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Success Story: Comcast, Dealer Pull a Fast One

Jan 3, 2005  •  Post A Comment

Hopkins Acura and sister dealership Hopkins Honda wanted to do something to significantly increase their name awareness in the San Francisco designated market area and to highlight one of their cool, fast cars. So they turned to Comcast Spotlight, but went beyond the spots on the 50 cable networks on which Comcast inserts.

For the Summer Drive promotion, the auto dealer teamed with Comcast’s system marketing group, which came up with the idea to market its “cool, fast” high-speed Internet connection with a contest to give away the “cool, fast” car to one of the viewers who signed up for or renewed Internet service.

“We made a special offer for customers. If they signed up for service or upgraded service, they’d be automatically entered to win a car. The drawing was open to anybody online,” said Jackie Lopey, Comcast business development manager, San Francisco-Monterey.

Comcast supplemented the advertising with other media buys, including radio, newspaper and direct mail, and marketed it online via QuickClick.tv and ESPN Clubhouse.

“This effort was also a combination of grass-roots marketing and new events. We took the car out to some events, like Fiesta Days and the Venetian Festival,” Ms. Lopey said.

“Because we were able to market with the system marketing group, which does event marketing, it was really advantageous for the client. They saw a lot of word of mouth. For Comcast Spotlight, it was 100 percent new revenue. For the system marketing group it was a very high-profile and appealing hook to help them grow customers.”