Admin
02-15-05, 01:21 AM
DETROIT - When Cadillac debuted its new Super Bowl commercials last Sunday touting 3 vehicles with acceleration of 0-60 m.p.h. in under 5 seconds, it figured to attract some attention. After all, while Cadillac has long been known for premium luxury, until recently high performance has not been associated with the brand.
But if initial consumer reaction is any indication, that perception is changing as fast as the cars it is advertising.
The 60-second Super Bowl spot featured the new CTS-V, STS-V and XLR-V communicating the acceleration capability, luxury and lifestyle of the new V-Series lineup. The spot ends directing consumers to Cadillac's web site.
On a typical Super Bowl Sunday, Cadillac sees a 100 percent increase in traffic to its web site. The next day, when people are back at work, it is normal to see a 100 percent jump again. But on Super Bowl Sunday 2005, www.cadillac.com (http://media.gm.com/servlet/GatewayServlet?target=http://image.emerald.gm.com//image.emerald.gm.com/gmnews/www.cadillac.com) experienced a 260% increase in web traffic, followed by a 360% increase the next day. On Thursday, Feb. 10, traffic continued to be high, up 378% over the same day last year.
Also at the Super Bowl, Cadillac launched a promotion around the upcoming film "Be Cool" challenging consumers to create a five-second film, playing off the performance cars acceleration time from 0-60 in under five seconds. The Cadillac Under 5 Contest and corresponding website CadillacUnder5.com began accepting submissions on the Feb.6 game day through Feb. 17. The top five submissions will be selected by "Be Cool" director F. Gary Gray as well as by cast members John Travolta, Christina Milian and Cedric the Entertainer. One grand prize winner will have their movie shown as part of a Cadillac commercial on national television and receive a new 2005 CTS-V high performance sedan.
In the first week, 400 5-second films have been received, and the www.cadillacunder5.com (http://media.gm.com/servlet/GatewayServlet?target=http://image.emerald.gm.com//image.emerald.gm.com/gmnews/www.cadillacunder5.com) web site is getting over 50,000 home page views per day. In addition, the site has generated 5,000 requests for the nearest location of a Cadillac dealer.
The V-Series, first introduced last year with the CTS-V, is marked with higher horsepower, V-8 and supercharged engines and a signature wire mesh grille. The V-Series brings performance credentials to the Cadillac brand that is traditionally recognized for its luxurious look and feel.
But if initial consumer reaction is any indication, that perception is changing as fast as the cars it is advertising.
The 60-second Super Bowl spot featured the new CTS-V, STS-V and XLR-V communicating the acceleration capability, luxury and lifestyle of the new V-Series lineup. The spot ends directing consumers to Cadillac's web site.
On a typical Super Bowl Sunday, Cadillac sees a 100 percent increase in traffic to its web site. The next day, when people are back at work, it is normal to see a 100 percent jump again. But on Super Bowl Sunday 2005, www.cadillac.com (http://media.gm.com/servlet/GatewayServlet?target=http://image.emerald.gm.com//image.emerald.gm.com/gmnews/www.cadillac.com) experienced a 260% increase in web traffic, followed by a 360% increase the next day. On Thursday, Feb. 10, traffic continued to be high, up 378% over the same day last year.
Also at the Super Bowl, Cadillac launched a promotion around the upcoming film "Be Cool" challenging consumers to create a five-second film, playing off the performance cars acceleration time from 0-60 in under five seconds. The Cadillac Under 5 Contest and corresponding website CadillacUnder5.com began accepting submissions on the Feb.6 game day through Feb. 17. The top five submissions will be selected by "Be Cool" director F. Gary Gray as well as by cast members John Travolta, Christina Milian and Cedric the Entertainer. One grand prize winner will have their movie shown as part of a Cadillac commercial on national television and receive a new 2005 CTS-V high performance sedan.
In the first week, 400 5-second films have been received, and the www.cadillacunder5.com (http://media.gm.com/servlet/GatewayServlet?target=http://image.emerald.gm.com//image.emerald.gm.com/gmnews/www.cadillacunder5.com) web site is getting over 50,000 home page views per day. In addition, the site has generated 5,000 requests for the nearest location of a Cadillac dealer.
The V-Series, first introduced last year with the CTS-V, is marked with higher horsepower, V-8 and supercharged engines and a signature wire mesh grille. The V-Series brings performance credentials to the Cadillac brand that is traditionally recognized for its luxurious look and feel.