GM Goodwrench, the service brand for GM vehicles, has launched a promotion linked to NASCAR designed to build buzz around the 2007 Chevy Avalanche and increase traffic to Chevrolet dealer service departments.
The Goodwrench #29 Expertise Challenge gives consumers the chance to drive away with a Chevy Avalanche. To enter, consumers visit participating Chevrolet dealerships or a Chevy Revolution displays at select NASCAR events to get a promotion ticket. Visitors then enter a code on the ticket at Goodwrench.com/expert. Codes are also available from the Web site.
If Kevin Harvick, the driver of GM Goodwrench’s NASCAR #29 sponsored racecar, wins two of 12 selected races (with the last race on Nov. 19), the company will award one consumer with a 2007 Chevy Avalanche and a $1,000 GM vehicle maintenance certificate for the first victory. If Harvick wins the second race, 29 consumers will win a Chevy Avalanche and a $1,000 GM vehicle maintenance certificate. If no races are won, GM will give the prize to one winner overall.
“We’re taking advantage of our strong marketing platform with NASCAR and our longstanding relationship,” said Jim Moloney, general director of marketing, GM service and parts operations.
In the past, GM Goodwrench used TV ads to drive consumers to its service but “we have been evolving away from TV to get into the digital space and experiential type of promotions,” Moloney said.
More than 7 million tickets were printed for the promotion. Hershey’s, which co-sponsors the #29 racecar, will place Reese’s products in the 29 trunks of the 29 winners, or in the trunk of the truck of the lucky consumer if no races are won.
“When you look at the size of this promotion, it’s only something Goodwrench, GM and Chevy locking arms could pull off,” Moloney said.
Print ads in national publications including NASCAR Scene, Sports Illustrated, People and NASCAR programs and banner ads on ESPN.com, FoxSports.com and the Goodwrench.com home site support. Harvick and Childress race shop and dealer point-of-sale materials also support. Leo Burnett Detroit created the promotion.
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