XM Radio, Primedia Run Coolest Car Contest
XM Satellite Radio and Primedia Enthusiast Media are running a Coolest Car Challenge with a $10,000 grand prize.
Contestants match wits with the editors of Motor Trend and Automobile Magazine to pick the coolest car from among 64 XM-equipped vehicles in a bracketed competition aping the NCAA basketball tourney. Those who match the editors’ picks for each bracket will be entered into a drawing to win $10,000—ostensibly to buy that coolest XM car.
The promotion is timed to target new car buyers considering car manufacturer’s new fall models and inject the idea of including XM Radio among their feature preferences. A four-page insert will plug the contest in the September and October issues of both magazines, which carry reviews of the new carmakers’ lines.
“We want to reach consumers as they‘re thinking about what they want in their new vehicles, to consider getting XM,” said Jeff Curry, vice president of automotive marketing for XM.” It’s an awareness building-thing that has impact further along when people are deciding what kind of cars they’re going to buy at the dealership.”
The contest wraps up on Oct. 30, with the $10,000 prize winner to be revealed on the site, XMCoolestCar, shortly after it concludes.
The concept informing the 64-car online tourney is to make likely car buyers aware that XM Radio is now an option available in a broad range of vehicles, from Hundais to Ferraris. Hitting a primary audience of auto enthusiasts who regularly read the magazines, the contest would likely skew toward male consumers, who are typically involved in car-buying decisions, Curry said.
The site promotes a free 30-day trial of XM’s digital radio service and also offers links to Primedia’s two auto magazines, where amateur car experts can research their picks.
