Trico Products Corp. has launched a national advertising campaign to drive consumer demand for TRICO wiper blade products. The company’s spring advertising initiatives will be spearheaded by the TRICO “Storm the Court” campaign, coinciding with this year’s NCAA basketball tournament. In addition, TRICO will run a simultaneous geographically targeted advertising campaign throughout the spring.
The “Storm the Court” campaign will feature a series of print advertisements in the NCAA Souvenir Program Guides — more than four million will be printed and distributed at the NCAA First Four, Second and Third Rounds, Regionals and Final Four tournament games. The campaign is complemented by a national online presence featuring banner ads on CBSSports.com and ESPN.com.
In order to encourage consumer engagement, the “Storm the Court” campaign incorporates an enter-to-win sweepstakes, in which individuals can enter for chance to win one of 64 sets of TRICO Force wiper blades on the campaign’s dedicated landing page: tricowipers.com/stormthecourt. In addition, TRICO will make regular posts to its Facebook and Twitter channels throughout the tournament in order to update its followers and drive interaction throughout the campaign.
“Aligning ourselves with the excitement of NCAA tournament season allows us to enhance awareness of our products to a broader consumer audience,” said Dawn Gonzalez, brand manager at Trico Products Corp. “The primary goal of our spring advertising campaign is to boost demand of our products at the retail/shop level, while also heightening safety awareness regarding driver visibility.”
The geo-targeted campaign will feature TRICO product ads on Pandora for listeners in a pre-determined target demographic, as well as traditional radio, mobile, Web and Facebook advertising. This geo-targeted campaign will reach consumers in areas with a high concentration of retail locations where TRICO products are sold. Coinciding with the typical rainy season, TRICO’s spring advertising initiatives aim to grab consumer attention in that relevant moment — when wiper blades are of utmost importance to maintain optimal visibility on the roads.