In a unique collaboration Conde Nast and Chevy partnered to present the All New 2008 Chevy Malibu via Malibu Shops, a 10-city US Mall Tour. We designed and activated an event that presented the new Chevy Malibu as part of a fashion & glamour lifestyle over 22 event days.
We presented 100 It List items as selected by Conde Nast, among them, the Chevy Malibu! This provided consumers a conduit to purchase the It Items on the spot, allowed for hands-on-consumer interaction with the vehicle at the event footprint, facilitated a sweeps entry, collected consumer data and most importantly, drove traffic to chevymalibushops.com and Chevy retailers. Malibu Shops! was exciting and interactive! Activities such as the beauty makeover, photo marketing campaign, presentation of the It List items were all designed to correspond to with the vehicles new features: Mad for Metallic, Keen on Green, Refined Lines and Luxurious Details.
Malibu Shops! proved to be an intrical part of the launch of the 2008 Chevy Malibu!