Life is Good is renowned for its positive promotions, inspiring displays and altruistic branding. Memorable for its happy face logo, Life is Good’s mainstay proprietary events are constantly discussed within their impacted community. Host of the Life is Good Festival, grounded in Massachusetts, the brand is shifting gears to impact its consumers nationwide.
A Mobile Airstream for Mobile Outreach
Country travel, as a marketing approach, needs highly mobilized gear to succeed. Life is Good holds nothing back with its fully-powered Airstream trailer, which has visited over 14 cities between September 11 and October 26. Highly engaged in its community, Life is Good raised more than $1 million to expand brand awareness while assisting children in need.
The Life is Good Foundation founders John and Bert Jacobs began the company’s success by selling t-shirts. Selecting a van as their primary venue, the brotherly mobile tour is John and Bert’s identifying hallmark. In many ways, their current mobile outreach program brings the brand full circle, engaging consumers through many on-site tour stops.
Adjacent Promotion
The brand didn’t “go it alone,” either. They’ve aligned their strategy with several events, including Taste of the Nation Chicago, the St. Jude Walk in San Francisco and the Boys and Girls Club in Boston. Even extending to Hallmark Headquarters, the Life is Good outreach map engages consumers far and wide with interactive photo ops, fund-raising activities, games, giveaways and footprint-activating displays.
The Life is Good engagement strategy is wild and diverse. Cornhole and a giant Jenga game are simply two elements of their strategy, and each signature installation professes a profound love for good, all-natural fun. Attendees were invited to contribute to the brand’s carry-on eight-foot-tall “gratitude” jar, which aimed to benefit kids nationwide via plastic balls bearing grateful messages.
Specialty Co-Branded Items
The Life is Good Mobile Tour 2015 implemented a specialty retail outlet system, too. Nonprofit and branded partners could access the mobile unit’s innards as temporary store space, partnering with Life is Good and the event at large. Each inner-market participant utilized its reserved space to tie brand attribution to self-serving community outreach.
100 percent of all merchandise-based profits were funneled into charity. Meanwhile, the #GROWthegood hashtag sprouted on Twitter. Life is Good, well-known for its social media popularity, kicked off the reveal well. Each hashtag share resulted in a one-dollar donation by the brand, documented by its own Airstream microsite. The brand’s hired community influencers, of course, were invited to push awareness further—directing marketed content to local industry heroes and even celebrities.
The Life is Good Tour event, while a new tactic, was ground in time-tested-and-true marketing formulas. Mobile outreach works, and it’s powered further by social media outreach. The Life is Good objective plan was derived from an in-depth social mission targeted at long-term consumers, but it also succeeded as both a non-profit outreach and brand awareness platform. The event effectively tied together multiple marketing fronts to maximize control and awareness, complementing the Life is Good business plan and image alike.
