'Mommy Madness' hits St. Louis

ST. LOUIS: The Mid America Chevy Dealer Association is hosting a "Mommy Madness" promotion later this month where it will provide six mommy bloggers with Chevy vehicles while they go about their days.

ST. LOUIS: The Mid America Chevy Dealer Association is hosting a "Mommy Madness" promotion later this month where it will provide six mommy bloggers with Chevy vehicles while they go about their days.

The moms, who have until October 4 to apply, will go behind the wheels of the Chevy Traverse and Chevy Equinox for four weeks starting October 19. During that time, the moms will complete “mommy missions” in addition to their everyday tasks while blogging about their experiences on the promotion's microsite, www.MommyMadnessSTL.com, as well as on their own sites. They will also shoot video as part of the "Mom Squad."

The St. Louis effort, which comprise 36 local Chevy dealers for General Motors, is one of several “Mommy Madness” Chevy events that have rolled out in other markets since May 2008, such as Dallas, Houston, and Kansas City with the aim of reaching moms searching for a new vehicle.

On the heels of this summer's “Cash for Clunkers” promotion, Kathy Federico, president of the Mid America Chevy Dealer Association, says the mom target is different from the drivers who participated in that program.

“Cash for Clunkers was mostly for people with very old vehicles,” said Frederico, adding that moms usually drive newer cars. “They're trading more frequently to match the needs of their family.”

The organization has paid sponsorship deals with CBS Radio, Clear Channel Radio, and Bonneville Radio all in St. Louis. DJs from those stations will promote Mommy Madness, interview the moms, and have access to their own cars as well. Mommy Madness also has a Facebook presence, and is conducting outreach through media relations and advertising.

Velocity Marketing is the AOR for the dealer association, (handling the advertising and PR), as well as a number of the other Mommy Madness promotions. In the three previous executions, the campaign resulted in 800 test drives and more than 100 sales, according to Jackie Grubb, VP and account supervisor at Velocity Marketing.

“The more buzz we can create, hopefully we'll have top-of-mind awareness when they are in the market,” Frederico said.

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