Company Overview:
AutoExtra.com, a division of Cox AutoTrader, was launched in
February 2005 using a combination of Internet distribution and
local print magazines to create the broadest possible automotive
marketplace. AutoExtra.com engaged Definition 6 to develop an
interactive marketing strategy to leverage different online, social
networking and Web 2.0 tools.
Challenges:
- Build more brand awareness among dealers advertising on
AutoExtra.com
- New opportunities to elevate brand awareness and build loyal
base of consumers in the 18 to 34 year old demographic
- A more efficient, economical means of driving traffic.
Solutions:
- Interactive campaign "Junk in Tha' Trunk" using social
networking, social media, banner ads, sweepstakes, instant
messaging, search and website enhancements to target and engage the
targeted prospects.
- Definition 6 developed specific targeted messaging for three
key AutoExtra.com personas- Buyers,Sellers,Dealers
- Implemented dynamically optimized paid search campaign to
immediatley begin driving qualified traffic to AutoExtra.com
