Buy Hummer, Get Free Shotgun – Real ‘Way-out’ Marketing!
April 8, 2010 by Mark Fregnan
Filed under Marketing
Source : The Age, 16 March 2010
An American Hummer dealership is sending the Hummer off with a bang, giving away a free shotgun with every new car.
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An American Hummer dealership will give away a Browning Citori White Lightning shotgun, worth $2,000, with every new Hummer they sell. Lynch Hummer in Chesterfield, Missouri is one of the highest selling Hummer dealerships in America, and last year they decided to add guns to their showroom. |
With the recent ‘wind-down’ announcement from GM (the makers of Hummer) the dealership’s owner, Jim Lynch, says that he wants his Hummers to go out with a bang. “There is now real reason to believe that the current inventory on hand at dealers may be the last of the new Hummers, we wanted to send them off with something memorable,” he says. “Browning and Hummer are prestigious brands and American Icons – bringing them together is a natural fit. “The guns have been a huge hit with our Hummer customers and now we are taking the ‘Guns and Hummers’ concept one step further,” says Lynch.
What’s this got to do with marketing?
Everything – Not only has Lynch Hummer value adding to their Hummer ‘package’ – they’ve chosen a controversial ‘product’. Being controversial means Lynch Hummer has received tens of thousands of dollars in FREE publicity. Heck, the article got my attention and I’m as far away from Missouri, USA as you can be (Perth, Western Australia). Well done Lynch Hummer – great marketing!
