Chevy Goes To College - The Chevy HBCU Tour
Divine Marketing responded to Chevrolet's desire to reach a young African American audience by creating and executing The Chevy HBCU Campus Crawl, a 10 city tour that touched highly penetrated HBCU Homecomings and Black Football Classics, reaching an audience of more than 300,000 consumers.
DMA created a unique program with elements that appealed to a diverse mix of HBCU students and alumni. The event's traditional tailgate with great eats, giveaways and tunes by celebrity DJs was the talk of town, and event components like step competitions among Black Greek letter organizations led to friendly competition among some and nostalgia among others. Divine also ensured that Chevy made a lasting impression and facilitated the donation of at least $10k on behalf of Chevy to each school.
Chevy Runs The City - NOLA Takeover
Each year over 150,000 African American women travel to New Orleans for the Essence Music Festival over Independence Day Weekend. DMA developed a unique, grassroots initiative called the Chevy NOLA Takeover, which was designed to create maximum visibility for Chevrolet during that same weekend, but independent of the official festival events.
The cornerstone to Divine's strategy was to take Chevy to the streets and to ultimately take over the city. From the moment consumers reached New Orleans, Chevy's intent to take over the city was evident. Consumers got relief from the hot New Orleans sun with hand-made Chevy branded Popsicles from the Chevy Coolmobile ice cream truck or with one of 3,000 hand held fans being distributed by our hunky all-male promotional team or from Chevy Cruze Cabs which offered complimentary, cool and stylish travel to destinations around the city. Their experience with Chevy got even sweeter with complimentary beauty treatments in the Chevy Beauty & Dessert Suite, nightly celebrity-driven, packed to capacity parties and a Sunday gospel brunch with performances by top talent. All events were held in a custom built lounge, which Divine Management constructed on Canal Street in the heart of the action.
If You Build It, They Will Come - The Converse Tip Off
Converse wanted to kick off its local Atlanta marketing campaign with a bang and in a way that connected the spirit of the brand with basketball.
Divine Marketing proposed that Converse bring basketball to the party, and constructed a regulation sized basketball court inside of the venue where the launch party, dubbed The Converse Tip Off, was held. Attendees were wowed by live basketball games occurring inside of the venue, in the midst of the party and in conjunction with a collection of other interactive experiences that told the story of Converse's plans for the Atlanta market.
Georgia Kite Festival
Divine Marketing Agency wanted to make the jump to producing its first in-house event, and looked to a childhood love to do so. Having grown an affinity for kites while growing up in Boston, the leadership team elected to host the first-ever Georgia Kite Festival.
The Kite Festival was a free event designed for families and children and offered a mixture of kite-related, educational and fitness activities. From determining the programmatic elements for the festival, which included kite making for youth, a performance stage, a health screenings, science experiments and more, to securing all sponsors, vendors and advertising partners, DMA excelled at the execution of this unique event property.
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