Type of Event: Ride-and-Drive events

Entering its fourth year as presenting sponsor of the Sundance Film Festival, Acura wanted to extend the impact of its sponsorship both on-site and to the world at large. The brand aimed to establish an emotional connection with the innovative thought leaders and enlightened fans of independent film that attend the event while maintaining the […]

It wouldn’t be an awards program without DaimlerChrysler’s Camp Jeep making an appearance. The annual three-day gathering of Jeep owners—conceived to strengthen the bond between owner and brand, and introduce new products—keeps getting bigger and better, with the 2002 incarnation (Jeep’s eighth) drawing 9,000 peeps from 40 states paying $295 per vehicle to attend. Nine […]

Advertising can only get you so far, and DaimlerChrysler has learned that to make a sale, it needs to put tushes in car seats.  To make that happen, the auto maker created a free consumer test drive experience unlike any other in the industry. The Route 2002 tour, which Chrysler senior manager of brand events […]

Toyota stayed low and under the radar with a youth-targeted retail program for Scion. Eschewing traditional marketing for personal one-to-one connections, Toyota launched Behind the Wheel to foster a conversation with Gen Y consumers that was real but not rushed, welcomed but not forced, and a catalyst for ongoing communications. The campaign toured 21 markets with […]

Camp Jeep events have wowed Jeep enthusiasts for a decade. Looking to tap the same kind of magic, sister brand Chrysler staged an owner loyalty event at Six Flags Great America in Gurnee, IL. The program drew an estimated 7,000 Chrysler owners and 10,000 total attendees. Exhibits immersed visitors in all things Chrysler. Four driving […]