Mirror, Mirror on the Road
How Eventrent brought Catrice’s Hyper Lash influencer campaign to life with a mobile roadshow
For the launch of the new Hyper Lash Mascara, Catrice chose a striking and mobile brand activation. Instead of a traditional stand or fixed location, they opted for a roadshow concept that literally travelled to the target audience. In collaboration with Sinnesgut, an InfoWheels unit was transformed into a mirror-covered eye-catcher. This turned the InfoWheels into a moving influencer experience that created both online and offline impact.
The power of mobile event marketing
At the heart of this activation was the use of an InfoWheels unit from Eventrent. This mobile promotion vehicle served as a compact pop-up experience, fully tailored to the campaign. Thanks to the flexible nature of the InfoWheels, Catrice was able to visit multiple cities and deliver the same high-quality brand experience at each stop, without relying on fixed venues.
Eventrent provided not only the vehicle, but also all practical and technical essentials required for a successful roadshow: fast setup, efficient route planning, and event-ready delivery. This allowed the team to fully focus on visitor interaction and content creation.
An activation designed for interaction
What made this roadshow truly stand out was its visual concept. The InfoWheels was completely covered in mirrors, turning the interior into a natural photobooth. Visitors and influencers were encouraged to take photos and videos, see themselves reflected in the Catrice brand world, and share the content on social media.
The unit served primarily as an interactive experience centered around the Hyper Lash Mascara. The setting perfectly matched the product: makeup is all about appearance, detail, and self-expression elements that were amplified by the mirrored environment.
Roadshow meets influencer marketing: a powerful combination
This project demonstrates how a roadshow can seamlessly complement an influencer campaign. While the roadshow provided physical visibility and direct brand engagement, influencers extended the experience to their online channels. Each stop became not only an event moment, but also a content moment.
With the mobile versatility of the InfoWheels, Catrice was able to offer the same social-first experience across multiple locations. Influencers used the activation as a backdrop for their content, resulting in authentic posts, stories, and videos with strong and lasting reach.
Eventrent’s role in the overall concept
For Eventrent, this project highlights the power of creativity and flexibility. The team actively contributes ideas on how both the interior and exterior of the InfoWheels can align with the brand and campaign goals. This makes the InfoWheels highly versatile from influencer tours and product launches to brand activations and roadshows.
Do you have a challenging campaign or a creative activation in mind? Let’s explore the possibilities together. info@eventrent.nl