BlockStorm, the name itself is derived from the idea of a youth coup movement taking the city by storm. The context of the event was an overnight post-apocalyptic industrial set-up contrasting with the urban club district in downtown Toronto. This created an environmental brand spectacle.Guerilla media tactics were used to invite initiates to join the festival: club flyers, wild postings, decaled vehicle convoys, giveaways, all with a call-out to a viral web campaign.

•Total attendance 6,500, 400 test drives in 6 hours (66/hr) in 9 different vehicles •Total media impressions 9.3 million, PR Value $117,441, return on PR investment: 7x •10% of attendees completed electronic ballots, 73% of contestants within target audience (•Majority of consumers live in targeted area (Great Toronto Area, 54%) •More attendees cited a General Motors vehicle as their next purchase intent (13%) than any of the other top 5 automotive manufacturers