Big-box retailer Target Corporation took this on-ice, in-game branding opportunity to the next level by fabricating a custom fiberglass 3D shopping basket (mimicking the shopping baskets in its stores) and mounting it to a Zamboni, which was then dubbed the 'Big Red Basket.'
Between periods at NHL games at the Xcel Energy Center in St Paul Minnesota, fans can win a ride in the Zamboni's hollowed-out top, complete with bench seats and safety belts.
This particular Zamboni started its life as a functioning ice resurfacer in South Dakota before it was retired, then resurrected years later as the in-game branding opportunity it is today.
The shell is made of a styrofoam-based material combined with plastic, sprayed with a hard-shell fiberglass coating, painted a glossy PMS186 red and finished with multiple layers of polyurethane high-gloss clear coat that gleams from the nose-bleeds. Ultimately, the Big Red Basket is unconventional branding at its best.
Tricked-Out Zambonis
The Target Corporation 'Big Red Basket' is a Redone Rink Classic
Trend Themes
1. Custom Branding - Businesses can explore the idea of incorporating custom, eye-catching branding elements into unconventional spaces, such as repurposing retired equipment like Zambonis.
2. Experiential Marketing - Creating unique experiences for fans, such as offering rides in branded vehicles like the 'Big Red Basket' Zamboni, can help companies engage with their target audience in a memorable way.
3. Reimagining Retired Assets - Finding innovative ways to repurpose retired equipment, like turning a retired Zamboni into a branded attraction, presents opportunities for creative marketing and brand visibility.
Industry Implications
1. Retail - Retailers can explore unconventional ways, like incorporating branding on vehicles and equipment, to create memorable experiences for customers and increase brand awareness.
2. Sports and Entertainment - Sports teams and entertainment venues can utilize unique branding opportunities, such as repurposing equipment like Zambonis, to enhance fan experiences and create memorable moments.
3. Marketing and Advertising - Marketing firms can capitalize on the trend of creating custom branding experiences and repurposing retired assets to help businesses stand out and connect with their target audience.