Chevrolet Captiva Scratch Card - Inventive Marketing
Chevrolet and Daewoo revealed a concept SUV called the S3X about three years ago at the Paris Auto Show. The SUV has been further developed and Chevrolet has finally launched a mid size SUV, the Chevrolet Captiva, developed specifically for the European market.
In Great Britain, to honor the new vehicle, the new Chevy Captiva was coated with that silvery scratch card material with thousands of scratch-and-win panels beneath.
In London's Covent Garden, people were invited to use one of the 16,995 pennies (16,995 pennies adds up to £169.95 and the Chevrolet Captiva costs £16,995) on the ground to try and reveal the You Win! square.
After 14 hours of scratching, thousands of panels were revealed, and one big winner who went home with the car. Hopefully it wasn't too scratched up.
It is quite an innovative way to get people to see the car and engage with it.
Any thoughts on this scratch off lottery ticket like promotion?