Case Study Details

Objective:

We were asked to manage all of Chevrolet’s main events and activation sites throughout All-Star week including activating street team promotions, managing display areas at Yankee Stadium, and overseeing the entire Chevrolet Fan Fest experience at the Javitz Center. Our staff was charged with creating memorable experiences on behalf of Chevy for the attendees of the All-Star Game Fan Fest and Chevrolet events at Yankee Stadium including the Home Run Derby and All-Star Game.

Program Details:

Our ability and experience in managing high profile events effectively was the reason we were called on to activate during the 2008 MLB All-Star Game in New York City. There were a total of 10 vehicles on display at the All-Star Fan Fest located at the Javitz Center. Vehicles on display included the Corvette, Silverado, Avalanche, Silverado Hybrid, Malibu, Tahoe Hybrid, Aveo 5, MLB Silverado, Cobalt SS, and Traverse. Eight product specialists and seven promo specialists were used to engage consumers in lead generation, inform them about the Chevrolet lineup and to provide instant product information. Yankee Stadium Collector Memorabilia DVD’s were used as a premium gift item. Lead generation was collected through electronic data capture units with both mobile and kiosk units.

Consumers were able to record 30 second DVD’s staging an acceptance of the MVP award at the All-Star game from Fox Sports analyst Chris Myers and take home the DVD of themselves accepting the award and winning a new Tahoe Hybrid.

Estimated numbers of the attendance at the Fan Fest were over 125,000 people.

Our Yankee Stadium activation consisted of two displays, which showcased the Tahoe Hybrid and the all-new Malibu. This site activation was stationed with a product specialist providing product information and two promotional specialists collecting leads through electronic data capture and digital picture capture.

Our street teams consisted of six promotional specialists who distributed premium gifts to consumers who participated in lead generation. This was done in a multitude of different locations throughout New York City. These teams also helped distribute premiums at special events such as the MLB 2K8 video game playoff, the red carpet parade, and the Bon Jovi concert at Central Park.

Program Outcomes:

We provided our client with world-class event management and tens of thousands of positive brand experiences. Overall, the events we managed had over 250,000 consumers in attendance and we generated over 12,000 quality leads for local Chevrolet dealerships.