Autotrader launched a co-branded commercial during the May 8th NBA playoffs, which connects the car search company to the 'Cars' movie franchise.
The 30-second spot will run as a promotional effort leading up to the Cars 3 premiere on June 16. It was a creative collaboration between Disney-Pixar, Autotrader and Zambezi, says Jessica Stafford, vice president of marketing for Autotrader.
“As a group, we reviewed several concepts that remained thematically true to our current Autotrader marketing creative, and that incorporated the beloved characters from the Cars franchise,” Stafford tells Marketing Daily.
The commercial is intended to run throughout the 2017 NBA Playoffs on TNT, as well as sports and entertainment programs targeting key demographic groups, such as Millennials, Hispanics and families on HGTV, Bravo and Univision Deportes. For digital, the spot will be supported on Hulu and ESPN Deportes Radio. Cars 3imagery also will be featured on the Autotrader homepage and mobile app.
Autotrader will host exclusive screenings in select cities for its employees and customers, including dealers and automakers.
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