It seems Cadillac hit a home run in promoting the all-electric Lyriq crossover through two commercials during Super Bowl Sunday.
The first commercial, starring Timothée Chalamet and Winona Ryder, that was inspired from Tim Burton’s 1990 movie Edward Scissorhands, revolved around a character named Edgar Scissorhands and showcased the automaker’s advanced Super Cruise driver-assist technology in the Liryq. A separate commercial for General Motors starring Will Ferrell also featured the Lyriq as well as the GMC Hummer EV.
Auto News reports that Cadillac’s traffic data spiked on sites such as Autotrader, Cars.com, and Kelley Blue Book after the spots aired. More specifically, brand searches on Autotrader rose by 30 per cent after GM’s commercial and jumped by 67 per cent after the Edgar Scissorhands commercial aired during the fourth quarter. Traffic to Cadillac’s new-vehicle page rose 103 per cent on Kelley Blue Book and jumped by 194 per cent on Cars.com.
“The [Scissorhands] concept really worked for the vehicle and the features they were promoting,” chief executive of analytics firm EDO Inc Kevin Krim told Auto News, adding that brands can have success if they “promote the right kind of vehicle or the right kind of product, more generally, and have a flashy, big idea with celebrities that are authentically engaging with the brand or the product in the ways that you want. That’s what Cadillac did really well.”
Cars.com analyzed site traffic patterns for certain vehicle model pages during the eight minutes before each commercial and for eight minutes after. Searches for Hummers jumped by 41 per cent after GM’s ad spot.
Other automakers also benefited from increased traffic. For example, Jeep’s commercial starring Bruce Springsteen saw a 93 per cent traffic spike for the brand’s pages on Cars.com, while searches for Toyota were also up by 18 per cent after its ad aired.