Pontiac Street Promotions & Activation
In the summer of 2005, Pontiac released its new line of updated models including the G6, Solstice, the Torrent and the GTO. CSG worked with Pontiac's objectives to create a street promotion and activation that would increase awareness and consideration for their new line while specifically targeting their unique demographic characteristics with special emphasis placed on targeting owners through a promotion that took place over six weekends in downtown Denver.
Program Objectives:
- Drive consumers to Pontiac promotional web site that will allow consumers to join membership club for exclusive benefits to local club venues
- Create positive “buzz” for the new Pontiac models
- Position Pontiac as the young, totally re-invented performance domestic brand
- Facilitate positive word of mouth
- Demonstrate attainability – affordability
The Activation:
CSG created an activation plan that attracted attention to the vehicles, increased brand awareness and engaged the 21-35 demo, all while encompassing a creative, organic, relevant and interactive relation to Pontiac and the brand.
While the main attraction of this activation was the vehicle, CSG produced activities that took advantage of club locations in downtown Denver after dark to create a buzz around the vehicle displays and to encourage hands-on interest as well as a collection of leads. The Denver promotion took place on Friday and Saturday nights from 8:00pm-Midnight for a duration of six weeks.
CSG's street team was responsible for attaining permits to allow for street parking of the four models in a straight line in front of each club location. The set up distinguished the four Pontiac models from other cars simply parked on the street. The Pontiac display had visibility, energy, color, sound and appeal. CSG used gelled theatrical lighting, gobos, branded pop-up tents, free-standing informational signs, banners and music as a backdrop to create an "event" outside of the clubs.
Cars were left open for and the teams encouraged people to touch, look around and even test out the seats and stereos in each vehicle.
Each venue had a natural attraction of the targeted demographic. CSG scheduled Pontiac promotions in conjunction with venues through media partners to drive awareness and for perspective attendees to sign up for a VIP card allowing separate access and deals in the clubs. While some people were driven to the club venue or event through media partner promotion, and had already received their Pontiac VIP Card, Street Team members were ready with clip boards and sign-up sheets to provide “instant membership” so members could receive a VIP card on the spot and enjoy the club promotions and specials being offered for that evening. All on-site membership information was forwarded to Pontiac each Monday following the prior weekend’s promotions. At the end of this promotion CSG gathered more than 4,500 "members" and their information for Pontiac.
In addition to signing up for a Pontiac VIP Card, people were also invited to participate in the iPod music Challenge. At the time of this promotion, the iPod Nano had just been released and CSG created a contest to gain attention and to offer people a chance to win this new iPod. Four people were selected per round to have their capabilities tested in locating and playing a song on the iPod through their assigned vehicles sound system. Elements included:
- Four people playing the iPod Music Challenge at a time
- One iPod was connected to the sound system of each vehicle
- Each player was assigned to a car and an iPod
- The manager displayed the title of a song and the contestants were timed while they looked up the song on their iPod and played the song from their designated car
- The first contestant to play the song from their car was awarded a point
- The first contestant to reach 5 points won a prize (e.g. T-Shirt)
- The best time for the evening won an iPod Nano
iPod Challenge Team
Winner
For more information on Creative Strategies Group and Street Team Promotion, please contact Bruce Erley.
