Hyundai Motor America is introducing a series of interactive TV commercials in local cable markets.
The commercials allow viewers to use a TV remote control to get vehicle data and schedule a test drive at a dealership.
The 30-second cable spots will appear in Phoenix; Tampa, Fla.; and Albany, N.Y. The commercials draw upon research from a pilot program of interactive spots for Hyundai that ran in Phoenix last summer.
"Car dealers are local broadcast advertisers," says Mary Barnas, executive vice president of Carat, Hyundai's media agency. "We need to find some innovative ideas for them that go beyond their regular spots."
Cable networks that have viewers with a median age younger than 40 generated the most responses to the spots that ran last year, Carat says.
Hyundai and Carat will use the data to decide on which cable channels they will advertise and how many spots they will run.
Dealerships in the markets where the interactive spots will appear will get tools to respond to viewer requests. Phoenix-area dealers differed on the effectiveness of last year's interactive commercials.