We were absolutely thrilled when BSB Group International approached us to help with a marketing campaign that would be a yearly tour for their esteemed client, 23andMe.
If you’re not familiar with 23andMe, they are a pioneering consumer genetics and research company with a mission to help people access, understand, and benefit from the vast potential of the human genome.
The yearly tour kicked off on February 23rd, 2023 in Times Square, NYC, with subsequent activations happening on the 23rd of each month.
So, what exactly can you expect from this incredible experience? Passersby had the opportunity to scan a QR code and receive a complimentary DNA test kit delivered straight to their doorstep. Due to the limited quantities available, only a lucky few were able to take advantage of this amazing offer.
To make the experience even more memorable, several talented artists were also on site.
The tour took place with one of our SSL16 structure, which has been fully branded and includes an optional access to the second-level rooftop, depending on the location.
The start of the campaign was a huge success, and in response to overwhelming demand, they have even added another unit to their fleet: the SSL8. This is our smallest structure, which we have also fully branded to complement the SSL16.
With two units traveling for each activation, they’re now taking the campaign to even more locations across North America!
We’re incredibly proud to be a part of their dynamic marketing campaign and can’t wait to see the next activations.
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