Experience Marketing Example - GM Test Track Ride

John Vachalek - 3.6.2010 11:00 AM

The GM “Test Track” ride at Disney World® is a thrilling Experience Marketing example.

The ride introduces visitors to the world of automotive safety testing. During this GM (General Motors) sponsored experience, visitors learn about and participate in the rigors of automotive safety testing. This 5½ minute, fast moving, test track ride exposes participants to freezing temperatures, hairpin turns, high G forces and speeds up to 60mph, which makes this the fastest ride at Disney World®.

This experience attracts over 7 million visitors a year and is sponsored by GM.  Through this sponsorship, the GM logo is present throughout the attraction, Disney purchases GM cars and everyone who exits the ride passes through an amazing GM showroom, featuring their latest automobiles. 

In the showroom, guests are invited to explore the cars, sit in them, have questions answered by the GM staff and even use the multiple terminals to request sales brochures on the various vehicles. This is truly experience marketing at its best. 

There is stimulation of your sight, touch, sound and smell (new car.) Plus, the adrenaline heightens all of these senses. Then, right after the speed and the feeling of driving, you enter a showroom where you can explore hands-on all the latest vehicles and imagine yourself owning one of these great vehicles. 

While there, watching my kids and parents enthusiastically explore the different vehicles, I asked one of the GM employees how many car sales they attribute to this attraction each year and he replied, several hundred.  With over 7 million visitors this has to be one of the most visited dealerships in the country.

How to use this Information

• Think about how you can bring the essence of your products or services to life. How can you make this something in which people can become immersed?
• Try to stimulate as many senses as possible during this interactive experience. See if you can appeal to your potential customer’s sense of touch, taste, sight, hearing and smell. What adventure could you produce for them?

If you would like to comment on this post, we would love to hear from you. What great experiences are you creating in your business? If you would like some help taking your experience marketing to the next level, please give us a call at Webolutions 1-800-657-6055 for a free initial consultation. 
 

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