Case Study Details

Objective:

Expand Chevrolet's nationwide partnership with Major League Baseball directly to fans through product interactions and sales leads in the stadium. Create a custom display that is both functional for product demonstrations and portable enough to be set up for each home series. Showcase the all-new Malibu, Malibu Hybrid and Tahoe Hybrid.

Program Details:

Capitalizing on our multiple year activations at Turner Field we were able to bring our best practices completely into play. We designed and built a display that graphically captured the audienceís attention while keeping the display vehicles front and center. In 2007, our activation was in Monument Grove, which is outside the gates to the ballpark. The 2008 activation was at the Fan Plaza, which is inside the ticket gates. This increase of foot traffic, visibility, and in-game accessibility has allowed increased product interactions and leads year over year.

Our product knowledgeable staff members talked with consumers about the vehicles while our energetic promotional team helped attract potential consumers and capture leads for Chevrolet.

Program Outcomes:

We have been able to gather over 12,000 leads in year two with our quality brand ambassadors and event management. Chevrolet's presence at Atlanta Braves and MLB games remained consistent and relevant with the brand personality of Chevrolet. Eighty-one (81) vehicle sales were connected to the program.