GMC Monday Night Football Tour Visits Upscale Malls
GMC set out to leverage its long-standing NFL sponsorship by bringing some of the game to key local markets with the GMC Monday Night Football Tour. The brand visited affluent malls in 12 key markets that were hosting MNF games throughout the season in search of owners of competitive brands who were looking for a new truck. In addition, because Texas is a huge truck market and critical to the new Sierra pickup, a second set of mobile tour properties was created to focus specifically on Dallas, Houston, Austin and San Antonio.
The tour had three primary components: The GMC MNF Tour Trailer, an 80-foot square tent featuring NFL sport science interactive experiences and a Ride and Drive with more than 20 GMC models. The tour trailer was a museum dedicated to the Sierra, and the Ride and Drive kept folks moving and excited, but the real star was inside the sport science tent.
Inside, custom wall panels linked four interactive experiences to the GMC products. A different GMC model flanked each experience, and the brand had product specialists on-hand for in-depth tours of the vehicles. To make sure the test drives stayed busy, which was a key driver of the brand’s goals, guests could only get to the player autograph area by driving there. The test-drives consisted of a five- to 10-minute course around the property with a right-seat driver with each consumer. A product specialist with a walkie-talkie was also stationed at the tent for more advanced product questions. The results were clear: people loved it, spending an average of almost 45 minutes inside the display. Each person drove more than two vehicles, on average, and according to the exit survey, a high majority responded positively, with a strong likelihood to recommend GMC.