Eller Buzz: Experience Eller
Home My Eller Experience Dynamic, Student-Led iAm Chevrolet Event Held on UA Mall

By Alexandra Duby, Eller Marketing ’12

Advertising Management student Dots Nathan, showing what "Ignite your Spark" is all about with the funky and fun Chevrolet Spark

Advertising Management student Dots Nathan, showing what “Ignite your Spark” is all about with the funky and fun Chevrolet Spark. Photo by Kelsee Becker.

On October 25, 2012, the iAm Chevrolet event was held on the University of Arizona Mall. This event took much preparation and it had a great turnout. This event included three cars: the Chevrolet Spark (the newest of the three), the Sonic, and the Cruze. These three cars were each given their own “museum exhibit” and personalities. The Spark was represented by upbeat college life, where attendees could find candy and bubbles. The Sonic was staged with an outdoorsy lifestyle, and included such props as cornhole and a canoe. And lastly, the Cruze was demonstrated alongside a more luxurious appeal, where students and faculty could obtain a glass of sparkling cider. Visitors were encouraged to sit in and explore the cars in order to see which ones they liked.

Chevrolet Tech Expert Matt informs students on the ins and outs of the Spark

Chevrolet Tech Expert Matt informs students on the ins and outs of the Spark. Photo by Kelsee Becker.

Also at this event were surveys where participants could discover which car best suited their personality. With a DJ playing hit songs in the background and lots of colorful balloons surrounding the area, many stopped by to hang out or even win some prizes, such as Starbucks gift cards and Carraba’s discounts. Attendees were also offered pizza and coupons to many Tucson favorites, such as May’s Counter and AZ Core Nutrition. Ultimately, visitors could win an Amazon Kindle Fire with an entry of just a few pieces of information. iAm Chevrolet lasted from 11 a.m. to 5 p.m., and then moved over to Bear Down Friday at Main Gate Square.

Advertising Management student Ronnie Rosas keeps the party going mixing beats

Advertising Management student Ronnie Rosas keeps the party going mixing beats. Photo by Kelsee Becker.

Alongside this campaign event, MKTG 425: Advertising Management participated in a lot of work behind the scenes. This class gave students hands-on advertising experience which is not the typical curriculum for a college course. Students like me were able to take a lot away from this class due to the fact that the experience gained is invaluable. For example, in the Public Relations team, students had to track down beneficial media contacts, which would assist in getting the word out about Chevrolet to college students, as well as advertise the College Student Discount Program.

EdVenture Partners gave us the opportunity to really expand our horizons. This campaign, in particular, required students to plan, strategize, organize, and assess resources in order to effectively reach the target audience.

This class’s main objective was to increase brand awareness among the UA population, and this campaign event definitely provided a “promotion with commotion!” to quote Advertising Management lecturer Ed Ackerley.

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Alexandra DubyAlexandra Duby is a Marketing major with a minor in Spanish. She will graduate in December 2012, and currently serves as the Campus Liaison for Target.