Plaion
Chalupacabra Truck
West Coast Mobile Activation
Introduction
A dream come true for Saint’s Row fans.
Straight out of the game, a real life Chalupacabra food truck hit the streets to bring a taste of Santo Ileso to three lucky cities. And in this experiential mobile marketing tour, it was serving up more than just food. It was serving up surprise and delight.
Though it may not be a legitimate food truck, there was no denying seeing the Chalupacabra truck in the wild is legitimately awesome. Those lucky enough to catch it were rewarded handsomely.
What We Did
Bringing the Flavor of Saints Row to West Coast Fans
After the successful media preview in Las Vegas of the Saints Row video game franchise reboot, the custom designed Chalupacabra food truck was far from finished. In fact, the video game’s infamous illicit crime “front” had a few more stops to make, much to the delight of fans. And there was no better place to drum up the buzz than 3 key events: Comic Con, the Saints Row Mural + Launch Day, and the PAX West Convention.
Curious guests who approached the truck were prompted to scan a QR code on a menu sign, which directed them to a website. There they received the news– this is a Saints Row takeover– along with a code redeemable for a free branded gift at the truck. If they also watched the entire Saints Row trailer, they were rewarded with another code good for a premium branded item.
Overall, the activation and its guerilla marketing tactics increased the game’s visibility and spread the word about its launch. Though the real-life Chalupacabra truck may not share the same illicit purpose as the video game version, they both achieved the same goal: building an empire.
