FROM giant rolling hot dogs to a 65-foot-long “backyard barbecue grill,” huge mobile marketing exhibits are bringing their messages—and, sometimes, tastes—to millions of consumers who might otherwise be focused on much smaller mobile devices. In fact, these rolling marketing exhibits have become so effective that at least one vehicle components manufacturer has joined the parade to communicate the importance of car care.
Consider, for example, the 25-foot-long, 12-foot-high translucent “Shockmobile” of the Monroe Shocks & Struts brand.
“A mobile marketing vehicle can be a very effective way to engage consumers in a conversation about your product. In our case, relatively few vehicle owners understand the role shock absorbers can play in protecting their driving safety—so we set out to capture their attention in a big way,” said Richard Alameddine, vice president of marketing for Tenneco, the manufacturer of Monroe ride control products.
The Shockmobile is certainly hard to miss. From its massive black fiberglass tube, angled upward like a rocket, to its glow-in-the-dark lettering reading “Everything Gets Old. Even Your Shocks,” the rolling exhibit has amazed motorists and pedestrians everywhere it has appeared, including New York City’s Times Square.
The point of the “Everything Gets Old” message is to remind consumers to have their shock absorbers and struts inspected at 50,000 miles/80,000 kilometers. Failure to replace worn units could negatively impact vehicle steering, stopping and stability in certain driving situations, according to Tenneco.
“We don’t expect consumers to immediately run to their local service garage and ask for new shocks,” Alameddine said. “We do hope, however, that when their repair provider tells them it’s time to replace worn units, they will be aware that, yes, shocks and struts do wear out and it’s important to install new ones to help stay safe behind the wheel.”
The Shockmobile joins a legion of mobile marketing vehicles that can be seen on North American highways, in parades and at other seasonal events. It might not yet be as iconic as a rolling hot dog, but it is turning heads and driving consumer engagement via social media, the Monroe website (www.monroe.com) and, most importantly, at local repair businesses.
“There’s simply no way a 25-foot-long glowing shock absorber won’t get your attention when it passes you on the road,” Alameddine said. “We get thumbs-up signals, smiles, waves and lots and lots of questions. But most people quickly realize it’s a shock and come away from the experience with important knowledge about their driving safety. And that’s what this vehicle and the Monroe brand are all about.
North American Precis Syndicate