Subaru Makes Lifestyle Link With Rockfest
Subaru is sponsoring a local concert series in the Dallas-Fort Worth area to connect with prospective customers on a lifestyle level and kick-start regional sales.
The 2007 Subaru Rockfest Concert Series at the Smirnoff Center in Dallas brings Def Leppard, Projekt Revolution, Rush and the Dave Matthews Band to music fans who can enter online in a sweepstakes to win concert tickets and a 2008 Subaru Tribeca. People can register at WFAA.com/contests/Subaru.
The first-time sponsorship grew out of a regional initiative, but is part of an “over-arching” strategy to reach consumers where they recreate, Subaru of America spokeswoman Lisa Fleming said.
Company research on Subaru owners indicates that attending concerts is among their five favorite activities, she said.
“Trying to be more engaged with customers has always been our strategy as a brand,” since Subaru is a “niche manufacturer” with limited marketing resources, Fleming said.
Subaru is looking to improve sales in the sunbelt and in its Tribeca—billed as a progressive crossover SUV. The Tribeca is proving to be a particularly popular model among Dallas-Forth Worth consumers.
The grand prize Tribeca will be on hand when Def Leppard takes the stage for the first concert on Aug. 28. Dave Matthews caps the series with his appearance on Sept. 18. That’s the deadline to register to win the car, with the winner to be announced at the concert that night.
