Launches "ALL DRIVE. No drama." with Ad on Sunday's Big Game Launches "ALL DRIVE. No drama." with Ad on Sunday's Big Game

PR Newswire

CHICAGO, Feb. 5, 2013

CHICAGO, Feb. 5, 2013 /PRNewswire/ --In front of an audience of 108 million
viewers,, the premier online resource for buying and selling new and
used cars, debuted the first ad of its new campaign during Sunday's Big Game., which has been asking fans the question, "why drama?" answered the
question with a brand-new campaign entitled "ALL DRIVE. No drama."

"After testing the concept with actual car buyers earlier this year, we were
confident that the new commercial and overall theme of drama-free car shopping
would resonate with all car shoppers," said Linda Bartman,'s Chief
Marketing Officer. "With over 86% of YouTube ratings being positive, it is
clear that the new spot was a hit and has a very relatable message."

As a result of the commercial, the site's homepage, which was sponsored by
Hyundai, saw a significant spike in traffic. Most notable was a 118 percent
increase in combined mobile traffic, including's apps, mobile site
and visits to the wired site from mobile devices.[1]

"With so many people using their mobile devices while watching TV, it is not
surprising that our biggest spike in traffic came from mobile," said Bartman.
"However, a traffic boost isn't the only reason we advertise during the Big
Game. With a new fully-integrated campaign we wanted to kick it off in front
of a large, captive audience, encouraging consumers to continue to interact
with our brand beyond Sunday's gameand when they're next in the market for a
new car."

With'sBig Game adkicking off the site's "ALL DRIVE. No drama."
campaign, new creative will continue to go live throughout the early part of
2013. With the integrated campaign in full swing, car shoppers will see a
range of creative come to life like digital "dramatizer" ads which allow users
to add drama with the click of a button to an otherwise non-dramatic
situation, and an interactive social "dramatizer" on's Facebook page
that allows fans to add some drama to their own photos. Beyond digital and
social, will also be releasing five new TV spots and various new
radio and print ads.

"With the full campaign now live, shoppers will see a variety of executions
demonstrating that although drama is fun in certain places, car shopping isn't
one of them," said Bartman. "With tools like consumer and expert reviews,
millions of car listings and easy access to dealer information,
connects car shoppers with dealers to make buying a car a great experience."

To view'sBigGamead as well as other new ads from the site, visit 

ABOUT CARS.COM is an award-winning online destination for car shoppers that offers
information from consumers and experts to help buyers formulate opinions on
what to buy, where to buy and how much to pay for a car. offers
thousands of new and used vehicle listings, consumer reviews, side-by-side
comparison tools, photo galleries, videos, unbiased editorial content and many
other tools. puts millions of car buyers in control of their shopping
process with the information they need to make confident buying decisions.
Launched in June 1998, is a division of Classified Ventures LLC,
which is owned by leading media companies, including A.H. Belo (NYSE: AHC),
Gannett Co., Inc. (NYSE: GCI), The McClatchy Company (NYSE: MNI), Tribune
Company and The Washington Post Company (NYSE: WPO).

[1] internal data (Omniture)


Contact: Ethan Hertzberg, +1-312.601.5685,
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