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Autotrader Advance Auto Promo
Autotrader Advance Auto Promo
Autotrader Advance Auto Promo
Autotrader Advance Auto Promo
Autotrader Advance Auto Promo
Autotrader Advance Auto Promo
Autotrader Advance Auto Promo
Autotrader Advance Auto Promo
Autotrader Advance Auto Promo
Autotrader Advance Auto Promo
Autotrader Advance Auto Promo
Autotrader Advance Auto Promo
Autotrader Advance Auto Promo
Autotrader Advance Auto Promo
Autotrader Advance Auto Promo
Autotrader Advance Auto Promo
Autotrader Advance Auto Promo
Autotrader Advance Auto Promo
Autotrader Advance Auto Promo
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Autotrader Advance Auto Promo

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  • The timing of the promotion and the automotive theme are designed to coincide with the prime auto travel months. Sponsors and their products will be uniquely integrated into the gaming environment and sponsors will receive in-game exposure with an integrated instant-win component. All sponsorships have limited availability and offer innovative, consumer-focused brand building experiences.
  • Repeated consumer interaction with your brand generates awareness, influences preference, initiates usage and stimulates sales while driving online and in-store traffic. Game data reporting from StarMetrix ™ , the proprietary component behind the game’s data analysis.
  • Repeated consumer interaction with your brand generates awareness, influences preference, initiates usage and stimulates sales while driving online and in-store traffic. Game data reporting from StarMetrix ™ , the proprietary component behind the game’s data analysis.
  • Repeated consumer interaction with your brand generates awareness, influences preference, initiates usage and stimulates sales while driving online and in-store traffic. Game data reporting from StarMetrix ™ , the proprietary component behind the game’s data analysis.
  • Transcript

    • 1.  
    • 2. <ul><li>Objective </li></ul><ul><li>Launch FormulaShell Synthetic into Advance and generate sales via communication to target audience to come to Advance for product purchase. </li></ul><ul><li>Strategy </li></ul><ul><li>Negotiate with Advance to place FSS off-shelf during intro and on-shelf if intro successful at no slotting cost in return for driving traffic to Advance during promotion period. </li></ul><ul><li>Program </li></ul><ul><li>Utilize Autotrader.com, the highest used car frequented web site to promote Shell, FSS and Advance </li></ul><ul><li>Cost </li></ul><ul><li>$50k for turnkey inclusion, category exclusive funded from vendor support. Will negotiate to include link to Shell driving tips. </li></ul>FormulaShell Synthetic Advance Launch via Autotrader.com Advertising and Promotion June 1-August 1, 2002
    • 3. <ul><li>#1 Most Visited Web Site </li></ul><ul><ul><ul><li>- Over 7 million monthly unique visitors </li></ul></ul></ul><ul><ul><ul><li>- Twice as much as any other brand in the category </li></ul></ul></ul><ul><ul><ul><li>- Top 20 AOL sites visited by keyword </li></ul></ul></ul><ul><li>#1 in Brand Awareness </li></ul><ul><ul><li>- 70% brand awareness </li></ul></ul><ul><ul><li>- More than twice the consumer recognition of any other brand in the category </li></ul></ul><ul><li>#1 Stickiest Website </li></ul><ul><ul><ul><ul><ul><li>- Three times more time spent vs. average internet site </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>- Our shoppers spend over 25 minutes per session on AutoTrader.com </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>- Top 50 internet sites for pages viewed </li></ul></ul></ul></ul></ul>AutoTrader.com is the Market Leader
    • 4. Autotrader.com Users vs. General US Population (index = 100) Profile Point AutoTrader.com Online Index Male 159 Automobile Parts (purchased in last 6 mo.) 346 DIY - Automotive 354 DIY – Home Improvement 291 Camping / Fishing Equipment (purchased in last 12 mos.) 209 Oil Change (purchased or performed in last 12 mos.) 386 Auto Accessories (purchased in last 6 mos.) 262 Autozone 20.5 225 NAPA Auto Parts 12.8 248 Pep Boys 5.9 174 Source: 2001 MRI Database and @plan., Inc. Data is based on US Adult active Online population (18+). 134,900,000 In-store Shopping (last 30 days) AT.com % Comp. Index
    • 5. <ul><li>An innovative, turn-key promotion opportunity </li></ul><ul><li>Online gaming promotion with unique brand integration throughout promotion and game elements: </li></ul><ul><ul><li>Integrated coupon distribution component and product highlights which increase awareness, initiate product usage, stimulate sales, and drive traffic to your retail locations </li></ul></ul><ul><li>Addictive game elements means players spend more time with the game and, in turn, more time interacting with brands involved in the game </li></ul><ul><li>Repeated consumer interaction with your brand </li></ul><ul><li>Multi-million dollar online and offline media support plan </li></ul><ul><li>Accurate and relevant game data reporting – including demographic, brand interaction, and behavioral data </li></ul>‘ Road Trip’ Promotion Opportunity June 1 st – August 1st
    • 6. Game Concept <ul><li>AutoTrader.com’s Road Trip is a consumer focused advergaming experience, incorporating an instant win component </li></ul><ul><li>Players select a game car, maneuver it through a variety of automotive themed boards and win instant prizes along the way </li></ul><ul><li>For sponsors, it’s a chance to advertise your brand in a unique way, gain valuable information about consumers and initiate usage of your product and drive store traffic </li></ul>
    • 7. <ul><li>Strong brand and product integration throughout promotion and game play. </li></ul><ul><li>Reach over 500,000 unique consumers interacting in over 5 million game plays. </li></ul>Brand Integration Product Highlights Promotion Integration
    • 8. <ul><li>Product Highlights and Coupons will be presented between all game rounds and at the end of game play </li></ul><ul><li>Product Highlight: Feature product advertising, messaging, and highlights </li></ul><ul><li>Coupons: Distribute electronic coupons, certificates, or special offers to initiate product usage, stimulate sales, and drive traffic to your retail locations and/or website </li></ul>Product Highlight & Coupon Distribution Interstitials Coupon Product Highlight
    • 9. Buy Formula Shell at Advance Auto Parts
    • 10.  
    • 11.  
    • 12. PRINT: Over 9.5 Million copies AutoTrader, Truck Trader, and Auto Mart Magazines print advertising campaign ONLINE: Over 100 Million Impressions Online advertising campaigns across AOL & AutoTrader.com and Direct Email campaigns Auto Trader (82 Eds.) & Truck Trader (47 Eds.) (estimated 8 week circulation: 2,101,600) Auto Mart (76 Eds.) (estimated 8 week circulation: 7,552,000) (estimated 8 week impressions: 50,000,000) (estimated 8 week impressions: 50,000,000) Multimillion dollar offline and online advertising campaign Co-Branded Media Support Direct Email (estimated emails sent: 2,000,000)
    • 13. Summary <ul><li>Unique turnkey promotion </li></ul><ul><li>Over 100 Million brand impressions in game and across our media partners </li></ul><ul><li>Co-branded with instant-win prizes, product offers or coupons </li></ul><ul><li>Drive product trials and store traffic </li></ul>Next Steps <ul><li>Evaluate interest level and discuss feedback </li></ul><ul><li>Determine commitment level from all partners </li></ul><ul><li>Discuss other opportunities and implement program </li></ul>
    • 14. Advertising and Creative Details Autotrader.com , the world’s biggest and best used car site, is offering Advance Auto Parts and Shell an opportunity to reach millions of used car consumers via an advertising driver to buy FormulaShell Synthetic at Advance supported with an online promotion. This campaign will drive retail traffic and deliver a unique branding message via placements in all relevant areas of Autotrader.com, targeting a predominantly male audience and the used vehicle market.   The strategy of the campaign will consist of the following components: 1. Geo-Targeted placements in Vehicle Search Process. 2. Content sponsorship in Car Care section. 4. Road Trip promotion participation.
    • 15. Geo-Targeting   on Search Results Pages The Autotrader.com users perform over 25 million monthly vehicle searches for used cars and trucks. Studies show that the used vehicle buyer is extremely likely to perform cosmetic and mechanical maintenance on their ‘new’ used car shortly after the purchase. Advance and Shell will target this audience around Advance stores through DMA or zip-code targeted ad units, which include rich media banners (DHTML, Java, Flash, PointRoll) and out-of-banner placements. 468x60 Rich-media banner 120x600 Vertical Banner 468x85 Liner Ad (Dealer Tile)
    • 16. Model Year Targeting (rich-media ad example)   The PointRoll Banner This innovative ad unit starts like a regular banner and expands upon mouse rollover.
    • 17. Model Year Targeting (rich-media ad example)   Out-of-banner (Eyeblaster) This technology allows for a totally new way of communicating on the web. Our imagination is the only limit to what can be accomplished creatively. Autotrader.com has run several Eyeblaster campaigns with great results.
    • 18. Model Year Targeting (cont.)   Out-of-banner (Eyeblaster) The spot can ‘linger’ on the page after initial display.
    • 19. Car Care Placements   Advance Auto Parts and Shell will receive fixed placements in the Car Care area which can feature offers in vertical banners and/or horizontal PointRoll banners. In addition, the Home Page “Car Care box” will feature a DIY-related link to an article presented by Shell and Advance. Advance and Shell are welcome to provide relevant and impartial content to be included in the Car Care area. Each submitted article that is featured will include a credit to Advance and Shell. All submissions must be reviewed by the AT.com editorial staff. 120x600 Vertical Banner

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