It’s one thing to put up a billboard to get drivers’ attention. And some cars even have billboards and marketing messages on them. Think busses, taxis, trains with wrapping containing a message. We’re used to seeing that kind of marketing, and it certainly gets attention, but it isn’t exactly ‘engaging’ people and keeping their interest.
It’s on an entirely different engagement level though when you can actually get your product to drive down the street and greet people. Yes, folks, three dimensional rolling signs are what we’re talking about. Especially the L. L. Bean Bootmobile just in time for the fall’s hunting season!
Like its counterparts the Planters Nutmobile, the Oscar Mayer Wienermobile, and the Batmobile (ok, not the Batmobile but you have to admit it’s attention-getting), the Bootmobile travels around the nation bringing ‘surprise and delight’ where ever it goes – such as giving out free trinkets and buying ice cream for everyone at a local market.
It’s a unique promotional vehicle. The first of three Bootmobiles drove off the lot in 2012, racking up 350,000 miles and visiting 25 states. If it were an actual boot, worn by a person, that person would have to be 143 feet tall with a shoe size of 708. The body and engine of the boot belong to a GMC Sierra and uses 12-strand braided mooring rope for its shoelaces.
This boot won’t fit in a closet – perhaps a garage.
Group Activities and Discussion Questions:
- Poll students about out of home advertising. What do they see?
- What types of marketing outdoors gets their attention.
- Show the L.L. Bean Boot mobile website: https://events.llbean.net/index.html
- Video about making the mobile-boot: https://youtu.be/jsUxl_9AzeU?si=lX0RRy6W0rJjJwmA
- Take a look at Turtle Transit website: https://turtletransit.com/
- Show Wienermobile website: https://www.oscarmayer.com/wienermobile/
- Show the Nutmobile website: https://www.planters.com/nutmobile/
- Divide students into teams. Have each team select a consumer product that could use the branded vehicle promotion.
- Have teams design the vehicle and put together a promotional tour and schedule.
Source: Kurutz, S. (20 August 2024). A shoe that goes 65 mph. New York Times.
