Case Study Details

Objective:

As the "official vehicle" of country music, we were responsible for providing consumers at The Road to the CMA's concert tour with an opportunity to engage in Chevrolet products while representing Chevrolet at these concerts. 

Program Details:

Our goal was to provide a keepsake memorabilia piece for consumers using an electronic photo retrieval program online.  Our staff snapped photos and overlaid the consumer with their choice of several different country music artists performing on the tour.  Consumers were provided with a website and after completing an online survey for Chevrolet, could retrieve their photo with options to download, print and email the photo.  Consumers were provided with Chevrolet branded t-shirts for their time.

Our staff also managed and setup up a small branded display with several vehicles, open for consumers to get explore.  A product specialist was on-site to provide vehicle walk-a-rounds, educate consumers about the vehicles, and pass out vehicle information sheets.

Program Outcomes:

Experience Marketing provided an equitable brand exposure for Chevrolet, while distributing highly desired premium gifts for consumers. By sponsoring these concerts, Chevrolet was able to show support of country music and the extremely loyal fans in these markets.