Company News: Page (1) of 1 - 01/23/13

Super Bowl 2013: Piston Introduces "The Dramatizer" For Cars.com's Integrated Big Game Campaign

All New Digital Campaign Kicks Off Game Day, Encourages Users To Add (a lot of) Drama (January 23, 2013)

DMN Newswire--2013-1-23--Cars.com, the premier online resource for buying and selling new and used vehicles, will add drama to this year's Big Game to launch its all-new advertising campaign. To engage online audiences, Piston created The Dramatizer: a digital experience that gives audiences the power to increase the drama of otherwise ordinary situations with a click. Piston is part of a multi-agency collaboration to produce fully integrated creative for Cars.com across TV, digital, print, radio and social. Looking to get dramatic? A preview of what's to come can be seen here: http://www.pistonagency.com/what-we-do/carscom-integrated-campaign-2013

The saying goes, "Tell me and I'll forget. Show me and I may remember. Involve me and I'll understand." That's the driving force behind the new Cars.com The Dramatizer campaign from Piston. The Dramatizer's robust media plan includes page takeovers and other high impact units with ESPN, Yahoo News, CBS' Sports.com, among others. Piston, digital agency of record for Cars.com for over four years, tapped frequent collaborator Superfad as its production partner for the original engagement's ever-intensifying storylines.

"We wanted to create a uniquely interactive and entertaining campaign that rewards the audience for clicking while building the Cars.com brand," explains David Schafer, Piston's Executive Creative Director. "Placing the story in the hands of users, viewers can add progressive drama to an otherwise benign scenario. Each ad is like a mini movie. From the production by Superfad to the collaboration with the leadership at Cars.com, this year's Super Bowl creative is by far the most engaging and memorable to date."

The Dramatizer, coming soon to a computer near you.

ABOUT PISTON:
Piston has built its reputation with national and international clients by delivering campaigns that capture the hearts and minds of audiences through a focus on commerce, culture and technology. Oakley, White House/Black Label, Sunglass Hut, and Mitsubishi are just a few of Piston's signature clients. For more on the company visit www.pistonagency.com.

ABOUT CARS.COM
Cars.com is an award-winning online destination for car shoppers that offers information from consumers and experts to help buyers formulate opinions on what to buy, where to buy and how much to pay for a car. Cars.com offers thousands of new and used vehicle listings, consumer reviews, side-by-side comparison tools, photo galleries, videos, unbiased editorial content and many other tools. Cars.com puts millions of car buyers in control of their shopping process with the information they need to make confident buying decisions. Launched in June 1998, Cars.com is a division of Classified Ventures LLC, which is owned by leading media companies, including A.H. Belo (NYSE: AHC), Gannett Co., Inc. (NYSE: GCI), The McClatchy Company (NYSE: MNI), Tribune Company and The Washington Post Company (NYSE: WPO).

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Related Keywords:cars.com, Piston Agency, The Dramatizer