03 / Work
For the multi-city tour, GMMB developed and implemented an integrated communications campaign that included earned media, advertising, digital marketing, event management, and community outreach in each market. GMMB developed and designed all of the creative elements of the multi-city Cruel Mystery Bus Tour, including the 45-foot tour bus, which included interactive displays to help the public learn about lupus by putting them in the shoes of people who live with the disease.
Exhibits included an interactive body tool that leveraged Kinect technology and a touch-screen wall with real stories from people with lupus. Cruel Mystery Tour Bus participants used branded decoder “glasses” to “reveal” the mysteries about lupus. The exhibit provided visitors with multiple opportunities to take action: sign a petition, make a donation, and provide their email address.
Large eye glass sculptures also accompanied the bus and were strategically placed in markets to generate buzz and drive traffic to the campaign website. These large pop-ups increased interaction and meaningful conversations with participants. GMMB also conducted targeted advertising to raise awareness of the tour and reinforce LFA messages. Print and digital advertising on Google and Facebook directed patients and doctors to the campaign website to enroll in education events.