Event Marketer

The rules of the road are getting easier with a variety of purchase options now available for marketers readying mobile tours. With prices for 53-foot tractor trailers starting around $250 000 these days purchasing a truck for a mobile marketing program can be an expensive affair—or it could be one of the best long-term investments your marketing team makes. And if buying isn’t for you leasing is becoming a workable option for a growing legion of brand marketers.

Warner Bros. Consumer Products is promoting the Speedy Gonzales character to young skateboarders with a tour hitting skate parks in 12 markets.
 

With the second leg of a 34-city tour just underway Del Monte’s 9Lives brand is savoring the results from the first wave of the campaign. The brand’s Daily Essentials cat food line reported an eight percent boost in bagged food sales since starting the campaign plus a five percent spike in canned food sales a major jump for its category.
 

Amstel Light is spending the winter wooing skiers and celebrities via a series of Après Ski Lodge events. The Heineken USA brand is taking over lodges and bars in Telluride CO and Park City UT in February and March creating environments that resemble a Swiss ski chalet. The campaign is a cold-weather complement to Amstel’s portfolio of golf and culinary events.
 

DaimlerChrysler’s Jeep leveraged its presenting sponsorship of a pro snowboarding competition in New York City last week by creating a structure that used a Jeep as a prop for part of the competition.
 
During one segment of the event which was Thursday at Union Square snowboarders descending the rail actually rode over a Jeep Wrangler Unlimited.