Business Challenge
Reliant Energy had made a significant investment in creating its own RV-based mobile marketing tour to engage and educate consumers in Texas about the company’s services and technology and, ultimately, generate leads. When results weren’t as strong as planned, the company asked aim to help retool the experience. The new concept had to be designed, produced and installed within 45 days to meet Reliant’s event commitments.
Insight
After analyzing the existing experience and talking to consumers, we quickly pinpointed the problem — consumers weren’t having fun. By blending entertainment and education elements, we knew aim could help Reliant engage consumers while still delivering key brand messages.
Strategy
aim reimagined the Reliant PowerMobile as a social media gaming arcade on wheels. Consumers played games, joined in competitions and participated in other edutainment activities at the RV’s interactive video kiosks. Visitors could even create event-themed avatars to use on their own personal social media sites. Content was customized based on the venue — Reliant sponsored NFL, NBA, MLB and rodeo teams and events, and the company used the connected content to generate leads.
Bragging Rights
The Reliant PowerMobile exceeded the company’s lead-generation goal by 20%, and the company continues to use the vehicle and evolve the consumer experience with new interactives.
