive selection of Gundam GUNPLA Model Kits for purchase.
- RSupport & storage vehicles for product: Efficient logistics to manage inventory and ensure the availability of products.
- ROperations & inventory management: Seamless coordination for smooth operations, from setup to inventory management.
- RProgram activation: Well-planned and executed program activation to engage audiences effectively.
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 attendees: Creating interest and fostering a sense of creativity and connection to the Gundam brand.
- 8,671 pop-up shop visitors, 4,147 transactions & exceeded sales goal by 200%: A significant volume in foot traffic and sales, exceeding the initial sales goals.
- 10,018 guests, 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.
Did you know…
79% of experiential marketers say in the coming years, live events will become increasingly important to their organizations’ success.
2018 State of Experiential Marketing Study