Chrysler Puts Test Drives into High Gear with Music Download Promotion

To generate foot traffic and motivate consumers to test drive vehicles during its nationwide auto show events, Chrysler launched a “test” promotion utilizing custom-branded music download cards good for three free songs. The road show events, which took place at regional malls across the country, featured test drive courses set up in the mall parking lots.

To take a test drive, consumers were first required to register in the Chrysler welcome tent – enabling the automaker to capture valuable prospect information for ongoing marketing. Upon completion of the test drive, the prospect received the music download card.

The “test” promotion was a huge success, resulting in a nationwide rollout of the music download program.