• PROMO Magazine, Friday, January 20, 2006 12:31 PM

If a picture is worth a thousand words, Chevrolet apparently believes an actual demonstration is worth even more. To promote its new Silverado Hybrid pick-up truck, the automaker is launching an experiential marketing campaign in which it will tout the vehicle's benefits as a setting for a tailgate party. Field teams are hitting the streets with the vehicle for The Ultimate Tailgate experience near the site of the 2006 Washington Auto Show, to be held Jan. 24. The tailgating theme includes camping "necessities," such as a plasma TV, where people can play a video game that pits Chevy against Ford. The reps will make popcorn and coffee (touting the trucks' four 120-volt AC power outlets), and visitors can sit in camping chairs and snack on the treats.

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