Car buyers and sellers’ magazine Auto Trader has announced that its first online marketing campaign, centred around its readers’ emotional attachment to automobiles, will begin next week.
The online marketing experts behind the digital campaign wants to change how people perceive Auto Trader, and lies at the heart of a three-year strategy – with the ultimate aim of making Auto Trader more than a place where people buy and sell vehicles.
The internet advertising campaign will initially comprise of three videos to be hosted on the Auto Trader site, YouTube and MSN, in which customers speak of their relationship with their car.
The company said that it was the first time it has properly integrated mobile and online marketing. As well as the videos, users of Facebook and Twitter are also being urged to send in their own stories, where they stand the chance of winning one of 45 “dream driving experiences.”
The success of the online marketing campaign will inform the direction it takes over the next couple of years, plus a TV advertising campaign this autumn.