For the first time, Enterprise Rent-A-Car is teasing a new ad on social media before it runs on Monday.
“Family Reunion,” developed by Cannonball Advertising and Promotion, focuses on a young woman at a, yes, family reunion, where she is pressured to find a husband, settle down and reproduce in not-so-subtle ways by her female relatives.
"We saw an opportunity to give our spot additional legs, by seeding different aspects of the story in advance," Lee Broughton, assistant vice president of brand marketing at Enterprise Rent-A-Car, tells Marketing Daily. "By releasing these vignettes, we are looking to amplify our ad beyond 30 seconds, building the characters so the story feels familiar to consumers when the spot airs next week."
On Facebook, Twitter, Google+ and YouTube, the company is placing five back-story clips as a preview to the main attraction. In them, the woman calls Enterprise, and when he shows up, puts his arm around her and pretends he is her new boyfriend.
The final “Family Reunion” spot will appear across primetime broadcast TV and digital, says Enterprise, coinciding with some of the brand’s heaviest media buy. PHD Media Network handles media planning and buying duties for Enterprise. 360i oversees social media paid efforts.
The effort is targeted to adults 25 to 54.