Clear Channel 'Test Drive Wednesdays' Grows
July 18, 2007 at 5:43 AM (PT)
CLEAR CHANNEL RADIO announced momentum for its successful cross-platform marketing campaign that assists buyers with automotive purchases. "Test Drive WEDNESDAY" is now getting listeners behind the wheels of dozens of different auto brands at car dealerships in a total of 20 markets across the country.
"With consumer buying habits continually evolving, automotive advertisers are eagerly searching for new ways in which to generate sales and excitement for new vehicles," said EVP/Operations-Western Region SUSAN KARIS. "The response from automotive customers to the dual distribution platform and listener-generated elements of this campaign has been so positive that we are now taking the concept to other advertising categories."
The program, which kicked off in PHOENIX last year, incorporates both online and on-air radio components to encourage test drivers to visit local dealerships and then share their experiences with listeners. Listener-created auto reviews are made available on-air and On Demand through participating radio station websites, allowing the radio audience to experience the car through the eyes of each test driver. Key to the campaign’s success is that "Test Drive WEDNESDAYS" reaches consumers mid-week, the pivotal point in their online search for a new vehicles.