Commercials for the new Volkswagen Routan starring Brooke Shields began hitting the airwaves in mid-September and peaked this past weekend, according to TNS Adscope. I don’t know about you, but I spent many hours in front of the TV with the Red Sox playing every day except Sunday, with the Patriots filling that gap, and I certainly had had enough of this commercial by the end of Monday night’s game. However, I guess the ad, which correlates a baby boom with the vehicle launch, served its purpose; to drive people to the new Routan microsite, routanboom.org.
I wondered if these ads in tandem with a microsite are really drawing people in so I took a look at daily visitation to this site. While I was surprised to see that it appears VW has not bid on the keyword phrase "Brooke Shields," as I would think this would only increase traffic to both sites, it does in fact appear that these ads have had an impact. We can see significant spikes at ad-launch and during this past weekend. Important to note as well is the fact that routanboom.org was the 9th ranked site in driving traffic to vw.com in September. This should only increase in October as ad spends increases.
So what’s the lesson learned? Is it that repetitive ads spotlighting Brooke Shields are that captivating? I think not. While there may be some small truth to that, like when you find yourself humming that product theme song of a commercial you hardly remember seeing, I don’t think that’s the answer. Rather, I think ads starring current celebs placed during enormous viewing audience events coupled with their own microsites are the key. When virtually everyone has internet access easily at their disposal, if not on their cell phone, a microsite will generate the biggest boom.
At Compete, Leif Cefalo is a Sales Director. Leif is responsible for Inside Sales for Compete PRO Enterprise at Compete. Before Leif joined the Compete Team he worked in Client Services for a company intelligence database start up. His career aspiration is to lead a successful sales team with a start up environment. Connect with Leif on LinkedIn at http://www.linkedin.com/profile/edit?id=436617&trk=tab_pro