Peugeot used a live event at Alton Towers in a bid to boost new car sales.
The car maker appointed agency Inside Track to run a family-focused ‘fun day' event at the theme park that aimed to get people to test-drive Peugeot vehicles.
Inside Track event director Vicki Gentle said the key to engaging potential customers was to "make the day work for everyone in the family".
"With the day focused on children, it was far easier for parents to take half an hour to experience a new car with the promise of rides and activities for the children afterwards," she said.
Prospects were given the opportunity to test-drive any of Peugeot's models and the firm deployed brand ambassadors to answer questions during the recent event.
Staff used i-Phones to record information on prospects, capture feed-back, and handle queries from potential customers.
"There's a trend to get customers to buy into brand values rather than make their decisions on cost," said Gentle.
Peugeot marketing partnerships and events co-ordinator Catherine Bowles added: "Inside Track was instrumental in the success of this event."
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