General Motors EV Experience Tour
Bringing electric vehicles directly to consumers through a nationwide test drive marketing campaign
Project Overview
The GM EV Experience Tour was one of General Motors’ flagship experiential marketing campaigns, designed to showcase the company’s expanding electric vehicle lineup through immersive, hands-on experiences. Over a three-month, 24-city nationwide tour, consumers explored the latest EV technology, connected with product specialists, and experienced the vehicles through guided test drives.
From the event layout to the customer journey, every detail was designed to create an engaging brand experience that brought General Motors’ EV vision to life
24
Unique Stops
Michigan, Texas, California
3
Months
22 Product Specialists
1,200
Test Drives
8 EV Models
The Challenge
General Motors set out to introduce consumers to its expanding electric vehicle lineup through a nationwide experiential tour. The challenge was to execute a seamless 24-stop campaign across three states while balancing complex logistics with exceptional customer experiences. Every activation needed to deliver the same premium brand experience while adapting to unique venues, local markets, and operational requirements.
My Role
Strategy & Experience Design
Designed the experiential exhibit footprint and customer journey for the nationwide tour.
Selected the GM vehicle lineup featured throughout the campaign.
Ensured each activation aligned with brand standards and campaign objectives.
Training & Team Development
Developed and led product specialist training to deliver a consistent, on-brand customer experience.
Established brand standards and customer engagement expectations for all event staff.
Partnered with a staffing agency to screen and evaluate product specialist candidates.
Execution & Tour Management
Oversaw day-to-day tour operations, coordinating vendors, venues, and production partners.
Maintained GM’s brand standards while ensuring a seamless customer experience at every stop.
Produced post-event reports and performance recaps with insights and recommendations for continuous improvement.