I was driving the other day, when a small sign in front of a car dealership caught my eye. The dealership was offering a special price on an oil change if the local hockey won its game the night before.
Having spent over a decade working for two companies that were licensees of the major sports leagues, I know how expensive it is to become a sponsor. By this company figured out a way to salute our local hockey team and create interest in their services — without paying for a sponsorship. Genius!
Of course, the local team’s lawyers might eventually come knocking on his door and make him take the signs down. But in the meantime, he gained some valuable publicity (and hopefully customers) with this campaign.
- – promoted a service many people probably didn’t know they offered
- – had a tie-in to an event. So, if you were thinking about getting an oil change, you may just wait till the local team gets a win so you get a discounted price.
All of which made it memorable. And some good publicity.