AutoTrader.com Runs Sweeps to Push ‘Speed Racer’
AutoTrader.com is running a $30,000 sweepstakes in a campaign to plug the upcoming release of “Speed Racer” from Warner Bros. Pictures and Village Roadshow Pictures.
Consumers who register for “The Ultimate ‘Speed Racer Giveaway” on the auto marketplace site now through May 30 will be eligible to win $30,000 toward the purchase of a vehicle on AutoTrader.com, CollectorCarTraderOnline.com or through one of its print publications, AutoTrader, Deals on Wheels, Old Car Trader or Specialty Car Marketplace.
“We try to be as innovative as we can on our product,” said Don Dixon, AutoTrader.com director of promotions and sponsorships. “‘Speed Racer’, the movie, is incredibly innovative, but it’s old idea as we are in terms of the advertising. So it was a good fit.”
Octagon helped AutoTrader.com put its first movie partnership deal with Warner together. The online auto sales site was eager to try a movie deal, according to Dixon. He saw advantages in the fact that the Mach 5 car featured in the film isn’t a particular make of car and the movie audience will likely skew male—as does AutoTrader’s—but it likely will reach a broad family audience as well.
“There was nothing crazy about the movie, so it fit with our culture,” Dixon said. “Hopefully this will give us more movie opportunities.”
Starting on May 5, people buying a deluxe “private purchase” ad on AutoTrader.com can receive two free tickets to see “Speed Racer.”
A mock-up of the Mach 5 like the one featured in the film will be posted on the site with photos and video tabs similar to regular listings on the site.
A full-size replica of the Mach 5 racer in the movie will also be on display with co-branded “Speed Racer” and AutoTrader.com banners at three Major League Baseball ballparks this month, starting at Angels Stadium in Anaheim today, Turner Field in Atlanta, today and tomorrow and Chicago’s Wrigley Field on May 9 and 10.
The “Speed Racer” promotion is being publicized through national radio outlets, including the “Mike & Mike Show” morning show on ESPN.
