As a whimsical way to entertain media agencies and promote its brand during the holiday season, ION Network built a life-size gingerbread house and took it on a tour of New York, visiting 14 offices between December 10 and 14. ION enlisted the Michael Alan Group to help produce the 15-foot-long, 9-foot-tall, and 8-foot-wide take on the traditional Christmas baked good, which sat on the back of a flatbed truck and was coated with brown sugar, ginger, and icing. Inside, the marketing vehicle was decorated as a cozy living room, with a screen to watch the television network's content, an electric fireplace for photo ops, and a candy buffet where guests could box treats to take home.
ION's oversize gingerbread house was decorated with thousands of pounds of real ingredients, including brown sugar, icing, ginger, and gummy bears. A wood base and shellac coat prevented the house from being truly edible, but allowed it to withstand winter weather in the city.
Photo: Shannon Taggart
ION enlisted the Michael Alan Group to help produce the mobile gingerbread house, which was designed as a thank-you to its clients. Inside the structure, a living room-like environment included a screen to watch the network's content and an electric fireplace for photo ops.
Photo: Shannon Taggart
Similar to the network's mobile holiday truck last year, the promotional vehicle invited ION's advertising clients to take home candy from a buffet. Visitors could fill boxes with sweet treats, such as chocolate-covered caramels and English toffee.
Photo: Shannon Taggart
