Chevrolet Parks Itself On Yahoo's Log-In Page

June 15, 2010

If you logged into your Yahoo.com account yesterday -- or if you plan to between now and Wednesday night -- you might see something unusual: the site's normally stark white log-in page has been papered over with wall-to-wall images of Chevrolet vehicles. It's part of a three-day U.S. campaign for the Equinox, Malibu, and Traverse, and we have to say, it seems like a great stunt.

According to reports, the log-in page is a new placement option for Yahoo advertisers -- one that's potentially very interactive and capable of handling multimedia content. Chevrolet is taking a much more basic approach, with a simple "learn more" button leading to the Chevy website. Hopefully, we'll see advertisers down the line taking full advantage of the size and capabilities of this spot.

Even without all the buzzing, clickable bells and whistles, the Chevy ads are stunning -- sexy, beautifully toned and saturated, 1400-pixel-wide images overlaid with minimal copy, leaving the Chevy front and center. Heck, if that doesn't get users' attention, what will?

Just as impressive is Chevrolet's return on investment. Yahoo.com's log-in page sees an estimated 26 million unique visitors each day. True, that's only about a third of the 70 - 75 million unique American visitors that Yahoo welcomes every 24 hours, but still, 26 million is just under 10% of the U.S. population. And the potential to reach about one in ten Americans over the course of three days is nothing to sneeze at.

Better still: in exchange for those 78 million views over three days, Chevrolet will cough up around $300,000. Compared to the $1.8 million that the company would pay for a smaller ad on the Yahoo homepage for the same campaign run (and roughly 150 million uniques), Chevy is getting a bargain. We're not matheletes, but half the traffic for 1/6th the price seems like a pretty good deal.

[MediaPost]

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