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Mobile Marketing for Challenger Brands

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GKV

GKV is a marketing firm that specializes in grassroots outreach campaigns. They created several mobile marketing units for different clients, including Jet Trucks to promote a new airline, a Healthy Groove mobile unit to promote healthy living, and a Health on Wheels tour bus that provided health screenings. These mobile units traveled to communities and events across different states to engage with people and promote their clients' services in a unique, interactive way. The campaigns helped drive increased ticket sales, membership, and tourism numbers for their clients.

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Mobile Marketing for Challenger Brands
Jet Trucks Client: Independence Air ¨C Low fare carrier serving 35 markets that operated out of Dulles What: GKV created 20 Jet Trucks ¨C Silverado Pickup Trucks with custom fabricated airplane tail sections mounted in the bed. Where: The fleet of Jet Trucks was sent to each of the 35 markets Independence Air served to raise awareness of the new low fare airline and increase ticket sales.
Mobile Marketing for Challenger Brands
Coolest Feature: You are cleared for departure. The coolest feature has to be the custom fabricated tail sections which were built to the exact specifications of the real jets and if ¡°tweaked¡± only slightly would have actually created ¡°lift¡± at a certain speed. Results: Turned literally millions of heads at community events and street festivals and while driving on highways in over 35 markets including our nation¡¯s capital and got people thinking about the new airline when and where they least expected it¡­
Healthy Groove Client: Maryland Physicians Care ¨C Leading Medicaid health provider in Maryland What: GKV created the Healthy Groove ¨C Take Steps to Live Well grassroots outreach campaign. The centerpiece of the Healthy Groove program is a completely branded mobile marketing unit. The Healthy Groove campaign travels to community events and festivals all throughout Maryland and engages participants in activities designed to encourage healthy and active lifestyles. Where: The Healthy Groove campaign travels to key markets all throughout Maryland focusing on popular, high traffic events and venues.
Mobile Marketing for Challenger Brands
Coolest Feature: You smell something? The Healthy Groove mobile unit has too many cool features to mention them all. One of the most popular is the healthy cooking station that is constantly providing free samples of grilled chicken, vegetables and great things like grilled bananas to get visitor thinking about fun/easy ways to lead a healthier lifestyle. Results: Healthy Groove has helped the MPC membership begin to recognize the very easy things they can do in their lives to lead a healthier more active lifestyle and has helped the health plan increase market share and blow past its competition ¨C not to mention create great smells wherever they stop¡­
Shine Arizona Client: United Healthcare ¡ª Arizona Physicians IPA What: GKV created the Shine Arizona grassroots outreach campaign to help the health plan increase the rate of members who completed key annual health metrics such mammograms, cervical cancer screenings, well-child exams and dental screenings. In order to ¡°create a scene¡± at health fairs and standalone events GKV created the Health on Wheels tour, which featured fun, engaging activities and delivered key health screenings in the community. Where: The Shine Arizona Health on Wheels tour traveled to every region of Arizona to deliver much needed preventive health screenings to APIPA members and members of the community.
Mobile Marketing for Challenger Brands
Coolest Feature: Save the ta-tas. While the Health on Wheels mobile unit had many, many cool features, we think the coolest part of this effort was actually the completely self-contained mobile mammography unit that attended virtually every Health on Wheels tour event to deliver mammograms to the event¡¯s attendees much sooner than the bricks and mortar health system could. Results: The Shine Arizona Health on Wheels tour delivered more than 450 mammograms, 650 other preventive health screenings and 5.3 million impressions in a short 3 month period. The campaign has helped the APIPA members begin to lead healthier more active lifestyles.
Maryland ¡ª Pretty. Close. Client: Maryland Department of Business and Economic Development ¨C Tourism Division What: GKV develop a branded grassroots outreach program designed to encourage and entice individuals and families to visit the many vacation locations and attractions in and around Maryland. GKV developed a branded mobile vehicle and interactive event activities to reach potential visitors at community events and high traffic areas. Where: The Pretty. Close. Tour traveled to highly trafficked events and festivals all throughout Maryland and its feeder markets.
Mobile Marketing for Challenger Brands
Coolest Feature: O! say can you see. It¡¯s a tossup between the life-sized female rock climber (no real female rock climbers were harmed) attached to the back of the mobile unit promoting the exhilarating activities in Western Maryland and the use of longtime American hero Francis Scott Key as a member of our roving street team at the events. Results: The Pretty. Close. Tour was just one of the elements of the integrated marketing campaign that drove Maryland¡¯s tourism numbers through the roof. With GKV¡¯s help, Maryland Tourism completed its best year ever in 2007 delivering a $34.18 in tourism revenue for every marketing dollar that was spent to attract tourists to Maryland.
Want to learn more? Contact: Kevin Kempske Partner, EVP, PR and Grassroots Outreach 410-234-2439 kevin.kempske@gkv.com

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Mobile Marketing for Challenger Brands

  • 1. Mobile Marketing for Challenger Brands
  • 2. Jet Trucks Client: Independence Air ¨C Low fare carrier serving 35 markets that operated out of Dulles What: GKV created 20 Jet Trucks ¨C Silverado Pickup Trucks with custom fabricated airplane tail sections mounted in the bed. Where: The fleet of Jet Trucks was sent to each of the 35 markets Independence Air served to raise awareness of the new low fare airline and increase ticket sales.
  • 4. Coolest Feature: You are cleared for departure. The coolest feature has to be the custom fabricated tail sections which were built to the exact specifications of the real jets and if ¡°tweaked¡± only slightly would have actually created ¡°lift¡± at a certain speed. Results: Turned literally millions of heads at community events and street festivals and while driving on highways in over 35 markets including our nation¡¯s capital and got people thinking about the new airline when and where they least expected it¡­
  • 5. Healthy Groove Client: Maryland Physicians Care ¨C Leading Medicaid health provider in Maryland What: GKV created the Healthy Groove ¨C Take Steps to Live Well grassroots outreach campaign. The centerpiece of the Healthy Groove program is a completely branded mobile marketing unit. The Healthy Groove campaign travels to community events and festivals all throughout Maryland and engages participants in activities designed to encourage healthy and active lifestyles. Where: The Healthy Groove campaign travels to key markets all throughout Maryland focusing on popular, high traffic events and venues.
  • 7. Coolest Feature: You smell something? The Healthy Groove mobile unit has too many cool features to mention them all. One of the most popular is the healthy cooking station that is constantly providing free samples of grilled chicken, vegetables and great things like grilled bananas to get visitor thinking about fun/easy ways to lead a healthier lifestyle. Results: Healthy Groove has helped the MPC membership begin to recognize the very easy things they can do in their lives to lead a healthier more active lifestyle and has helped the health plan increase market share and blow past its competition ¨C not to mention create great smells wherever they stop¡­
  • 8. Shine Arizona Client: United Healthcare ¡ª Arizona Physicians IPA What: GKV created the Shine Arizona grassroots outreach campaign to help the health plan increase the rate of members who completed key annual health metrics such mammograms, cervical cancer screenings, well-child exams and dental screenings. In order to ¡°create a scene¡± at health fairs and standalone events GKV created the Health on Wheels tour, which featured fun, engaging activities and delivered key health screenings in the community. Where: The Shine Arizona Health on Wheels tour traveled to every region of Arizona to deliver much needed preventive health screenings to APIPA members and members of the community.
  • 10. Coolest Feature: Save the ta-tas. While the Health on Wheels mobile unit had many, many cool features, we think the coolest part of this effort was actually the completely self-contained mobile mammography unit that attended virtually every Health on Wheels tour event to deliver mammograms to the event¡¯s attendees much sooner than the bricks and mortar health system could. Results: The Shine Arizona Health on Wheels tour delivered more than 450 mammograms, 650 other preventive health screenings and 5.3 million impressions in a short 3 month period. The campaign has helped the APIPA members begin to lead healthier more active lifestyles.
  • 11. Maryland ¡ª Pretty. Close. Client: Maryland Department of Business and Economic Development ¨C Tourism Division What: GKV develop a branded grassroots outreach program designed to encourage and entice individuals and families to visit the many vacation locations and attractions in and around Maryland. GKV developed a branded mobile vehicle and interactive event activities to reach potential visitors at community events and high traffic areas. Where: The Pretty. Close. Tour traveled to highly trafficked events and festivals all throughout Maryland and its feeder markets.
  • 13. Coolest Feature: O! say can you see. It¡¯s a tossup between the life-sized female rock climber (no real female rock climbers were harmed) attached to the back of the mobile unit promoting the exhilarating activities in Western Maryland and the use of longtime American hero Francis Scott Key as a member of our roving street team at the events. Results: The Pretty. Close. Tour was just one of the elements of the integrated marketing campaign that drove Maryland¡¯s tourism numbers through the roof. With GKV¡¯s help, Maryland Tourism completed its best year ever in 2007 delivering a $34.18 in tourism revenue for every marketing dollar that was spent to attract tourists to Maryland.
  • 14. Want to learn more? Contact: Kevin Kempske Partner, EVP, PR and Grassroots Outreach 410-234-2439 kevin.kempske@gkv.com