HISTORY in March launched a mobile “Count the Cars Tour” to promote the April 9 season two premiere of “Counting Cars,” its car restoration show. The centerpiece of the tour was a 1966 Cadillac Coupe de Ville that had been restored by the show’s star, Danny “The Count” Koker, and filled with thousands of miniature die-cast cars. Fans could win the Caddy by guessing the number of tiny cars inside.
The tour kicked off on March 23 at Monster Jam Finals in Las Vegas and visited auto races around the country until its April 21 conclusion at the Texas Crawfish/Music Fest in Austin. It also hit the New York International Auto Show and the Oklahoma Thunder NBA Game in Oklahoma City, OK. The hotrod traveled on a custom-wrapped pick-up and trailer, and attendees entered their guesses via iPads on-site at its 30-foot by 30-foot activation. Its target audience, natch, was the car enthusiast, which makes up the majority of its viewership.
During the show’s premiere, HISTORY unveiled a microsite where viewers nationwide who couldn’t attend the tour could also enter their guesses. The site featured a virtual tour of the car. Engagement through on-air and digital social channels, including Twitter and Facebook, also promoted the tour. The sweepstakes winner will receive full ownership of the Cadillac and a trip for two to Las Vegas to accept the car.
“’Counting Cars’ is one of our biggest priorities this year, and experiential marketing is a big part of our campaigns,” Samantha Maltin, svp-marketing at HISTORY, told Buzz. “Danny and the guys really are craftsmen, and we felt this was the best way to appreciate their work firsthand.” Agency: Civic Entertainment Group, New York City.