Chevy / Arizona DBacksCase Studies
CLIENT: Chevy/Arizona Dbacks
OBJECTIVES: Lead generation, interaction with new vehicles, support national Chevy Youth Baseball initiative and reach Hispanic consumers
CHALLENGES: Limited engagement with local dealers and creating a seamless program across multiple media platforms
SUMMARY: Working with Chevy’s in-house agency (Jack Morton), we created a multi-faceted campaign including in-stadium branding, ride & drive events, vehicle displays, premium giveaways, on-line, social and grass roots marketing. Chevy utilized a street team to distribute co-branded premium items as incentive to go with vehicle displays on-site at 27 games to generate leads. Fans could also enter a sweepstakes on-line at a dedicated registration page hosted on the Dbacks web-site, which featured a sponsor opt-in for data capture. Chevy became the presenting sponsor of Lil Dbacks Days where over 30,000 Little Leaguers enjoyed games at Chase Field and also participated in the Dbacks Baseball Academy along with Hispanic Heritage Day as a co-sponsor. In addition, Chevy hosted 2 private youth clinics on behalf of the local dealers.
RESULTS: Chevy received over 10,000 leads, which resulted in the sale of over 60 vehicles. Because of this success, they committed to two additional years with the Dbacks.