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Automotive

Southeast Michigan Ford Dealers

OVERVIEW:

Comcast Spotlight partnered with the Detroit Auto Dealers Association and the North American International Auto Show to feature content from Detroit’s annual auto show on the Xfinity On Demand platform, In turn, that represented an opportunity for Southeast Michigan Ford Dealers to sponsor the “always-on” content from the show and showcase Ford’s new products and technology. The ultimate goal was to bring more customers to Michigan area dealerships.

STRATEGY:

The dealer group took advantage of Comcast Spotlight’s interactive television advertising platform to add an overlay to commercials promoting the highlights from the auto show. Viewers could simply click a button to begin watching additional video content about Ford cars and features. The commercials ran on networks like ABC Family, A&E, AMC, Discovery, E!, ESPN, FOX Sports, History, Spike, Syfy, TBS, TNT, truTV and USA. At the same time, a digital campaign featuring the same video content ran on Xfinity.com thanks to Comcast Spotlight’s in-banner video capabilities.

SUCCESS:

It’s clear that multi-screen marketing helped drive big results: over an eight-month period, total Ford registrations in the Detroit market grew 7.5% year-over-year. In that same time period, F-Series truck registrations increased 36.2%. Loyalty also increased, with Ford posting a market-leading 83.6% of buyers purchasing the same make of car during the first half of the year. In all, consumers watched more than 450 hours of video content from the Southeast Michigan Ford Dealers. LAMP Finalist