Bring the Point of Purchase to the People
Tags: design, Entertainment, Ice Cream Truck, Kings, Kiosk, los angeles, Point of Purchase, Ticket
LA Kings' Ice Rider
Many brands create exciting in-store experiences with design and entertainment. Unfortunately, some of them fail to convert that excitement into sales. Often, it’s because the point of purchase is hidden or disconnected from the otherwise engaging in-store experience.
To sell hockey tickets, the Los Angeles Kings knew they had to make their point of purchase more visible. They created a branded ice cream truck that is one part road show, one part traveling ticket booth.
The truck, called the Ice Rider, is decorated with flashy team logos and graphics. It parks at public events and attracts people with free ice cream and entertainment. On one side of the Ice Rider, there is a giant plasma screen where visitors can play Xbox. On the opposite side, mounted flat screens air Kings’ highlight footage. There is also a green screen photo booth operated by a street team. People who have their photo taken receive it in an email that links to a branded website.
Amidst the entertainment, the truck lets fans buy game tickets from an on-board kiosk. There is no separation between the point of purchase and the entertainment. The Ice Rider gets fans excited about the Kings, and gives them the opportunity to buy right then and there.
