Last week in Detroit, it was all about the "Woodward Dream Cruise," an event that is now in its 11th year, and growing. Interestingly, the "Cruise" developed organically, based on the teenagers who started cruising up and down Woodward Avenue in the '50s. Today, thousands of classic cars rush to Detroit every August to take part.
One of the interesting sidebars is how WCSX's J.J. & Lynne have created a local promotion that is so good, I can't steal it. That's because it's purely about the Motor City, and just won't work in your market.
But for three years, J.J. & Lynne have used the children's book "Stone Soup" as the basis for rehabbing a demolished hulk of an old '60s wreck, and bringing the entire community together to rebuild it into a sleek, fabulous classic dream machine. After doing these makeovers for a Mustang and a Road Runner the past two years, this time around, it was the GTO's turn. You can see the results below.
This promotion is so strong, that Pontiac came up with a new GTO, and the show is now in the process of selling raffle tickets for $25 that can win both cars for a lucky player. But the real winners are the Children's Leukemia Foundation, J.J. & Lynne's pet charity. All told, they'll raise $400,000 for CLF.
But beyond the obvious community contributions, Stone Soup brings together the entire Metro Detroit area - car nuts, auto execs, tool and die shop owners, and just regular folks who want to sponsor a part, and follow the rebuilding process along.
Don't steal Stone Soup, but think about how the soul of your town can become an icon event for your morning show or station. That's what makes local radio a better bet than Sirius, iPods, and Live 365.