Infiniti's Emmy Ads Boost QX56 Shopping Consideration, Edmunds.com ReportsBy Michelle Krebs August 31, 2010
Commercials that aired during Sunday night's Emmy awards and starred the cast of NBC's comedy series Community riding in an Infiniti QX56 boosted shopping consideration for the recently revamped full-size SUV, according to Edmunds.com.
Shopping consideration for the QX56 rose 51 percent after the airing of the commercials to its highest daily level in three months, according to Edmunds.com's calculations.
The commercial features actor Joel McHale, of "Community" and "The Soup," piloting the QX56 an Emmy party. The giant luxury utility carries the rest of the joke-cracking cast of "Community," which follows this band of misfits attending Greendale Community College on the series that has its season premiere Sept. 23.
In addition to McHale, the cast includes Chevy Chase ("Chuck"), Gillian Jacobs ("The Book of Daniel"), Yvette Nicole Brown ("Rules of Engagement"), Danny Pudi ("Greek"), Alison Brie ("Mad Men"), Donald Glover ("30 Rock") and Ken Jeong ("The Hangover").
The Infiniti commercials were the result of a partnership with the Academy of Television Arts & Sciences and NBC. Infiniti was the official automotive sponsor of the 62nd Primetime Emmy Awards, furnishing 50 vehicles for the event
."We're thrilled with the buzz we've received from Infiniti's sponsorship of the Emmys Sunday night," Ben Poore Infiniti Americas vice president, told AutoObserver. "Our strategy was to own a big moment for the all-new Infiniti QX56 launch, and boy did we get one. Infiniti's involvement with the Emmys - especially the work we did with the cast of "Community" - has exceeded our expectations."
While the QX56 got a bump in consumer interest, the overall Infiniti brand did not. Nor did Audi, which hosted pre-Emmy awards events.
Consideration measures an Edmunds.com Web site visitor's interest in a vehicle as indicated by navigation to pages of content specific to that vehicle (such as reviews, videos and photos.) Edmunds.com analysts say consideration is a good metric for gauging marketing effectiveness. Consideration of a brand or model is the first step toward purchase intent, but not everyone counted in consideration metrics is currently in the market to buy a vehicle.
Video by Nissan's Infiniti