GM and Manic Mommies - Escape Weekend

From BlogHer Business Conference's Successful Social Media Outreach Case Study Panel:

We talk a lot about the value of engaging influencers both online and offline.  The impact of online engagement can be greatly increased and amplified by a smart corresponding offline experience.

Digital Influence has demonstrated this firsthand through our work with Ford to create the Are We There Yet project, which gave Mom and Dad bloggers access to a new Ford Taurus for a family road trip.  Natalie Johnson (GM) and Erin Kane (Manic Mommies)  shared how GM has been jumping into this space.

Manic Mommies was planning an Escape Weekend for their readers and listeners, GM expressed interest in being involved in an unobtrusive way that complemented the tone of the weekend - which was a break for Mom.  GM provided product experiences all weekend long by picking up all the moms at the airport, and driving them around to the weekend's events (which many moms noted was a great change from the norm when THEY chauffeur kids and husbands around!)  Not only did this get women (a demographic that feels generally uncomfortable in dealerships) IN vehicles, but they also made Starbucks stops.

Outcome:

• Before the event 34% of the women said they'd consider purchasing a GM vehicle, afterwards that number jumped to 92%.
• 73% of attendees said their perception of GM had changed.
• Got in touch with a core purchasing audience who came away with the perception that GM is "listening and trying harder".

This post was originally created for Ogilvy PR's 360 Digital Influence Blog

Comments

[Tyra Shortino]

Would you look at that! It did work both ways. GM got a consumer perception percentage raise while the women had a great time. It's a win-win situation.