Shopper Marketing - July 2016 - 22


PROGRAMS

customers at car-related events, so it's more
relaxed. We're not selling, but we still have
store team members there to answer questions."
Interactions, a San Diego-based experiential marketing firm, teamed with Advance
Auto Parts again this year on the heels of last
year's tour, during which 15,000 individuals
signed up for the rewards program.
Jen Rose, account executive at Interactions,
says the goal of the tour is to inspire, educate
and activate automotive enthusiasts around
the Advance Auto Parts brand by building
awareness, strengthening customer loyalty
and ultimately driving traffic to local stores.
When consumers visit the Advance Auto
Parts RV, they can register with Speed Perks,
a rewards plan that gives discounts based
on the amount spent in stores. Those who
register are then given a $5 store coupon and
invited to spin a prize wheel.
"The coupon, along with the Speed Perks
registration, motivates the customer to visit
his or her local store while giving Advance an
opportunity to stay connected afterward,"
Rose says.
Event attendees can also play a "Rev It Up"
game on iPads to test their DIY auto knowledge, matching the right car parts to their location on a vehicle. They can then share their
results via social media channels.
"We also run a sweepstakes through the
[Rev It Up] game where winners receive $50
Advance Auto Parts gift cards. Again, this
drives the event goer to his or her local store,"
Rose says.
Advance Auto Parts manages a "TuxleeOnTour" Instagram account dedicated to this
22

y SHOPPER MARKETING JULY 2016

year's tour mascot, a red polo-wearing yorkiepoo. Posts depict the canine at various locations with event participants.
The company also partnered to stage driver meet-and-greets and sponsor concerts.
At Daytona Bike Week, Advance Auto Parts
partnered with Mobil 1 to organize a motorcycle ride with "Sons of Anarchy" TV stars Kim
Coates and Mark Boone Jr. About 150 participants rode from the event to a local Advance
Auto Parts store in Ormond Beach, Florida.
"Early indications are positive internally,
and the customers' sweepstakes entry numbers make it one of the best we've seen,"
Mancinelli says. "The integrated campaign
approach - across retail, email and internal
communication support - works well for us.
It will all come together at a big event later
this summer."
To spread the word, the company is displaying signs in all stores nationwide, as well
SM
as messaging on its website.

RETAILER: Advance Auto Parts
KEY INSIGHT: Automotive events provide access to DIY enthusiasts in a relaxed atmosphere. It's an opportunity to
increase awareness of the retailer's stores
and rewards program.
ACTIVATION: The third annual mobile
tour visits dozens of automotive and
store events across the U.S. from March
through November. In-store signage,
digital marketing and a sweepstakes
support the effort.



Table of Contents for the Digital Edition of Shopper Marketing - July 2016

Contents
Shopper Marketing - July 2016 - Intro
Shopper Marketing - July 2016 - 1
Shopper Marketing - July 2016 - 2
Shopper Marketing - July 2016 - 3
Shopper Marketing - July 2016 - Contents
Shopper Marketing - July 2016 - 5
Shopper Marketing - July 2016 - 6
Shopper Marketing - July 2016 - 7
Shopper Marketing - July 2016 - 8
Shopper Marketing - July 2016 - 9
Shopper Marketing - July 2016 - 10
Shopper Marketing - July 2016 - 11
Shopper Marketing - July 2016 - 12
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Shopper Marketing - July 2016 - 15
Shopper Marketing - July 2016 - 16
Shopper Marketing - July 2016 - 17
Shopper Marketing - July 2016 - 18
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Shopper Marketing - July 2016 - 20
Shopper Marketing - July 2016 - 21
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Shopper Marketing - July 2016 - 27
Shopper Marketing - July 2016 - 28
Shopper Marketing - July 2016 - 29
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