Purpose The Pontiac Designed For Action Tour participates
in 8-to-10 NCAA championship events promoting Pontiac
vehicles and supporting their Official Performance Machines
of the NCAA status. The main purpose is the consumer
exposure of Pontiac vehicles and to generate qualified
leads. This tour also participates in Pontiac National
and Regional sponsored events such as enthusiast gatherings,
festivals, football games, music and life-style events.
Target Audience
The NCAA events provide a large varied consumer base
of college students, alumni, and progressive families,
while the festivals and lifestyle events are selected
to provide consumers that fit Pontiac’s targeted
audience.
Content
4 Pontiac Production/Specialty Cars – transported
in a show trailer
Pontiac’s hottest production vehicles
Specialty vehicles that might appeal to the venue
audience
Numerous Production & Specialty Vehicles –
shipped into each event
Quantity and models depend upon the needs of the
venue
53-foot show trailer hauls the above cars and includes:
Pontiac graphics
8-foot high Pontiac logo trailer topper
Wheel stands and literature
3-screen plasma a/v unit
Xbox 360 interactive modules
Various display properties to spotlight featured
vehicles, or set up remote activation points
Awning and flooring
Activation
Each event is activated by a highly trained and energetic
activation staff of a minimum of one Pontiac product
specialist, and two promotional specialists. Supplemental
staffing is added for larger events. This staffing has
included up to four product specialists and 15+ promotional
specialists.
Results
NCAA events vary dramatically by championship. This
year’s Men’s Basketball Final Four produced
over 13,000 leads, while lesser attended championships
may be in the 2,000 to 5,000 lead range. The 2007 results
have been running at about 50% above the previous year.
In addition, hundreds of thousands of consumers have
and will interact with Pontiac vehicles this year.
