For the past four years, Advance Auto Parts has targeted automotive do-it-yourselfers with a mobile tour hitting store events and outdoor festivals. This year, the brand has rolled out fresh engagements for its perennial program plus a whole other tour to target millennials.
The 10-month Restoration Tour kicked off on March 10 at Daytona Bike Week and features a convertible truck and trailer hauling a 1967 Camaro RS that will be restored along the tour route, which this year includes NASCAR events, NHRA and traditional auto-related events in addition to stops at participating Tech Net retail outfits.
The new four-month summer VIP Tour targeting millennials kicked off in Austin in April at the MotoGP Red Bull Grand Prix of The Americas and features a branded truck with garage-themed components. The double-decker activation includes a digital theme to attract younger audiences to the Advance Auto Parts brand. Aside from learning about product features and about the brand’s Speed Perks rewards program, consumers can chill out on a rooftop deck, enjoy refreshments and charge their devices. It will hit spots that cater to a younger demographic this season, like music festivals, entertainment and alternative sports events. It’ll wrap at Sahlen’s Six Hours of the Glen in Watkins Glen, NY, on July 2.
Both tours will offer parking lot events, seminars and shop talks in addition to a sweepstakes and Speed Perks game app, and photo ops with Tuxlee, the brand mascot. In all, the tour will activate at 24 events including concerts and car shows, like the Barrett-Jackson car auction in West Palm Beach, FL, and the CMA Music Festival in Nashville.
The tour strategy has proven to be tremendously successful for Advance Auto Parts. Between the 2015 and 2016 tours, the brand received a 60 percent increase in Speed Perks Registrations, at 25,024 last year; a 163 percent increase in direct interactions, at 124,684 last year; and a 32 percent increase in impressions, at 2.3 million last year. The Speed Perks loyalty program signups have become a key metric for Advance Auto Parts in how it measures the results of this tour program.
“We want to know not just how many people are showing up and signing up, but also, what’s the value of these people that sign up and come visit us,” says Richard Mancinelli, loyalty program manager at Advance Auto Parts. “That’s really a key new measure for us to leverage the Speed Perks program to better understand our customers, what sort of events they come to us to visit, how they interact, but also, what sort of products they’re most interested in.” Agency: Interactions Marketing, San Diego.