To build awareness of this automobile manufacturer’s first electric vehicle, acquire new communication opt-ins and test viability of early access offered exclusively through a paid membership program.
In exchange for a fee, members unlock privileges like a spot in line to pre-order the electric vehicle before being made available to the general market and exclusive access to events, news and information about the new electric vehicle. The registration website featuring vehicle specs and information revealed photos of the go-to-market vehicle model that held the spotlight in a commercial spot during the “Big Game”.
Following the ad drop, the program reached member capacity in just a few days. They’ve since continued re-opening the paid enrollment at Auto Shows around the country and as a result quickly surpassed 20,000 members.