Ford’s Super Bowl spots immediately prove their worth

Article by Anita Panait, on February 11, 2014

Ford’s Super Bowl spots for its Fusion Hybrid were able to immediately prove their worth within the hour that they were shown on TV. The ads were also complemented by a "takeover" ad on AutoTrader.com for the Fusion Hybrid that opened up whenever visitors enter the car-shopping site.

In the hour after the spots were shown, searches for the conventional Fusion on AutoTrader surged 81 percent from the hour before, according to Rick Wainschel, AutoTrader vice president of automotive insights.

He added that the standard Fusion also surged 53 percent from the previous week in terms of the number of shoppers who viewed a vehicle detail page for a specific sedan on game day and the day after. Vehicle detail pages are considered as indicators of shopper interest.

Wainschel remarked that Ford ingeniously employed the Super Bowl spots to project itself as a green carmaker. He said that Ford’s online strategy drove shoppers to the pages of its standard Fusion since AutoTrader.com does not have a specific search segment for the hybrid.

On the other hand, vehicle detail page searches for rivals Toyota Camry and Honda Accord dropped over the two days from the previous week. Fusion's share of vehicle detail page searches in the mid-sized sedan category leaped over the two days to 21.7 percent from 13.7 percent a week ago. Ford’s takeover program ran from Sunday through Saturday. [source: automotive news - sub. required]

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