The CarMax ChatGPT App

CarMax is the first car retailer to launch a car shopping app within ChatGPT. The app turns car shopping into a judgement-free conversation instead of an overwhelming, confusing, and anxiety-inducing experience.

Team: Kennon Cummings (ST), Nan Marsh (ST), Divyya Munshi (ST)

CarMax x ChatGPT

Objective

Bring awareness to the CarMax ChatGPT app

Target

Women who feel anxious about car shopping

The auto industry’s most valuable customers is the one it treats the worst

Insight

The CarMax ChatGPT isn’t replacing the dealership, it’s replacing anxiety.

Strategy

Campaign: Translating the Lot

Social Media Strategy

Video series on CarMax’s social media to decode dealership car terms and jargon.

This builds awareness through utility. The content will be shared because it helps women feel more comfortable knowing they’re not alone in the confusion.

Creator Partnerships

Partner with female influencers to share their real experiences at dealerships and demo the app to show them asking it questions we’re too embarrassed to ask.

This continues to build awareness and promotes user-generated content by encouraging viewers to post their own stories of their experiences at dealerships and trying out the app.

In-App Invocation

A prompt template that lives on CarMax's site and social "Copy this into ChatGPT to start your car search" with a pre-written prompt that invokes the app.

This encourages app usage and makes it easier to start asking questions.

Positioning: The Car Shopping Prep Kit

We plan to position the CarMax ChatGPT app as a preparation tool for what you do before going to the dealership, like studying for an exam.

The app will also make a personalized cheat sheet based on the questions the user has asked so they can screenshot it and bring it with them when the go to the dealership.