Sometimes, you don’t know you want something until it’s been given to you. That’s why we thought it’d be best to team up with Chevrolet and give students the keys to Chevy’s brand new vehicle lineup to let them take the cars for a spin. The goal was to generate Chevrolet college discount leads upon test driving the new vehicles.
How We Did It
For two consecutive years, we created a custom Chevrolet Drive Life sweeps which was promoted across campuses nationwide where students could win a Chevrolet vehicle of their choice. Success of the program was driven (pun intended) via digital placements, through in-store and online collateral and signage, college TV network media and at targeted on campus engagements such as cap and gown fittings. We hosted test drives at top campuses where students could enjoy complimentary food and drinks while learning about special Chevrolet offers, incentives and the new vehicle lineup.
From this program, we generated more than 60,000 sweeps total entries in the first year and more than 70,000 total entries in the second year. Overall, we garnered more than 50 million total program impressions over the course of the two programs. GM management was very pleased with car sales directly tracked through this program.