In Quebec, where 76% of vehicle sales are from one individual to another, General Motors’ Certified Service business had a unique problem – because second-hand car ownership data is lost to dealerships, GM didn’t know who its potential consumers were and so it couldn’t target them. The company called these drivers “ghost owners.” GM was able to make 16,000 phantom car owners materialize and increase visits to Certified Service dealerships by 5.1% with a contest for free gas for a year. All that drivers had to do to enter was use an app to ID their car. Once this crucial data was collected, GM gave entrants a promotional offer, which was added to Apple Wallet, allowing the brand to deliver maintenance reminders and suggest the closest Certified Service location.