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WEST DES MOINES, Iowa -- Kum & Go Convenience Stores' Go Crew -- an initiative introduced to build business and brand recognition -- wrapped up its summer-long campaign.
As reported by CSNews Online , the promotion -- which ran from May 21 to Aug. 15 -- featured 16 teams of college students who served as Kum & Go interns and traveled in 2006 Go Crew-emblazoned Chevrolet HHRs all summer long doling out free product samples and special coupons, while also providing unexpected customer service, including pumping gas, washing car windshields and more.
The Go Crews, located in nine different states, including Iowa, Nebraska, Oklahoma, Missouri, Colorado, Wyoming, Arkansas, South Dakota and North Dakota, were involved in numerous community events since beginning their tours in May.
The three Des Moines Go Crews helped build four homes for the Greater Des Moines Habitat for Humanity, according to a report by The Des Moines Register. The teams swept floors, unloaded appliances and put up trim in an effort to help local families in need move into the Des Moines area homes as soon as possible.
Volunteering with Habitat for Humanity coincides with the Go Crew's initiative to expand its mission of delivering ideal customer service to the communities it serves.
"Helping build a home is by far the most difficult but most rewarding service experience we've had all summer," Go Crew member Scott Meyer told the newspaper. "Every member was out there working hard because we knew our efforts were helping bring a worthy family into their own home and providing a better future for them."
The Springfield, Ark. Go Crew also kept busy. In June, they participated in a fundraiser at Bass Pro Outdoor World to benefit the Developmental Center of the Ozarks. They helped sell beverages, took donations for a chance to win a party barge donated by Bass Pro, and provided giveaways such as frisbees, hats, balloons, and coupons for discounts at Kum & Go stores, The Arkansas City Traveler reported.
To celebrate the Fourth of July, the Go Crew participated in the 127th annual Marshfield Independence Day Parade. They drove the Chevy HHR in the parade and handed out giveaways to patrons throughout the parade. Members also attended the 'Cruisin' for Kids' motorcycle rally to benefit Boys and Girls Town, as well as the 'Take a Ride for Kids' rally to benefit the Make A Wish Foundation, the newspaper said.
In addition, as part of the chain's "on-the-street marketing" efforts, the Go Crews stopped by construction sites to deliver ice cold beverages and coupons to the workers. They also went to local area businesses and radio stations to make promotional deliveries.
Since this is the first year Kum & Go has instituted the use of the promotional Go Crew, the success of this first summer will determine if the program continues in future summers, according to The Arkansas City Traveler.