To ensure that between 1,000-1,500 people would attend each event, PCGCampbell pitched local media to do advance coverage using three different angles.
The pop festival atmosphere would appeal to lifestyle media, the innovative test-drive strategy intrigued business editors, and the motorsports hook would get sports editors and TV and radio sports directors to take notice. |
To get the list of invitees, PCGCampbell used Ford’s database of race-car enthusiasts plus directories of Team Ford Racing and Ford Special Vehicle Team Owner's Association (SVTOA) members. These consumers were invited to attend through direct-mail invitations and responded through a special website or 800 number.
For the event itself, PCGCampbell set up on-track courses for consumers to take laps in the new cars, along with product displays, racing displays and two (and sometimes three) Ford Racing drivers on hand to sign autographs.
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Ford Innovation Drives became the race-fan equivalent of taking batting practice at Yankee Stadium. Between 1,000 and 1,500 potential Ford customers came to each event and millions more experienced the Innovation Drives through print, radio and television coverage.
One in 10 test drivers purchased a Ford product within six months, and Ford determined that the mass ride-and-drive format was 10 times more effective than direct mail. Realizing PCGCampbell’s ability to connect clients with customers, Ford doubled the program sites in 2005 to showcase the Mustang convertible, F-150 and Explorer, as well as an encore appearance by Five Hundred and Freestyle.
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