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gm puts the ‘E’in experiential marketing
If there is a blueprint for experiential marketing, then General Motors is the architect. At this year’s Atlanta Auto Show, General Motors gave attendees an opportunity to test-drive over 30 different GM model vehicles, on Thursday, April 24, 2008. What makes this special is that rarely does a consumer have a chance to test-drive a car with absolutely no sales pressure. It should also be noted that no other automobile manufacturer at the annual auto show extended this opportunity to attendees.
2008 GMC Yukon Hybrid |
“The Ride and Drive is a unique concept. General Motors is the only manufacturer at this auto show offering this option to consumers. They get to see the cars on display inside, and then get a chance to come outside and really experience the vehicle by driving it. Whether the vehicle is performance-based, fuel efficient or part of the luxury line; we have them all here for attendees to try out,” said Monica Coleman, experiential marketing specialist, General Motors R*Works.
The Wall Street Journal and The New York Times have run numerous articles on engagement and experiential marketing over the past 12 months. Someone at General Motors has not only paid attention, but has implemented a plan of action to keep consumers excited about the brand. Way to go General Motors, keep up the good work.
–al weems
2008 Chevrolet Malibu |
2008 Pontiac G8 |
2008 Buick Enclave |
2008 Cadillac Escalade |
2008 Cadillac CTS |
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