Inspired by the growing tiny house movement, the event industry has turned the homeowner trend into a quirky marketing strategy, with brands designing small but smart activations using the downsized structures.
Online bedding brand Allswell kicked off a mobile home tour on February 7 in New York’s Union Square Park. Its 238-square-foot abode, which was built by Modern Tiny Living, features a master bedroom, a living room, kitchen, and bathroom, along with two Allswell mattresses.
Rachael Durkin, Allswell’s head of retail, explained that the mobile tour idea came about thanks to customers. “Every week our team reviews trends in customer service inquiries and ‘where can I try your mattress in person’ was trending at the top for a long time. We felt that a tour would be the best way to reach the most number of people in the shortest period of time.”
The stylish home will stop in 13 cities across the U.S. over the course of three months. “The goal is to allow customers to not only touch and feel the mattress but also to acquaint themselves with our brand, and what better way than inviting them into our home,” Durkin added.
Not only can folks tour the tiny home, they can also purchase a replica, which can be customized, starting at $100,000.
See inside this tiny home and others from brands including Booking.com, Nestea, Dunkin’, and more.
“People are drawn to the minimalistic nature of having such a tiny footprint, both from a design and ecological standpoint. I also think the mobility aspect is intriguing. Tiny homes allow you to bring the coziness and comforts of your home with you on the road,” said Rachael Durkin, Allswell’s head of retail.
On February 7 in New York’s Union Square Park, Allswell debuted its custom 238-square-foot home, complete with a master bedroom, a living room, kitchen, and bathroom, along with two Allswell mattresses.
Peter Callahan Catering provided the tiny bites for the launch event, including mini bagel sandwiches, avocado toast, Bloody Mary cocktails, and cereal.
In the summer of 2017, Spam traveled to fairs and festivals across the country with its 185-square-foot tiny house—just slightly bigger than a can of Spam. With help from local chefs and influencers, the canned meat brand served up dishes like spicy Spam breakfast burritos.
Plus, festivalgoers received free samples and were able to hang out in the tiny home and play lawn games.
In October, the coffee chain debuted its tiny house experience, created in partnership with Airbnb, which was designed to promote sustainability. The home ran on an eco-friendly biofuel blend made of 80 percent coffee oil extracted from coffee grounds, and featured a porch, kitchen, living room, king-size bed, and Jacuzzi, with the brand’s signature orange and pink color scheme.
The 275-square-foot home was posted on Airbnb, with two weeks' worth of stays selling out fast.
In September, Booking.com teamed up with actor Kevin Hart to offer a one-of-a-kind experience in New York’s Herald Square. The custom 24- by 8-foot home, which was supplied by Tiny Estates, a community of small houses that are available for getaways, was erected in the middle of Herald Square and featured a full bed, bath, kitchen, and living room, all curated by Hart with personal touches.
For one night only, two guests stayed in the home, which they had booked through the site for $54. The sleepover was the first time the Herald Square Park had been zoned to host an overnight guest.
In May 2017 in New York’s Herald Square, Nestlé Water launched a line of Nestea drinks with the help of a tiny house, which included brand messaging such as a giant logo topiary, carts with iced-tea bottles, and large Adirondack chairs. Eventage produced the activation.
