DETROIT (AdAge.com) -- One case study of how U.S. auto marketers are using the Web successfully is that of Hyundai Motor America's monthlong online ad campaign tied to the Academy Awards. According to the company, it met its goal of boosting brand awareness.
|When visitors arrive at hyundaiusa.com, they can immerse themselves in product information and build their own custom XG 350 sedan.
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XG 350 sedan
The estimated $24,000 buy on MSN.com earlier this year offered a trip to next year's Oscar ceremonies and promoted Hyundai's XG 350 midsize sedan.
David Axline, national manager of customer relationship management at the automaker, said the deal was Hyundai's first major co-branded online promotion targeting consumers at what the industry calls the "upper-funnel" level, meaning those who are not yet not ready to buy.
Aegis Group's Carat Interactive, Los Angeles and San Francisco, created the ads that ran in various areas of MSN.com. Carat North America also handles Hyundai's national and regional ad buys.
Among the results:
- The ads generated more than 1 million visits to the marketer's site at hyundaiusa.com during the month-long promotion, or nearly double the site's normal monthly traffic.
- Nearly 10,000 requests on Hyundai's sites for "quick quotes" from its dealers, about double the normal monthly number.
- 685,000 first-time visitors to the site.
- Hyundai's online awareness jumped by 113%.
- Hyundai's brand favorability increased by 13% among the entrants.
The marketer is tracking vehicle sales to entrants and expects final results by year's end, Mr. Axline said. "We'd definitely look at something like this again."