Golden toll concept from trainee drives up CarOrder. com traffic

SAN FRANCISCO: Like most hot Internet startups these days, CarOrder.com has both a powerhouse PR firm (Miller-Shandwick) and a major-league advertising agency (Leo Burnett) on its payroll. But the massive media coverage generated in San Francisco last week can actually be attributed to Alisa Mall, a summer trainee at CarOrder’s parent company, Trilogy Software.

SAN FRANCISCO: Like most hot Internet startups these days, CarOrder.com has both a powerhouse PR firm (Miller-Shandwick) and a major-league advertising agency (Leo Burnett) on its payroll. But the massive media coverage generated in San Francisco last week can actually be attributed to Alisa Mall, a summer trainee at CarOrder’s parent company, Trilogy Software.

SAN FRANCISCO: Like most hot Internet startups these days,

CarOrder.com has both a powerhouse PR firm (Miller-Shandwick) and a

major-league advertising agency (Leo Burnett) on its payroll. But the

massive media coverage generated in San Francisco last week can actually

be attributed to Alisa Mall, a summer trainee at CarOrder’s parent

company, Trilogy Software.



Mall proposed paying the tolls for all Golden Gate Bridge commuters for

a day, an idea that cost the Austin-based auto-buying service about

dollars 160,000.



The company anted up dollars 400,000 more to buy space above the toll

booths.



For their part, Mall and Trilogy PR manager Mary Ellen West both say

that publicity was not the goal - the promotion itself was. Traffic to

the site has spiked dramatically, and the residual value of tying

CarOrder.com’s name to the indelible image of the bridge can hardly be

quantified in marketing dollars.



As for Mall, it’s back to ’Trilogy University’ basic training, though

she’s now a bit more clear on her future career path: ’It will

definitely be in marketing.’ That is, if she’s not first whisked away by

a PR firm.



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