In The News

11.29.11, CAPITAL COMMUNICATOR

In the Spotlight

RedPeg Marketing has been named Agency of Record for the Washington Area Chevrolet Dealers, a group of 28 dealerships in Maryland, Virginia and the greater DC region.

RedPeg Marketing has been named Agency of Record for the Washington Area Chevrolet Dealers, a group of 28 dealerships in Maryland, Virginia and the greater DC region. As the local Chevrolet group’s AOR, RedPeg Marketing’s responsibilities include creating an overall marketing strategy, implementing experiential initiatives, and developing all messaging and creative elements, including advertising. To date, RedPeg Marketing has spearheaded a variety of experiences for the local Chevrolet group including a tech-rich event program for Chevrolet’s six key brands – Cruze, Camaro, Equinox, Malibu, Traverse, and Silverado. This event-based campaign features a unique augmented reality element where people “drive” a 3-D Chevrolet Camaro.

11.16.11, THE INTERNATIONAL DAVEY AWARDS

RedPeg Wins Two Davey Awards

RedPeg wins Davey Awards for Best in Show/Interactive Multimedia for The Chevrolet Experience, and the Gold Award/Interactive Multimedia for the National Guard's Epic.

RedPeg wins Davey Awards for Best in Show/Interactive Multimedia for The Chevrolet Experience, and the Gold Award/Interactive Multimedia for the National Guard's Epic. David defeated the giant Goliath with a big idea and a little rock – the sort of thing small firms do each year. The annual International Davey Awards honors the achievements of the "Creative Davids" who derive their strength from big ideas, rather than stratospheric budgets.

08.15.11, WASHINGTON POST

Alexandria Firm Test Drives Guerrilla Marketing Campaign for Chevy Dealers

We’re thanking people who buy a new Chevrolet Cruze car this summer by throwing them a party. “So many times, people might think ‘Oh I’ll send a thank you e-mail,’ ” Brad Nierenberg says. “But that’s not enough. You have to create an experience.”

The Cruze Warming Parties, as they’re called, are one part of the three-pronged approach Red Peg is using to drum up advertising for a group of 28 Washington-area Chevrolet dealers. The guerilla marketing tactics the firm is employing are a far cry from traditional print and television ads. They include “street teams” that park Chevrolet cars near establishments like Starbucks, Domino’s Pizza and Potbelly Sandwich Works. Customers who swing by to look at the cars are rewarded with a gift certificate for a free coffee or meal. “For somebody to experience a car in exchange for a $4 coffee — that’s a good investment,” said Brad Nierenberg, the president and chief executive of Red Peg. “You have to do the little things right.” Follow the party on Facebook!

04.27.11, CHIEF MARKETER

EPIC: Facebook App Lets Users Make Their Own Music Video

EPIC brings viewers closer to the National Guard experience using digital means.

If a picture’s worth a thousand words, the Army National Guard is hoping that a music video is worth a whole recruitment speech—especially if it’s directed by individual users, incorporates some of their personalized data, and gets posted to their social pages or emailed to their friends.

The National Guard’s new campaign, “EPIC: Remix Your Future” lets users who might be interested in enlisting produce a music video, customizing the content to fit their service interests and musical tastes. They can play with an interactive mixing board, changing the levels for each of five scenes within the video and adding ambient sounds…

04. 5.11, MEDIA POST

National Guard's Lab Fuels Math, Science Mission

The National Guard is driving an interactive experience to high-schools across the country.

Technology fuels progress. American teens may love their mobile devices, but are less interested in the subjects that create them. Specifically, U.S. students are ranked 23rd in science and 33rd in math among member countries of the Organization for Economic Co-operation and Development.

To spark interest in math and science, the National Guard is driving an interactive experience to public high-school parking lots across the country. It's targeting schools where students have below-average math and science scores…

03. 1.11, CHIEF MARKETER

New Spin For An Old Model

Chevy is giving its events some modern whizbang with a dose of augmented reality.

Chevy is giving its old-style events some modern whizbang with a dose of augmented reality.

Since November, a group of about 24 Chevy dealers in the Washington, D.C. area have been integrating the latest interactive technology into their tried-and-true lead-generation events. The winter and spring events, which showcase Chevy’s key brands−Cruze, Equinox, Malibu, Traverse, Silverado and Camaro−are being held inside malls including Potomac Mills, Montgomery Mall and Dulles Town Center…

03. 1.11, EVENT MARKETER

Touchy Times

The National Guard's Rock Star Hero decked out its tour bus with six 60-inch panels operating cutting-edge dual touch technology.

Touch-screen technology isn’t just a smart way to collect data quickly and cost effectively, it can also serve as the cornerstone of the consumer experience. Last summer, the National Guard Rock Star Hero tour traveled to fairs, festivals and NASCAR races to educate consumers about its services and encourage youngsters to sign up. The 100-foot by 100-foot exhibit featured a Guitar Hero gaming experience and photo activation, but for a deeper dive into the National Guard, it decked out its tour bus with six 60-inch panels, or media walls, operating cutting-edge dual touch based technology…

02.23.11, NIGHTCLUB & BAR

Take it Outside… and then Bring it Back, by Brad Nierenberg

A strategically designed outside element can tie very well into an on-premise promotion.

While on-premise promotions are a great way to establish your brand, and sell drinks and food, there’s nothing stopping you from opening your doors, and taking the party outside. As a matter of fact, a strategically designed outside element can tie very well into an on-premise promotion. With spring right around the corner (let’s hope), now is the time to start thinking about ways to tie the outside with the inside. Take a look at what the ultra-popular The Starboard of Dewey Beach, Del., does…

01.17.11, EVENT MARKETER

Chevy Dealers Put a High-Tech Spin on Static Car Displays

A high-tech winter and spring tour turns traditional car displays into an interactive experience for consumers.

To promote six of its key Chevrolet vehicles—Cruze, Camaro, Equinox, Malibu, Traverse and Silverado—the Washington D.C.-area Criswell Automotive group is executing a high-tech winter and spring tour which turns traditional car displays into an interactive experience for consumers. Since Nov.15, the tour has been targeting shoppers at Virginia, Maryland and D.C. malls…

03. 7.10, Game Changers

What Exactly is Experiential Anyway?

When done correctly, experiential marketing is the positive, interactive experience between a brand and the consumer.

Too often confused with event marketing, experiential marketing gets relegated to 10 × 10 tents, giveaways and carnival games. In truth, experiential is a fast growing segment and one of the strongest, truly trackable methodologies a brand marketer has to work with.