Does Hoop Hype Help Auto Brands?

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Domes­tic OEMs Ford and GM bet on the excite­ment of the NCAA Bas­ket­ball Cham­pi­onships to dri­ve auto shop­per inter­est in their brands. Dataium ana­lyzed online shop­ping inten­si­ty for these brands before, dur­ing and after the tour­na­ment to deter­mine the impact of their spon­sor­ship cam­paigns on auto shop­ping.

Our research showed that shop­ping inten­si­ty around Chrysler was high­est of all the domes­tic brands before and dur­ing the tour­na­ment. How­ev­er, Lin­coln saw the most gains in shop­per inter­est, ris­ing 9% dur­ing the three week event.

Lincoln’s increase in ASI dur­ing the NCAA tour­na­ment is sim­i­lar to the brand’s per­for­mance dur­ing the 2013 Super Bowl. Dataium’s Super Bowl analy­sis found that Lin­coln expe­ri­enced major ASI gains after their $8 mil­lion Super Bowl spots, includ­ing the “Phoenix” cam­paign for the Lin­coln MKZ. The MKZ saw a 180% ASI increase after the Super Bowl, which ulti­mate­ly pre­dict­ed Lincoln’s 21% increase in sales in April. Sales of the Lin­coln MKZ crossed the 4,000 vehi­cle mark for the first time in the model’s his­to­ry.

Ford saw the largest upset dur­ing the NCAA tour­na­ment. Ford was on pace with Chrysler dur­ing the begin­ning of the tour­na­ment, but lost momen­tum after the semi­fi­nals and fell behind both Chrysler and Lin­coln. Buick, who launched the Encore crossover dur­ing the event, saw the most sta­ble per­for­mance. The brand post­ed mod­est shop­ping inten­si­ty gains through­out the tour­na­ment.

Run­ning a cam­paign? Ask us about our Cam­paign Pro­fil­er. Our inter­ac­tive report iden­ti­fies in-mar­ket shop­pers, then mon­i­tors and mea­sures the impact of online or offline events by cam­paign or ad sched­ule.

 

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