Car manufacturers used to drive demand with the mainstream network TV. Now that mainstream demand seems to be evaporating, they have to intercept truck buyers where they’re using trucks. GM Fleet and Commercial has "Hard Day’s Work Tour" going around to Lowe’s stores.

Marketing Daily: GM Sets Up Work Sites At Lowe’s Stores, 2006-Nov-2, by Karl Greenberg

Frank Jenkins, incentives and promotions manager, GM Fleet and Commercial, said the program is meant to reach consumers who don’t have a lot of time to visit dealerships.
"We thought we’d create our own job site, let them have a little fun, grab something to eat and see our products in a relaxed environment where they can learn about the trucks on their own," he said.