Chevrolet, Warren, MI, and the Colorado Lottery expanded their long-time marketing alliance last month with Chevy Road Trip, an instant-win game on $2 lottery cards distributed through 7-Eleven outlets and local grocery stores throughout the state.
The effort runs through November with a top prize of four Chevy Avalanches, three of which will be awarded instantly and a fourth through a corresponding sweeps hosted at high-profile events at which Colorado Lottery visits. The fourth truck will be awarded during—what else?—a Colorado Avalanche professional hockey game this fall.
Four million scratch cards are in circulation, backed by P-O-P displays, radio station remote broadcasts, and newspaper ads. The car maker’s in-house agency, Thousand Oaks, CA-based General Motors R*Works, handles.
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