Arizona Cardinals and Phoenix Chevrolet Dealers
Phoenix Chevrolet dealers not only wanted to get their brand in front of avid Arizona Cardinals fans, but do so in a unique way that literally brought Chevrolet's newest vehicle line up directly to the fans.
Phoenix Chevrolet dealers not only wanted to get their brand in front of avid Arizona Cardinals fans, but do so in a unique way that literally brought Chevrolet’s newest vehicle line up directly to the fans. By leveraging their sponsorship assets with the Cardinals, two vehicles were placed and featured inside the stadium on the 5th Quarter deck at each home game.
Going beyond just a static vehicle display, we sought to engage consumers to experience the vehicles in a fun, interactive setting. Prior to and throughout the game, consumers were invited to play a trivia game where they answered questions regarding the Chevrolet vehicles. In return, fans received a co-branded Chevrolet/Cardinals backpack. The on-site experience also included former player autograph sessions, appearances and photo opportunities with the Cardinals cheerleaders and the opportunity to enter Chevrolet’s “FanTastic” Sweepstakes for their chance to win season tickets for the following season.
Finally, the campaign integrated media promotion throughout the season with in-stadium promotion, LED signage giveaways via text, Cardinals radio promotion, and inclusion on the Cardinals website. At the duration of the season, the Chevrolet Phoenix dealers received nearly 54,000 impressions, 20,000 consumer interactions and 3,000 consumer leads – a real touchdown for the group!