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.