Rushing down a busy New York City sidewalk, you think about the day’s schedule when something massive invades your peripheral vision. You double-take to make sure your eyes are still trustworthy. Towering over onlookers, a 13-foot replica of Mount Rushmore gazes blankly into the gathering crowd. The scent of teriyaki assaults your nostrils when you notice the “Jack Links” banners surrounding the structure. It’s Mount Rushmore…covered in jerky meat. Meat Rushmore. You take a step back and laugh as your stomach starts to growl. Heading to the nearest corner store, you buy your favorite beef jerky snack.
There’s no doubt about the power of experiential marketing, but what is it? Also classified under the terms, “Engagement Marketing,” “Event Marketing,” and “Guerrilla Marketing,” to name a few – the official definition is, “a marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand or a brand experience.” Basically, you’re going to see or participate in something crazy exciting and possibly get some free samples in return. These brand campaigns often land in the Guinness Book of World Records either by shear scale or performing some obscure stunt.
How does Treadway Industries contribute?
“Meat Rushmore” is just one of the awesome experiential marketing stunts we have had the pleasure of working on. Since we are a custom foam fabricator, we can make larger than life or scaled down versions of anything imaginable. Our artists, engineers, and designers take pride in producing the best product possible, whether it be giant vegetables with faces (we’ve done that) or something like Meat Rushmore in which we sculpt from foam, hard-coat, and prime so the advertising agency can apply the finishing touches. Peruse our portfolio to see if you can point out which of our products was for an experiential marketing campaign!
Jack Link’s Meat Rushmore
We must talk about Jack Links’ “Meat Rushmore” because we helped to fabricate it! This monstrosity was 13 feet tall, 17 feet wide, and covered head to… shoulder in 1600 pounds of Jack Links jerky meat. Imagine sinking your teeth into that! Visitors were encouraged to enter a photo contest for becoming the fifth head on the structure as well as take part in free snack bags.
“Jurassic World” Dorito
Doritos is known for its wacky Super-bowl commercials, comedic timing, and immense pack-a-punch flavor. Recently, they partnered with the new movie, “Jurassic World: Fallen Kingdom” to create a “genetically engineered” chip of gargantuan proportion. Measuring one foot long, held in an egg, and packaged in a Jurassic World crate, this limited-edition edible is an experiential marketing campaign for the record books!
Oreo’s “Trending/Vending Machine” at SXSW
Can you imagine anything better than a customized Oreo cookie? How about a customized Oreo cookie made before your eyes? That’s exactly what Oreo parent company, Mondelēz, did at the 2014 SXSW festival in Austin, Texas. Trending topics on Twitter were linked to cookie flavors, giving guests the choice of over 10,000 custom combinations. Visitors patiently waited up to two hours to try their one-of-a-kind treat.
Amazon Jurassic Delivery
For weeks before the release of the new “Jurassic World: Fallen Kingdom” movie, a truck was toting a dinosaur-sized Amazon box with the “Jurassic World” logo and #AmazonFindsaWay on the side. The unboxing occurred at the world premier event with Chris Pratt, Bryce Dallas Howard, and hundreds of fans in attendance. Care to take a guess at the resident inside? It was none other than the unsung hero of the previous film (#spoilers) – a life-sized Tyrannosaurus Rex! Unfortunately, it was an unbreathing statue, but it was an experience the fans won’t ever forget.
BlinkBox “Game of Thrones” Dragon Skull
Strolling along the famed “Jurassic Coast” in Dorset, England beachgoers were stunned to find a 40-foot-long, 9-foot-tall dragon skull. Blinkbox, a tv and movie streaming service, was celebrating the addition of “Game of Thrones” to its repertoire. Fabricated in a facility very similar to ours, the foam core skull took three months to complete with finishing touches made on the beach. Visitors were astonished but visibly excited for a unique photo opportunity.
Check out this article for more info!
Complete Energy Bites “Breakthrough Wall”
Used in several short commercials and a guerrilla marketing stunt, this “Breakthrough Wall” for Complete Energy Bites was fabricated by Treadway Industries. Bricks were made out of a soft foam, so it would easy and comfortable to burst through at any moment. As you’ll see in the video, some unsuspecting students were required to burst through the wall on their way to work.
Bounty “Big Spills”
Scattered throughout New York City and Los Angeles, Bounty was cleaning up some big spills. Treadway Industries created the spilled coffee cups that peppered the Big Apple and provided the fog machines that made them look hot! The Los Angeles campaign included real giant popsicles! Bystanders were given Bounty paper towel samples to help clean up the big spills, as you’ll see in the video above!
Be sure to check back with our blog for updates on the latest and greatest marketing stunts, theme park news, and anything else pertaining to the themed entertainment industry.
Coral is Treadway Industries’ Design & Development Assistant. She is a native Floridian with an ingrained appreciation for theme parks, entertainment, and design. Her hobbies include art, jumping around to local festivals, and spending time with her cat, Bonnie.