Autotrader is using NBA All-Star Weekend as a springboard for its latest ad campaign.
The third-party shopping site is debuting a 60-second spot tonight during All-Star festivities on TNT that spoofs public-service announcements. As cars sit lonely on dealer lots with sad music playing in the background, the narrator asks viewers to save a car by using the site’s “save car” feature.
The “save car” function enables shoppers to get deal alerts on any device for the vehicles they’ve saved on the site. The notifications, which consumers get even when they’re not actively searching for a vehicle online, include updates on price drops, cash back offers and other promotions.
The NBA All-Star Weekend festivities in New Orleans were set to begin Friday night and conclude with the All-Star Game on Sunday night. Autotrader is the official car search engine of the NBA and a longtime advertising partner for NBA programming on TNT and NBA TV.
Autotrader says the NBA is an attractive advertising platform because it draws a younger audience. During regular season games, the site sometimes gets traffic boosts as high as 25 percent after ads run.