To promote its all-new 2012 Impreza, Subaru visited companies that have been recognized for valuing a healthy work/life balance, such as Sheetz stores and Starbucks, to treat their employees to a few hours of play. The Subaru Work Play Love tour (March 1-May 18) made several stops through the Midwest, East and West coasts with its active lifestyle partners, including KEEN Footwear and Yakima and Trek, that helped support a series of outdoor experiences at each stop. The central piece of the tour was three themed vehicles outfitted to correspond to different lifestyle personas—The Balance Seeker, The Urbaneer and The Fresh Air Follower.
The tour generally scheduled to be at each location between 11 a.m. and 3 p.m. and encouraged employees to take a break and enjoy the activities that ranged from tetherball and customizing trail mix to doing cartwheels for prizes. Employees also had the chance to pose for a photo at the Workday Warrior booth where they could choose from a variety of outdoor backdrops, such as the mountains or the beach, and could top it off with fun props. The photos were instantly uploaded to a custom iPad application where participants could generate emails with links to the photos, download, share and upload to Facebook on-site.
“By visiting companies known for a strong work/life balance and partnering with brands that embrace the same philosophy, the tour allows us to introduce the Impreza and our brand in a fun and credible way to that consumer,” Todd Lawrence, promotions and sponsorship manager at Subaru of America, told Buzz. “So far, the Impreza has received tremendous positive feedback from tour attendees, resulting in qualified sales leads, as well as generating a lot of buzz for Subaru and the tour itself.” Agency: North, Portland, OR