From Auto News.com
Fiat Chrysler Automobiles’ Super Bowl ad bonanza paid immediate dividends from coast to coast.
The company ran an unprecedented five spots — three for Jeep and two for Ram — that were tasked with promoting the 2018 Jeep Wrangler, 2019 Jeep Cherokee and 2019 Ram 1500.
The auto roster was down considerably this year, so FCA was able to stay top of mind with viewers for much of the evening. Only six auto brands appeared in the game, down from nine in 2016 and 2017. In 2015, 10 brands ran spots.
“One of the things over the last couple of years we’ve seen is manufacturers really flood the market for Super Bowl. I think not having as much competition gave [FCA] a leg up compared to the other brands out there,” Greta Crowley, vice president of marketing for Cox Automotive’s Media Solutions Group, told Automotive News. She’s responsible for Autotrader, Kelley Blue Book and Dealer.com.
On Cars.com, Cherokee search traffic jumped 175 percent after its ad ran. The biggest winner for FCA, however, was the Wrangler, which had page visits increase 542 percent on the heels of a Jurassic Park-themed spot and another ad that showed its ability to chew up harsh terrain.
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