DaimlerChrysler’s Chrysler brand is introducing its new Aspen SUV to black consumers with title sponsorship of Patti LaBelle’s current tour. “It gives us a chance to do something demographically targeted as opposed to a big general-market campaign ” David Rooney the brand’s director-marketing told Buzz.
At seven of the 15 tour stops the company is sponsoring a ride-and-drive program in the days leading up to the concerts. The test-drives start in church parking lots in each market; up to 150 consumers who participate in the program receive a ticket to the concert valued at $25 to $45.
For every test drive taken the brand will donate $5 to the University of Pennsylvania Abramson Cancer Center an organization supported by LaBelle. The Gospel According to Patti tour kicked off last weekend in Dallas. Agency: Impact Strategies Washington DC.
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