ADVERTISER: BROWN'S TOYOTA/SCION OF GLEN BURNIE
OBJECTIVE:
Brown’s Toyota was looking for way to break through the clutter of television advertising, and reach his local audience. Traditionally a car dealer sells a large percentage of its cars to customers within the local area, Brown’s needed a way to precision target in a creative and engaging way.
TACTICS AND TARGETING:
DigitalSports designed an integrated program utilizing banners, integrated content sponsorship, and :15 Pre-Roll video advertising, targeted geographically to an entire county to coincide with Brown's key sales area.
RESULT: THE BROWN’S TOYOTA “HIT OF THE WEEK”
“With the current economic conditions, it is important that every advertising dollar spent produces results. Over the past decade, as more and more people have used the internet to comparison shop, it has become increasingly important to build and maintain a relationship with my customers and let them know I support the community. I know the good that sports can do for the community, and being associated with high school and youth sports is great. When DigitalSports came to me with the idea for a premium feature like the “
HIT OF THE WEEK”, I knew it was a great way to break through the clutter and show the community I am a big supporter. A lot of people in my area are on DigitalSports every day, so I reach them with banners and video commercials as well. They may still comparison shop, but they know I support the community, and I am sure they will want to “Buy Happy”
John S. – General Manager, Brown’s Toyota/Scion of Glen Burnie
