FLAGSTAFF, Arizona — Flagstaff Buick GMC has tapped the Pokémon Go craze to boost traffic to its service department and showroom by rewarding players with game-related discounts and gatherings.
The game is a smartphone app that uses GPS location tracking to lead players to varying spots throughout the community. There, they catch animated characters that appear on the screen. The more a player catches, among other intricacies, the higher the level a player climbs.
The dealership will discount $1 off vehicle service for every level the game player attained, up to level 45, said promotion creator Christopher Taylor, who is the general sales manager.
The discounted service comes with a free car wash and, as its Facebook post points out, the service department is nestled between four Pokémon stops.
"If we can create some goodwill because of the game, I'm all for it," Taylor told Edmunds.
He knows of at least one person who took advantage of the offer on the promotion's first day.
Taylor has also planned a Pokémon Park Party on July 30 at nearby Bushmaster Park, a spot he discovered after playing the game for the first time this past weekend.
Not only will guests be able to catch more characters, but he'll feed them a meal of hot dogs, water and chips.
He'll also tie in a back-to-school promotion. The first 75 children who attend with an adult will receive a backpack stuffed with school supplies.
"This business is about creating a relationship between people and we believe this can help bring people into the dealership," Taylor said.
Edmunds says: A dealership proves the car business can be all fun and games.