Halfway through an advertising campaign company says is unprecedented in the Midwest, KX checks-in to see if roving billboards are paying off.
"We've got the digital billboards. We've got TV. We've got radio. We got newspaper," says Denny Sotebeer, DDS Partnership. And now we've got -- this.
"I basically just drive around and do my everyday thing," says Tyler John Mongeon, a student at Bismarck State College. The only difference is Tyler, and 23 others like him, do their "thing" as they roll with McDonald's ads.
While advertising-wrapped cars are nothing new on the East Coast -- "North Dakota, South Dakota, Minnesota, Iowa, Nebraska, they've never tried it before. We're the first ones in this area to do it." So when Denny Sotebeer, owner of eight North Dakota McDonald's, heard about AdverCar, he jumped on board.
Is it paying off? Denny says, "I've gotten so many phone calls from customers -- 'How do I get my car wrapped?' 'What's it all about?' My neighbors, the people at church, all my friends have seen these cars."
Tyler says "just getting out of my car, a lot of people come up to me, they're like--"
"So what's up with this? We see them everywhere,'" says another driver, Heather Pearson, also a student at Bismarck State College.
Denny says his monthly cost for AdverCar is the same as would be three billboards on the interstate for a month. GPS tells AdverCar where and how often drivers are out. From that information, AdverCar estimates there have been around 1.5 million exposures for the McDonald's campaign in one month, with mid-mornings and evenings garnering the most visibility.
So how do AdverCar drivers feel about all this? "I wouldn't say it's a chick magnet, unless she likes McDonald's," says Tyler. Though Heather says, "I've noticed you."
What about doing it again?
Tyler: "The extra cash, oh ya, definitely, without a doubt."
Denny: "I think we're going to use it again."
Heather: "The extra attention is awesome."
AdverCar informs KX News the top five traveled roadways for their drivers with GPS are East Century; 1804; East Bismarck Expressway; East Main Avenue; and American Avenue.
Drivers are paid $100 per month. The McDonald's AdverCar campaign ends October 18th.
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