Friends Help Friends Win Cars, Right? Executing Social Media Integration at an Event with One Big

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(Free-Press-Release.com) November 27, 2011 -- Remember the last time you decided to buy a new car. Before jumping into the research to locate the car and a dealer, you start to visualize the car that is just right for you. You know the dream car that matches your personality. More than the practical offering of the vehicle, we first go to the emotional payoff of owning that car. Whether it is the city sleek convertible sports car or the luxurious four door with great ‘zoom,’ we all associate personality attributes to vehicles - making a vehicle purchase an emotional choice.

One well known car manufacturer used a forward thinking approach to executing a campaign by tapping into the psyche and emotions associated with buying and owning a car. This manufacturer introduced two new vehicles to the Central American market, one sporty and the other more urban. The goal of the campaign was to build awareness around these new vehicles during a country-wide road show, using social media and word-of-mouth marketing.

The execution of this campaign was having fans and customers of the car brand create unique video testimonials, and getting their friends to help them win an enviable one year lease to a luxury car. Each event of the road show was organized in high-traffic locations, mostly universities to ensure greater visibility. At each location, two kiosks were set up, one for sporty car and the other for urban car. Between these kiosks, there was a third kiosk, a Keshot social media photo booth, with a sign asking the question, ‘Who are you sporty or urban?”

After selecting either sporty or urban response to the question, then you grab a friend to be your counterpart to create a sporty and urban pair with a commitment to experience driving either line for one year. A few unique customization features were added to Keshot’s photo booth. One feature was having the photo booth play music, and simultaneous record videos of each friend responding to several questions. In addition to recording each friend’s response to the questions, the photo booth shows subtitles that are synced with each question. The videos were uploaded in real time to the brand’s Facebook page adding a social media element to the event.

To add a twist to the campaign, the friends who participated in the video contest invited other friends to vote on their videos. The video with the most votes wins the one year lease. This means, the friends had to ‘like’ the fan page first, and then vote on the video, increasing the fan base and the visibility of the campaign.

Tapping into the emotions of dreaming about the perfect car proved to be a winning approach. Over the one month timeframe of this successful campaign, the brand’s fan page received more than 2,000 Facebook wall post view.

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