Case Study Details

Objective:

As the presenting sponsor of “Dale,” Chevrolet's objective was to use the movie as an opportunity to connect with their consumers who loved and cherished Dale Earnhardt’s life.

Program Details:

We were charged with executing and managing over 80 movie premieres in four months throughout markets in the South East region. We were responsible for managing the entire on-site execution of the movie premiers for Chevrolet.  Our staff was in charge of working with local venues, dealerships, radio and TV stations and several other vendors in order to provide a complete VIP experience for specially invited guests. 

We displayed all Chevrolet marketing signage and strategically arranged all display properties. This included an actual #3 Dale Earnhardt race car, a memorabilia display, and Chevrolet vehicles. We also worked with venues on consumer admittance and exit strategies determining the most effective ways to manage crowds. We were responsible for hiring and managing tour managers and all promotional staff. Staff distributed free “Dale” posters and lanyards, and we collected valuable leads for Chevrolet. Consumers could also get their picture taken with the #3 car and retrieve their photo through an online photo retrieval system. 

Program Outcomes:

The program was successfully completed with Chevrolet gaining face in the South East region by providing an extremely memorable experience for loyal consumers.  Chevrolet also leveraged these movie premiers to showcase some of their new products enticing both loyal and non-loyal consumers to interact with their brand.