Volvo Trucks Brooks & Dunn Launch Promotion
Event Marketing
Marketing Strategy
Public Relations
Project Overview
What better way to launch a new truck model to a country-music-loving target market than to get the kings of country music at the time to sing about it? Parks developed a product ride and drive and purchase incentive to launch the new Volvo 770 heavy duty truck. At the center of the promotion were the best-selling country music duo Brooks & Dunn, who were featured in the direct mail, truck stop and radio ad promotional component. The key to driving traffic for the promotion was the private Brooks & Dunn concert that the duo was to perform at the industry’s largest trade show. Tickets were only available to those customers/prospects completing a test drive at a Volvo dealership, or on-site at the trade show. Customers earned Golden Circle seating and a meet and greet opportunity for a truck purchase. Dealers were also provided tickets to be used to solidify relationships with current customers. The overall promotion was credited with generating $36 million in incremental sales, $4.2 million in net profits and a 6:1 return on investmentClient
Marathon OilTags
events
mobile
promotions
marketing strategy
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