Chicago Auto Show 2007

Held annually at McCormick Place in downtown Chicago, the Chicago Auto Show is the country's largest domestic and foreign automotive exhibition.

For 6 days, 8 hours each day in February 2007, General Motors in conjunction with NBC/WMAQ 5 utilized three, Asphalt Media tractor-trailers to drive awareness and ultimately consumers to the General Motors website, "WhoStoletheShow.com." Specifically created for the auto show, local spot television and radio, print and various online opportunities were part of this enormous integrated strategy that allowed contestants the chance to win a General Motors vehicle, cash, and other prizes once the consumer registered at the website.

"Targeted" traveled paths included all major expressways, local surface streets in over a dozen suburbs, downtown Chicago and of course arteries surrounding McCormick Place. Each trailer was GPS equipped, daily impressions validated by the Traffic Audit Bureau, and ranged from 40,000 to 80,000+ per day per trailer.

The Asphalt Media Targeted Program provides pinpoint delivery of an advertisers message within key footprints of any DMA in the country and is ideal for events such as this. Other clients that have used the program include Chevrolet, Toyota, NASCAR, Sprint/Nextel, XM Satellite Radio, 20th Television, FOX News Channel, Bravo, NBC News, NBC Entertainment, World Wrestling Entertainment, Buena Vista Television, and Dos Equis.