Case Study Details

Objective:

This program was part of a multi-tier approach to raise the awareness of General Motors products in one of the most influential markets in the nation, a market that also has the least amount of GM market share. The first objective was to make the consumers aware of the fleet of vehicles that GM has to offer. The second part of that approach was to actually let the consumers test-drive the vehicles in a street course environment. This placed consumers “butts in seats,” and gave them a chance to experience an array of GM's vehicles at their convenience.

Experience Marketing’s role was to facilitate the consumer experience with right-seat staff and handled the recruitment and training of over 40 right-seat staff. We also helped design the street courses and facilitated vehicle management with Skip Barber.   

Program Details:

The program consisted of a street course drive program at five major shopping malls in South Florida. Each consumer that did the test drive received a twenty dollar gift certificate, which was honored anywhere in the mall. Once the consumer filled out all the appropriate registration information (proof of drivers license, registration and liability waiver), they were given an array of GM vehicles to choose to test drive. After the vehicle was chosen, the consumer would test-drive their chosen vehicle on the created 1- 3-mile course near the mall. In order to test drive certain vehicles, there were pre-requisite vehicles that the consumer had to test drive first. When the consumer returned, they could either test drive more vehicles or they would go back to our registration table for any questions or post drive feedback. A GMAC representative was on-site to offer non-pressured assistance with any financing questions. Upon completing the process, the consumer would receive their gift certificate for the completion of the test drive.

Program Outcomes:

With over 3,000 consumer test drives completed in two weekends, the GM brand was provided with major exposure and consideration in this market.