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Conducted More Than 2,000 Test Drives

Subaru

Subaru entered into a partnership with the California, Utah and Colorado state parks to launch the 2010 Outback to current Subaru owners and active lifestyle park visitors. Park Rangers drove the Subaru Outback through parks during 2009 – 2011, and Subaru conducted owner events at high visitation parks featuring Test Drives in the new vehicles, as well as Leave No Trace seminars, mountain bike and canoe trials, and giveaways.

Objectives

  • Create test drive experience and awareness for the new Outback launch

Solution

  • Creation and implementation of customized Subaru Test Drive experiential events in California’s largest state parks with vehicle donations to Rangers and Lifeguards

Results

  • Conducted more than 2,000 Test Drives securing driver information for follow up
  • 30 million impressions per year of co-branded vehicles driven by lifeguards

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