CUSTOM SAMPLING FLEET GETS CONSUMERS TO JOIN THE TRIBE TOUR
                                 Tribe Origins National Mobile Tour Serves up a Zesty Experience

      Experiential agency, Formula Street, activated a national mobile sampling tour for Tribe Origins, makers of “all natural” hummus, to spread the word about its new product flavors at music, arts, and food festivals across the country. Formula Street collaborated with Turtle Transit to design a vibrant vehicle fleet to distribute free hummus samples to consumers, and reach its target audience in multiple markets simultaneously.

To help Tribe sample products on busy street corners and popular city areas, Turtle utilized a vehicle that strategically positioned the brand in hard-to-reach areas. The all new Ford Transit Connect, a stylish economical vehicle ideal for commercial businesses, was Turtle’s choice for the program’s base vehicle. Not only was the Transit Connect easily customizable and could park in busy Metropolitan areas, it was stylish enough to capture consumer attention wherever it travelled.

     Turtle transformed six Ford Transit Connect vehicles into interactive sampling stations. The passenger slide out doors transformed into an interactive informational area, where tour staff engaged in a dailogue with consumers. It included a mounted countertop with a branded table skirt for displaying brand materials, and a customized arm to display a laptop for data capture opportunities. Turtle fabricated a custom veggie display and mounted it over the branded countertop. The veggie display was designed to illustrate Tribe’s use of all natural ingredients. Turtle mounted custom signage over the veggie displays to include more brand messaging and engage consumers at events.

     Custom roof racks mounted onto the vehicles housed speakers for its high quality sound system. When parked at events, tour staff shuffled music from an iPod over the speakers. The interior of the vehicles were customized with refrigeration to store and transport hummus samples. Turtle also engineered a custom power supply to run the data capture station and sound system. When parked at an event, tour staff could transport samples in a branded cooler custom built by Turtle. The branded coolers were stored in the vehicle during transit.

     Turtle’s creative team designed fully vibrant graphic wraps for the six vehicles, branded coolers, table skirts, and custom signage. The creative agency also fabricated and mounted branded hub caps on the vehicle’s tires as an additional branding solution. Turtle provided branded 10’ X 10’ tents and feather blade banners to be set up in close proximity of the vehicles. When parked at an event, tour staff served samples of all four flavors of Origins hummus with multigrain chips and pita bread. Consumers also had the opportunity to stop by the Tribe mobile experience to win prizes, shirts, and product coupons.