For the second straight year, we’re pumped to bring a fully wrapped vehicle trailer to Soldier Field to help the Chicago Bears kick off another exciting season. When Nike approached ER2 Image Group (Formerly Bloomingdale Signs by Tomorrow) about wrapping a trailer that would be used to sell team merchandise, we knew this year’s version would have to be just as eye-catching graphically as the orange-and-blue model from last year.
One All-Pro Linebacker, coming right up.
What’s different about this year’s trailer from last year’s is that we weren’t tasked with wrapping a vehicle in traditional team colors and a logo. Instead, our primary focus on the outside of this 238” trailer was communicating Nike’s new campaign, “Fast is Faster,” which shows how Nike is changing the very concept of what’s fast. This is a good thing, because in the NFL, if you’re not faster, someone is going to let you know. As one of the stars of this campaign, Brian Urlacher becomes literally the picture of intimidation – and when he’s faster, every QB is in for a very long day.
Being the most recognizable Bear, we never wanted a fan to see our trailer and say, “That doesn’t look like Urlacher.” That wouldn’t do justice to #54, Nike’s campaign or the Bears.
Fortunately, we deployed one of the most seasoned vehicle wrap teams around (ours) to ensure the application was smooth and delivered in time for the Bears’ first preseason game.
Hitching your trailer to better design
Whether you’re an Athletic Director, Promotions Director, Media Buyer or Marketing Director, you not only want to be certain of where such a trailer will be placed for maximum exposure but how well the design translates and converts casual browsers into interested buyers.
When you think about it, once your crowd has found parking and perhaps done a little tailgating, you have only a few brief moments to grab their attention because you’re not the end destination – the seat is and they want to get there before kickoff. The only planned detour on the way might be a hot dog and beer. When you’re selling merchandise, you’re an “extra” they don’t have to purchase.
That’s where visual design cues can create that moment when one person in the group says, “Wait a minute, guys. I want to check out the Bears stuff over here for a second.” And that can be magic. Because what happens? He doesn’t just head there himself. The rest of the group often does too.
Merchandise doesn’t just sell itself
In game day trailers like this one that have a couple open windows, it’s not easy to see the merchandise from a distance. You could walk right past it inadvertently. So the role of a sharply designed trailer or booth with no wrinkles or tears in the application becomes paramount to luring in buyers. It’s total clarity of message or a missed sale.
Wrapping up your decision
Whether your team plays in a professional stadium or at the local high school in the Chicagoland suburbs, that feeling of instant pride among your fan base can begin with a wrapped trailer much like the one shown here. Let’s talk more about what you’re aiming to achieve this season – contact Gary Schellerer at [email protected] or call 630.893.4450
