LoJack Goes To Grassroots
Auto theft recovery company LoJack this week launches a grassroots campaign in Boston, Miami, San Diego and Las Vegas, and a matching dealership promotion.
Designed to showcase the effectiveness of the LoJack System in helping police recover stolen vehicles, the effort by Portland, ME-based Via Agency features cars with giant arrows on top and the message: “We can find our cars. Prove you can for a chance to win.”
The idea is that in each of the cities, consumers have to track down one of these LoJack-marked cars, shoot photos of it on their mobile phone, and share the shot on the promotion's microsite, www.BigLoJackArrow.com. Consumers can also use mobile devices to text the picture and the keyword “LoJack” to a short code 60856 to enter.
The incentive is a roster of tech prizes like Samsung’s Smart cameras, Galaxy Tabs, 60" LED Smart TVs, and LoJack’s Total Extended Warranty Packages.
The Canton, Mass.-based company is supporting the effort with online, on-the-street and at-the-dealership components, and a grand prize of a “technology makeover.”
Sarah Cook, LoJack’s director of marketing, tells Marketing Daily that grassroots and guerrilla marketing are relatively new for the company, and that this is the largest such effort. “Last summer we celebrated the 25th anniversary of the company with promotions and sweepstakes to boost consumer engagement with the brand,” she says. “In the past, our advertising –- whether TV, print or radio –- has tended to be more traditional in terms of delivery of the message. We have been doing that for years, and last summer we began adding a consumer sweepstakes element because we wanted marketing to be more interactive in nature.”
Cook says that last year the company also started doing specific point-of-sale marketing as an awareness builder. “Right now, we actually have quite a few different elements going on: online ads, both national and local, and street teams.”
LoJack, which operates in 28 markets, chose Boston, Miami, Las Vegas and San Diego for the campaign because they are among the top sales regions, as well as (no surprise) big auto-theft areas, per Cook. She adds that the new effort also includes a media buy with Yahoo Autos.
Recent Marketing Daily Articles
-
Affluent Consumers Continue Spending June 19, 4:53 p.m.
Attribute it to an improving economy, or simply fatigue in behaving a certain way, but the ... -
Voss Water In Socially Driven Summer Campaign June 19, 3:27 p.m.
Voss Water has launched a social-plus-retail summer campaign designed to engage consumers and strengthen relations with ... -
Chevy Back With MOFILM For Oscars June 19, 3:22 p.m.
Chevrolet has tied a five-year knot with the Oscars, with attention on independent filmmakers. Chevrolet’s theme ... -
Nissan Opens Door To Versa Launch June 19, 2:18 p.m.
Nissan’s new Versa Note is a "A Door to More" in the automaker’s campaign for the ... -
Saks Fifth Avenue Rolling Out New Campaign June 19, 11:12 a.m.
Saks Fifth Avenue is debuting a new marketing campaign, which it hopes will sell shoppers on ... -
JetBlue, Marriott Top Their Industries June 19, 12:23 a.m.
Just as the summer travel season heats up, the American Customer Satisfaction Index (ACSI) has released ... -
Evian Launches Wimbledon 'Wiggle' Social Effort June 18, 5:20 p.m.
<Evian -- no slouch at driving buzz during the Wimbledon tournament -- has come up with ... -
GMA/PwC Report: CPGs' Growth Slows Amid 'Rules' Shift June 18, 3:56 p.m.
Net sales growth rates for consumer packaged goods (CPG) companies slowed last year amid challenges including ... -
Industry Is Expanding In Advertising, Social June 18, 12:29 p.m.
Retailers are planning to spend big on more stores, digital technology and marketing initiatives in the ... -
Chevrolet's Fleck Talks Northeast Strategy June 18, 9:23 a.m.
Bill Fleck, Chevy's Northeast regional marketing manager, has a lot of work to keep him up ...
Be the first to comment on "LoJack Goes To Grassroots "
Leave a Comment