In the "Consumer Generated Marketing File," check out WCSX/Detroit’s newest campaign that focuses on letting listeners generate your buzz. They dug deep into the fan/fanatics in their database to find a group of listeners willing to turn their cars into rolling billboards. But they’re even better than that.
CSX’s Jennifer Williams worked with a local vehicle wrapping company (Hey, it’s Detroit – we have experts for this type of thing!) to create these moving paintings. The vehicle owners were able to choose album covers and other artwork details.
Instead of etching logos on eggs or airplane barf bags (yes, Fortune 500 companies are going this route), CSX is taking a better road, tied into the DNA of Motown. As the local cruises roll on this summer, these CSX "Pace Cars" will stand out in a big way, not to mention all those impressions that are created by simply seeing one of these vehicles on the street.
Jennifer will be showing off this promotion at Jacobs Media’s Summit 11 (Dallas/September 19-20), along with other programmers and marketers who have created similar campaigns. We will be devoting an entire panel to Ben McConnell, father of "Evangelism Marketing," and one of the leading voices in the Consumer Generated Marketing movement. If you haven’t registered for Summit 11, please contact Lisa Riker at our office.
And congratulations again to CSX, Jennifer, PD Bill Stedman, GM Tom Bender, and Greater Media for making this campaign happen.
Here’s some more pics:
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Fantastic, unbelievable, PERFECT.
Now this is marketing at its fan-connected best! I trust WCSX paid for the wraps!
I remember working for one station manager/owner who would be furious if he’d see the station van in the parking lot. He’d say things like “kid…that van isn’t doing us any good just sitting here….take it when you go to lunch or have a salesperson take it on a sales call”
Now with the price of gas and manpower, this is an ingenious way to not only get your name/logo on the street in a cost effective way, but you can build an on-air campaign around it.
PS: Jennifer, I bet you know the manager/owner I’m referring to!