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Inhance Digital Creates Interactive Trade Show Experience for AutoTrader.com and Kelley Blue Book
AutoTrader.com and Kelley Blue Book have successfully developed a marketing campaign that combines both brands into one interactive tradeshow experience. The Autoshow New Car Advisor has debuted at car shows across the country, featuring interactives created by Inhance Digital to drive brand awareness and engage auto show attendees.
The campaign's primary objectives are brand awareness and consumer engagement, and the most important engagement at trade shows is attracting attendees inside the booth. To achieve this, Inhance created a Kinect Attract Loop Match Game that is located on the outside of the booth, so the dramatic Kinect gestures generate buzz. The game's content contains very high level messaging as participants try to swipe cars into their matching silhouettes. This has been drawing large crowds with many repeat players and intense competition.
"We've had interactives in previous years, but this is the first year the interactives really align with the messaging and the car buying process and truly reinforced it. Although it feels fun, there is more branding and messaging in there." says Christine Rucker Williams, Manager of Consumer Marketing for AutoTrader.com. "We're always trying to find ways to grab the attention of people walking by and trigger something. We're not the stars of the show, the cars are so we always want to be in that space and be the resource for consumers, wherever they are in the car buying process."
Once inside the exhibit, guests play three different tablet-based games, designed to keep cars and car-buying top of mind. One of the games is modeled on "The Price is Right," with attendees guessing the prices for used vehicles and then comparing their estimates to Kelley Blue Book values. Another is a dream car customizer that allows users to share their finished designs on Facebook and other social media.
Williams attributes their choice to work with Inhance Digital to their specialized knowledge of tradeshows. "Inhance knows tradeshows and their technological capabilities are the best. The tipping point was that Inhance would be able to help us execute on the show floor, which has helped us reduce a lot of challenges."
Their metrics goal is an increase in website traffic, and the number of clicks to Kelley Blue Book or AutoTrader.com's search page is tracked throughout the booth. The number of game plays, average time spent playing the game, giveaways and unique visitors are also tracked. Website interaction increased from last year and the average time spent playing the game doubled to six minutes, which translates to six minutes spent with their brand. Incorporating the social media component has also been a big win, significantly adding to their Facebook presence.
"The most exciting thing has been making Kelley Blue Book and AutoTrader.com make sense," says Williams. "That was a daunting task and we are the first and only group within AutoTrader to have any property that combines both brands in one space."
ABOUT INHANCE DIGITAL
Inhance is an interactive agency specializing in bringing complex science and technology-based ideas to life. We partner with some of the world's leading companies to deliver innovative media solutions providing consistent ROI. For further information contact Shannon Arnold,
Marketing Specialist, Inhance Digital, at 323-297-7700, email@example.com, or visit www.inhance.com.
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