iMedia: Automotive Best Practices
Joseph Jaffe weighs in with another of his insightful best practice case studies, this time focusing on the automotive industry. Car companies are among the most eager online advertisers, so much so that there is already an upfront market for Internet auto ads. And no wonder: 82% of likely new car buyers were using the Net for research, and 47% said the Internet would strongly influence their decision, according to a Jupiter survey earlier this year.
He ends the article with an excellent case study about Hyundai launching its new luxury sedan XG350 with Carat Interactive on MSN during the 2003 Academy Awards. Results from the campaign were tremendous — record-breaking traffic to the site, hundreds of thousands of sweepstakes signups, huge conversion on email opt-in offers and big lift on brand metrics. Best of all, they actually tracked the number of sales that came through campaign-driven signups. That's the way, uh-huh, uh-huh, we like it.
