Without plans to exhibit at Expo West, commonly referred to as ‘The Super Bowl of CPG’ – David wanted to capitalize on the concentration of retailer buyers attending the show and announce their upcoming Ice Cream launch.
David tapped CROSSWALK MEDIA to deploy 2 massive wrapped delivery trucks that would be strategically routed to cover both main entrances/exits to the Anaheim Convention Center and adjacent hotels.
Given the high profile nature of the event – it was paramount that CROSSWALK MEDIA took a white glove approach to control the entire end to end experience to guarantee David the exposure and outcome they were looking for. This included everything from scouting the location, sourcing mint condition trucks, printing and installing creative, planning the routes, staffing drivers and monitoring performance in real time.
This wasn't about being seen just once. Our drivers ran from sunrise to sunset every day of the show guaranteeing repeated, high impact exposure with the 70K+ attendees.
What does that really mean? Their trucks completed more than 150 laps on the blocks directly adjacent to the show, with an average speed of only 8mph — with heavy event traffic providing the trucks with incredible dwell times.
To amplify the announcement even further, within hours of hitting the streets on day 1 of the show every CPG news outlet and social media account was posting and publishing articles with photos of their trucks massively amplifying distribution of the announcement to MILLIONS more across digital channels.
Simply put, this strategy paired with some killer creative enabled David to own one of their industry’s biggest moments of the year without actually attending the show.
