To broaden Al & Ed’s, California’s largest mobile electronic retailer, past that of a specialty retailer, we sought out cooperative brand partnerships that offered a new distribution channel for visibility. We designed multi-channel marketing programs that would reach audiences of both entities, and focused on raising awareness for high profile vehicle customization to support both new franchisees and customers. We secured a 2-year “Back-up to School Safely” program, where Ralphs shoppers who purchased 7UP products were automatically entered to win one of 50 Back-up Safety Cameras. As part of the promotion, Al & Ed’s ran safety clinics and displayed vehicles at prominent Ralphs locations. We also partnered with the California Highway Patrol, FREE-FM’s Adam Carolla Show, Santa Monica Subaru, Raging Waters and the Make-A-Wish Foundation.