Grass Roots Germany Archives - Event Marketer

Grass Roots Germany Archives - Event Marketer

August 22, 2016

Opel Turns a Launch Event into a Space Odyssey

Transforming a dealer event into a 24-hour “cosmic” experience, European automaker Opel’s Mission Astra launch event had attendees gazing at the stars from luxury bubble tents for a sleepover at a “space station” in Spain’s Sierra Nevada region where they were no longer dealers—they were astronauts. In shifts of 250, the 3,500 guests took part...

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