Tuesday, January 22, 2013

5:36 PM

Cars.com all new digital ad campaign kicks off on Feb. 3, 2013 and encourages users to add a lot of Drama.

Cars.com will be adding some drama to they're 2013 Super Bowl ad campaign. To engage online audiences, Piston created The Dramatizer: a digital experience that gives audiences the power to increase the drama of otherwise ordinary situations with a click. Piston is part of a multi-agency collaboration to produce fully integrated creative for Cars.com across TV, digital, print, radio and social, a preview of what we can expect to see is in the preview spot above.

The saying goes, “Tell me and I’'ll forget. Show me and I may remember. Involve me and I'’ll understand.” That’s the driving force behind the new Cars.com The Dramatizer campaign from Piston. The Dramatizer’s robust media plan includes page takeovers and other high impact units with ESPN, Yahoo News, CBS’ Sports.com, among others. Piston, digital agency of record for Cars.com for over four years, tapped frequent collaborator Superfad as its production partner for the original engagement’s ever-intensifying story lines.
Wanting to create a uniquely interactive and entertaining campaign that rewards the audience for clicking while building the Cars.com brand,” explains David Schafer, Piston’s Executive Creative Director. “Placing the story in the hands of users, viewers can add progressive drama to an otherwise benign scenario. Each ad is like a mini movie. From the production by Superfad to the collaboration with the leadership at Cars.com, this year's Super Bowl creative is by far the most engaging and memorable to date.”

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