Chrysler Test Drives a New Loyalty Program - Event Marketer

Chrysler Test Drives a New Loyalty Program

DB_Silver_DaimlerChrysler bp_2005 Ex
Brand: DAIMLERCHRYSLER
Agency: BBDO DETROIT
Awards: EX AWARDS — BEST PROPRIETARY PROPERTY (CONSUMER)
Year: 2005

Camp Jeep events have wowed Jeep enthusiasts for a decade. Looking to tap the same kind of magic, sister brand Chrysler staged an owner loyalty event at Six Flags Great America in Gurnee, IL. The program drew an estimated 7,000 Chrysler owners and 10,000 total attendees.

Exhibits immersed visitors in all things Chrysler. Four driving courses allowed attendees to take test drives; engineers talked about their experiences with customers on Engineering Drive; Interstate 300 offered info on the new 300 model; PT Cruiser owners let judges decide who had done the coolest job customizing their rides; and Town & Country/Pacifica Lane hosted family-friendly fun. Fireworks and a concert by the Brian Setzer Orchestra capped the event. “We [created] a place where custom culture, design and performance can now live side by side,” says Jeff Bell, Chrysler/Jeep vp-marketing.

Ninety percent of the attendees said their opinions of Chrysler had improved and 87 percent said purchase consideration had improved.

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