One of the dividends to experiential installations like this: Visitors will do some of your marketing themselves, which Neville witnessed firsthand.
“When people went in, their phones immediately came out,” he said. “They shared the experience. So it had lives beyond just the event.” While 130,000 people trooped through the installation itself, Cadillac estimates the overall exposure was more than a million.
While the median age of a Cadillac buyer hovers around 47, according to 2018 data from CarMax, Cadillac recently disclosed that the Lyriq is drawing in a healthy portion of millennial drivers, and 70% of buyers overall are new to the brand. It was this fact that made an experiential activation logical in the first place.
“We needed to up our game in terms of attracting this new target,” Levinthal said. Millennial consumers “value technology, value innovation, value being in the know, and [they like] understanding what’s coming out in the marketplace before anyone else.”
This story is part of our Experiential Awards special feature. Check out all the stories here.
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