Experiential Campaign Creator

Tesla Model Y Experiential Marketing Campaign Proposal

Overview

This proposal outlines an immersive and engaging experiential marketing campaign for the launch of Tesla's new Model Y electric SUV, targeting environmentally-conscious young professionals and young families. The campaign aims to generate buzz, provide firsthand experience of the vehicle's features, and drive pre-orders and sales.

Target Audience

• Environmentally-conscious young professionals (ages 25-40)
• Young families with children (ages 30-45)
• Higher income brackets ($100K+ household income)
• Early adopters of technology and sustainable living practices

Campaign Objectives

1. Generate excitement and buzz around the Model Y launch
2. Allow target audience to experience the vehicle's features and performance firsthand
3. Drive pre-orders and sales of the Model Y
4. Position Tesla as the leader in sustainable, high-performance electric vehicles

Creative Concept: "Elevate Your Journey"

The "Elevate Your Journey" campaign theme highlights how the Model Y elevates everyday journeys through its advanced features, performance, and sustainability. The campaign will showcase how the Model Y seamlessly integrates into and enhances the lifestyles of young professionals and families.

Experience Journey

1. Pre-Event Promotion

• Targeted social media ads and influencer partnerships to build anticipation
• Personalized email invitations to test drive events for Tesla owners and newsletter subscribers
• Teaser videos showcasing the Model Y in various lifestyle scenarios

2. Immersive Test Drive Events

• Multi-city tour with pop-up test drive experiences in high-traffic urban locations
• Unique test drive routes showcasing the Model Y's performance in city and outdoor settings
• Interactive displays demonstrating the vehicle's features and sustainability impact
• Family-friendly activities and amenities (e.g., kids' play area, refreshments)
• On-site pre-order and customization stations with exclusive launch offers

3. Digital and Social Extensions

• Personalized video recaps of test drive experiences for social sharing
• User-generated content campaign with branded hashtag (e.g., #ElevateYourJourney)
• Live streaming of launch events and Q&A sessions with Tesla experts
• Online configurator and pre-order portal for seamless purchase journey

4. Post-Event Follow-Up

• Thank you emails with special financing offers for test drive participants
• Retargeted ads featuring user-generated content and launch highlights
• Referral program incentivizing Model Y owners to share with friends and family

Execution Plan

• 3-month campaign leading up to and following the Model Y launch
• 10-city test drive tour with 3-day pop-up events in each location
• Partnership with local sustainable businesses and family-friendly venues
• Dedicated microsite for event registration, livestreams, and pre-orders
• Cross-functional team including event production, marketing, sales, and partnerships

Budget

• Total campaign budget: $5,000,000
• Breakdown:
  • Event production and logistics: $3,000,000
  • Advertising and promotion: $1,500,000
  • Digital and social media: $500,000
  • Partnerships and sponsorships: $500,000
  • Contingency: $500,000

Measurement and ROI

• Number of test drives completed
• Social media engagement and reach
• User-generated content volume and sentiment
• Pre-orders and sales attributed to the campaign
• Increase in brand awareness and favorability among target audience

By immersing the target audience in the Model Y's unique features and benefits through engaging test drive experiences, supported by targeted digital and social extensions, this experiential campaign will generate strong buzz and drive demand for Tesla's latest electric SUV.