This consumer brand immersion program targeted a previously untapped youth market for this auto manufacturer. A 13-week experiential program held on the campuses of Georgia Tech and Auburn University was designed to generate awareness of specific models of new and pre-owned vehicles, improve consideration for purchase with the target group, encourage attendees to go to the manufacturer's site for more information and capture attendee data for sweepstakes entry. The audience was engaged with the brand on multiple levels including a custom racing game, branded vehicles, green-screen photo booths, kiosks, gaming stations, premium giveaways and a national sweepstakes.