Showroom Showdown Car Giveaway Campaign
Brighton Mazda had just finished building a brand new dealership and wanted to get the word out to Melbourne that they were open for business. The Marketing Mix came up with a car giveaway that focused on the new showroom to celebrate the opening of the new dealership, calling it the Showroom Showdown.
The Marketing Mix compared radio station pitches for the car giveaway and decided to partner with Fox FM. The Showroom Showdown campaign ran for 2 weeks, with live reads with Fox talent included, plus a live cross during the Breakfast show for the prize draw.
To enter the Showroom Showdown and potentially win a brand new Mazda2, listeners had to visit showroomshowdown.com.au, a specially built microsite where they could view a 360 virtual tour of Brighton Mazda’s new dealership. Listeners then had to answer a few simple questions about the showroom, such as how many red cars they could see and what channel the TV was on in the customer lounge. We then chose 150 finalists to invite to the dealership for the prize draw on a Friday morning with Fox FM’s street team in attendance. Brighton Mazda’s brand ambassador, a local comedian, was there on the day to MC, draw the winner and live cross to Fox to reveal the winner’s name.
A campaign of this size involved a number of steps in terms of production and organisation, which The Marketing Mix ran completely in-house. This included the pitching to radio stations, production of the online microsite, 360 virtual reality tour filming, building the entry database, email campaigns to finalists, phone calls to finalists, posters, entry tickets, raffle barrel, radio commercial production and on-the-day event management.
The client had 1500 unique entries on their Showroom Showdown microsite, and 125 finalists show up on the day to witness the prize draw. The winner was in attendance and the client was able to capture the feel-good moment and showcase it across their social media channels.
The client was also left with a beautifully produced 360 degree virtual reality tour for use on their website, a database of 1500 people to market to and had reached a large audience on radio who now know about Melbourne’s newest Mazda dealership.