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CEA Teams With MERA For 12-Volt Campaign

Arlington, Va. – The
Consumer Electronics Association (CEA) and the Mobile Electronics Retailers
Association (MERA) announced they are embarking on a joint campaign meant to
raise awareness of aftermarket in-vehicle technologies.

The spring Digital
Driver campaign, which kicks off May 24, is the first leg of what will be an
ongoing event, Chris Cook, MERA president, told TWICE. The campaign will focus
on five key entertainment-focused areas:

• Bluetooth audio

• Internet in the

• rear-seat

• use of music
playlists; and

• enhanced

The campaign will
place a special emphasis on targeting owners of used vehicles by highlighting
ways that owners can add “new car tech” to their current vehicle, according to
a statement from the organizations. It will also focus on helping users unlock
the functionality of devices they already own and doing so in a safe manner.

The Digital Driver
campaign will kick off during a CEA “satellite media tours.” During the tour,
CEA staff will demo in-vehicle electronics products in two- to three- minute
segments that are scheduled to air on morning news shows and drive-time radio

The campaign
website,, will emphasize the importance of quality
installation services like those provided by MECP-certified installation
technicians, the groups said. It will feature the demo segments, videos and
articles that give consumers a preview of available technologies, and the
ability to search for a nearby retailer.

Search results
will include days and hours of operation, directions to the store, pictures of
the retailer, and an area for consumers to enter contact and vehicle
information for follow-up. Only brick-and-mortar retailers that are members of
CEA and/or MERA will appear in the site’s search results.

The site will be
advertised through online outlets targeted toward used-car owners and

There will also be
a fall 2012 phase of the campaign that will focus on safety, security, and
convenience technologies and solutions for the vehicle, the groups said.

Those interested
in becoming a member can contact Jack Cutts (

[email protected]

) or Tracey Vigeant

[email protected]