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FMBX News
Posted: Feb 17, 2011
Mobile FlowRider launches in Europe
The Mobile FlowRider is set to make its live event debut in Europe this summer. The mobile surf crowd-pulling attraction has not been seen so far in Europe although its experiential event credentials are established in the US, Brazil and Canada.
Wave Loch is represented in Europe by Buzz Productions. Sam Gore is Wave Loch’s commercial director, EMEA. He told Fieldmarketing.com,
“Wave Loch, the world’s leading man-made surf company, is introducing a mobile version of the FlowRider (tm) to the European market. The success of a similar model in the US has created demand in Europe from FMCG brands wanting something extra-special for their experiential campaigns. Interest is specifically coming from drinks companies, online retailers, mobile phone companies and brands that are synonymous with a cool, refreshing, and exciting identity.”
Whilst there are some limitations to where the 12m (long) x 7m (wide) x 3.5m (high) attraction can be positioned, it has been designed to be operational indoors and outdoors. The Mobile FlowRider is clearly developed to appeal to festival owners and brand marketers but would be equally effective as an attraction and talking point at a range of exhibitions and events – generating a buzz from participants and spectators.
“Expect to see people surfing around every corner,” says Sam.
One of the most reassuring aspects of the ride is the attention to safety, especially the patented trampoline-like surface. This means that anyone from children to older people can have a go, and an hour’s session allows groups of people to experience the thrill of learning to ride standing-up or lying down– an experience that fits with brand immersion campaigns.
Sam continues: “Whilst it’s not exactly like surfing, there aren’t any sharks, and you are guaranteed to catch some ride-time on your first go. Part of the fun is watching people fall over, so there is plenty of that. “
The launch of FlowRider in Europe is a very confident one – a confidence that is born out of Wave Loch’s success with over 150 permanent global installations. FlowRider has both participation and audience appeal. The crowds that it draws have shown willingness to purchase from nearby vendors, such as food and drink, a factor that is likely to enhance its popularity with venue owners.
The attraction has been priced with the target market of experiential events in mind, “It is very reasonable considering the marketing potential,” concludes Sam Gore.
A video showing the versatility of Mobile FlowRider from its appearances in the Brazil is below. Contact details for Mobile FlowRider are in our suppliers directory - here.
