This fall, TRICO® is continuing efforts to drive consumer demand for its wiper blade products through an integrated advertising campaign with a national tie-in to college football. The plan includes a combination of print, radio, online media and truckside advertising to promote TRICO wiper blade technology.
“The objective of our new fall campaign is to utilize a media mix to efficiently communicate the TRICO brand message to a target audience, including college football fans,” said Dawn Gonzalez, brand manager at Trico Products Corporation. “Since muti-tasking has become so prevalent and people often use more than one media device at a time, reaching the audience on more than one level through a combination of advertising platforms is critical.”
College football fans are a new focus for the TRICO campaign. The elements outlined below will be utilized to reach this audience.
· A combination of rotational display ads and videos on ESPN.com, the industry’s number one sports website, will run through mid-December.
· A full-page, four-color print ad will appear in each issue of College Football Today throughout college football season. The magazine is published by the makers of ESPN The Magazine and is distributed at 128 colleges and universities across America.
· Three 30-second radio commercials will run on the Notre Dame Football Network during each game, as well as the “TRICO Weather Report,” a 15 second customized in-game feature. The TRICO Weather Report is read by Hall of Fame Broadcaster, and voice of Notre Dame Football, Don Criqui and former Notre Dame standout running back, Allen Pinkett.
· 30 second radio commercials will also run on IMG College Football Unwired Network, which has multiple affiliates in major markets across the United States.
In addition to the college football focus, TRICO has once again scheduled truckside advertising in certain markets. The rear, driver side and passenger side of each truck will be wrapped in a TRICO branded banner. This method offers the size and impact of traditional billboards, with the mobility of transit advertising and allows for coverage in high traffic metro areas as well as suburban areas where traditional billboards are limited or restricted.
Additional radio advertising in target markets during peak drive times, along with ads on Pandora Internet radio and online ads on Weather.com, Google, Yahoo, Facebook and Hulu round out the 2015 fall campaign.
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