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medialifemagazine.com Alternative media
So what's the next eye-catcher? Living, mobile, three-dimensional billboards that bring not just a message but the product itself out on the streets. A GoMobile Advertising promotion for IKEA in Seattle is doing just that. To launch the 2007 catalog for the Swedish home goods chain, GoMobile created moving displays of IKEA concept rooms, filled with furniture, accessories and lighting. The displays are mounted on trucks framed with retractable walls that can hold illuminated scrolling billboards. And seatbelts are attached to the couches and chairs so that models can safely complete the display. "It's been the most successful catalog drop [IKEA has] ever had. It's created huge buzz," says GoMobile president Chris Schuler. As the truck rolls along, an accented voice blasts from speakers exhorting all in earshot to visit IKEA and say "meatballs" to receive a free gift. The trucks also have short-distance radio frequencies that allow those nearby to tune in for promotions.
Schuler says GoMobile has trucks in 20 states, and the potential for the concept is virtually unlimited: one ballet company is considering a mobile Nutcracker set, while a sporting goods shop may send out a mobile climbing wall. Pricing goes up to $30,000 per month for exclusive use of a vehicle.
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