Hyundai will expand direct mail
LOS ANGELES - Hyundai Motor America is accelerating direct-mail efforts significantly this year. The company plans a push every quarter, a shift from its past 'sporadic and piecemeal' approach, Dave Axine, manager of database marketing and communications, told Advertising Age, a sister publication to Automotive News.
Wiley & Associates of Los Angeles prepared two pieces, one for the 120,000 current Sonata and Elantra owners and the other for 200,000 prospects. Both pieces were sent earlier this year to 31 major markets, offering a $50 American Express Gift Cheque for test-driving the Sonata.
Axine said Hyundai was hoping for at least a 1.5 percent response rate from current owners and a 1 percent response rate from prospects. The marketer is relying on its dealers to follow up. Hyundai gave dealers information on recipients of the mailings in their markets.
LIGHTS, CAMERA - LESABRE
DETROIT - Seeking a younger audience for the redesigned 2000 LeSabre, Buick won a cameo role for the car in the current teen film Never Been Kissed, starring Drew Barrymore, from Fox 2000 Pictures.
'This is a key product placement for LeSabre because it puts our brand squarely in front of a younger and more mainstream audience,' said Tom Jump, Buick's director of advertising and promotions.
DETROIT - Ford Motor Co. and various marketing partners are developing anniversary memorabilia to mark the Mustang's 35th birthday. Usaopoly, a licensee for Hasbro Inc., is offering a Mustang edition of the Monopoly game. And Microsoft Games, a division of Microsoft Corp., is bringing out Midtown Madness, an interactive CD-ROM game featuring the Mustang. Trading card sets also are available with a holographic stamp of the 35th anniversary logo.
Sony set up the Mustang Music Lounge on Sony Music Online (www.sonymusic.com) for car and music enthusiasts to trace Sony music hits from the 1960s, '70s, '80s and '90s - the four decades the Ford Mustang has been on the road.
The first Ford Mustang was unveiled at the New York World's Fair on April 17, 1964.