• by Tanya Gazdik , July 23, 2018

Autotrader recently partnered with comedian Conan O’Brien to create humorous branded content on how to buy a car online. 

In a 10-minute segment, O’Brien is on a quest to assist his assistant, Sona, in buying a car. He turns to the online car shopping experts at Autotrader to sift through the many options and select a car that best fits Sona’s lifestyle, or rather one that he thinks fits her lifestyle.

This is the first integration Autotrader has done with O’Brien, says Greta Crowley, vice president of marketing for Autotrader.

“We partnered with NBCUniversal and Andy Cohen on custom spots in support of Autotrader’s ‘Shop All The Cars; campaign last year and recently again this spring on a promotion around the Kelley Blue Book Price Advisor now being featured on Autotrader listings,” she tells Marketing Daily.

This was a single project with the show, but the company is always looking for opportunities that are “natural and authentic ways to work with partners,” she says. 

The content has been used on Autotrader’s social channels, Crowley says. 

“(It) highlights Autotrader’s capabilities of bringing trust and speed to online car shopping and buying, while visually showing how Autotrader has recently added Kelley Blue Book Price Advisor to their car listings to allow buyers to purchase with confidence,” she says.