General Motors Builds Show Buzz with a Bold Slogan - Event Marketer

General Motors Builds Show Buzz with a Bold Slogan

DB_GeneralMotors_Ex 2008
Brand: GENERAL MOTORS
Agency: GM R*WORKS
Awards: EX AWARDS — BEST SINGLE-MARKET EVENT (CONSUMER)
Year: 2008

At the Chicago Auto Show last year, General Motors’ goal was to generate leads, increase foot traffic and boost sales for its 313 dealers in the Chicago area and northwest Indiana. GM wanted to make sure it stood out against its competitors at the show. It wanted to be bold and provocative, starting with its campaign slogan Who Stole the Show? It created buzz via TV, radio, online, print and mobile ads and street teams that took to the streets in wrapped trucks advertising GM’s website.

At the Chicago show, GM continued its big and bold approach by giving away $750,000 in prizes (including 10 vehicles) in 10 days. Each night, GM announced a new winner live on NBC. GM also ran a sweepstakes that 85,724 consumers entered to win; 4,000 were instant winners of $50 or more redeemable at a local GM dealership. After the show, GM recorded that 4,000 people visited its dealers, increasing sales by 16 percent. GM also included a Crack the Safe game, giving consumers a chance to win $10,000. Winners were announced on NBC, Telemundo (targeting the Hispanic market) and NBC5.com.

To get its sales force excited, GM added a Dealership Sales Person contest offering a trip to Las Vegas and Callaway golf products. Extending the conversation beyond the show floor, GM incorporated bounce back emails with incentives (free oil change, test drive gift cards and more) to consumers who considered a GM product.

GM generated the highest number of leads of any of its events over a two-week period. It sent out 575,246 emails, saw 2,923 oil change offers redeemed and 1,707 vehicles sold. Media impressions totaled 129 million.

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