Planeta Wrigley® Stages a Family Friendly Tour
Cardenas Marketing Network (CMN), a leading multicultural event marketing and sponsorship agency in the U.S., teamed up with Craftsmen Industries to build a mobile marketing vehicle. The primary objectives of this program were to build brand awareness in the Hispanic market by offering consumers a refreshing and fun connection with Wrigley Gum brands utilizing the Hispanic passion for music, technology, and sports. With a space 100 ft. x 100 ft., Planeta Wrigley toured ten festival events and twenty retail stops encouraging an atmosphere full of music, sports and technology.
With the creative forces of CMN and the fabrication skills of Craftsmen, the focus of the display was a 53 ft. stage trailer, complete with an upper deck. The deck held between 20-30 people. While in display mode, a hydraulic stair system unfolded, giving visitors staircase access to the upper deck. The 16’ x 38’
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rectangular stage space gave local bands an opportunity to perform using the trailer’s state-of-the art sound system.
Craftsmen graphic installers applied brand-specific graphics throughout the exterior and interior of the trailer. The interior of the trailer had 16 plasma monitors lining the back interior wall. Craftsmen built a three-sided kiosk with three mounted 60’’ plasma screens set up in the center of the display. Also included were five interactive kiosks with backlit header signs arranged throughout the interior.
The program performed exceptionally well. A full 360 degree program launched simultaneously helped created awareness in the Hispanic market and made an impact on Quarterly/Yearly sales. Furthermore, the involvement of Planeta Wrigley at the retail level was used to leverage the relationship between Wm. Wrigley Jr. Company and it’s retail partners to increase presence at the retail level.
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The Planeta Wrigley trailer included a gum bar, a high tech digital area, and interactive activities.
The Planeta Wrigley Stage hosted local musical talent for the attendees to enjoy.
Planeta Wrigley toured to multiple Hispanic events and retail shops.
The three-sided kiosks were capable of mounting three 60’’ plasma screens.
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