Trend Spotted: Car Wash-Themed Brand Activations

In February 2021, FX built the Snowfall Neighborhood Car Wash to celebrate the return of the series set in 1980s Los Angeles. The contact-less experience intended to honor the local community by offering free-with-reservation washes for fans over a three-day period. A local Los Angeles car wash was covered in colorful, eye-catching graffiti inspired by the series' time period.

As part of the community-focused program, FX worked with the Official Black Wall Street app to promote the car wash and bring attention to 10 Black-owned local businesses. A branded content hub was created on the app to highlight the experience, featuring season four highlights from the show and sharing a selection of Black-owned businesses in the Los Angeles area.

FX also tapped radio station KJLH to promote the experience and support the selected Black-owned businesses through on-air announcements and sponsorship of the KJLH Black Business Friday radio segment.

Guests drove into the experience through car wash strips that said "Enter 1980s LA." Inside, they encountered a custom-designed wash tunnel complete with lights, music, and effects inspired by the series. More fun, on-theme signage said things like "Looking Fresh," "Roll Out," and “Wash. Wax. Look Fly.”

"[The activation] gave us an opportunity to invite fans to join us in celebrating the return of the series, in the neighborhood in which it is set, as well as support the local Black-owned businesses we partnered with as part of the promotion," explained Kenya Hardaway Green, senior vice president of integrated promotions at FX Networks.

Of course, car wash-inspired activations don't always require vehicles. In a fun twist on the theme, Kia Motors American and SiriusXM tapped creative agency Iris to create a car wash-inspired party at New York's Electric Zoo music festival in 2019. The so-called “Kia Soul Station” took the form of a human car wash, aiming to boost awareness of the then-new 2020 Kia Soul. The immersive experience took the idea of a car wash and turned it into a foam-filled dance party, complete with music, glam rooms, and a dedicated space promoting the Kia model and the SiriusXM radio station.

To enter, guests walked through a 16-foot-wide misting arch to cool off before encountering a dance floor complete with foam cannons, spinning brushes, and drying fans. Brand ambassadors invited festivalgoers to pose with props. The activation was produced in partnership with MC2 and Bearded Kitten.

In early 2021, haircare brand OGX worked with creative agency MKG to transform a Los Angeles car wash into an eye-catching—and COVID-safe—experience. The activation was a socially distanced, free-to-the-public car wash that centered around the brand's #UncapTheLove campaign messaging, using the car wash as a metaphor for washing your hair. The theme was chosen to evoke the idea that taking care of yourself on the outside can make you feel better inside—think, how you would feel inside a shiny, freshly washed car.

Signs featuring OGX's signature bottle shape made the event's purpose easily recognizable. Attendees stayed in their cars for the duration of the event, and technology such as QR codes allowed them to get more information about the new products while maintaining a safe distance from staff.

"Every action a brand takes should be done with intention—whether that is sparking joy, creating moments of education, or providing a service or benefit," said Christine Capone, president of MKG. "We were able to share the new product stories in a cool and safe way from the moment guests drove up, to their car getting washed, to the moment they drove off. Everyone who attended got products that are good for their hair—and a feel-good (and safe!) activation that was good for their spirits." See more: See This Colorful Car Wash Activation That Promoted OGX's Newest Products

In a decidedly different take on the idea, MKG also adopted a car wash theme for its own internal employee event in 2016. The agency—teaming up with sister company Pink Sparrow—transformed its New York headquarters into a festive environment with wall-to-wall interactive experiences.

At a photo booth, for example, guests could pose in front of multi-colored, car-wash-inspired cloth strips. Other car-inspired activities included a craps table with customized fuzzy dice in the “Get Dicey” area; there was also a giant screen with a continuously playing video that gave a first-person view of going through a car wash.

Upon entering the event, guests were greeted by staffers dressed as car wash attendees. Decorative Jerry cans were lined up throughout the space, which was embellished with slogans such as “Get Hosed at the MKG Summer Party” and “When in Foam.” The dance floor was constructed on elevated platforms designed to look like a car-wash conveyor belt, and decorations included car-wash air dancers.

Additional props were designed to look like oversized hanging car deodorants. “This event gives us the opportunity to do what we do in our own way,” said MKG creative director Lauren Austin at the time. “We get to do all the weird and imaginative and bizarre and clever things that most brands would not be comfortable doing or may be too scared of doing. When we're choosing a theme, the criteria would be a theme that we don't think anybody else would do.” See more: Summer Entertaining Ideas: a Car Wash-Theme Party

To celebrate its five-year anniversary in Los Angeles in 2017, Lyft wanted to find a unique way to give back to its drivers and the local community. So the ride-sharing service tapped ad agency Wieden & Kennedy New York to dream up a head-turning activation: painting the historic La Cienega Car Wash & Oil Change in Los Angeles bright pink. Event producers Stoelt Productions put together the program, which, for 30 days, allowed Lyft drivers who came by the car wash to get $1 washes, as well as discounts on oil changes and other services. Lyft donated all proceeds to the Los Angeles Regional Food Bank.

Pro Painting Company was tasked with painting the entire venue pink, while Atomic Props & Effects created a custom marquee sign using LED bulbs and neon.

Lyft drivers were able to use a dedicated lane to get their $1 car washes; costumed brand ambassadors were on hand to lead drivers to the correct location. After their wash, drivers received custom ticket receipts and floor mats thanking them for being with the company.

The Stoelt Productions team purposely selected a location with an automated tunnel, which created another area for custom branding and signage. See more: Why Lyft Painted This Car Wash Bright Pink

This year, Yahoo is celebrating LGBTQIA+ rights all summer long as part of its "Let's Glow" campaign, which kicked off in Washington, D.C., in June and continues to Omaha, Neb., Austin, and San Jose, Calif., this summer. The brand partnered with Superfly to create the celebratory experience called “Glow & Go!”—a glitter “car wash” where attendees can score a sparkling look.

Upon entering, guests receive a coat of body glitter from brand ambassadors, choosing from a selection of predetermined designs. From there, they can pose for a photo against a large purple sequin wall after locking in their look in the "Turbo Dry Cycle" fan station.

The overall design of the experience was inspired by nostalgic car wash elements such as plastic strip curtains, spinning buffers, and retro signage.

“The throwback, childhood car wash aesthetic is a nod to a simple pleasure of the past,” explained Matt Dilman, creative director at Superfly, about the inspiration for the design. “The concept for this activation centered around being mesmerized by the various classic car wash elements—bright colors, shimmery plastic strip curtains, spinning buffers, shiny finishes, loud music, and retro signage. With our primary focus on accentuating the glow that each individual already brings to these events, we felt the simple yet fun concept would be complementary to the overall vibe of Pride—while still allowing our activation to stand out in the crowd.” See more: Yahoo Celebrates Pride All Summer Long with Sparkly 'Car Wash' Activation