Case Studies
client: Affinion / AutoVantage
A Leading National Auto Club Increases Exposure To Strengthen Sales
capabilities/industry: Broadcast & Video | Interactive & New Media | Media Relations | Automotive | Travel & Tourism
DVL and Affinion Group, AutoVantage’s parent company, concepted a strong media relations campaign that revealed the country’s worst drivers.
DVL partnered with Prince Market Research to uncover America’s worst road rage cities and those with the most courteous drivers. The research involved more than 2,000 phone surveys in 20 metropolitan cities and produced more than 100 pages of information on driving habits and determined rankings. DVL then created an online media site through which this information could be distributed to media and tracked. It contained national road rage releases and fact sheets, customized for each city surveyed; full research results; downloadable broadcast-quality video; and soundbites from the city found to be the worst in the country for road rage. This site proved to be a valuable tool for media.
results: Media coverage reached more than a quarter of a billion people worldwide. Major media hits included the New York Times, the Wall Street Journal, Reader’s Digest, U.S. News & World Report, the Boston Herald, NBC’s “Today,” ABC’s “Good Morning America,” Fox News, CNN, MSNBC and top radio networks. To date, media impressions total more than 292 million with an ad value equivalency of $19 million.
