Automotive Promotion Case Study
Team Escalade Texas - Cadillac
OUR WORK | CADILLAC’S TEAMESCALADE TEXAS
Team Escalade Texas was a multimarket multimedia campaign in Dallas-Fort Worth, Houston, Austin and San Antonio, supporting six charities backed by 19 celebrities and one bold drive to change lives. The goal of Team Escalade Texas was to educate fellow Texans about the six chosen charitable organizations and increase interest, volunteers and donations for those charities.
The charities were:
CureDuchenne
Taylor's Gift
Love Hope Strength Foundation
Ronald McDonald House Charities
Special Olympics Texas
The YMCA.
The celebrities who joined Team Escalade Texas team captain Drew Pearson were:
CureDuchenne – Daryl Johnston, Raghib "Rocket" Ismail, Dan Pastorini and Reid Gettys
Taylor's Gift Foundation – Everson Walls, Danieal Manning and Mike Renfro
Love Hope Strength Foundation – Mike Modano, Brent Severyn and Ndukwe Dike "N.D." Kalu
Ronald McDonald House Charities – Randy White, Jay Novacek and Matt Bullard
Special Olympics Texas – Carly Patterson, Laura Wilkinson and Zina Garrison
The YMCA – Brian Cardinal, Derek Harper and Alphonso Roundtree
CureDuchenne and Taylor's Gift won Team Escalade Texas.
Notable statistics include:
An increase in the official Texas Organ Donor Registry of 90,000 since the Team Escalade Texas promotion began on Sept. 21 (there are currently over 112,000 people awaiting organ donor transplants in the US).
500 individuals signed up to be bone marrow donors
CureDuchenne’s Mindy Huber reported that a mom whose little boy was diagnosed with Duchenne back in January heard about CureDuchenne through a post on one of the dealership’s Facebook pages. She had faced extreme challenges during the past 10 months: when she got the diagnosis, she was offered nothing in the way of support...no groups to join, no parent organizations to look into and no emotional help whatsoever.
An increase in 14,100 Facebook fans on the Texas Cadillac Dealers page
408 people buzzed in using the donated BestBuzz app for a total of 170,422 Friend-to-Friend social impressions
Team Escalade Texas webpage accounted for 350,000 page views with an average of five minutes per visit
The Twitter campaign touched over 1,850,000 people
The teams participated in 47 events throughout the state
Over 700 media placements
$750,000 in media support
Over 45,000 votes
Tom D’Angelo, regional marketing manager of Cadillac, said, “The Texas Cadillac Dealers were so touched by the outpouring of support to our challenge to VOTE, SHARE, and ACT to make a difference. When the final tally of votes came through, it exceeded our expectations. We felt that the final count was so close for CureDuchenne and Taylor’s Gift, accounting for 40,000 of the 45,000 votes and only a difference between the two of 500 votes. The Texas Cadillac Dealers felt compelled to award both charities with a media package. CureDuchenne was the charity with the most votes; therefore they will be awarded first with the $150,000 media campaign in four cities in February 2012. We will follow up in March 2012 with a similar media package for Taylor’s Gift. This is our way of listening to Texas Cadillac Dealers’ fans and thanking them, the charities, and the champion athletes for a job well done when asked to make a difference to change lives. Never take the spirit of a Texan for granted: we are in awe of the support, outreach and heartwarming response.”
Texas Cadillac dealers produced a public service announcement (PSA) video for each of the six charities and provided them with valuable assets to publicize and promote the PSA.
READ MORE: PR Whitepaper: Cadillac's Team Escalade Texas initiative transformed lives through strategic charity support, engaging celebrities, and innovative PR tactics. https://www.trizcom.com/team-escalade-texas-whitepaper.
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