Revving Up the Brand Experience

March 1, 2017

consumerExperienceMarketCoverWhy limit brand engagement to the four walls of your store when you can take it on the road to where shoppers live, work and play? That’s the concept behind Advance Auto Parts’ annual mobile tour. And for 2017, they’re revving up the experience by hosting not just one but two better-than-ever mobile tours created and executed by Daymon’s consumer experience marketing team.

This is the fourth consecutive year that Advance Auto Parts is partnering with Daymon for their mobile tour. For the past three years, the tour has featured a branded RV traveling to high-profile automotive events across the country—all with the goal of educating automotive enthusiasts about Advance Auto Parts’ stores and their Speed Perks loyalty program. For 2017, the mobile tour team is reinventing the experience with two all-new concepts: the Restoration Tour and the VIP Tour.

Similar to previous years’ tours, the Restoration Tour will travel to key automotive events across the country. But this time, instead of an RV, the tour will feature a fully tricked out 350 RAM truck pulling a 1967 Camaro RS. Along its 40-stop route, the tour will visit more than six of Advance Auto Parts’ TechNet Professional Auto Service Shops, where experienced technicians will help restore the classic car back to its former glory, reports Jen Rose, Mobile Tour Account Manager for Daymon.

consumPicCurrent Speed Perks members will be invited to follow the car’s restoration progress as the tour comes to a location near them. New members will also be encouraged to sign up at these and other stops. Everyone is encouraged to follow the face of the tour and official mascot, Tuxlee, on Instagram. @TuxleeonTour shares photos of the adorable Yorkipoo along the stops of the tour. The tour kicks off in March at Daytona Bike Week in Florida, and will travel to numerous NASCAR and NHRA events as well as select Advance Auto Parts locations through the fall.

For consumers who aren’t on the Restoration Tour route, Advance Auto Parts invites them to join in on the VIP Tour. Running May through August, the VIP Tour will hit up some of the hottest country music festival and automotive events throughout the country, treating Speed Perks members to a VIP experience on its very own mobile rooftop deck. There will be opportunities to win special event tickets, sign up for Speed Perks, and more.

According to Rose, the success of previous tours and Advance Auto Parts’ ongoing desire to help connect area consumers with their local stores is what’s driving this year’s growth. In 2016, Daymon helped sign up over 20,000 new Speed Perks members during the Advance Auto Parts Mobile Tour, and gathered over two million total impressions, the equivalent of about $10 million in media value.

“As we’ve seen in previous years, these mobile tours have the unique ability to engage consumers in multiple markets over time and in an authentic environment where consumers are eager to engage with the brand and have fun,” says Rose. “These interactions create a positive experience with the brand for consumers.”

To learn more about Daymon’s mobile tour and other consumer experience marketing services, contact Lindsay Steller, Director of Sales and Marketing, at lsteller@daymon.com

 

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