Roots³ Productions offers a complete selection of mobile vehicles to our clients when building out a campaign. One of the most popular options is utilizing fully wrapped double-decker buses in prime markets to not only activate a mobile billboard for a period of time but also as a custom private or public event space. There is an increasing amount of interest from our clients to pull a double-decker bus out of service to convert the interior and exterior into a consumer-friendly, brand awareness space while delivering a customized route option to those who hop on and off. Complete with our proprietary brand models and event production team, the double-decker bus activations are a branding success, most notably for our client Icelandic Glacial.
Icelandic Glacial and Roots³ Productions have teamed up to bring Miami, Los Angeles, and New York City double-decker bus activations that not only created brand engagement with current and new consumers but also elevated the brand’s placement as a topwater choice in each market.
In Miami, we centered our double-decker bus experience on the South Beach Wine and Food Festival (“SBWFF”) to generate interest from those consumers who already held an interest in culinary. As we emptied out half of the seating on the lower level of the bus, we built a custom beverage sampling bar while on the upper level we added our branded DJ booth to provide our South Beach riders with some electrifying music as we looped up and down the main streets surrounding the SBWFF event. Our double-decker experience in Miami proved a complete success as riders not only used the bus as a complimentary charter to and from the area of SBWFF but also for those not attending as the bus took these consumers from one end of South Beach to the other. The party did not stop in South Beach until our last stop at SBWFF, proving that Miami is certainly a market we will utilize to bring our client’s brand a fresh look with potentially new consumers.
While Miami’s success reigned, our double-decker bus experience in Los Angeles was a perfect blend of brand recognition and pure joy as we organized our private charter around LGBTQ Pride Fest in West Hollywood. Looping from Sunset Blvd to Santa Monica Blvd the foot traffic during the festival was immense and the impressions surpassed our goals.
Our production team brought colorful life to the interior of the bus with a branded step and repeat, custom branded DJ booth, and rainbow balloon wall. Up top, our sampling bar partnered with brand models in playful, rainbow uniforms brought the unique and uplifting experience to life as we celebrated equality and love on behalf of Icelandic Glacial.
Mobile Activation Success
Continuing our double-decker success, we brought our custom build-out to New York City, the largest market in the country. During the time of activation, the global news had been rather heavy and dark, so we partnered with Icelandic Glacial to bring Peace and Love to the city. Iconic “I Heart NY” t-shirts were given to riders with Icelandic Glacial customization along with our resident DJ spinning sounds off of the upper deck. Added to the NYC experience, we brought in our social media photo booth which gave consumers a chance to produce a photo or GIF and upload to their social media account with our specific hashtag for a chance to win a trip to Iceland. While the trip giveaway generated immense interest, it was our custom ice cave
build out, to replicate the same found in Iceland, on the lower deck that truly created impressions as consumers entered the bus. With all of the specialized additions that turned a traditional double-decker bus into a branded event experience, the memory taken in New York City was a powerful message from Icelandic Glacial and one that showed riders that Icelandic Glacial cares.
Our double-decker bus experiences around the country are now seen by many clients and brands as a form of brand connection with their audience. As we create, build and produce unique experiences for riders, a strong memory remains and a message that consumers take away from these customized moments that ultimately drive brand awareness into product sales. With Roots³ Productions continuing to pioneer the space, we continue to develop unique and exciting mobilized programs for our clients’ consumers around the nation.