FMMP Dream Cruise - Case Study

Rolling with the Home Crowd

The Woodward Dream Cruise event is the nation’s largest classic car event, held annually on the third Saturday of August in Detroit, Michigan (which is also home to PUSH 22). It’s a massive marketing opportunity and in 2018, we helped some of our iconic automotive clients create some truly unique engagements.

Best Seat in the House

As part of their 100-year celebration, Fel-Pro treated 50 lucky Fel-Pro VIPs and customers to a ‘Trip of the Century’ weekend in the Motor City. We helped Fel-Pro pull the whole thing together—from invitations to a four-day event agenda which included a day at the M1 Motor Concourse, Ford Rouge factory tour and the best seat in the house during the Dream Cruise.

Big Fun in Small Packages

Racing is a big part of the Champion Auto Parts heritage and the company’s marketing strategy includes partnerships with drift driver Chris Forsberg and the Racing for Detroit rally cross team car. To help promote and celebrate the relationships, we built a reusable RC track and customized Champion RC cars which brought in kids of all ages and kept families engaged with the brand throughout the weekend.

Car Care Comes to the Dream Cruise

Within a few months of helping Pep Boys launch their new Mobile Crew initiative, we also helped them hit the streets of the Dream Cruise. The trailer cruised up and down Woodward throughout the weekend, which helped build awareness for the new brand, and even came to the rescue of some unlucky vintage vehicles that needed extra coolant or a new battery.

1
Day
“Official” duration
of the Dream Cruise
40
Thousand
Collector Cars participate
from across North America
1.5
Million
Spectators line
Woodward Avenue