Flash Car Giveaway

Posted: July 31, 2016 in Client Tie In Promos, Contest Promos
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This past year, I helped organize a Car Giveaway promotion, that ended up being awesome.  A local car dealership announced they wanted to do a car giveaway, and wanted a radio partner to give one a way, and a TV partner to give the other away.  I cooked up an idea that they really liked, and our station became the partner.

The concept is fairly simple, but there were a lot of moving elements.  The client was a Mitsubishi dealership, and one of the models they were pushing as the “Lancer”.  One of our hot shows at the moment was season 1 of The Flash.  We got permission to wrap a Lancer with Flash creative, and essentially make it a moving billboard (we had to have the show’s logo, our station logo and the time you could watch it on the wrap).  We wanted the design of the wrap to be something a fan of the show would love to have on their car.

Flash Lancer

We called it, the “Flash Lancer” (get it?  Flash Dancer?  maybe to ’80s of a reference).

This promotion was kind of a “summer promotion”.  It kicked off in May and we would have it parked at several pre-established station promotions and car dealership promotions throughout the summer and tell our viewers to come out to these events and register to win the car in person.  I was also able to get it parked at several other “unplanned” events as well.

Viewers could always enter online, or go down to the dealership to enter as well.

At the end of each of the planned events, we would pick a finalist (which encouraged people to go to those specific events.  In the end there would be 5 finalists, 4 of them from events, and 1 from the internet.Car Locations

We would give the car away to one of those 5 finalists on-the-air during the season premiere of The Flash in early October.

The FlashThe even kicked off with the car making an appearance at Wizard World Comic Con at the Minneapolis Convention Center.  But we were also given the opportunity to drive it into the Mall of America‘s Rotunda for a “Kick off the Con” event the night before.

At the Wizard World Comic Con, we encouraged people to get a picture of the car with them in it and use the hashtag #RBmitsuFlashLancer to get free Flash Swag.  You can find the Twitter feed of those hashtags here.

At most of these events, we had a local cosplay person dress up in a custom made “Flash” costume to greet the fans of the show.

One of the pre-planned events included two “Test Drive” events, where we encouraged viewers to come down to the dealership and test drive any car (including the Flash Lancer) get entered to win the car, and get free Flash swag, as well as ending up in a TV commercial

After the Test Drive Events were over, we would air a commercial that “thanked” everybody for coming out to the event.  Of course, we also posted these on Social Media, and tagged everybody, including the client.  That made sure this promotion was sure to be seen by even more people.

At the end of the Summer, we gather all 5 finalists and shot some video with them, and went over the rules for the final event.  We then aired this promo leading up to the announcement.

The final event went very well.  It wasn’t live, but it was shot a few hours before it aired.  We were able to squeeze it in just before the Season premiere started during the end break of the access show.  Local inventory was tight during the premiere.

This ended up being a really good promotion for the station, and the client loved it and they hope to do another one of these with us.  Maybe a Supergirl Car?  They ended up cutting the radio car giveaway short, and loved ours because “it had legs” and gave them almost 6 months of promotional exposure.

One of the neat things that happened after the promotion was over that put a nice neat little bow on it was what the winner did with his car.  He registered himself as a Uber Driver, and gave himself a Twitter Handle.  Now he drives the car around town as a taxi service, and continues to promote the show.  Sweet!

There are many more details to this promotion I didn’t go into here.  But if you want to see the presentation or know more about it, just let me know.





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