Fast-moving, Powerful Event Marketing
Manheim, the world’s largest wholesale automotive marketplace, had taken significant steps to support dealers through the disruption of the pandemic and the overnight surge in digital wholesaling. The problem was, dealers didn’t know about it. What Manheim needed was a campaign to launch its Concierge Service — an on-site support team for dealers using its 24/7 digital marketplace.
We have deep B2B automotive dealership experience, and know dealers trust other dealers. We worked with Manheim to devise an event strategy that would gather and share dealer testimonials on Manheim Express products and services.
An Activation Custom-Built for Car People
The Viper Voyage was launched: A custom-wrapped Dodge Viper displaying Manheim Express branding with Manheim Concierge Service on full display began a cross-country tour, aggressively promoted via social media.
A Nationwide Tour
The Viper Voyage was so successful in its first tour through California that Manheim asked us to extend the voyage nationwide, including showcase stops in 34 markets across the U.S., culminating with the Viper being sold at a Manheim auction and the proceeds going to three important partner charities.
Telling the Story
A fresh library of content — thousands of photos, videos and 43 testimonials — was created to extend the experience of the tour to broader audiences.
Measurable Impact
8,000+
total video views
42,534
impressions on social media platforms
$115,000+
raised for the three partner charities
