To promote CarMax's introduction of 24-Hour Test Drives, we created a campaign focused on enhancing the customer driving experience. Recognizing our audience's love for drive-thru dining, particularly Dunkin', we partnered with Dunkin' to offer test drivers a gift card and a curated checklist of fun activities like "take your dog for a test drive." This approach aimed to make the test drive experience enjoyable and memorable, encouraging customers to fully utilize the 24-hour period.
Participants who shared their 24-Hour Test Drive adventures on social media, tagging @CarMax and using #24HrTestDrive, were entered into a sweepstakes to win free donuts for a year and a unique “Doin’ Donuts” donut holder. This strategic collaboration not only engaged our audience but also reinforced CarMax's commitment to providing enjoyable and innovative customer experiences. The campaign successfully connected with customers on a personal level, driving social media engagement and enhancing brand loyalty.
Agency: The Martin Agency
