Due to the Olympic Games advertising, BMW North America and GM enjoyed a lot of consumer attention.
Between July 27th and August 12th, traffic on BMW’s American Web site was up 26% from the beginning of July, with more than half of the total number being unique visitors. Besides visitors, the number of those who configured cars on the site also increased 22%. Trudy Hardy, BMW of North America’s marketing communications manager said that those who take the time to configure their vehicle online are more likely going to buy the car.
“We certainly saw a great deal of initial return, I think, on our overall advertising investment,” Hardy said. “I think just from the reaction we’ve seen over the two-week period, we’ve had a significant increase of Web traffic and that’s one of your leading indicators right out of the gate.”
GM also had something to gain from the Olympics. The company launched an advertising campaign for its new Cadillac ATS, which will go on sale later this year. GM’s Web site traffic increased 60% and 88% for the ATS’s page on the GM Web site. GM was the only US automaker which advertised during the games.