IRVINE, Calif., Jan. 29, 2015 (GLOBE NEWSWIRE) -- Autobytel Inc. (Nasdaq:ABTL), pioneer of the automotive Internet and the company dedicated to connecting automotive consumers with dealers, was the first Internet company to advertise on the Super Bowl in 1997, a decision its CEO, Jeff Coats, says forever changed the trajectory of the company – while revolutionizing an entire industry in the process.
The company reflects on its groundbreaking decision as it celebrates its 20th Anniversary this year.
Just two years after its launch in 1995, Autobytel turned to Hollywood-based animators, Playhouse Pictures, and its director, Gerry Woolery, to create a 30-second spot for Super Bowl XXXI. Leonard Nemoy served as the voice -over talent for the Car Buying Pain Relief commercial which aired during the second quarter of the New England Patriots and Green Bay Packers NFL championship game.
"At the time, we knew we were making history but we had no idea the effect it would ultimately have," said Coats, who was a member of the Autobytel Board of Directors at the time. "Not only did Autobytel's business soar in the weeks and months following the game, it legitimized and solidified the Internet as a viable commerce channel, while revolutionizing the advertising industry as we knew it."
Coats says that at the time, the decision for companies to advertise on the Super Bowl was more of a branding play and less about direct, bottom-line impact. But that changed when consumers could interact with companies online, in real time, with immediate results.
Within minutes of the commercial's airing, Autobytel's web traffic spiked dramatically, and a month later, new car purchase requests had increased 50%. Later that year, it recognized its one millionth customer.
"We made the decision to advertise on the Super Bowl again in 1998, which built tremendous momentum for our IPO and enabled us to become the 7th Most Recognized eCommerce Brand in the U.S. one year later. In 2001, we garnered our 10 millionth customer. For Autobytel, advertising on the Super Bowl was hyper-branding and immediate and direct online response rolled into one. The Big Game proved to be a game changer."
Autobytel's 1998 Super Bowl commercial, Come As You Are, also aired during the second quarter, but this time the Green Bay Packers took on the Denver Broncos for the championship title. Autobytel's agency, RBI Communications, guided the development of the commercial once again, turning to Hawleywood Productions – in association with Paperclip Film – to create it.
Watch Autobytel's 20th Anniversary Commemorative Video, http://youtu.be/MpxG8ND7DnM, for highlights from both commercials.
Visit http://autobytel.com/ for leading automotive information; watch exclusive new car videos, test drives and car reviews at Autobytel's YouTube channel; or join the conversation at the Autobytel Facebook Fan Page. Visit http://dealer.autobytel.com and http://mobile.autobytel.com to learn about the company's leading industry products.
About Autobytel Inc.
Autobytel Inc. provides high quality consumer leads and associated marketing services to automotive dealers and manufacturers throughout the United States and offers consumers robust and original online automotive content to help them make informed car-buying decisions. The company pioneered the automotive internet in 1995 with its flagship website http://www.autobytel.com/ and has since helped tens of millions of automotive consumers research vehicles; connected thousands of dealers nationwide with motivated car buyers; and helped every major automaker market its brand online.
Investors and other interested parties can receive Autobytel news releases and invitations to special events by accessing the online registration form at investor.autobytel.com/alerts.cfm.