What do you do when TV isn't part of your marketing strategy, but you don't want to miss out on one of the biggest advertising days of the year?
Maserati and Chase Auto have decided to reach their high-end clientele with a luxury out-of-home activation, giving people free rides to and from Atlanta's private jet hangars.
From Friday to Monday, Maserati will be reaching its affluent consumer base at Atlanta's PDK and Fulton County regional airports. It will provide potential customers with free rides to their destination of choice, be it the Super Bowl, a hotel or restaurant.
Mike Glime, head of marketing and incentives at Maserati North America, said buying a car is an emotional decision, so the goal of this activation is to build relationships with the 5,000 travelers expected to go through Atlanta's private hangars.
"It's less [about] traditional marketing and more of, here's some prosecco, let's get you to your destination, and oh if they're interested in a vehicle the chauffeur is a product specialist that's equipped to discuss it, but that's only when prompted as our goal is not to be a solicitation," said Glime.
Neither Maserati nor Chase Auto will advertise during 3 February's big game, saying it's an inefficient way to reach their target base of affluent consumers.
Melinda Welsh, chief marketing officer and head of consumer lending at Chase Auto, which provides financing for Maserati vehicles through its capital services, said this activation was an opportunistic way to make the Chase brand visible.
"We are dedicated to helping our private label manufacturers [like Maserati] to really help people experience their brands, so it's...really good synergy to do things like this with our manufacturers. We don't have something real tangible to sell most of the time, so when we hook an experience up with a car manufacturer, it's just a really great marketing effort for us," said Welsh.
Maserati and Chase aren't the only brands leveraging the OOH opportunities, as about one million people are expected to come through Atlanta, home of the world's busiest airport, over the Super Bowl period.
Lowe’s, Verizon and Anheuser Busch, three of the National Football League's biggest sponsors, are placing ads in Hartsfield-Jackson International and on roadside billboards throughout the Atlanta-metro area. Atlanta-based bank SunTrust is leaning into the same dual-pronged OOH approach.