HGrégoire recently brought together around twenty content creators and public figures for a VIP experience at the Saint-Eustache Drive-In centered around a screening of Back to the Future. For the occasion, around thirty pickup trucks were transformed into cozy cinema lounges, featuring custom bed setups in the truck beds, blankets, refreshments, and popcorn.
The concept behind the activation: step outside the traditional automotive box and create an experience allowing guests to discover the vehicles in a completely different, friendly, and lifestyle-driven setting. Among the creators and personalities in attendance were Ludivine Reding, Khate Lessard, Saad Tekiout, Rémi Desgagné, and Mei-Ann Lemieux, alongside several profiles from the lifestyle, family, fashion, sports, and entertainment niches.
The initiative is part of a broader strategy at HGrégoire: to keep taking bold steps and experimenting with new marketing approaches in a transforming automotive industry, but above all, to build long-term relationships with creators. Rather than relying solely on one-off, transactional collaborations, HGrégoire aims to progressively foster a true community around the brand, its vehicles, and its experiences.
The strategy generated a significant amount of organic content creation. HGrégoire’s recap Reel surpassed 250,000 views, while content posted by the guests generated over 110,000 additional views across Instagram and TikTok.
Sarah Major, Marketing Director at HGrégoire, is available to elaborate on this approach, specifically to discuss the evolution of the company’s influencer strategy, the importance of building lasting relationships with creators, and HGrégoire’s commitment to testing concepts that break away from conventional automotive marketing.
1 855 981-3727 
Favorites 
Choose HGregoire 
Our history 
Certified quality 
Compare 
Our testimonials