Equipped with a few cases of coconut milk and a half dozen jars of jelly beans, Max hit the road today on a â€śWhatâ€™s Your Home Worth?â€ť awareness campaign.
Max has been raising his profile as part of a continuing series of â€śPlan Bâ€ť responses to the Cars.com Superbowl ads back in January.
Since the Superbowl, Max has been seen with increasing frequency on ActiveRain, Inman News, Sellsius Blog and Yahoo! Real Estate.
â€śWe definitely want to emphasize the â€śMax Factorâ€ť in our marketing,â€ť said Louis Cammarosano, General Manager of HomeGain.
â€śWhen Jessica Gopalakrishnan, our Senior Marketing Manager, came up with the idea of sending Max on the road I was hesitant. I know Max, he is a proud gorilla. I was concerned that Max would hijack one or both of the cars and head straight to Chicago to settle the score with his Cars.com rivals. Iâ€™ve given him strict instructions to stay out of Chicago and Cars.com affiliate markets. He may, however head to Seattle in the near future to check up on Zillow.â€ť
â€śDriving Mr. Max is a pleasure,â€ť said Hoke Willoz, Maxâ€™s personal driver. â€śHe gets a little testy if you donâ€™t warm his coconut milk just right, but the people love him.â€ť
Costs for the Max Mobiles are said to be exorbitant. Expenses for this campaign may top $900.
It was reported that HomeGain was looking to defer the costs of Maxâ€™s road trips by taking on sponsorships. Talks broke down between HomeGain and RSS Pieces late last week.
Mary McKnight, Chief Marketing Officer at RSS Pieces was pitching a â€śLosers eat jelly beans â€“ Winners go with RSS piecesâ€ť campaign. When Max heard of the potential RSSP sponsorship he threatened to stay at home. â€śI wonâ€™t get in any car that has anything to do with M&Ms or anything like that.â€ť
Sources indicate that Max will continue to maintain a high profile.
â€śThere will be â€śPlan Câ€ť if necessary,â€ť vowed max. â€śI have forgiven but not forgotten.â€ť