CEA Teams With MERA For 12-Volt Campaign

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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 streaming;

• Internet in the vehicle;

• rear-seat entertainment;

• use of music playlists; and

• enhanced autosound.

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 programs.

The campaign website, DigitalDriver.org, 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 purchasers.

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 (


) or Tracey Vigeant (




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