Fast Facts

What
    Signage displayed on the exterior surfaces of what creators call the world’s largest street-legal monster truck limousine.

Who
    Monsterlimo is owned by S.D.M. Industries, headquartered in Phoenix.

How it works
   The Monsterlimo is transported to events where people can walk under it, tour the interior and have their photos taken beside it.
    The display can be parked outside an event or inside an arena, can be part of a halftime show or be driven around in traffic as fans arrive and depart.
   The ad-laden limo can also be driven through specific demographic areas, as permitted by local ordinances.
    Product sampling can be an element of a Monsterlimo campaign.
   Campaigns can be designed around single events or can be month-long to year-long tours.
   The tour destinations are composed of a combination of events that draw large crowds and stops that are product-related. For example, a visit to a state fair might be followed by a parking lot presentation at a store that sells the advertised product.
   "There are promotions that we can tie in with sponsor locations," says CEO Bob Fisher. "Like for a week prior to a race we can visit retail locations, timed with the race’s local advertising like radio and television ads."
   "We get a lot of free publicity," says marketing director Vicky Canby. "What happens is we do press releases and get coverage in local newspapers and on local news stations."
   Typically one advertiser uses the entire vehicle, but more than one compatible advertiser can share signage. "It can work like NASCAR with co-sponsors," Canby says.
    Advertisers can buy signage areas piece by piece. "Some parts are more prime than others," Canby says. "It depends on where the vehicle is shown. The roof and hood are so high off the ground that they can be seen by audiences in the stands at events."
    Creative is provided by the advertiser, often with input from the Monsterlimo staff, and is primarily graphics, Candy says. "It’s logo and artwork or maybe a one-liner with a trademark."
    Creative can tie into the vehicle theme. "We had a radio station contact us for a charity promotion during the holiday season who turned it into Santa’s sleigh with flying reindeer," Canby says. "They used the bed of the truck to collect toys for the event."
   The truck bed has also been used as a distribution point for samples and souvenirs. "We’ve had Hooters girls toss out T-shirts and celebrities and promotion staff pop out," Canby says.
    Giant vinyl stickers are printed with creative and applied to the Monsterlimo.
    Signage is available on the following exterior areas:

   The Monsterlimo itself is 36 feet long, 11 feet high and weighs 7 tons. The tires are 46 ½ inches.
   Spectators can tour the Monsterlimo’s interior, which is decked out with standard limo luxuries like a 27-inch color television, wet bar, surround sound system and light system.
    Strobe lights and sound system can be used for arena entertainment or to draw observers to the Monsterlimo when it’s parked.
    Campaigns range from short-term weekend or event-long promotions to year-long tours. "Long-term programs are designed specifically around events," Fisher says.
   Events range from the World Series to auto races to store openings. The Monsterlimo can be parked outside or inside at an event. "We just have to make sure we can get in some of these buildings," Canby says. "And the stage has to be able to hold 14,000 pounds."
   "We like to see something happening on all four sides," Canby says. Photo sessions can take place at the front hood area while a live broadcast happens along the side.
    Monsterlimo is transported between events by semi. The advertiser’s logo appears on the semi, or the hauling vehicle also can be fully wrapped.
    Currently national advertisers account for 25 percent of campaigns while local and regional account for the remaining 75 percent. Canby says their goal is to increase national advertisers.

Markets
   A tour can visit any market in the continental U.S.

Numbers
   A 2001 company study found that people spend an average time of seven minutes observing the Monsterlimo.

How measured?
   Gate or ticket counts can be used at events where the Monsterlimo is displayed.
   Promotional giveaways or responses can also be tallied.

What product categories do well?
   Radio stations, sports and soft drinks, cutting-edge technology, automotive and public service messages or campaigns fit well.
   Typical advertisers are companies and products that advertise at auto races, Canby says.
   "Up-and-coming companies with products ready to explode into the marketplace are the best type of companies, as opposed to, say, a long term company like Ford," Canby says. "We can have an impact on the bottom line and brand image of younger million-dollar companies looking to grow their client base."

Demographics
   "We had thought the appeal was just going to be for young guys," Canby says. "But we’re finding it has wide appeal."
    A 2001 company survey of 1,400 audience members found an age range from 3 to 90 years old, divided equally into segments including children 3 to 12, teens 13 to 19, adults up to age 50 and those older than 50.
    The demographic shifts somewhat with the venue with a slightly different crowd showing up for a department store promotion versus a NASCAR race. Some venues aren’t a good fit, Canby says. "We wouldn’t suggest parking out in front of the opera."

Making the buy
   Lead time depends on the campaign. Weekend events can be put together in a month while tours take longer. Elements like street teams and conversions to the truck bed require additional time.
    A year-long campaign including production, and crew runs $400,000. "This includes the monster vehicle and driver, the semi to haul it and that driver, street teams including costumes and ad wraps for vehicles."

Who’s already on Monsterlimo?
   Blue Media, Third Rock Entertainment, Target, Broken Bow Records, Joe Diffie, Checker Auto, Monster Jam and Firebird International Raceway have been on the Monsterlimo.

What they’re saying
   "The Monsterlimo is so huge that it creates a stir wherever it goes. Say, at a game where thousands of people are stuck in traffic, we drive it around the stadium like a rolling billboard. People's jaws drop." -- Andy Salcido, corporate sales for Phoenix-based Blue Media

Web site info
    S.D.M. Industries at www.monsterlimo.com

June 16, 2003© 2003 Media Life

-Kathy Prentice writes about out-of-home advertising  for Media Life, penning her stories from the resort town of Traverse City, in the upper reaches of Michigan.

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