Manheim-Australian-Market-Report-Q3-2016 - Page 22

Cox Automotive Initiatives Australian Market Report Q3 Cox Automotive brands partner with DJR Team Penske in the Gold Coast 600 T he car received huge air time as Fabian worked his way up from 23rd to 5th and then even more when the crash was replayed over and over for analysis and commentary. While it is too early to report on the business benefit of the sponsorship, early indications are extremely positive. Social media was abuzz as race watchers shared their opinions and both brands reached massive audiences through social media channels as well as DJR Team Penske’s loyal supporters via their channels. The rebuild and race to have the car ready generated even more coverage on Sunday and even though they could only manage 15th, the mere fact the car was competing drew an impressive amount of air time. While it is too early to report on the business benefit of the sponsorship, early indications are extremely positive. Sponsoring DJR Team Penske gave the brand some great results with increases online for Sell My Car in search volumes, sessions, users and valuations over the duration of the weekend. 22