Success Stories

Integrated Cable Advertising & Mobile Drive Traffic for a Local Auto Show

About the Orange County Auto Dealers Association
Established in 1932, the Orange County Automobile Dealers Association (OCADA) serves over 140 franchised new vehicle dealers. In 2008, Orange County's franchised dealers generated more than $9.5 billion in annual sales and sold more than 179,000 automotive vehicles. The Association provides valuable products and services to dealer and associate members while providing the best quality available.

Situation
OCADA wanted to create auto awareness in a down market. Their challenge was to find an offer that would apply to multiple dealers and various brands. The association decided that the local auto show would be the best event to focus on. The goal was to drive attendance to the auto show thus increasing exposure for all members. .

Solution
The association invested in a schedule of 30 second commercials featuring a mobile text offer and a separate "enter-to-win"promotion onsite at the show.

Results
Attendance at the auto show doubled from the previous year as a result of the integrated campaign featuring cable and mobile text advertising. 419 qualified leads requested information via mobile text.



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