The Consumer Electronics Association (CEA) and the Mobile Electronics Retailers Association (MERA) have embarked upon a joint campaign designed to raise awareness of aftermarket in-vehicle technologies and to connect them with 12 volt retailers in their area.
The spring Digital Driver campaign will focus on five key entertainment-focused areas:
- • Bluetooth audio streaming;
- • Internet in the vehicle;
- • Rear-seat entertainment;
- • Use of music playlists; and
- • Enhanced autosound.
Specifically, the campaign will place a special emphasis on targeting owners of used vehicles by highlighting ways that owners can add “new car tech” to their current vehicle. The campaign will also focus on helping users unlock the functionality of devices they already own and doing so in a safe manner. Finally, DigitalDriver.org will emphasize the importance of quality installation services like those provided by MECP-certified installation technicians.
The Digital Driver campaign will kick off Thursday, May 24 during one of CEA’s “satellite media tours.” During the tour, CEA staff will demo in-vehicle electronics products before a live audience of millions of viewers from coast to coast as well as on the web. The 2-3-minute segments will air on a variety of outlets including morning news shows and drive-time radio programs and are expected to reach millions of viewers on launch day and in the days following. DigitalDriver.org will also be advertised through online outlets targeted towards used car owners and purchasers.
Each live segment that airs will direct viewers to DigitalDriver.org to learn more about in-vehicle solutions and products as well as search for a retailer nearby. The website will feature videos and articles designed to give consumers a preview of available technologies and solutions but will rely on retailers to tailor solutions and products to consumers who walk into a store.
“The campaign is designed to pique the interest of consumers by showing a few things they can do in their vehicle of which they might not be aware. The website will make it easy for them to identify local retailers and will remind them of the importance of quality installation,” notes Jack Cutts, CEA’s Sr. Manager of Member Programs. “DigitalDriver.org offers a basic introduction to some of the technology and will leave it to the retailer to help customers learn more and make the vision a reality,” Cutts adds.
“Reaching the consumer with a message that translates into more foot traffic for mobile electronics retailers is paramount to the growth of the channel. Digital Driver seeks to fulfill this by providing a solution that creates a high level of awareness with a dealer locator to drive consumers towards a purchase.” stated Chris Cook, MERA president.
CEA and MERA also plan a Fall 2012 phase of the DigitalDriver campaign that will focus on safety, security and convenience technologies and solutions for the vehicle.