– During recent Super Bowl activities, Rob Minton, director of communications for General Motors Fleet & Commercial Operations, hired drivers to take a Chevy Kodiak and GMC TopKick and roam the city. The drivers made appearances at celebrity parties and “hot spots” around town, publicizing a Web site that GM had registered and launched in January, www.ultimate-pickup.com.
As people waited in line to get into the FHM Magazine Party at Club Envy, the driver made continuous drive-bys. Detroit police approached the driver to ask if they were driving someone; apparently the folks inside the party were asking to whom the truck belonged. A Detroit Lions player approached the driver and inquired about the vehicle’s price and where to purchase one. Also, Meg White from the musical rock group, The White Stripes, showed interest in the truck as she entered the club.
“The cost of hiring drivers for the weekend was minimal, and it was a unique opportunity to get these trucks noticed by celebrities, athletes, and other influentials,” Minton said.