Auto-By-Tel Advertises on Super Bowl for Second Year in a Row

Strategic Insights -

For the second consecutive year, Auto-By-Tel, the Internet's premier car buying program, will be advertising during the highly anticipated Super Bowl. The company's President and CEO, Pete Ellis, continues to push the limits of traditional and new media advertising to market its website's services to the North American public. Auto-By-Tel's Super Bowl strategy is unique in that it expects to generate immediate and significant results that will continue long after the commercial airs.

Key Takeaways:

  • Auto-By-Tel made history as the first Internet commerce website to advertise during a Super Bowl in 1997, solidifying the Internet as a mainstream medium for buying and selling products.
  • The company has aided over 1 million individual car buyers since its inception in 1995.
  • Auto-By-Tel's website traffic increased dramatically within minutes of last year's commercial, resulting in a 50% increase in purchase requests submitted for new cars during February 1997.
  • The company has a national dealership network of over 2,600 franchises, representing every major automotive manufacturer.
  • Auto-By-Tel will air its second Super Bowl commercial, titled "Come As You Are", during the coveted second quarter of the Super Bowl on January 25, 1998.
  • The commercial will be produced by Hawleywood Productions in association with Paperclip Film, with visual effects provided by 525 Post Production.

Statistics:

  • 50% increase in purchase requests submitted for new cars during February 1997, following the Super Bowl commercial.
  • Over 1 million individual car buyers aided since Auto-By-Tel's inception in 1995.
  • Over 2,600 franchises in Auto-By-Tel's national dealership network.

Sources:

  • Auto-By-Tel Corporation, January 6 /PR Newswire/ 1998
  • RBI Communications, Inc., January 6 /PR Newswire/ 1998