Case Study Details

Objective:

Our objective was to provide General Motors with a turnkey event that consisted of event management and a branded alternative fuel display. The goal was to position them as a leader in alternative fuels in the New York market amongst consumers who are conscious about emissions and global warming.

Program Details:

We reached our objective by giving the consumers a meaningful experience while at the film festival in a GM branded alternative fuels display. Each consumer that entered the display was able to obtain product knowledge on GM Hybrid, Fuel Cell, and E85 vehicles. Additionally, when each consumer entered the display they had the opportunity to take a family picture with an alternative fuel background. To retrieve the photo, consumers received a special code to enter in at www.gmfuelforthought.com. Once the consumer completed a short survey, they would receive their picture and had the option to download it, email it and print it off.

Program Outcomes:

GM expanded their exposure as a leading automotive manufacturer in alternative fuel technology. A prominent presence was established through the use of visually appealing display properties and alternative fuel products. Consumers were able to do a walk-through experience with E85, Fuel Cell, and Active Fuel Management technology. Combining all those elements, this program successfully increased brand equity for GM and displayed their commitment to both fuel technology and the environment.