Clear Channel Radio Puts More Listeners in the Driver’s Seat
“Test Drive Wednesday” Campaign Rolls Out in 15 New Markets
Car Dealerships Build Brand Interaction with Clear Channel Radio’s Integrated On-Air and Online Assets
Clear Channel Radio today 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 Susan Karis, Executive Vice President of Operations for Clear Channel Radio’s Western Region. “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.
“With our dealership, people don’t usually buy cars online, but they do shop online. Test Drive Wednesday helped us to link online with radio by offering real endorsements from real drivers,” said Jeff Scott Owner of Jeff Scott Kia in Detroit. “Everyone that test drove couldn’t believe how nice the cars were and several of the test drivers purchased a car from us the day they took a test drive!”
Each week, listeners in participating Clear Channel Radio markets are selected to test drive new vehicles accompanied by an on-air station personality and a producer who records the experience. Listeners can then hear this feedback on-air, or they can access reviews online alongside dealer-specific links on Clear Channel Radio station Web sites.
Popular Clear Channel Radio station brands in California, Florida, Indiana, Michigan, Kentucky, New York, Ohio, Pennsylvania, South Carolina, Texas, Utah, Washington and Wisconsin are participating in “Test Drive Wednesdays.”
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