When Bud Light Lime was looking for a unique interactive way to reach audiences in San Diego they turned to EMC for a multi-media street team activation that could connect with consumers at multiple points.
The Team includes Scooters that can ride around the area and create a perimeter for the impromptu event staging, or they can be parked in a group to create a focal point around which the event can happen.
The next point of contact for consumers is a team of customized prototype 3D Segways, created to look like giant bottles of Bud Light Lime. The segways attract attention from all quarters as the team moves around popular areas like the Gaslamp District, and various beaches.
In the evenings there is also a mobile projection unit that can move through the streets and display on buildings around the area where the team is working.
The final component is the Picture Team. A team of brand ambassadors are equipped with wearable computers. With the monitors mounted above their heads the team is highly visible even on crowded streets and draw consumers in to interact with the brand ambassadors.
The team can then take pictures of consumers – Halloween costumes and all! The pictures appear on the overhead screen, and are then uploaded to Facebook where the consumers can retrieve them later.
In addition to popular San Diego areas like the Gaslamp Quarter, the team is also going to Chargers home games to interact with the thousands of pregame tailgaters. The scooters are positioned to greet fans as they come in:
Then the Segway and Picture Teams interact with fans in the parking lots before the game.
This campaign uses a variety of different guerrilla media to create a memorable experience and interact with consumers and football fans throughout the San Diego area.
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