Chevrolet is out with an experiential marketing campaign to educate consumers about its new Silverado Hybrid pick-up truck and tout its benefits as a great setting for a tailgate party.
Field teams are hitting the streets with the vehicle for The Ultimate Tailgate experience near the site of the 2006 Washington Auto Show, to be held Jan. 24. There, teams will show off the new truck (which will featured at the show) and offer up details about the vehicle. The tailgating theme includes camping “necessities,” such as a plasma TV, where people can play a video game that pits Chevy against Ford. The reps will make popcorn and coffee (touting the trucks four 120-volt AC power outlets) and visitors can sit in camping chairs and snack on the treats.
The trucks hit the streets Jan. 9 in high traffic commuter locations from 8 a.m. to 2 p.m. throughout the Washington, DC, metro area, including Georgetown, U Street, Foggy Bottom, Bethesda, Old Town Alexandria and Arlington. The events end Jan. 25.
Reps will also hand out cards that can be scanned at the auto show for a chance to win a 2006 Chevrolet Hybrid pickup truck. The winner will be announced at the show.
RedPeg Marketing, Alexandria, VA, handles the events.
Network
