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Experiential marketing fuels next-gen sustainability & brand ambassadors for auto giant

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A prominent automotive giant leading the charge toward alternate-fuel vehicles sought an experience marketing solution to drive awareness of alt-fuel transportation, inspire consumers to make more sustainable choices and develop their next generation of brand ambassadors.

Challenge

The brand turned to Augeo to design, implement and measure a multimedia marketing experience that would offer consumers a firsthand look at the future of electrified and fuel cell mobility—while exploring the importance of and preparing participants to be leaders in areas of sustainable energy.

Solution

As a global leader in experience marketing with a passion for delivering transformational experiences propelled by strategy, creativity, technology and innovation, Augeo embraced the power of experiential strategy to meet our client’s needs.

We planned and launched three simultaneous live activations aimed at college students—including a three-week sustainability challenge that resulted in a $100,000 sustainability grant from our client to the winning university.

Target audience identification

Augeo strategically opted to work with college students, an age group eager to make positive changes and advocate for causes in which they believe—ideal candidates to transition from participants to action-oriented brand ambassadors and, later, customers.

Engaging on-campus activations

We planned and hosted week-long activations at three college campuses, including Pepperdine University, Loyola Marymount University and Santa Clara University—requiring extensive planning to design each week-long schedule, events and activities.

Immersive experiences

Each live activation week included a variety of activities—such as ride-and-drives with alt-fuel vehicles, alt-fuel vehicle-powered shuttle service, collaborative sculpture building with a renowned national artist, sustainable tailgates, giveaways and succulent planting parties.

Sustainability challenge

We implemented a three-week Fill It Forward challenge in which participants scanned special tags each time they refilled the custom-branded water bottles that were provided ahead of the challenge. The winning university secured a $100,000 sustainability grant from our client.

Results

In addition to more than 2,600 ride-and-drives throughout the activation week, promotional campaigns tied to the experience saw impressive engagement. More than 300 social media posts generated a total engagement of more than 634,600 people—with a corresponding landing page attracting more than 6,500 users in three weeks. The Fill It Forward challenge also yielded impressive sustainability metrics, including:

  • 790+ lbs. of plastic saved
  • 3,950+ lbs. of waste saved
  • 75,000+ kWh of power saved
  • 57,900+ lbs. of emissions saved

Let's connect to talk about how Augeo can elevate your experiential marketing strategy.