Overview
The National Chevrolet Street Team is a street-team marketing program that Southport Marketing has run for Chevrolet dealer groups since 2010. Across markets nationwide, our brand ambassadors bring Chevrolet to music festivals, zoo weekends, sporting venues, and dealership activation days, using vehicle displays, surveys, and prize redemption to engage consumers. What began as 25 activation days a year has grown into a nationwide automotive experiential marketing effort spanning more than 300 events annually.
The Challenge
Chevrolet dealer groups needed a consistent, high-energy presence in front of consumers across many different markets, at everything from music festivals to zoo weekends to local dealership events. The challenge was doing it at scale while keeping the brand experience consistent and fully staffed across hundreds of events every year, in markets spread nationwide.
The Experience
The street teams show up wherever consumers gather, backed by the production and staffing to keep the brand experience consistent.
Dealer Activation Days: Each Chevrolet dealer gets brand activation days at the dealership or nearby events to educate customers on the vehicle lineup across their Designated Marketing Area.
Festival and Event Presence: Brand ambassadors bring Chevrolet branding and vehicle displays to music festivals, zoo weekends, and outdoor events, with the St. Louis team alone working more than 100 events a year.
Large-Scale Venue Sponsorships: The teams activate at family destinations and sports venues, including the St. Louis Zoo, Hollywood Amphitheater, ONEOK Field, and CHI Health Center.
Surveys and Prize Redemption: Ambassadors drive survey participation and prize redemption to capture leads and deepen consumer engagement.
Client Name
- Chevrolet Dealer Groups
Event Location
- Nationwide
Event Date
- Multiple, Since 2010
Services Provided
The Impact
Since 2010, our Chevrolet Street Team program has grown from 25 activation days to more than 300 days yearly. The success of our program has generated more than 500,000 customer interactions and delivered over 7,000,000 impressions across all markets.
300+
+
Brand Activation Days Per Year
500,000
Customer Interactions
7,000,000
+
Impressions Delivered In All Markets
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