In its "The Big Match" campaign aiming to drive conversions from younger consumers on social media, Cars.com posted real-time comments and responses to any game ads that featured cars

In a continued effort to use social media to match cars with potential buyers, Cars.com launched a campaign aimed at the young adult Super Bowl viewer. Designed to connect with this subsection of football fans likely to use social media while watching the big game, Cars.com went for customer interaction instead of spectacle.

Forgoing an ad buy, the retailer instead focused on pushing creative ad responses that led to real-time interaction between viewers on social media and Cars.com, hoping to push consumers to the site where they might find their perfect car. The site also published a ranking of which commercials drove the highest traffic.

This campaign follows the trend of more brands moving away from spending on Super Bowl ads towards potentially more rewarding and engaging consumer interaction. It also follows Cars.com's implementation last year of machine learning and artificial intelligence to personalize vehicle matches for shoppers, which had a successful 40% conversion rate on Facebook.

Cars.com


Lead image: stock photos from Nomad_Soul/Shutterstock

In a continued effort to use social media to match cars with potential buyers, Cars.com launched a campaign aimed at the young adult Super Bowl viewer. Designed to connect with this subsection of football fans likely to use social media while watching the big game, Cars.com went for customer interaction instead of spectacle.

Forgoing an ad buy, the retailer instead focused on pushing creative ad responses that led to real-time interaction between viewers on social media and Cars.com, hoping to push consumers to the site where they might find their perfect car. The site also published a ranking of which commercials drove the highest traffic.