With the popularity of vehicle ownership and rentals, transportation by bus had declined. Research suggests that millennials wouldn't mind a long bus ride if they could "kill two birds with one stone," or complete a trip with a friend or social community. I was tasked to design an experimental event around the Greyhound brand. These concept mockups illustrate an interactive branded experience from departure to arrival. Strategy catered towards the Millennials as the target audience.
With trends of pop-culture, especially pertaining to music and art, Coachella and Burning Man now-a-days attract a greater diversity audiences—including the majority being Millennials.
By hosting intimate pre-parties and private concerts during the bus ride allows Greyhound to showcase their new technological improvements: electrical plugs and wifi. Using this modernity to plug in computers, music amps, mics, cell phones, etc. allows a live-stream recording of the in-bus concert to air live while subtlety capitalizing the modern amenities over broadcast.
The customer experience focuses in on the entire journey from Point A: Bus Stop to Point B: Greyhound’s very own stage. Possibilities of in-between stops and takeover rest stops are endless.
This experiential campaign starts with performances on top of a moving Greyhound Bus. This doubles as a publicity stunt and a moving billboard / out-of-home. It then garners earned media and creates social media buzz around rumors of impromptu concerts exclusively for Greyhound passengers. Depending on the festival, city of departure, and arrival, the performances, experience, and hospitality may vary.
This experiential campaign starts with performances on top of a moving Greyhound Bus. This doubles as a publicity stunt and a moving billboard / out-of-home. It then garners earned media and creates social media buzz around rumors of impromptu concerts exclusively for Greyhound passengers. Depending on the festival, city of departure, and arrival, the performances, experience, and hospitality may vary.
Expendables / Freebies Include: Branded Travel Kits for in-bus riders.
Branded VR Goggles handed out during our campaign launch, pop-up events, and Greyhound rides prior to the event. This allows customers and fans to enjoy the interactive 4-D VR-360 LiveStream of the concert from the comfort of their own home. To access the the VR footage or LiveStream users would need to download the Greyhound app. This launches an awareness campaign for Greyhounds' new mobile app with it's very own in-app "#rideoutloud" VR 360 live streaming feature.
