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SUBMITTED BY. 11/9/2012. Program Overview.

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SUBMITTED BY

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  1. SUBMITTED BY 11/9/2012

  2. Program Overview • A family-friendly touring property featuring unique product specialist teams comprised of an adult and a 12 – 14 year-old child co-presenting Town & Country product features from their unique perspectives. Audiences enjoy the fun, product rich, exchange between the two specialists. Three teams are selected from the crowd to participate in a game show held each half hour. The teams are asked simple, fun, multiple-choice questions which are rich with Town & Country product benefits. The winning team is entered for a chance to win a three year lease of a new Town & Country at the end of the tour.

  3. Strategy/Rationale/Relevancy • Strategy • While others are talking at kids, we are using kids to talk to parents and minivan prospects from a kid’s point-of-view. Kids are proven to influence purchase consideration of vehicles and this tour will stress the Town & Country’s features and benefits that are of particular interest to kids. By creating a touring property that attracts, engages and educates Town and Country prospects in high traffic malls, we have an opportunity to positively engage with conquest buyers who may not have T&C on their shopping list. • Relevancy • It’s relevant on several levels: • Location – high traffic, family friendly malls • Content – attractive, fun experience that enhances the visitor’s mall experience, educates them about T&C and captures high value leads  

  4. Creative/Audience Generation • We have several ‘hooks’: • The overall space is inviting, fun and tells everyone that something special, worth checking out is happening • Our adult / child product specialist team with their unique interacation will be unlike any standard product presentation while being rich in product features • Our game-show draws a large crowd and features product benefits as the real star of the show • We will attract consumers to the Chrysler footprint and generate leads through a “Scan2Win” promotion that utilizes EventNext’s proprietary lead gen technology, EventScan. This process, has proven very successful for other Chrysler brands in getting prospects to visit their display and enable them to capture data from all Scan2Win participants    

  5. Creative/Engagement • Unique adult/child product specialist and game show.

  6. Game Show Layout

  7. Creative/Display • The Town & Country Family Challenge footprint in each mall will be comprised of (2) two vehicle displays, the “Family Challenge” game show set, the “Town & Country Scan2Win” fulfillment area and supporting signage. • The vehicles on display will be divided by a 7’ x 10’, 2-sided, backlit graphic wall promoting performance features, safety features, creature comforts and more. The wall will really “pop” in each participating mall as most mall corridors are not brightly lit. • The family Challenge will be positioned on a stage supplied by participating malls. The game will be comprised of a large, branded backwall with (3) three, individual podiums for competing families and a separate podium for the game show host. The host will ask a question related to the Town & Country and just like on television, the first family to push their button will hear the buzzer and see their podium light up. Both game participants and the game show host will be outfitted with microphones to enable spectators to hear their interaction. • The Scan2Win promotion will be held within close proximity, utilizing the opposite side of the Family Challenge wall to promote the game and a custom counter in front of the wall to fulfill prizes from (see Promotional Extensions for a complete description of Town & Country Scan2Win) and register consumers for a test drive outside the mall. • Finally, signage will be positioned at main entrances and key locations in the central corridors of each mall, promoting the Family Challenge, Scan2Win and Test Drive offer.

  8. Promotional Extension/Scan2Win Promotion A promotion critical to drawing consumers to the registration area and generating leads is the Town & Country “Scan2Win” promotion. The promotion utilizes EventNext’s proprietary electronic lead generation technology called EventScan. The way EventScan works is very simple. At the mall, field staffers intercept consumers throughout the entire mall footprint and distribute “Scan2Win” game pieces to them.

  9. Promotional Extension/Scan2Win Promotion • Each game piece distributed is in the form of a flyer containing information about client products along with an entry form • Each entry form has an area for consumers to write in their personal contact information, an area for consumers to answer up to five questions posed by the client and an area with a unique UPC code 1 3 2 After distributing the promotional piece, a staffer would instruct bikers to take the piece to the redemption area within the Ram Den to see what they’ve won. Consumers would then proceed to the counter there and hand their entry form to another staff member. The staffer scans the UPC code on the promotional piece and the prize that the respective individual wins appears on the screen of the handheld scanner.

  10. Benefits • Social media shared photo opportunities that we create and encourage • Invite local media to participate in game show with their kids • Generate purchase consideration of the Town & Country through the influence of children • Capture data from thousands of Scan2Win participants • Generate nearly 600 test drives per mall after attracting consumers to the Chrysler Town & Country footprint inside each participating mall     

  11. THANK YOU FROM EVENTNEXT EventNext Yvon Russell, President 1600 Parkdale Rd. Suite 201 Rochester MI 48307 P: 248.266.6361 yrussell@eventnext.com

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