Autotrader took full advantage of the NBA All-Star Weekend for rolling out the latest ad campaign. The latest ad is in the form of a spoof wherein the cars are sitting alone and feeling lonely, with sad music in the background. The narrator then requests the viewers to save a car by using the site's "save car" feature.
The advertisement is played during a 60-second spot. The feature, "save car" helps the shoppers to get deal alerts on any device for the vehicles that have been saved by them on the site. The customers will get notifications for updates such as price drops, cash back offers and other promotions, reported Turner.
Autotrader finds NBA a good platform to advertise as it draws a much younger audience. It is reported that the site sometimes gets traffic boosts as high as 25 percent after ads run. Along with the ad, the brand is also taking the help of social media as well, reported Auto News.
"We found that humor works well with this audience," said Jessica Stafford, vice president of marketing for the media solutions group of Cox Automotive. "It tends to be a younger millennial audience and they're engaging with witty and smart humor. What's been great is we've been able to relate to them on that level."
This is not the only company which capitalized on the All-Star week. Kia, on the other hand, gave people free rides in New Orleans through a promotion with Uber. At the same time, Kia is the official automotive partner of the NBA.
Kia also had three 2017 Kia Optima displays. Two of these displays were at the Smoothie King Center, the site of the All-Star game and home of the New Orleans Pelicans. Harrah's Casino is where the other display will be placed. Kia also ensured that all the players carried its name as the company logo will be a part of the NBA All-Star uniforms with a patch on the upper left chest.
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