Case Study Details

Objective:

The Texas State Fair Drive Program was set up to give attendees of the state fair an opportunity to test drive Chevrolet vehicles on a short closed-course track. We were charged with providing the consumer with more information about the vehicles, maintaining a safe driving environment and providing a positive experience for consumers.

Program Details:

Experience Marketing helped setup and design a short closed-course track designed to keep consumers under 20 mph because of space restrictions in our designated parking lot. Several large tents were used to conduct pre-experience registration, signing of waivers and breathalyzer tests. This tent was also used for directing people into 10 separate lines that represented the different vehicle options available for the consumer to test-drive. This acted as a staging area, which gave us an opportunity to inform the consumer on the products they were interesting in and prep them in safety guidelines. Consumers filled out a survey after they test drove their vehicles of interest which provided them with the opportunity to receive more information about specific Chevrolet vehicles.

Upon exiting the test drive area, consumers picked up their premiums consisting of Chevrolet T-shirts, visors, product information, calendars, and Onstar information. NASCAR tickets for the Race week online promotion were held here. This is part of a promotion in which people who signed up online received free tickets to NASCAR events. There was a signup was for two tickets to the Silverado 350 truck race and two tickets to the Busch series race. Another signup was for consumers to receive two tickets for the Nextel Cup race. All the races were at Texas Motor Speedway. Consumers that signed up online had to complete four test-drives in order to receive tickets to these events.    

Program Outcomes:

This event overall had a total 13,852 test-drives, which was a huge success for this program and a dramatic increase from the year prior, greatly exceeding our client's goals.