The story / 05
The brief.
Jeep wanted to give outdoor minded drivers a reason to visit dealerships and experience the vehicle. A concert could do more than put a logo in front of an audience: it could become part of the invitation.
The idea.
LYRIC Entertainment Co. helped book Counting Crows and produce the show at Red Rocks. The team reserved 2,000 tickets as incentives for people who took a Jeep test drive.
What happened.
The campaign generated more than 1,000 test drives. The concert sold out, with over 10,000 people in attendance.
2,000tickets reserved for test drive incentives
1,000+test drives
10,000+concert attendees