Three Memphis area Toyota dealers have partnered with the Grizzlies to offer two playoff tickets for test driving a 2016 Toyota. See promotional details. (Source: Memphis Grizzlies)
1. This is nowhere near the first time we have seen this promotion, but typically it is regular season (and sometimes not desirable) tickets or a "chance to win" tickets offered as the reward. Obviously, there is the "while supplies last" caveat, but giving away NBA Playoff tickets is definitely a premium prize and should garner significant response in a city that is passionate about their team.
2. The tight timeline on the test-drive window is somewhat of a risk, but we like the idea because it allows you to pinpoint a smaller window to be prepared and creates demand for the sponsor, rather than running a promotion like this for a month, for example.
3. Traffic driving to a auto dealership is a challenge. Be wary of going down this road with an auto partner unless you both are ready to make it a "premium" offering. Fans will interact with a promotion on their phone or on-site at games, but the hook has to be significant to motivate them to come to another destination. On the pro level, consider using players/coaches as an additional hook for a promotion like this. We also like every person being a winner, rather than the typical auto dealership "test drive to be entered" promotion.