To encourage people to download the MOOV app and take advantage of free product trials, the music subscription service set up a unique food truck event called the 'Lyric Toast Van.'
On the streets of Hong Kong, MOOV drove around a truck sporting a pair of headphones. After downloading the MOOV app and getting access to a free one month trial subscription, people passing by were able to grab a piece of toast from a basket—but these weren't ordinary pieces of bread.
As the name of the MOOV stunt alludes, the pieces of toast given out were stamped with inspirational lyrics. To add even more interest to the experiential event, the pieces of bread came in unusual flavors like coffee with tea, grapefruit and taro.
Lyrical Toast Giveaways
MOOV's 'Lyric Toast Van' Gives Away Free Product Trials and Toast
Trend Themes
1. Experiential Marketing - Using unique events and giveaways to promote a product or service, creating opportunities for consumer engagement and viral marketing potential.
2. Innovative Sampling - Offering unconventional free samples to target consumers and create buzz around the brand, increasing trial and potential customer loyalty.
3. Music-marketing Synergy - Utilizing music as a promotional tool, integrating music and pop-culture themes into marketing campaigns to connect with consumers and increase brand awareness.
Industry Implications
1. Food and Beverage - Using novelty food items and unique food events (such as food truck events) to promote a product or service and attract consumer attention.
2. Music Subscription Services - Using music-related events and giveaways that leverage the service's music-related content to engage with consumers and potentially drive subscriptions.
3. Marketing and Advertising - Incorporating innovative consumer engagement tactics like experiential marketing and unconventional sampling techniques to increase brand awareness and customer loyalty.