As part of its Easy Breezy Block Party Bus Tour, the beauty experts at CoverGirl took to the streets inside a modified shipping container provided by Boxman Studios, which offers the design, development and deployment services of customized shipping containers, modifying them for a range of markets and applications around the world, for summer 2013. The Easy Breezy Summer Block Party hit major cities throughout the country, starting and ending in New York City, and stopping by Lollapalooza and the MTV Video Music Awards along the way.
CoverGirl's mobile marketing tour, created by G7 Entertainment Marketing, offered a new level of brand engagement, traveling to consumers and allowing them to sample products with the help of CoverGirl's beauty professionals. Guests enjoyed complimentary summer-inspired makeup and manicure applications, beauty tutorials, and product sampling, and all the experiences were designed to share with friends via social channels.
The entire experience took place in a branded, customized 20-foot shipping container. And when traveling between locations, the container became something like a mobile billboard for the brand, complete with the beautiful faces of Sofia Vergara and other CoverGirl beauty ambassadors on the side. When the unit opened, it was a fully immersive mobile CoverGirl makeup experience.