Irvine-based Autobytel Inc. has upped its business with Wunderman Southern California, handing digital advertising responsibilities for the automotive marketing company’s latest branding campaign.
Irvine-based Wunderman, part of Britain’s WPP PLC, will be responsible for all the branding and website development initiatives for Autobytel.
“Autobytel’s brand legacy is strong,” said Jim Helberg, executive vice president of product, marketing and analytics at Autobytel. “As we focus our efforts around further enhancing Autobytel’s brand promise of providing automotive customers with an unrivaled experience throughout the shopping, purchase and ownership cycle, we will look to Wunderman.”
Wunderman has worked with the automotive company for a number of years, including the launch of Autobytel’s consumer website, MyRide.com, in 2007.
Wunderman handled a “multimillion-dollar” online push to tout the website through humorous teasers to user-generated videos and content. The campaign also included direct, banner marketing and an e-mail blast with quirky questions including “what happens when you put a Hemi on a tricycle?”
Autobytel recently grew with the acquisition of Florida’s Autotropolis Inc., a website that features various resources for auto shoppers, for $15 million in September.
The company steers online auto shoppers to dealers, similar to Autobytel’s model.
The automotive industry’s downturn has hit Autobytel hard, bringing an investor rebellion and a buyout bid in addition to a delisting threat last year.
Autobytel’s board rejected an unsolicited $15.8 million buyout offer from a major shareholder, Infield Acquisitions Inc., part of Austin, Texas-based Trilogy Enterprise Inc., in 2009.
The company has been looking to generate more business from leads to auto dealers as it downplays revenue from advertising on its websites.
For Wunderman, the increase in Autobytel business comes on the heels of Irvine-based Toshiba America Information Systems Inc.’s decision to end a three-year relationship with the digital ad shop.
Toshiba put its advertising account up for review with plans for a bicoastal search for a new shop.
Targeting Travelers
Irvine-based 360 Commercial Partners has expanded its traditional marketing to include John Wayne Airport and local lifestyle magazines.
The commercial real estate brokerage has bought billboard ad space in the main terminals of John Wayne and is running ads on displays in the baggage area.
“In today’s dynamic market, it’s critical for commercial real estate brokerages to continue to innovate on the marketing front,” said Carrie Williams, senior director of marketing for 360 Commercial.
The ads are set to reach nearly 3 million travelers during the busy fall and winter seasons, driving consumers to the firm’s website to review office and industrial properties for lease and sale.
“Our consumers are in places where you would find a general consumer and they consume media like a regular person,” Williams said. “We’re simply marketing a service where they are likely to see it.”
The firm also has expanded its marketing to luxury lifestyle magazines with ads in Irvine-based Freedom Communications Inc.’s Coast, Los Angeles-based Modern Luxury LLC’s Riviera, Mailbu-based CurtCo Media Labs’s Robb Report, Florida-based Sandow Media’s Luxe, the Balboa Bay Club’s Bay Window and the upcoming Newport Beach-based Bask.
“The affluent audiences of those publications are the same people who own commercial real estate or want to invest in it,” Williams said. “We’re just getting out in front of them to market our service.”
Mazda2 Tour
Irvine-based Mazda North American Operations is going on tour with the Mazda2 compact.
The automaker, part of Japan’s Mazda Motor Corp., is sponsoring a national tour of soul singer Mayer Hawthorne with an effort that includes a social media campaign.
Mazda launched a website with daily blog posts and downloadable content, including previously unreleased music by Hawthorne.
It also includes a social media blitz on websites such as Foursquare and Facebook, among others.
Hawthorne is featured in an online ad for Mazda, and the automaker will hold a series of events where fans will get a chance to meet with the singer in person through an online sweepstakes.
Mazda launched “Driverville,” a Facebook-based game, in July.
Players drive virtual Mazda vehicles, including the subcompact Mazda2, to win “driver bucks” for virtual products and weekly sweepstakes prizes.
Los Angeles-based social media marketing agency Rebel Industries is handling the campaign.
Mazda is looking to connect with young car buyers via music and video games, according to Chris Hill, North American vehicle line manager for Mazda.
Mazda expects most sales to be fueled by Generation Y, or drivers ages 16 to 32.
“We’re targeting younger people who happen to be first- time car buyers,” Hill said.
The automaker also is hoping for a spillover from baby boomers who might be looking to downsize from a larger vehicle.
The Mazda2 starts at less than $14,000 and goes up to $17,000.
Mazda declined to say how much it was spending to market the car.
The Newport Beach office of Southfield, Mich.-based Doner Co. is handling what is the last Mazda advertising campaign for the shop (see story, page 3).
