Auto Dealers Experiment With New Interactive Advertising Channel for Virtual Test Drive

SAN JOSE, Calif.--Nov. 3, 2003--Los Gatos Hummer, one of the top five Hummer dealerships in the country, is about to begin experimenting with a new technology for advertising and marketing the red hot Hummer H2 4X4. The innovative dealership, long known for event marketing with professional sports teams like the San Jose Sharks, San Francisco 49ers, Oakland Raiders and the Golden State Warriors will soon begin showing High Definition (HD) video, showcasing Hummer vehicles in a new virtual theater concept, that allows the audience to interact with the on-screen content, request more information from their seat and even schedule a test drive.

The first of a planned network of "Metropolis Shopping and Entertainment" theaters in shopping malls across the U.S is in the Westfield Shoppingtown Oakridge mall in San Jose, CA. The "virtual store" marketing and entertainment centers will show a wide variety of short mini-features as well as entertainment and educational programs in cutting-edge High Definition (HD) digital video on larger-than-life 24-foot screens. The programs will all interact with Internet based "smart terminal" touch screens located at each viewers seat enabling them to access additional information and even order merchandise. After experiencing a high-powered virtual presentation on a new car or truck, for example, the viewer could be asked to design their new vehicle from the ground up, choosing colors, options, accessories and even the preferred power plant.

The experience is one that John Schiavo, Vice President of Business Development and Strategic Planning for Los Gatos Hummer, thinks will be a powerful way to showcase the Hummer in particular "The first time you hear and see a High Definition image of this vehicle on a 24 foot screen accompanied by an unbelievable sound system, it just blows you away. In addition to educating a better consumer, it can create a greater sense of excitement that you can get even on a typical test drive in the Silicon Valley," said Schiavo.

Not only does the Metropolis Shopping and Entertainment theater offer a virtual driving experience but also allows the audience reaction to be captured. "Because the theater is interactive and measurable we'll know how many people liked the virtual test drive, we'll know how many people want to come see a H2 on the lot and we'll even know what color they like...all before they even step a foot in the showroom," Schiavo added.

When asked why he was experimenting with such a new advertising concept Schiavo was pragmatic. "Under the leadership of our President and CEO, Ron Battistella, we're consistently one of the top five Hummer dealerships nationwide and we're in a geographic area that has high unemployment and a struggling economy. We sell more H2s than anyone around because we are aggressive about our advertising and marketing. If you think you can sell a high-end car by running an ad in the paper you're dreaming. We reach out to our customers, and show them what driving a Hummer is all about. We do more event and what I call 'experience marketing' than anyone else in the automotive business," Schiavo explained.

Maybe one of the best parts of the new advertising channel is its cost efficiency. "The General Motors/Hummer Division already had the film footage created and produced, as a dealer we had access to that. Hummer and their advertising firm Modernista, helped to make sure the footage would work in the Metropolis environment. We believe the cost per customer will be far lower with the HD theater virtual advertising as compared with other forms of advertising and event marketing, and because it is measurable we'll know for sure," said Schiavo.

The first "Metropolis Shopping and Entertainment" HD center opened at the Westfield Shoppingtown Oakridge in San Jose, CA in October 2003. More locations are planned for major US markets over the next 24 months.

For Metropolis Shopping and Entertainment center renderings and for more information visit: www.argoentgroup.com

To request an interview or obtain background materials on Argo Entertainment Group and Metropolis Shopping and Entertainment, contact Jason Fanselau of Gallen.Neilly & Associates at 925-930-9848 or Jason@gallen.com.