Volkswagen Traction Challenge
The Challenge / Opportunity:
After six very successful years with Volvo as the title sponsor of InField’s ski series property, the Swedish automaker needed to realign their marketing budgets and as a result, left us without a title sponsor for 2009.
What We Did:
Alongside Continental Tires, the presenting sponsor from the previous program, InField developed a new ski program that focused on delivering increased brand engagement and activation through test-drives. The Traction Challenge became a national automotive test drive tour that took place from January to March 2009 at premium ski resorts in British Columbia, Alberta, Ontario and Quebec. Built around 16 weekend event days, this consumer-focused program offered each sponsor an opportunity to directly reach avid and affluent skiers in a meaningful way.
Program Results:
According to our new title sponsor, Volkswagen, InField delivered the highest return on investment versus any previous winter test drive program and supported by a dedicated on-line media campaign and outstanding on-site presence, the 2009 Traction Challenge delivered more than 6000 meaningful brand interactions on-site and 1600 rewarding test drives of the 2009 Tiguan, each of which were lead to retail.
