RICHMOND, Va. -

To generate some buzz for its new CarMax EasyShop program, the dealership group is turning to consumers in the Raleigh-Durham and Fayetteville areas of North Carolina for a grassroots video contest.

CarMax EasyShop is a new aspect of www.carmax.com that lets consumers conduct more of the car-shopping online prior to visiting a store, ideally saving them time.

Shoppers can use EasyShop to hold a vehicle, arrange a test drive, fill out a financing application and initiate and pay for a transfer, among other tasks. 

Shoppers can even pick out a MaxCare extended service plan, line up an appraisal and get the ball rolling on paperwork, all online. 

In CarMax’s new campaign, Tar Heel State consumers are invited to highlight what they plan to do with the time saved by using CarMax EasyShop by submitting a 60-second, or less, video via this website.

After public voting on the site narrows the list of contestants down to three, CarMax will pick an overall winner. The winner will receive a $2,500 Visa cash card and will have the chance for their video to be aired in a CarMax commercial on local TV station WRAL.

CarMax is also drawing a random winner each week for an iPad2. The winners will be pulled from those who enter the drawing on the site.

The contest lasts for four weeks. Complete rules can be found on the website.

“Many of our customers are telling us how much they love CarMax EasyShop and how it’s giving them even more of the control and convenience when buying a car,” said Pete LeQuier, general manager at CarMax Raleigh. “We’re hoping the contest inspires consumers to post a video capturing their energy and excitement about the new online tools, and invite their social networks to join in the fun.”