CarGurus Launches "The Big Deal Show" with Celebrity Collaborations and Car Giveaways to Enhance Brand Visibility and Drive Engagement.

CarGurus Inc. launched "The Big Deal Show," a campaign featuring celebrity collaborations and car giveaways. The initiative aims to highlight the emotional and impactful nature of car purchases. The campaign includes a monthly giveaway of a new Nissan valued at approximately $50,000. The positive aspects of the campaign include engaging audiences with popular celebrities and offering significant consumer incentives. However, potential high costs associated with celebrity endorsements and car giveaways are a concern. The campaign aligns with CarGurus' mission to provide the best deals for consumers.

CarGurus Inc. has launched "The Big Deal Show," a new campaign that combines celebrity collaborations and car giveaways to highlight the emotional and impactful nature of car purchases. The initiative, which kicked off on July 1, 2025, features a monthly giveaway of a new Nissan valued at approximately $50,000. The campaign aims to engage audiences with popular celebrities while offering significant consumer incentives.

The "Big Deal Show" is an extension of CarGurus' national brand campaign, "Big Deal," which pays tribute to the big decisions drivers make along the buy/sell journey. The campaign underscores CarGurus' role in helping consumers find the best deal on their big deal, providing shoppers with the largest selection of new and used vehicles in the U.S. [1].

The campaign features a three-part series, with each episode released monthly through the end of summer. The first episode, which aired on July 1, 2025, features skateboarding legend Tony Hawk and professional snowboarder Zeb Powell. The duo shares their big deal moments and helps CarGurus celebrate "big deals" with three car giveaway winners. Upcoming celebrity duos will be announced later this summer, continuing the series with unfiltered conversations about early career moments, big professional wins, and personal milestones [1].

Dafna Sarnoff, Chief Marketing Officer at CarGurus, said, "CarGurus understands that it’s a big deal to buy a car. It’s a major, emotional purchase, and for many of us, our cars become the backdrop for life’s biggest moments. That’s why we’re bringing together personalities who are big deals in their own right and reflect our shoppers in having a connection to their cars and the big roles they’ve played in their lives. Through these stories and our giveaway, we’re shining a spotlight on the big moments that give a deeper meaning to big deals like car buying" [1].

While the campaign offers significant consumer incentives, there are potential high costs associated with celebrity endorsements and car giveaways. However, CarGurus' mission to provide the best deals for consumers aligns with the campaign's objectives. The company's proprietary technology, search algorithms, and data analytics bring trust, transparency, and competitive pricing to the automotive shopping experience [1].

To follow each episode of "The Big Deal Show" and enter the giveaway, visit: https://www.cargurus.com/about/big-giveaway [1].

References:
[1] https://www.morningstar.com/news/globe-newswire/9487230/cargurus-launches-a-summer-of-giveaways-alongside-new-big-deal-video-series-celebrating-lifes-biggest-moments