Mobile Tour Gives Advance Access to DIYers

Roanoke, Va. — Advance Auto Parts launched its third annual “Advance Auto Parts Mobile Tour” in March. Running through November, the tour comprises a fully branded, 44-foot RV driven by two tour managers that visits dozens of automotive and store events across the U.S. to drive awareness of the retailer’s Speed Perks rewards program. The first stop was March 3-11 at Bike Week in Daytona Beach, Florida.“We started taking the tour on the road to reach our DIY customers,” says Richard Mancinelli, Speed Perks loyalty program manager. “It is a great way to extend our brand beyond the stores. The tour gives us a chance to reach 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 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 as messaging on its website.

Mobile Tour Gives Advance Access to DIYers

P2PI MEMBERS

JOIN P2PI

Business Topic

Company

Market Segment