Cars.com had created a massive consumer broadcast campaign (and accompanying online sponsorship package) that would be shown during ESPN Saturday Afternoon College Football, and continued it through the bowl season and even ran spots and sponsorships during the Super Bowl. Symmetri's role was to nurture leads by communicating to current and potential car dealers how well Cars.com identified various types of shoppers who are ready to buy, and how well they target those shoppers with messaging that would guide them to member inventory on the Cars.com site.
Symmetri developed a "Weekend Warriors" game that dealer customers could play online and via mobile devices, along with support literature that delivered facts and figures about the different types of customers Cars.com was targeting during the fall campaign. Cars.com sales reps used the literature in face-to-face sales calls to engage potential customers. The campaign was also supported by print ads, banner ads and email blasts.
Over 1000 dealers participated in the game, with 100% repeat visitor rate to the game site. Cars.com added new customers to their roster, and found increased business from current customers as well.
