The Peach Belt Conference Drives BMW's Business...
Monday, March 16, 2009 at 08:38PM Are you looking for new ways to leverage auto partners? Are you looking to create a partnership driven around a tournament championship?
John Semeraro and his colleagues at the Peach Belt Conference recently did a tremendous job integrating BMW into the conference's men's and women's basketball tournaments. Semeraro and representatives at the Peach Belt Conference created the "Taylor BMW Ultimate Drive to the Championship", an traffic-driving initiative that seamlessly integrated the local BMW retailer into the tournament action.
For two (2) weeks leading up to the tournament, Taylor BMW offered free co-branded tournament passes for the first 200 people who came into the dealership and opted to test drive a BMW. Taylor BMW supported the initiative by featuring cars on display at the tournament, championship banners along high-traffic roadways, and numerous branding pieces within the dealership setting.
Highlighting the Peach Belt Conference and Taylor BMW's partnership was the "Taylor BMW Ultimate Shoot-Out Bracket Challenge", a free throw challenge competition that enabled winners from the men's and women's brackets to win a free BMW Golf Bag or BMW Electric Car Cooler.
The Peach Belt Conference executed the promotion by hosting a contest at halftime of each game where two (2) participants were drawn for the chance to see who could make the most free throws during a 35 second timespan. The participant who made the most free throws advanced in a bracket-style competition each day of the five (5) day tournament.
To add to the tournament excitement once the free-throw shootout was completed, one (1) individual was drawn for both the men's and women's game to shoot for a certified pre-owned BMW. To win the BMW, the individual was challenged with making one (1) layup, free throw, three-point shot, and half court shot in 30 seconds.
The Peach Belt Conference and Taylor BMW teamed up to create a "true partnership" with representatives from both sides engaged and involved in all aspects of BMW's involvement on-site. The employees from Taylor BMW became very engaged in the Taylor BMW Ultimate Drive to the Championship promotion and gained a greater appreciation for the quality of NCAA Division II student-athletes competing in the Peach Belt Conference basketball tournament.
The promotion enabled Taylor BMW to:
- Drive retail traffic and trial
- Collect signups with quality user information (in an effort to target new customers)
- Drive brand affiliation and awareness (roadway signage, dealership branding, on-site display)
- Offer an engaging in-game promotion that creatively integrated its tagline
- Leave a lasting, memorable impression on fans
Congrats to the Peach Belt Conference and Taylor BMW for collaborating to create such a great initiative that benefits all parties involved!