For the launch of its new advertising campaign during the Super Bowl, Cars.com got behind the wheel of Edelman Digital’s Social Intelligence Command Center (SICC) to monitor online chatter and engage with consumers for whom online and in-real-life are almost inseparable. Led by members of the Cars.com brand team, online conversation was monitored before, during and after the ad’s first-quarter airing, allowing analysts to analyze conversations driven by the spot and #NoDrama hashtag, engage with consumers in real-time, and identify organic trends, such as the consumer preference to talk specifically about the wolf when describing the ad.
The Cars.com “ALL DRIVE. No drama.” campaign shows how Cars.com helps take the drama out of the car-shopping experience, and the new creative will continue to go live throughout the early part of 2013 with an integrated marketing campaign, including a series of new :15 and :30 TV spots.
See video for highlights and results.