Cadillac kicks off its 2002 Escalade campaign with streaming video banner ads in an effort to reach affluent, tech-savvy customers.
Cadillac claims to be the first automaker in the U.S. to use streaming video banners to advertise on the Web. Each banner will run for one to two weeks on such sites as MotorTrend.com, Car&Driver.com and Discovery.com.
Cadillac's interactive agency, NOVO, San Francisco, designed and produced the banners with input from Cadillac's national agency, D'Arcy, in Troy, Mich.
Rosie O'Donnell kicked off the new marketing effort on her show last week. Users who click on the banners or visit the Escalade2002.com site are eligible to enter a sweepstakes for a 2002 Escalade.