With two ways to win (online and instant onsite), and 19 trips to give away, the Icelandair food truck and green screen experience landed the message that Icelandair gets you from North America to multiple destinations in Europe. Brand ambassadors were dressed in Icelandair branded clothing and interacting with consumers in multiple downtown Toronto locations – targeting a HHI demographic - including the Toronto International Street Festival over six activation days.
Consumers were able to take a custom photo using green screen technology choose the background of a European destination they would most like to visit – where Icelandair flies to. After they receiving an e-mail with their photo, they were able to share to their social network to enter an online contest. The food truck featured a variety of European inspired food samples to choose from tying back our VIA Icelandair messaging through the engagement.