BizBash
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
Topics
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
  • Industry Buzz
  • BizBash Lists
Resources
  • On-Demand
  • White Papers & E-Books
  • Podcast
  • Magazine
  • Events
  • Awards
  • Subscribe
User Tools
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  • About Us
  • Advertise
  • Get Featured
  • Press Releases
  • Newsletter Signup
  • Subscribe to Magazine
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
  • On-Demand
  • White Papers & E-Books
  • Podcast
  • Magazine
  • Events
  • Awards
  • Subscribe
  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

Trend Spotted: Mobile Activations Are the Hot Rod for Driving Consumer Traffic

From book launches to movie promotions, flagship store openings, and more, check out how these mobile activations are driving (the good kind of) traffic.

Shannon Thaler
November 10, 2022

Prime Video Premieres ‘Hotel Transylvania: Transformania’The fourth and final installment of the Hotel Transylvania movie franchise—titled Hotel Transylvania: Transformania—debuted on Feb. 25 on Prime Video. To generate hype around the latest film, Amazon Studios looked to AKJOHNSTON Group to put on a nationwide mobile tour. A whimsically wrapped bus—with Dracula, Mavis, and Johnny as a monster in attendance—hit the road on Dec. 31, 2021, making its first stops at California’s LA Arboretum. It later traveled to Mall of America in Minneapolis, an Amazon outpost in New York, Brickell City Centre in Miami, as well as high foot traffic areas in Texas, Arizona, Massachusetts, and Georgia before its last stop in Cleveland on Jan. 22.Photo: Courtesy of AKJOHNSTON GroupEvent professionals know the advantages of putting on an activation (hello, brand awareness!), but why confine foot—or website or social media—traffic and high-quality leads to a standalone outpost when you could put an event space on wheels and take it anywhere and everywhere? You don’t need to ask the professionals behind these four recent mobile activations—which promoted Prime Video’s fourth installment of the Hotel Transylvania movie, assisted in the relaunch of DSW’s Crown Vintage brand, celebrated the release of a Colleen Hoover-authored book, and more.

The collection of eye-catching mobile activations goes to show just how versatile vehicles can be as an event venue—and without skipping all the tech, touch points, and Instagram-worthy moments eventgoers know and love.

Keep scrolling for a closer look at four recent mobile activations, and see for yourself why this format for throwing events is becoming increasingly conventional…

Colleen Hoover’s ‘It Starts With Us’ Book Launch
Colleen Hoover’s ‘It Starts With Us’ Book Launch
On Oct. 18, New York-based experiential marketing company Food Truck Promotions partnered with publishing companies Simon & Schuster and Atria Books to launch the most pre-ordered book in the companies’ history: It Starts With Us by Colleen Hoover. The result? A Citroën truck that was transformed into Lily Bloom’s Floral Shop, a nod to the fictional flower shop in both It Ends With Us and its highly anticipated sequel, It Starts With Us.
Photo: Courtesy of Food Truck Promotions
The flower truck was parked at Rockefeller Center, and Britney Lefkovits, the head of marketing and operations at Food Truck Promotions, said that the event didn’t start until 11:30 a.m., but “starting at 8 a.m., thousands of fans lined up to visit the interactive pop-up truck.” “The activation was just one day,” Lefkovits added, “so we knew we had to get it right.” Thus, the flower shop (which was designed by B. Events) was coupled with a café, where the 3,000 in attendance throughout the day could grab a coffee or home-made hot chocolate—complete with a branded sleeve—and a chocolate chip cookie from Chip City Cookies.
The flower truck was parked at Rockefeller Center, and Britney Lefkovits, the head of marketing and operations at Food Truck Promotions, said that the event didn’t start until 11:30 a.m., but “starting at 8 a.m., thousands of fans lined up to visit the interactive pop-up truck.”

“The activation was just one day,” Lefkovits added, “so we knew we had to get it right.” Thus, the flower shop (which was designed by B. Events) was coupled with a café, where the 3,000 in attendance throughout the day could grab a coffee or home-made hot chocolate—complete with a branded sleeve—and a chocolate chip cookie from Chip City Cookies.
Photo: Courtesy of Food Truck Promotions
Guests could scan a QR code on the truck to win a collection of Colleen Hoover books. And fans who purchased It Starts With Us on-site were gifted signed bookplates from Hoover, who soared to popularity in late 2021 after gaining traction in the #BookTok community on TikTok. By January of this year, It Ends With Us was a No. 1 New York Times bestseller with more than one billion tags on TikTok. And incredibly, the recognition happened six years after the novel was originally published. Lefkovits said that the turnout “meant that our activation lived up to the hype around the book release.”
Guests could scan a QR code on the truck to win a collection of Colleen Hoover books. And fans who purchased It Starts With Us on-site were gifted signed bookplates from Hoover, who soared to popularity in late 2021 after gaining traction in the #BookTok community on TikTok. By January of this year, It Ends With Us was a No. 1 New York Times bestseller with more than one billion tags on TikTok. And incredibly, the recognition happened six years after the novel was originally published.

Lefkovits said that the turnout “meant that our activation lived up to the hype around the book release.”
Photo: Courtesy of Food Truck Promotions
“Our overall intention with this activation was to bring notable aspects of the story to life, which meant it was up to us to honor Colleen Hoover’s writing and fans’ imaginations,” Lefkovits explained. She also noted that a mobile activation was chosen rather than a stand-still pop-up shop “first and foremost, [because] branded vehicles are inherently attention-grabbing, so they get brands noticed quickly. At the same time, different from a traditional storefront, the mobility of a truck allows you to occupy unconventional and exciting locations.”
“Our overall intention with this activation was to bring notable aspects of the story to life, which meant it was up to us to honor Colleen Hoover’s writing and fans’ imaginations,” Lefkovits explained. She also noted that a mobile activation was chosen rather than a stand-still pop-up shop “first and foremost, [because] branded vehicles are inherently attention-grabbing, so they get brands noticed quickly. At the same time, different from a traditional storefront, the mobility of a truck allows you to occupy unconventional and exciting locations.”
Photo: Courtesy of Food Truck Promotions
DSW’s Crown Vintage Relaunch
DSW’s Crown Vintage Relaunch
DSW—formally known as Designer Shoe Warehouse–welcomed its own brand, Crown Vintage, back to its shelves, and looked to Coffee ‘n Clothes (CNC) to celebrate the occasion with an airstream—a nod to the “vintage” in Crown Vintage—that made stops in Los Angeles and Nashville over the course of four days. In LA, DSW set up shop outside of popular restaurant Melroseplace and The Original Farmers Market. In Nashville, it was parked on the corner of Laurel Street and 11th Avenue South.
Photo: Courtesy of Coffee ‘n Clothes
At each pitstop, guests were greeted by brand ambassadors decked out in Crown Vintage. Once inside the airstream, passersby could browse through the shoes, hats, bags, and other accessories included in the fall collection. For those who preferred delivery, on-site QR codes brought scanners to Crown Vintage’s landing page on DSW. com and gifted them with an exclusive 20% off discount code. Guests who spent more than $100 pre-discount received a free Crown Vintage hat, which was custom embroidered on-site.
At each pitstop, guests were greeted by brand ambassadors decked out in Crown Vintage. Once inside the airstream, passersby could browse through the shoes, hats, bags, and other accessories included in the fall collection. For those who preferred delivery, on-site QR codes brought scanners to Crown Vintage’s landing page on DSW. com and gifted them with an exclusive 20% off discount code. Guests who spent more than $100 pre-discount received a free Crown Vintage hat, which was custom embroidered on-site.
Photo: Courtesy of Coffee ‘n Clothes
Prime Video Premieres ‘Hotel Transylvania: Transformania’
Prime Video Premieres ‘Hotel Transylvania: Transformania’
The fourth and final installment of the Hotel Transylvania movie franchise—titled Hotel Transylvania: Transformania—debuted on Feb. 25 on Prime Video. To generate hype around the latest film, Amazon Studios looked to AKJOHNSTON Group to put on a nationwide mobile tour. A whimsically wrapped bus—with Dracula, Mavis, and Johnny as a monster in attendance—hit the road on Dec. 31, 2021, making its first stops at California’s LA Arboretum. It later traveled to Mall of America in Minneapolis, an Amazon outpost in New York, Brickell City Centre in Miami, as well as high foot traffic areas in Texas, Arizona, Massachusetts, and Georgia before its last stop in Cleveland on Jan. 22.
Photo: Courtesy of AKJOHNSTON Group
AKJOHNSTON Group’s CEO and founder Austin Johnston told BizBash that the “Drac Park” bus garnered more than one million impressions, including 50,000-plus direct engagements with fans during pit stops. Johnston attributed the success to an event that was able to bring joy during a time where COVID was still at large. “The challenge was keeping guests safe while synergizing with Amazon Books and Fresh Stores,” the CEO said, noting that touch points included fun photo ops with characters and a 23-foot-high Johnny Monster inflatable in LA.
AKJOHNSTON Group’s CEO and founder Austin Johnston told BizBash that the “Drac Park” bus garnered more than one million impressions, including 50,000-plus direct engagements with fans during pit stops. Johnston attributed the success to an event that was able to bring joy during a time where COVID was still at large. “The challenge was keeping guests safe while synergizing with Amazon Books and Fresh Stores,” the CEO said, noting that touch points included fun photo ops with characters and a 23-foot-high Johnny Monster inflatable in LA.
Photo: Courtesy of AKJOHNSTON Group
Props were set up at each stop, “including replicas of the ‘suitcase’ coffin,” Johnston explained. And fans who braved the cold on the East Coast during a chilly January “received exclusive Hotel Transylvania merchandise [like] glow-in-the-dark socks and a s’mores kit to enjoy while watching the animated film.”
Props were set up at each stop, “including replicas of the ‘suitcase’ coffin,” Johnston explained. And fans who braved the cold on the East Coast during a chilly January “received exclusive Hotel Transylvania merchandise [like] glow-in-the-dark socks and a s’mores kit to enjoy while watching the animated film.”
Photo: Courtesy of AKJOHNSTON Group
Hermès’s Flagship Grand Opening
Hermès’s Flagship Grand Opening
Luxury retailer Hermès opened a four-story flagship store that takes up nearly an entire block on New York City’s Madison Avenue on Sept. 30. While the in-house team celebrated with an invite-only soiree, experiential agency Coffee ‘n Clothes (CNC) was tapped to bring the celebration to the general public. It did so with, you guessed it, a mobile activation. The truck was eye-catching in its design, and could be identified as affiliated with Hermès from city blocks away thanks to its iconic Hermès orange color and branded Bolduc ribbon detailing.
Photo: Courtesy of Coffee ‘n Clothes
The truck parked itself in front of the retailer’s newest flagship location at 706 Madison Ave. for six days in early October, serving passersby photo-worthy lattes. CNC’s founder Ryan Glick told BizBash that there were no touch points beyond serving bagels and coffee in branded cups—in what Glick referred to as “a true New York moment”—and the decision was intentional. “Hermès wanted to be simple, elegant, and straightforward,” Glick said, noting that the mobile activation itself was “a surprise-and-delight giveback” to Hermès fans. The way the activation “made its way across socials [like] TikTok and Instagram' proved that the truck didn’t need bells and whistles to catch attention. Glick attributed the activation’s success to “the overall customer sentiment.”
The truck parked itself in front of the retailer’s newest flagship location at 706 Madison Ave. for six days in early October, serving passersby photo-worthy lattes. CNC’s founder Ryan Glick told BizBash that there were no touch points beyond serving bagels and coffee in branded cups—in what Glick referred to as “a true New York moment”—and the decision was intentional. “Hermès wanted to be simple, elegant, and straightforward,” Glick said, noting that the mobile activation itself was “a surprise-and-delight giveback” to Hermès fans.

The way the activation “made its way across socials [like] TikTok and Instagram" proved that the truck didn’t need bells and whistles to catch attention. Glick attributed the activation’s success to “the overall customer sentiment.”
Photo: Courtesy of Coffee ‘n Clothes
As an intentional way to provide a touch point while maintaining the simplicity and elegance Glick noted the client asked for, lattes served out of the truck were topped with designs in nod to Hermès’ iconic logo, which depicts a horse and carriage.
As an intentional way to provide a touch point while maintaining the simplicity and elegance Glick noted the client asked for, lattes served out of the truck were topped with designs in nod to Hermès’ iconic logo, which depicts a horse and carriage.
Photo: Courtesy of Coffee ‘n Clothes
Latest in Experiential Marketing, Activations & Sponsorships
LinkedIn's Rooftop & Studio
Experiential Marketing, Activations & Sponsorships
Cannes Lions 2025: 90+ Bold Builds and Big Ideas From the French Festival of Creativity
Visitors embark on a rescue mission with a team of fellow Minecrafters.
Experiential Marketing, Activations & Sponsorships
Block Party: See How Minecraft Was Transformed Into an IRL Video Game
The pop-up brought the magazine to life through live hair demonstrations by local stylists, along with immersive moments designed to honor the legacy, creativity, and versatility of Black hair.
Experiential Marketing, Activations & Sponsorships
50 Cool Event Ideas You May Have Missed From Liquid I.V., Martha Stewart, Foot Locker, and More
During the experience, guests traveled from the red clay fields of Jalisco to the heart of a modern Mexican celebration.
Experiential Marketing, Activations & Sponsorships
See Inside This High-Tech, Multisensory Experience from Don Julio
Related Stories
How This Experiential Agency Plans to Foray Into Retail
Opinion & Experts
This Experiential Agency Thinks Like a Brand—Because Now It Has One
Marvel's 'Moon Girl and Devil Dinosaur' Premiere
Experiential Marketing, Activations & Sponsorships
15 Clever Uses of Street Teams We've Loved Lately
Chippendales is a touring dance troupe best known for its male striptease performances and its iconic costumes that include simply a bow tie, collar, and shirt cuffs.
Experiential Marketing, Activations & Sponsorships
Get a Peek at How Hulu Teased Its New Chippendales Series
The photo booth by Smilebooth was decked out in props from the fictional Essex College.
Experiential Marketing, Activations & Sponsorships
Major Party: HBO Max Brought This College-Set Series to Life with School Spirit and Solo Cups
More in Experiential Marketing, Activations & Sponsorships
Experiential Marketing, Activations & Sponsorships
Cannes Lions 2025: 90+ Bold Builds and Big Ideas From the French Festival of Creativity
LinkedIn, Spotify, Canva, Pinterest, Meta, and dozens of other top brands showed up in a big way at the world’s most creative week. Take a look inside their splashy activations.
LinkedIn's Rooftop & Studio
Experiential Marketing, Activations & Sponsorships
Block Party: See How Minecraft Was Transformed Into an IRL Video Game
The popular game has been turned into an interactive in-person experience that just opened in Canada.
Visitors embark on a rescue mission with a team of fellow Minecrafters.
Experiential Marketing, Activations & Sponsorships
50 Cool Event Ideas You May Have Missed From Liquid I.V., Martha Stewart, Foot Locker, and More
Here’s a look at some steal-worthy ideas we spotted in June 2025.
The pop-up brought the magazine to life through live hair demonstrations by local stylists, along with immersive moments designed to honor the legacy, creativity, and versatility of Black hair.
Experiential Marketing, Activations & Sponsorships
See Inside This High-Tech, Multisensory Experience from Don Julio
Part guided tasting, part interactive art experience, the latest activation from the spirits brand immersed guests into the culture of the popular tequila.
During the experience, guests traveled from the red clay fields of Jalisco to the heart of a modern Mexican celebration.
Experiential Marketing, Activations & Sponsorships
This Event Turned Home Decor Into a Celebration of Latinas' Life Moments
Walmart and Apartment Therapy teamed up to celebrate the Becky G & Alejandra home collection—while also spotlighting the often-overlooked personal milestones of Latina creators.
The 'Mainstays Mujeres' event, which drew 32 Latina content creators, transformed a private residence in Venice, Calif. on May 30.
Experiential Marketing, Activations & Sponsorships
Gov Ball 2025: 25+ Eye-Catching Brand Activations From the NYC Music Festival
The annual music festival featured sponsorship firsts and lots of colorful experiences from brands like Kiehl's, 7-Eleven, and Coca-Cola.
It included an iconic cassette tape photo backdrop.
Most Popular
Experiential Marketing, Activations & Sponsorships
Cannes Lions 2025: 90+ Bold Builds and Big Ideas From the French Festival of Creativity
Brands & Event Pros
Industry Innovators 2025: Sephora
Brands & Event Pros
Industry Innovators 2025: 10 Brands That Took Experiential Marketing to a Whole New Level
Experiential Marketing, Activations & Sponsorships
50 Cool Event Ideas You May Have Missed From Liquid I.V., Martha Stewart, Foot Locker, and More
Innovators
Industry Innovators 2025: Netflix
Brands & Event Pros
Industry Innovators 2025: Chase
Experiential Marketing, Activations & Sponsorships
Summer Lovin': See How These Brands Celebrated Romance
From prebiotic soda to laundry appliances, brands are cashing in on the feel-good vibes of coupledom.
Them x Destination DC's WorldPride DC Kick Off Event
Experiential Marketing, Activations & Sponsorships
Brands Are Backing Out of This Year's Pride Events—But Some Are Stepping Up
Facing political pressure, some companies are cutting back on public and financial support for LGBTQIA+ events, while others remain strong.
Washington, D.C., is hosting this year’s WorldPride celebration.
Experiential Marketing, Activations & Sponsorships
50 Cool Event Ideas You May Have Missed From TOMS Shoes, Mattel, Barstool Sports, and More
Here’s a look at some steal-worthy ideas we spotted in May 2025.
Max's 'Mothers of Max' Art Installation
Brands & Event Pros
Industry Innovators 2025: 11 Experiential Experts Reinventing How We Experience Brands
Meet the boundary-pushers, rule-breakers, and big thinkers shaping the future of experiential marketing.
2025 Industry Innovators Article Image Experiential2 B
Experiential Marketing, Activations & Sponsorships
See How Keebler (And Its Elves) Created Some Experiential Marketing Magic
The brand brought its Hollow Tree to life with creative pop-up experiences in three major cities.
Keebler brought its iconic Hollow Tree to life through pop-up experiences in New York, Chicago, and Cincinnati.
Experiential Marketing, Activations & Sponsorships
Netflix Rebuilds a Bookstore for 'YOU' Fan Experience—See Inside Joe Goldberg's Twisted Reality
The streaming service tapped longtime agency partner Invisible North to transform a blank-canvas venue in New York into Mooney’s Bookstore—creepy cage and all.
The YOU event took place April 22 and 23 in a completely transformed, 5,000-square-foot space located at 489 Broome St., just ahead of the release of season five, the final season of the beloved show.
Page 1 of 135
Next Page
BizBash
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  1. Privacy Policy
  2. CCPA: Do Not Sell My Personal Info
  3. Contact Us
  4. Site Map
© 2025 Connect Biz, LLC. All rights reserved.