LoJack is running a grassroots marketing program in which auto lovers in certain cities will be asked to find cars with arrows attached, then shoot and submit photos of them to win prizes. The contest runs in areas of San Diego, Las Vegas, Boston and Miami, which are considered high sales markets as well as heavy on auto theft. The guerrilla marketing campaign through the Portland, Maine-based agency Via is new to the company, which has tended to rely on traditional advertising.
LoJack goes guerrilla with stolen-car finding contest
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