Nikon's 'Vision Food Truck' Offers an Enticing Reward for Eye Tests
Laura McQuarrie — May 19, 2017 — Marketing
References: nikon.fr & brandingmag
Routine vision testing is an important part of maintaining good eye health, but it is not one of the most exciting parts of adulthood. To encourage more adults to get their eyes tested, Nikon set up the 'Vision Food Truck.'
As well as producing a range of camera lenses, Nikon also makes Nikon Lenswear, or the glass that goes into pieces of eyewear.
With the Vision Food Truck, Nikon Lenswear set up a menu that resembled an eye test chart, making it possible for hungry consumers to order only what they were capable of seeing. Premium ingredients, like steak patties, were printed in the smallest size at the bottom of the list. Fortunately, those who were unable to order anything other than a bun or a piece of lettuce had the chance to have their eyes professionally examined on the spot to receive a fully dressed burger as a reward.
As well as producing a range of camera lenses, Nikon also makes Nikon Lenswear, or the glass that goes into pieces of eyewear.
With the Vision Food Truck, Nikon Lenswear set up a menu that resembled an eye test chart, making it possible for hungry consumers to order only what they were capable of seeing. Premium ingredients, like steak patties, were printed in the smallest size at the bottom of the list. Fortunately, those who were unable to order anything other than a bun or a piece of lettuce had the chance to have their eyes professionally examined on the spot to receive a fully dressed burger as a reward.
Trend Themes
1. Routine Vision Testing - Disruptive innovation opportunity: Develop innovative and engaging methods to encourage more adults to get routine vision tests.
2. Menu Customization - Disruptive innovation opportunity: Create customizable menus that cater to individual preferences and capabilities, such as ordering based on visual ability.
3. Reward-based Marketing - Disruptive innovation opportunity: Implement reward-based marketing strategies to incentivize customers to engage in desired behaviors, such as receiving a fully dressed burger as a reward for getting an eye test.
Industry Implications
1. Optical Industry - Disruptive innovation opportunity: Integrate technology and convenience into the optical industry to streamline vision testing processes and make them more engaging for customers.
2. Food Industry - Disruptive innovation opportunity: Collaborate with eyewear companies to create unique dining experiences that incorporate vision testing and customization.
3. Marketing Industry - Disruptive innovation opportunity: Explore creative and unconventional marketing approaches to engage customers, such as using reward-based strategies to promote health-related services and products.
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