GM Touts OnStar with Mobile Command Center - Event Marketer

GM Touts OnStar with Mobile Command Center

DB_GM Onstar_2012 Book
Brand: GENERAL MOTORS
Agency: ASPEN MARKETING EEI GLOBAL
Awards: EX AWARDS — BEST VEHICLE DESIGN
Year: 2012

General Motors’ OnStar vehicle assistance service has gained traction among car buyers, but the automaker wanted to spread the word about a newer, related product called the FMV (For My Vehicle) Mirror. Available to owners of any make of car—not just GM models—the product offers the same support and services as OnStar.

To get the word out, GM launched its second iteration of the OnStar Mobile Command Center—a double expandable trailer designed to be a replica of the actual OnStar Command Center in Detroit. Dim lighting, cool real-time NASA weather maps, live video feeds and a running electronic tally of the previous day’s OnStar button presses reinforced the safety message. Staffers added to the vibe by guiding participants through an actual OnStar call. The experience wrapped up with hands-on demos, a touch-screen trivia test and a final sweep by product specialists for personal data.

Thanks to the truck’s flexible design, it was able to accommodate an aggressive event schedule and quickly convert its messaging in a matter of moments, making impromptu opportunities at both OnStar and FMV-targeted locations a breeze to activate. During its 42-day run, the trailer hosted approximately 50,000 attendees and generated 878 leads from hand-raisers wanting to learn more.

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