Two weeks ago, I had my toes in the sand, a fruity umbrella drink, and a pleather of good music to jam to all day and night long. If you can’t guess where I was, I was at the Hangout Festival. On the first day of my vacation I spotted a campaign that immediately struck me as genius. Chevy brought all their new 2014 vehicles to promote them at the Hangout Festival. Did they have a booth and have their vehicles sitting outside with sticker prices on them? No. That’s boring. If I’ve seen one car dealership booth, I’ve seen them all. I get it, you can’t do much with a sitting vehicle. Chevy however, completely changed the game of marketing new vehicles by their recent festival campaign. After doing some research I realize this was not Chevy’s first rodeo, they had performed this same marketing stunt at SXSW a music festival in Austin, TX. Chevy took their newest models, models the majority of the public had not seen in person yet, and created their own free taxi service. The slogan was “catch a chevy” and all you had to do was flag down a Chevy on the road and you would get a ride. The Chevy’s were decorated with stickers with the slogan, so you were not running up to random chevy vehicles, you could easily tell which ones were part of the promotion. They were strict to follow the rules, no open beer cans, no more than 4 passengers, which usually meant our group had to catch 3-4 Chevy’s. But still, they were free. They were doing a good deed for the community by helping promote safe driving. A lot of times at large events like this taxi’s are impossible to catch, so some think they can take the risk and drive when they shouldn’t be driving. Catching a Chevy eliminated this. They had a line you can stand in if needed, but we hardly ever had to catch a ride.
Sure, the taxi services were probably irate, but they were too busy ripping the festival goers off to be too much. We grabbed one taxi the entire weekend and swore that off. It was a van, and we were going less than a mile. She charged us $5 a person and there were 12 of us in there. All of our jaws dropped. There were random pedestrians who would charge $10 for a whole group to give them a ride in the bed of their truck. So taxi’s were definitely taking advantage of the increase population, but that’s a different story.
Back to the campaign each time you got in a car they had the same wristband scanner set up as the festival did to track how many entered. So Chevy was able to record how many people came in and our of their cars. They had a comment book, which I wrote an extremely nice comment to show how much I loved this campaign. I believe it said something like “Best Festival Sponsors EVER!” and it was true. Chevy found a need for the music festival, rides, because like I said taxis are a nightmare and most streets are blocked from driving, and they creative a positive atmosphere for their brand. Now, that is not going without saying I have not seen the reports. I have not seen the numbers, I am not sure what Chevy lost in gas money for the weekend. I know the distances traveled weren’t far, but distance is distance whenever it comes to gas. So, as long as the gas prices didn’t break the bank for the Catch a Chevy campaign, I would say A+.