Madewell | Denim Road Trip
Madewell reached out to TH to concept a mobile tour to promote their denim. TH’s creative development team dove deep into the in’s and out’s of the brand and developed a program that would reach their goals within budget and timeframe. The result was the Madewell Denim Roadtrip - a 13 city tour in a vintage Airstream trailer, outfitted with styling stations, a hair-braiding bar and, of course, lots and lots of jeans (plus a secret denim deal and other surprises). At each location women were invited inside the tour bus for professional consultations and fittings. TH worked side by side with Madewell to reach the goals of the tour and make it a huge success. The tour gained national attention and hundreds of thousands of impressions.
Weleda | Mobile Spa Experience
For this program, TH was tasked with promoting the natural skin care brand, Weleda, in a big, bold way. The goal was to drive consumers to retail while building loyal brand advocates. TH produced a 6 market mobile spa experience complete with a branded glass truck, outfitted as the ultimate relaxation haven. Guests were welcomed inside for a series of hand, skin and body care treatments. After receiving their one-of-a-kind services, participants were invited to give an onsite testimonial about their experience and favorite new Weleda products. All media content was then uploaded to a dedicated, TH-produced micro-site, which included voting and sharing capabilities with Facebook and Twitter.
Maybelline | Fashion's Night Out Mobile Salon
The Maybelline Mobile Salon was a fun way for ladies all over Manhattan to take a break from their day and experience some of the glamour of Fashion Week from Fashion Week's official make up sponsor, Maybelline NY! Consumers had the opportunity to receive a manicure or a mini makeover using some of Maybelline's newest products, including Color Show Nail Polish and BB Cream Foundation. The Mobile Salon hit some of the busiest neighborhoods in Manhattan starting on Fashion’s Night Out, and going through the weekend. Maybelline's Spokes models dropped by the salon to take photos with on lookers, and a photo activation allowed consumers to email / tweet their final makeup look.
Warby Parker | Class Trip
Warby Parker teamed up with TH for a cross country tour in a retro-outfitted 31’ long school bus with accompanying 10’ x 10’ pop up tent. TH handled all research, outreach, scouting, negotiations, and permitting with key venues in each market. Our dedicated in-house team handled all back-end research, and key scouting managers traveled to each chosen market to secure space for the vehicle. At each stop, the brand set up camp, opening the pop up shop’s doors to participants to come in, check out eyeglasses and sunglasses (which they are able to purchase on site via Square), and take photos at the photobooth in their new specs.
People Stylewatch | Fast & Fashionable
The PEOPLE StyleWatch Fast & Fashionable Glass Truck was an interactive experience during the first weekend of New York Fashion Week. With two Maybelline makeup artists on site, consumers received a 5 minute foundation touch-up and makeover session. While they were waiting, they also got to partake in the ‘Le Sportsac’ lounge complete with charging stations, People Stylewatch magazines, and a video loop showing the season’s hottest trends. People were encouraged to tweet “@fastfashionable” Every hour, the best Tweet was chosen, and the lucky consumer won a LeSportSac bag! Brand ambassadors distributed giveaways on site to all who entered the truck, which included Linda’s Lollipops, tablet download cards, PEOPLE tote bags, ConAir Samples, and St. Ives samples.
Fox | Masterchef Gourmet Truck
TH teamed up with Fox Network to produce a food truck, advertising the return of the hit series MasterChef on the streets of LA. TH wrapped the gourmet food truck in Fox branding and designed menus to match. The truck received a lot of attention, and the free gourmet dishes that the brand ambassadors served to anyone passing by were a huge hit. There were five options on the menu, each one uniquely connected to a judge or chef on the show. Over a period of two days at four locations, over 1,300 dishes were served, and the truck made around 120,000 impressions. The most popular dish, Gordon’s Sweet Victory, was a smoked turkey breast sandwich with orange/cranberry jelly, sunflower sprouts and eggless mayo on a wholewheat roll. On the second day, the truck was featured on Good Day LA which garnered an additional 58,000 impressions.
Method | Wash Smart Give Smart
TH produced and executed the Wash Smart, Give Smart glass truck campaign - a fully outfitted interactive consumer experience, which traveled throughout New York City for three days. Partnering with Goodwill, the event facilitated a clothing donation where consumers were asked to bring in old clothing for a good cause, with the bonus of taking home a bottle of method’s new ultra-concentrated detergent. Brand ambassadors were on site distributing free bottles of laundry detergent, method t-shirts, coupons and trial packets as well as a branded photo keepsake taken from inside the truck itself.
Nine West | It's In the Bag
TH produced a pop-up shop for the Nine West holiday collection. Anchored by a fully-wrapped and branded glass truck, the mobile pop-up shop traveled to 6th Avenue between 41st and 42nd Street on Friday, December 14th, 17th Street between Union Square East and West on Saturday, December 15th, and finally Broadway between Prince and Houston on Sunday, December 16th. The pop-up shop featured the glitzy holiday collection from Nine West with plenty of products on site for consumers to stop by and take care of some holiday shopping for their girlfriends and family! Even the shopping bags were memorable with screen-printed quips such as “Rent or Shoes” and “We Do Shoes.” The glass truck was wrapped up as a present as well. With the larger-than-life pink bow on stuck to the top of the glass truck, everyone in eyesight of the pop-up shop knew something fantastic was happening there and stopped by to check it out.
Fitflop | Fitflops to the Rescue
What better way to boldly get the FitFlops health and fitness message out to consumers than through a fully wrapped ambulance? This interactive event did just that, touring hot-spot neighborhoods in New York City and rolling out the fun. At the event itself, participants lined up for their chance to spin the FitFlop prize wheel and try out a pair of shoes on an oversized branded foam pad. By educating the public on health-focused technology of the products and its benefits, participants were inspired to visit their local FitFlops retailer for purchase.
Miller Lite | St. Paddy's Day Rides
For the third year in Chicago, TH provided free transportation for residents and visitors who were out celebrating St. Patrick’s Day with a big (and boldly branded) Miller Lite bus. Two buses offered free rides to encourage responsible celebration, with each bus accompanied by brand ambassadors inviting passengers onboard and spreading the merry messages of the Miller Lite brand.
AOL | Go Ahead, Put $#*@ On Your Shirt
In January 2012, TH brought AOL Mail to the forefront of college students’ experience through a two-day high-impact event in Cambridge, Mass. AOL Mail wanted to let people know that thousands of free usernames have become available, so you have a better chance of getting the one you want. To help spread the message, TH converted a glass truck into a mobile t-shirt station where people could create and receive a custom airbrushed @aol.com shirt and say anything they wanted on it. The AOL glass truck was located across the street from Winthrop Park, in the heart of Harvard Square and steps away from the T station, a very busy area of Cambridge filled with college students.
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