Buick/GMC Grassroots Street Teams

After the year-long program, the campaign generated over 500,000 exposures, 70,000 interactions and 15,500 consumer leads.

The Buick/GMC Phoenix dealer group was looking to increase consideration of their Buick/GMC product, generate leads and drive traffic to their dealerships. In collaboration with Martin Retail Group, Southport Marketing developed a grassroots program that covered the entire dealer group, and focused on promoting both existing and new Buick/GMC products, while building positive brand perceptions through direct consumer interaction and engagement.

The final product was a community-based activation program that executed hybrid ambush street teams throughout the Phoenix Valley area, including securing display space at larger events to maximize exposure and branding opportunities. Utilizing a branded tent, banners and multiple display vehicles, Buick/GMC activated at local art festivals, culinary events, marathons and fairs around the greater Phoenix area.

Both the street teams and sponsored events utilized¬†“The Measure Up Challenge”, a vehicle-related trivia game, to engage and educate consumers while encouraging product interaction. “The Measure Up Challenge” was also used to generate consumer leads that were then sorted by zip code and distributed to the nearest dealerships for consumer re-contact.

After the year-long program, the campaign generated over 500,000 exposures, 70,000 interactions and 15,500 consumer leads.