Cars.com asked us to create a high impact integrated program featuring two of their powerful car buying tools: Price Comparison and Dealer Reviews. And … we had to do it in less than 30 days.
When an automaker wants to show off their latest and greatest product, they use a turntable. Throughout this campaign we used it as a device to show off the Cars.com tools and experts. The purple Cars.com branded turntable personified each of the shopping tools with real people and visually brought the tools to life in an interesting and entertaining way.
In order to drive traffic directly to the Cars.com site, we incorporated our turntable concept to Twitter video and static website cards to help buyers find a new car on Cars.com. These units were synced to specific make and model ads running in prime time television by the car manufacturers.
To reach an even broader audience we ran sequential video and link post ads on Facebook, targeting evaluation and high intent prospects. The units featured strong CTAs and directed car shoppers to begin, or continue, their car search using the pricing and review tools on Cars.com.
To reach a new generation of first time car buyers, we extended our message with :06 Snapchat videos. Often seeking the confidence to make their first major purchase decision, our audience was encouraged to “Swipe Up” to learn more.
TWITTER MLB SYNC
During the heavy rotation of cars.com TV spots during the National League Playoffs on Turner, we synced our video message with game highlights on Twitter. The message, featuring the pricing and review tools, was tailored with a baseball theme.
IN GAME FEATURES
As part of the significant TV buy during Turner’s National League playoff broadcasts, we worked with our media partner to create a feature linking Cars.com tools and the action on the field. The result was the Cars.com 5 tool play of the game that ran throughout the wild card, division and championship series. A 5 Tool Player has the all around skills that identify them as having the best chance to succeed … and Cars.com has all the tools needed to win the car shopping game.