Chicago—January 28, 2009—Cars.com announced today the winner of Cars.com Game Face II: The Big Game Sweepstakes, a promotion that will send a car dealer and a companion to Super Bowl XLIII in Tampa, Fla. Tom Fogarty, a general manager with New York-based West Herr Auto Group, and his wife, Lisa, travel this weekend for an all-expenses-paid trip to the game. The sweepstakes was held to raise dealer awareness of Cars.com's advertising strategy for the match between the Arizona Cardinals and the Pittsburgh Steelers.
"I'm absolutely thrilled," said Fogarty, noting he initially thought the call telling him he'd won was a prank by his Cars.com representative. "At first I didn't believe him. I thought, 'He's pulling my leg.'"
At the time, Fogarty and his staff at West Herr Toyota/Scion of Orchard Park were trying to dig out from a blizzard. "Being a salesperson myself, I just said, 'I'm going to have to call you back. I'm up to my waist in snow right now.'" Fogarty, a long-time football fan who mostly played running back through high school, said he'll root for the Cardinals on Sunday. He last attended the big game in Jacksonville, Fla., for Super Bowl XXXIX between the winning New England Patriots and the Philadelphia Eagles.
This year marks the second time Cars.com has advertised on the Super Bowl. The Cars.com commercial, a 60-second spot called "A Lifetime of Confidence," airs in the second quarter.
The Cars.com "Lifetime of Confidence" ad builds on the company's "Car Shopping Confidence" campaign that kicked off last year with two 30-second spots on Super Bowl XLII. The commercial recaps scenes from the epic life story of fictitious character David Abernathy to illustrate how even the most confident people can need help when shopping for a car. From greeting his doctor at birth with a handshake instead of tears to negotiating a later bedtime at age 3, saving class pets from a school fire and performing surgery at an opera house, the storyline takes viewers through various events in David's lifetime of confidence.
"While we work to increase advertising exposure for our dealers, we want to recognize and celebrate their contributions to our business," said Mitch Golub, president of Cars.com. "We're thrilled to provide one our customers with this unique opportunity to enjoy the Super Bowl firsthand."
Cars.com is the leading destination for online car shoppers, offering credible, easy-to-understand 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. With comprehensive pricing information, side-by-side comparison tools, photo galleries, videos, unbiased editorial content and a large selection of new- and used-car inventory, 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 Belo (NYSE: BLC), Gannett Co., Inc. (NYSE: GCI), The McClatchy Company (NYSE: MNI), Tribune Company and The Washington Post Company (NYSE: WPO).