Alfa Romeo Captures Zero-Party Data From Racing Enthusiasts With Sweepstakes

Jessica WilliamsLast Updated: Automotive, Media & Publishing

Following last year’s success, the Alfa Romeo Drive to COTA sweepstakes is back and bigger than ever. Motor Trend and Alfa Romeo are encouraging consumers to take a test drive at their local Alfa Romeo dealership in return for a unique code that can be used to win an exciting VIP experience.

Campaign Objectives:

  • Capture zero-party data and marketing opt-ins to understand purchase intentions and personalize marketing communications
  • Drive consumers and racing enthusiasts into Alfa Romeo dealerships to experience their exciting line of automobiles

Sweepstakes Solution

Alfa Romeo competes on racing’s biggest stage, and is inviting their fans and all racing enthusiasts for a chance to join them for a VIP experience. Participants are encouraged to visit their local participating Alfa Romeo retailer and test drive a model such as the Giulia or Stelvio, whereby visitors will receive a unique code that they can submit through the form embedded within the sweepstakes page.

To incentivize participation, Alfa Romeo is giving away five VIP prize packages, including 2 tickets to the Grand Prix at COTA, flights and accommodation in Austin, TX, access to VIP Alfa Romeo events and concerts, and much more! The ultimate prize package for all lovers of car racing.

Integrating Zero-Party Data Capture

After receiving their dealer code, participants can submit the code to the sweepstakes form online. To fuel future marketing activities and email promotions, participants must then complete their personal details to confirm their entry, and can choose to opt-in to stay in the know with Alfa Romeo news updates, exclusive events and much more.

To help build a profile of consumers and better understand purchase intentions, Alfa Romeo is also asking participants to select how soon they are planning on purchasing or leasing their next new vehicle, and which vehicle they took out for a test drive. This zero-party data can be used to deliver hyper-personalized and targeted marketing communications based on preferences and intentions actively selected by users.

Zero-Party Data Maturity Model

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