Dealership Goes ‘American Idol,’ Hosts Radio Ad Competition

Red Lion Chevrolet in Red Lion, Pennsylvania is having a contest on Aug. 29 for their surrounding community. Contestants are asked to only say three words, “pre-owned vehicles.” 100 contestants are expected and will be judged in their ability to say, rap, sing or even yodel those words. Winners receive $400 of “stuff” and of course are able to hear their voice on the radio on a consistent basis.

In a phone call with DrivingSales News, a Red Lion Chevrolet representative explained the $400 worth of stuff could include free oil changes, car washes, restaurant coupons, t-shirts, dealership hats and local sports tickets. The entry for the contest is capped at 100 participants who will say “pre-owned vehicles” in front of a group of 100 plus people and be judged by a dealership employee in an apple costume.

In an interview with the York dispatch, Karen Saxe, of the Spot Media group, which handles the dealership advertising, said referring to what she’s looking for in the contest, “Until we hear it, we won’t know it. Creativity will be important.” Food and other smaller prizes will also be available during the event. In a call to Red Lion Chevrolet, sales manager Doug Augburn said participants are able to register for the event at redlionchevy.com

This contest seems to be one part community involvement and one part local American Idol. Do you think that this store has a good idea? Should members of the community commune at dealerships as part of a contest to be in an ad?