Midas, Inc.

Summary:

Midas kicked off its 50th anniversary celebration with the “America’s Longest Commute” contest, a nationwide search for the motorist with the longest driving commute to work. With motorists feeling the pinch of high gas prices, Midas recognized an opportunity to promote its broad maintenance services and to break away its traditional image as a “muffler” shop. Media and marketing materials emphasized the benefits of good maintenance to good mileage. JSH&A and Midas challenged Americans to share their daily commute for a chance to win free gas and automotive maintenance for one year.

Strategies:

  • Leverage media focus on high gas prices to tell Midas automotive maintenance story
  • Engage consumers directly into a meaningful connection with Midas

Key Results:

  • Generated more than 88 million media impressions
  • Highlights included United Press International, Reuters, Newsweek, Chicago Sun-Times, Houston Chronicle, Seattle Times, Philadelphia Inquirer, AutoWeek, St. Louis Post-Dispatch, Newsday and numerous local television and radio broadcast placements
  • Nearly 3,000 consumer contest entries
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