MARKETS: Atlanta, GA; San Francisco, CA; Los Angeles, CA; Dallas/Houston/Austin, TX
MESSAGES: NOKIA – Focus On What’s Real
DATES: December 6 – December 29, 2013
PROGRAM ELEMENTS: Three - 12’ branded digital box trucks; all with: 9 custom built out Sony pro series HD monitors in a 3 x 3 configuration and racking tray; 1 DVD player, 2 backup screens in road cases, a black awning on passenger side, a branded awning on drivers side, and a built-in generator. One - 24’ glass box truck with two 42" screens mounted on the inside wall glass, painted back wall, 1 Honda 2000 generator and a built-in generator.
OVERVIEW: Geometry partnered with Lime Media for the Nokia Holiday Digital Truck program. This program included the lease of 4 trucks and multiple digital elements to deliver content is a engaging way. The three 12’ digital box trucks and one 24’ glass box truck were part of a major mobile tour that targeted holiday shoppers at various high traffic locations in 6 major-metro areas over a 4 week period in December 2013. The 3 digital trucks were identically built with a 3 x 3 HD screen system that featured 5 different content feeds: 4 screens created 1 huge image of photos; 4 individual screens had separate photo feeds; and 1 screen hosted video content from a DVD. All the photo images were created with Nokia phones and shot at each activation. The 24’ truck featured two 42” screens that played pre-recorded content and consumer messaging and was used as the center piece in most of the Texas events. Lime Media’s trucks and assets were used by Geometry to create a unique consumer engagement activity with several other interactive components, including: Photo booths, giant snow globes, social media feeds and a low-light photo test area for the new Nokia phone cameras. The program was a huge success and many of the senior Nokia executives commented on how great this program was and that they would possibly incorporate some of the tactics in the UK for future programs.
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