Objective: Behind the wheel of a 1958 Cadillac Eldorado Brougham, Motorpool.com president Morgan Murphy is going on a cross-country road trip to promote the launch of his new social networking site for enthusiasts of classic and collector cars. Murphy's road trip and new Web site officially kick off on May 4, alongside other traditional PR tactics best suited to the new site's key demographic: male Baby Boomers.
Idea: “[Our core demo is] guys who currently have no interest in participating in the social networking space… My theory is cars will be the bridge to get them to stick their big toe into social networking,” said Murphy. The purpose of the road trip, which will run until July 14, is to show Motorpool as an online extension of the social nature of classic car enthusiasts. “Car people are very social by nature, whether driving beauty queens, participating in weddings… or getting together at local [car club] chapters,” said Murphy, who noted the Web site will provide another opportunity for like-minded people to discuss topics of interest.
Tools: Murphy is keeping a blog during his cross-country trip, but PR will focus on offline tactics. He will meet with local car club leaders across the country and attend events, including the 2009 Grand National in Las Vegas. AOR Vulcan Media will support Motorpool's launch with outreach to traditional media.
Measurement: Success will be measured by the traffic to the site as well as the number of memberships.
Campaign: Launch of social networking site
PR team: In-house, AOR Vulcan Media
Launch: May 4