College students comprise a vital market segment for auto manufacturers in the United States and abroad. We partnered with Chevrolet to rev up college discount leads by creating the Drive of Your Life Sweepstakes and putting future buyers behind the wheel of the brand’s latest lineup of vehicles.
For two consecutive years, we promoted the sweepstakes at 500 campus bookstores across the country. Success was driven by digital placements, in-store and online collateral and signage, college TV network media and targeted on-campus engagements. On top of that, we hosted a series of events at marquee campuses where students could test drive the latest Chevrolet vehicles and learn about exclusive Chevrolet offers and incentives, while enjoying complimentary food and drink.
According to General Motors management, this was one of their most successful car sales programs tied to the target college audience. Exact sales results are confidential to the client.