Cadillac Lands its Target Demo with Digital Savvy - Event Marketer

Cadillac Lands its Target Demo with Digital Savvy

DB_General Motors_2014 ETA
Brand: GENERAL MOTORS
Agency: ESHOTS JACK MORTON WORLDWIDE
Awards: EVENT TECHNOLOGY AWARDS — BEST EVENT CAMPAIGN MICROSITE/WEB PAGE/HUB
Year: 2014

From pre-registration microsites and on-site data capture to post-event communication and video retrieval, all touchpoints in this consumer experience were simple and elegant—just what you’d expect from Cadillac.

Landing pages featured large central calls to action and hero images that introduced the feel of the event. The microsites, which were custom-designed for each event series—golf, culinary or architecture—leveraged technology for a seamless end-to-end consumer experience. Pre-registrant information downloaded quickly for fast on-site throughput. Consumers received custom branded passes with a QR code to tie information together with a video station. Real-time reporting provided a breakdown of event intelligence by day and by device for on-site management and monitoring away from the event. Consumers received a thank-you email within 24 hours directing them back to the microsite to receive an incentive—a professional golf swing analysis or restaurant gift card, for example, depending on the event attended—after completing a post-event survey.

Technology directly impacted the success of the campaign, which relied on reaching specific consumers with a high propensity to purchase, converting them to registrants and extending the brand through a meaningful end-to-end experience. The flexible platform supported a variety of events and real-time factors. Mobile visits accounted for about 27 percent of site visits across programs; pre-registration attendance averaged 71 percent. Video views averaged 64 percent plays for a highly interactive experience onsite and online.

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