Piston Introduces The Dramatizer for Cars.com’s Integrated Super Bowl Campaign


All New Digital Campaign Kicks Off Game Day, Encourages Users To Add Drama

Last Updated: January 30, 2013 10:06 am GMT
(January 30, 2013) (January 30, 2013) Cars.com, the premier online resource for buying and selling new and used vehicles, will add drama to this year’s Big Game to launch its all-new advertising 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.comacross TV, digital, print, radio and social. Looking to get dramatic?

A preview of what’s to come can be seen here: http://www.pistonagency.com/what-we-do/carscom-integrated-campaign-2013

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 newCars.com 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 storylines.

“We wanted 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 years Super Bowl creative is by far the most engaging and memorable to date.”

The Dramatizer, coming soon to a computer near you.

Piston has built its reputation with national and international clients by delivering campaigns that capture the hearts and minds of audiences through a focus on commerce, culture and technology. Oakley, White House/Black Label, Sunglass Hut, and Mitsubishi are just a few of Piston’s signature clients. For more on the company visit http://www.pistonagency.com.


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