Friday
Sep042009

Cars.com Driving Business With ESPN College Football Deal

September 4, 2009: Cars.com does not think that sponsoring college football on ESPN is a clunk. In fact, the online car buying and selling destination has renewed its alliance with the sports network for its fourth consecutive sponsorship of "Saturday Afternoon College Football on ESPN." The sponsorship begins Sept. 5, and runs through Dec. 5. Financial terms were not disclosed.

The alliance will include TV spots from Cars.com's "Confidence" campaign, from DDB, Chicago, which launched in February during Super Bowl XLIII; and "sponsored by Cars.com" mentions throughout the games.Support includes local promotionals via Cars.com's affiliate network, which includes hundreds of leading newspapers, TV stations and their Web sites. Mitch Golub, Cars.com president, said that the marketing strategy "has lead to a 10% increase in leads to our dealer advertisers this year, despite the economic downturn."

Cars.com will also run a sweepstakes for its advertisers in which dealers can enter for the chance to win one of several prizes including a grand prize trip for two to the BCS college football national championship game at the Rose Bowl in Pasadena, CA, on Jan. 7, 2010.

David Abernathy gets the confidence to buy an automobile in a Cars.com TV spot.One of Cars.com TV spots, which received high marks by marketing analysts after the Super Bowl, shows how a fictitious character named David Abernathy, who has been a genius since birth, uses Cars.com to gain confidence to buy "the perfect car at the perfect price."

"Our sponsorship of "Saturday Afternoon College Football on ESPN" delivers prime exposure for the Cars.com brand and our advertisers and builds on our highly successful 2009 media campaign," Golub said in a statement. "High impact sponsorships such as this combined with online traffic generation initiatives, local market promotion and continuous product improvements are driving results for our advertisers." Back to Home Page