With two ways to win (online and instant onsite), and 19 trips to give away, the Icelandair food truck and green screen experience landed the message that Icelandair gets you from North America to multiple destinations in Europe. Brand ambassadors were dressed in Icelandair branded clothing and interacting with consumers in multiple downtown Toronto locations – targeting a HHI demographic - including the Toronto International Street Festival over six activation days.
Icelandair’s objective was to create an experiential program in the Canadian market to promote the airline's flight routes from Toronto to various European destinations. Being the first ever promotion for the airline in Canada, they wanted to develop a unique engaging experience that not only promoted the brand but also engaged its core demographic in a unique and entertaining way, with shareable content.
Consumers were able to take a custom photo using green screen technology, choosing the background of a European destination they would most like to visit – where Icelandair flies to. After receiving an e-mail with their photo, they were able to share to their social network to enter an online contest. The food truck featured a variety of European inspired food samples to choose from, tying back our VIA Icelandair messaging through the engagement.