Objective of Event: Drive consumer consideration

Audi’s Motorsport Experience at the Petit Le Mans, an annual sports car endurance race in Braselton, GA, incorporated track sponsorship and hospitality, vehicle displays and regional and dealership events—all to drive home a message about the automaker’s ultra-lightweight technology. Race fans visited the public Audi Interactive Display, which housed Xbox gaming systems, historic Audi race […]

For a series of high-end hospitality events in the South Florida market, Audi devised a new formula big on style and boldness while retaining a refined, focused approach. To help launch new models of its A6 and A7, the automaker’s South Florida dealerships teamed up for the first time ever to create two world-class events […]

Building on a burgeoning experiential marketing trend, Cadillac is perfecting the art of using event marketing simultaneously for acquisition and retention. Case in point: Its Golf Innovation Clinics. The events offered a high-exposure, low-pressure environment for 1,000 participants a day—500 in the morning, 500 in the afternoon—who got up-close and personal with the cars, received […]

Cadillac’s Culinary Challenge put a new spin on the old mall tour. The ride-and-drive experience with culinary and lifestyle twists traveled to 14 luxury malls, spicing up the experience with test drives of Cadillacs and competing vehicles and a cause- marketing overlay. After a few years running the Culinary Challenge, Cadillac expanded on the competition between […]

Cadillac marketers know the importance of personalized experiences, and that knowledge extends to the automaker’s online presence. Cadillac gave its current owners and owners of competing vehicles a highly personal live and on- line experience that began with the Event Portal as a key touch point. Once an invited participant decided to take part in […]