The Opportunity

Event Hog was approached by Exhibit Works, Mitsubishi Motors North America’s event marketing company, to work in concert with their event team to implement a cross-country product roll-out campaign to promote the new 2006 Mitsubishi Raider Truck. The exciting event entitled, “The Mitsubishi Raider Tailgate Tour” would entail a complete entourage of Raider trucks, cars, Tyco Japanese Drummers, Teppan chefs, caterers and Event Hog BrandStands slated to “invade” NCAA college football games as a tailgate promotion in (8) major markets over an (8) week timeframe.

The Solution

With the direction of Exhibit Work’s talented event planning and design team, Event Hog was commissioned to custom build, design and wrap (4) BrandStands applying the Mitsubishi Raider art direction from the national ad campaign. The Mitsubishi Raider BrandStands were custom designed and wrapped in vinyl, newly equipped with new co-sponsor Serius Satellite Radios and shipped to each event location along with the Raider trucks via the Mitsubishi Raider Tailgate Tour semi.

To ensure the promotion would run smoothly before, during and after each event, Event Hog provided extensive BrandStand training with the Exhibit Works event team and drivers prior to hitting the road, a well as onsite event assistance at (2) of the (8) event locations to ensure all operated smoothly. The Event Hog BrandStands would act as an integral enhancement to the event promotion, providing a natural and comfortable serving area for Japanese Teppan chefs to prepare and serve food to hungry visitors.

The Results

The Mitsubishi Raider Tailgate Tour was a huge success for Mitsubishi and Exhibit Works creating immense traffic, attention and awareness at each location. While each event setting varied in size, location and atmosphere, each promotion consisted of a beautifully choreographed combination of Raider trucks, cars, caterers, Tyco drummers and Event Hog BrandStands working in concert to capture and maintain the attention of its target audiences.

Japanese Teppan chefs prepared and served delicious food from the BrandStands, while the Tyco drum team performed for captivated audiences every 15 minutes creating jaw-dropping crowd reactions every session. Mitsubishi and Exhibit Works event teams passed out hundreds of promotional packages as thousands of people mingled among the Mitsubishi Raider trucks and cars. All in all, the Mitsubishi Raider Tailgate Tour promotion enabled Mitsubishi Motors North America to attract attention, differentiate itself from the competition, engage its audiences and create a memorable brand experience for all who visited.