According to Kelley Blue Book's website traffic data, traffic to the Cadillac website pages rose 27 percent during the first hour after the spots aired. The visits then fell off fairly quickly, though.
DETROIT, MI - On Sunday night Cadillac rolled out a series of "Dare Greatly" televisions spots, one of which states, "How dare a 112-year-old carmaker reinvent itself."
It's being sarcastic, of course. The General Motors luxury brand even teased its yet-to-be-unveiled CT6 during one of the commercials, as it reinvents itself under president Johan de Nysschen.
Related: Watch Cadillac CT6 make brief debut during 2015 Oscars ad
According to Kelley Blue Book's website traffic data, traffic to the Cadillac website pages rose 27 percent during the first hour after the spots aired. The visits then fell off fairly quickly, though.
"Cadillac traffic spiked briefly on kbb.com, but perhaps consumers were more intrigued in the Oscars themselves as it quickly leveled off soon afterwards," said Akshay Anand, an analyst at Kelley Blue Book. "Consumers are typically more interested in investigating vehicles further when more concrete news is revealed about a brand or a model, so hopefully Cadillac's CT6 reveal at the New York Auto Show brings plenty more buzz and shopping traffic as the brand continues to reinvent itself."
Last September, GM announced it would begin building the rear-wheel-drive CT6 beginning in the fourth quarter of 2015 at the Detroit-Hamtramck Assembly plant as part of a $384 million investment there.
"Dare Greatly" is Cadillac's first major ad campaign since parting ways with Detroit-based Lowe Campbell Ewald in December. The company has named Paris-based Publicis Worldwide its advertising agency of record.
While GM's Chevrolet ran a TV spot just before Super Bowl, and GMC has a major presence in Phoenix during the event, Cadillac sat out in terms of advertising during the Big Game.
"While the Oscars don't have Super Bowl levels of consumer draw they do capture the attention of a relatively large chunk of the American public," said Karl Brauer, senior analyst at KBB.
In September, GM announced that Cadillac was moving its global headquarters from Detroit to New York City, while also being spun off as a separate business unit.
David Muller is the automotive and business reporter for MLive Media Group in Detroit. Email him at dmuller@mlive.com or follow him on Twitter