Using the Web to Promote SUV Safety

A group comprised of all 50 states and three jurisdictions tasked Peppercom with managing a $27-million public education campaign to promote SUV safety and, ultimately, prevent rollover incidences by changing driver behavior. The integrated campaign contained a mix of advertising, media relations, and promotional events. To reach the campaign's targets-18 to 34-year-old males-the program focused heavily on the Web.

The centerpiece of Peppercom's online strategy was the "Esuvee Challenge Course" - a Web-based video game designed to educate drivers about SUV safety. To promote the game and raise awareness of the campaign, Peppercom reached out to influential bloggers and online forums focused on automotive, gaming, and men's topics. Word about the campaign spread quickly, which played a key role in driving traffic to Esuvee.com. Within days, hundreds of comments and questions related to SUV safety started pouring into the site.

By the end of the campaign, Esuvee.com had recorded more than 1.8 million unique visitors and the game was played by thousands. Post-wave research showed that two out of three members of the target audience understood SUV safety issues better than they did before the campaign began and would moderate their driving accordingly.