Shiseido Mobile Tour Has Almost All The Right Stuff
No stranger to brand mobile tours, I'm always interested in how each one is promoted online. Taking cues from the food truck trend, following a brand bus on Twitter has lots of appeal and using Facebook Places (or any location-based service) to add real-time relevance to your most passionate fans is a no-brainer.
Shideido decided to make a Facebook tab it's "homepage" for this season's mobile tour, like-gating the content to attract for fans.
Once a fan "likes" the page, a clickable map opens, allowing you to view stops along the tour and RSVP. What seems to be missing is Facebook Places integration and a richer sense of what people will experience, a reason to show up -- some sort of incentive.
There's a promise of a really rich content play here but it somehow feels empty. It lacks some of the excitement that one would expect form a major onsite experience. As part of the tour itself, there are many incentives -- for instance, the early bird special is extended to the first person to check in at the trailer each day, they'll receive a courtesy full-size bottle of the serum, valued at $80... there could be many digital versions of this.
