National Tyres and Autocare’s 2016 promotion in conjunction with summer blockbuster, Ghostbusters, led to a marked increase in overall customer engagement and response, the garage chain stated. The campaign included radio, national press, and digital advertising, with fans of the franchise given the chance to visit the New York City locations featured in the film when purchasing any two tyres. The winning customer was Andrew Miller from Warrington, who took the opportunity, along with his wife Erica, to try on a proton-pack and roaring through the streets of the Big Apple in the Ecto-1 taking in the New York Public Library, Rockefeller Center and the team’s famous Firehouse HQ before lunching at one of the city’s most haunted restaurants. A stay in a luxury Times Square hotel as well as a special Ghostbusters goody bag was included as part of the prize.
Commenting, Miller said: “I’ve never entered anything like this before. I needed two new tyres for my car and bought online at National Tyres and Autocare as it was offering a great discount. I qualified for the competition so I put my details in not thinking I was in with a chance. We were delighted to get the call.”
For the duration of the summer promo, National Tyres and Autocare also teamed up with Sony Pictures to offer customers the chance to win one of several Sony Electronics prizes, as well as film merchandise including hats, earphones, ghost trap USBs, and notebooks. This was drip-fed through a social media campaign.
Commenting on the partnership, National’s group marketing director, Michael Bourne said: “We were delighted by the response to our partnership with the new Ghostbusters movie, a film franchise with one of the highest levels of brand awareness of any film in the history of cinema. Ghostbusters’ broad appeal across a range of demographics coupled with its iconic soundtrack, made it the perfect platform to tap in to the consumer’s consciousness and help build National’s brand equity with a famous and recognisable call to action. Who you gonna call? …National Tyres!”
Category: UK News