Satellite radio provider XM Radio has just launched its largest consumer campaign to date, an integrated sweepstakes and interactive campaign targeting online car researchers in the hope of convincing them to make satellite radio another factor in their purchase decision.
The Wild Ride campaign targets in-market shoppers on such automotive Web sites as Autotrader, CarsDirect, Edmunds and Kbb.com. It’s intended to support specific “XM powered models” from manufacturers such as Acura, Honda, Nissan and Toyota.
In the initial campaign, banner ads invite visitors to the sites to “Kick It with a Quail” and play a game to enter a sweepstakes and win a new car. Users who click through get to a microsite, Wildride.com, where they can place one of a selection of cartoon wild animals into a new car. They can also enter to win a car giveaway that XM is offering every month during the 2008 new-model season.
A second phase of the campaign, set to launch in October, will introduce a viral element by inviting users to create e-mail messages using the Wild Ride animals and send them to their friends.
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