By Alexandra Duby, Eller Marketing ’12
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.
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.
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.