Chevrolet Youth Baseball

Headway connected 1,300 automotive dealerships with youth sports leagues in 90 markets... and sold more cars.

Situation

Chevrolet sought to drive market share and loyalty in their dealer communities as consumer spending in the automotive category began to decline.

Solution

In collaboration with Jack Morton, GM’s agency for experiential marketing, Headway leveraged the youth baseball community to forge a relationship with parents, a.k.a. car owners, on a 1:1 dealership/league match. On behalf of Chevrolet, Headway provided leagues with equipment donations and distributed fundraiser platforms that doubled as lead generators and service coupons for dealerships. Headway also activated on-site vehicle displays, MLB/MiLB sponsorship nights and baseball clinics.

Results

• Drove incremental vehicle sales
• Generated new vehicle maintenance customers
• Elevated community reputation with an annual donation of nearly $5 million