With the price of gasoline easing off, and summer upon us, it's no wonder that more brands than ever seem to be hitting the road. And just like Hope and Crosby, those two buddy behemoths, Procter & Gamble and Walmart, are out loading up their wagon once again. Well, not exactly a wagon. This time around the two oft-cooperating brands are teaming up in a month-long marketing effort in New York to promote online and mobile shopping and free delivery from Walmart with a food-truck-like mobile initiative.
@PGMobile — also the Twitter handle to follow the mobile truck's whereabouts — will visit a dozen popular locations around Manhattan this month, featuring QR codes for several P&G and Walmart product and brands including Bounty paper towels, Head & Shoulders shampoo and Iams dog food — and that's just on one side of the vehicle.
Passers-by can scan the codes and buy instantly at Walmart's "everyday low prices," reports Mediapost. It's part of proving to New Yorkers that Walmart is relevant to them even though the chain has had a tough time cracking the Big Apple because the retail giant was — even before the Mexico bribery scandal — a huge political football.
This kind of experiment is "the future," according to P&G spokesman Tim Marrin. "But people have yet to really adopt buying consumables online. We think having free delivery, and getting this message out to urban shoppers who don't have access to Walmart stores, is a great first start."
Fans of @PGMobile can get more information via Twitter and request that the truck come to their neighborhoods. The two companies — which also have jointly funded family-friendly "Family Movie Nights" on TV — also are giving out product samples.
Meanwhile, other brands are fanning out this summer food-truck style as well. Among the brands planning road trips, in various initiatives using different sorts of vehicles, according to the New York Times, are Bon Appetit magazine, CBS, Hendrick's gin, History channel, Jack in the Box, Porsche Cars North America and Sauza tequila.
American summer: brought to you by brands from around the world.