Advance Auto Parts for a third year is hitting the road on an expanded mobile tour that will visit more than 30 automotive and store events and festivals across the U.S., driving awareness for its Speed Perks rewards program among automotive do-it-yourselfers, in addition to driving traffic to its stores.
The tour, which features a branded 44-foot RV driven by two tour managers, kicked off at Daytona Bike Week March 3-11. On the final day, Advance Auto Parts customers could join actors Kim Coates and Mark Boone Jr. of the FX series “Sons of Anarchy” (about a motorcycle club) for a three-mile motorcycle ride, sponsored with Mobile 1, from the Daytona Bike Week grounds to a nearby Advance Auto Parts store in Ormond Beach, CA, where there was a meet-and-greet.
At each tour stop through the rest of the year, consumers will get access to product demonstrations, prizes and $5 coupons for signing up for the Speed Perks membership rewards program. New elements this year include a digital gaming element called the Rev it Up Game on iPads where consumers become a “mechanic” and drag and drop different parts onto a car. The game and resulting vehicle is shareable across social. Advance Auto Parts is also collecting video content, interviewing consumers and attendees at events on their car projects and passion for automobiles, which the brand will leverage on its digital channels.
“This gives us the chance to organically interact with our customers in a way that we don’t get to do in the stores,” says Walter Scott, cmo at Advance Auto Parts. “Stores are busy, customers typically have a problem they’re trying to get fixed and they’re trying to get it fixed quickly. At these events we’re able to talk about hobbies and passions and family, things that really matter to them, in an authentic environment.” Agency: Interactions Marketing, San Diego.