ATLANTA – AutoTrader.com has announced a multimillion dollar marketing campaign that includes adding the New York Yankees to its roster of promotional and media partnerships with six Major League Baseball (MLB) teams during the 2007 season and a media buy, beginning April 2, extending across 12 television networks. The television campaign will feature over 800 spots and 116 billboards and will run throughout the peak car-buying season from April through September.
The campaign and AutoTrader.com’s newly-formed partnership with MLB’s New York Yankees accentuates the company’s commitment to local marketing. As AutoTrader.com begins it second season of MLB partnerships, the Yankees provide a high-impact addition, in the country’s largest media market, to the five returning AutoTrader.com MLB partner teams for 2007, including: the Atlanta Braves, Chicago Cubs, Texas Rangers, Philadelphia Phillies, and the Los Angeles Angels of Anaheim.
Each fully-activated partnership includes several of the following elements: team radio advertising, electronic or static stadium signage, scoreboard and on-line consumer promotional programs with media support, and customized in-game features.
Another component of AutoTrader.com’s 2007 marketing campaign includes a national media buy, which began April 2. In addition to running AutoTrader.com commercials, the media buy will provide additional support to select local markets throughout the country in the form of customized, market-specific, television spots, and outdoor boards.
The 12-network media buy includes, but is not limited to, the following: ABC, sponsoring Jimmy Kimmel Live!; CBS, The Late Show and The Late Late Show; NBC, The Tonight Show; USA Network, spots airing during Monk, House, Law & Order CSI and Law & Order SVU; Comedy Central, featuring custom vignettes during April’s National Car Care Month; custom integration in Spike TV’s Powerblock, a 120-minute block of auto enthusiast programming on Saturday mornings and Sunday afternoons; Speed Channel, sponsoring Unique Whips and the reality-racing series PINKS; continued sponsorship of TNT’s NBA on TNT Tip-Off Show; and sponsoring select programs on MTV, History Channel, Sci Fi Channel, and Discovery Channel.
