{"id":105922,"date":"2017-12-12T13:00:57","date_gmt":"2017-12-12T07:30:57","guid":{"rendered":"https:\/\/www.digitalvidya.com\/blog\/?p=105922"},"modified":"2019-09-17T12:57:01","modified_gmt":"2019-09-17T07:27:01","slug":"automotive-digital-marketing-case-studies","status":"publish","type":"post","link":"https:\/\/www.digitalvidya.com\/blog\/automotive-digital-marketing-case-studies\/","title":{"rendered":"Automotive Digital Marketing Case Studies: 5 Times Automotive Brands Totally Nailed It"},"content":{"rendered":"<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">Digital Marketing has grown to become and all-encompassing field of business in itself, in a very short span of the time, thanks to its effectiveness and measurability. The fast growth has also baffled marketers around the world into how to harness its power rightly and to deploy it for their brand campaigns. The dynamism doesn\u2019t help either.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">Marketers working in Automobile industry find themselves in a tricky space when it comes to using Digital Marketing for their benefits. Automobile is a segment which is not consumed or bought over digital as much as some other segments. Purchasing an automobile is a high stakes and high value decision which buyers often take after thorough on-ground research and after experiencing the real product.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">This, however, hasn\u2019t stopped automobile marketers from flexing their creative muscles and from coming up with unique campaigns to promote their brands, from time to time. <\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">In this article, I\u2019ll share five case studies where global automobile majors have utilized Digital Marketing to drive their campaigns and have nailed it while doing so. These case studies are proof that if you understand your audience well, you can make any marketing channel work in your favor.<\/span><\/p>\n<h2 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"automotive-digital-marketing-case-studies\"><\/span>Automotive Digital Marketing Case Studies<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">Don\u2019t believe us? Check this case study about <\/span><a href=\"https:\/\/www.digitalvidya.com\/blog\/case-study-audis-digital-showroom-fully-digitized-car-showroom\/\"><span style=\"font-weight: 400\">Audi\u2019s Digital Showroom<\/span><\/a><span style=\"font-weight: 400\">.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><i><span style=\"font-weight: 400\">Read on&#8230;<\/span><\/i><\/p>\n<h3 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"1-mclaren-calls-to-the-geeky-side-for-launching-their-new-spider\"><\/span><span style=\"color: #d55500\">1.) McLaren Calls to the Geeky Side for Launching their new Spider<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>\n<h4 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"idea\"><\/span>Idea<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<\/li>\n<\/ul>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">What do you do when you need to create buzz about a supercar launch on digital platforms but people don\u2019t really buy supercars online? Never mind how established and desired the brand might be.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">That\u2019s exactly the problem that McLaren\u2019s marketing team faced when they wanted to extend the launch campaign of Mclaren Spider to digital platforms too. They decided to experiment with their approach and came up with a simple solution in terms of communication strategy to optimize the usage of the platform. <\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><b><i>Q: <\/i><\/b><i><span style=\"font-weight: 400\">How do you get fans engaged with your offering which most of them will (probably) never be able to afford?<\/span><\/i><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><b><i>Ans:<\/i><\/b><i><span style=\"font-weight: 400\"> appeal to the geeky side of digital media users.<\/span><\/i><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">They hit the sweet spot with this one and took their chances with their hopes pinned on appealing to the geeky side of users on digital media.<\/span><\/p>\n<ul>\n<li>\n<h3 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"execution\"><\/span>Execution<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<h2 style=\"text-align: justify\"><span style=\"font-weight: 400\"><\/span><\/h2>\n<\/li>\n<\/ul>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">Laced with an exciting idea on their hands, McLaren released a series of some amazing technical shots as teasers, to create an excitement and generate curiosity around its Spider model. The teasers received great feedback and created positive buzz around the brand.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">Following this, Mclaren launched a supercool video highlighting the car\u2019s aerodynamic features. The video was produced using wind tunnel effects and placed the brand very subtly. Watch the video to witness the coolness:<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\"><a href=\"https:\/\/www.youtube.com\/watch?v=JttSo9WiiM8\" target=\"_blank\" rel=\"noopener\"><span>McLaren vs Aerodynamics<\/span><\/a><\/span><\/p>\n<figure id=\"attachment_105930\" aria-describedby=\"caption-attachment-105930\" style=\"width: 1024px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/McLarenVsAerodynamics-1024x576.jpg\" alt=\"\" class=\"wp-image-105930 size-large\" width=\"1024\" height=\"576\" title=\"\"><figcaption id=\"caption-attachment-105930\" class=\"wp-caption-text\">A capture from mclaren vs aerodynamics video<\/figcaption><\/figure>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">Mclaren also integrated a Car Configurator for the users who were progressing towards purchase. This Car Configurator allowed users to play around hundred of options to create a custom experience for their dream car. Afterall, if you\u2019re planning to buy a supercar and going to shell out insane amounts of your hard earned money on it, it better be perfect to your liking, isn\u2019t it? <\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">Looks like, McLaren understands its fans quite well.<\/span><\/p>\n<ul>\n<li>\n<h3 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"results\"><\/span>Results<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<\/li>\n<\/ul>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">The marketing team of McLaren seeded all the communication material virally and eventually reached out successfully to their subscriber base of over 108K. The McLaren vs Aerodynamics video reached out to lacs of fans and got shared over and over again within the interested communities, gaining a life of its own.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">The real impact of the campaign surfaced when McLaren was able to get real leads and real prospects for a supercar purchase through the campaign. Not to mention how the campaign helped McLaren as a brand to grow its overall web and social media presence helping it for long-term.<\/span><\/p>\n<h3 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"2-tata-vista-claims-to-be-%e2%80%9cclearly-ahead%e2%80%9d-in-its-digital-marketing-campaign\"><\/span><span style=\"color: #d55500\">2.) Tata Vista claims to be &#8220;Clearly Ahead&#8221; in it&#8217;s Digital Marketing Campaign<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>\n<h4 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"idea-2\"><\/span>Idea<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<\/li>\n<\/ul>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">An age-old method of putting your brand ahead of your competitors is to release direct comparisons. Though it\u2019s not a widely accepted and politically correct way of marketing your brand against your competition, some brands still foray into this from time to time, especially in the times of desperation.<\/span><\/p>\n<figure id=\"attachment_105931\" aria-describedby=\"caption-attachment-105931\" style=\"width: 1000px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/TataVistaClearlyAhead.png\" alt=\"\" class=\"wp-image-105931 size-full\" width=\"1000\" height=\"735\" title=\"\" srcset=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/TataVistaClearlyAhead.png 1000w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/TataVistaClearlyAhead-300x221.png 300w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/TataVistaClearlyAhead-150x110.png 150w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/TataVistaClearlyAhead-600x441.png 600w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/TataVistaClearlyAhead-220x162.png 220w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/TataVistaClearlyAhead-680x500.png 680w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/TataVistaClearlyAhead-595x437.png 595w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/TataVistaClearlyAhead-980x720.png 980w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/TataVistaClearlyAhead-480x353.png 480w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><figcaption id=\"caption-attachment-105931\" class=\"wp-caption-text\">Tata vista\u2019s \u201cclearly ahead\u201d campaign<\/figcaption><\/figure>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">This is what Tata Vista decided to do with its \u201cClearly Ahead\u201d digital marketing campaign, back in 2012.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">In this campaign, to promote it\u2019s hatchback category model Tata Vista, the marketing team directly pitched the brand against the second largest selling and one of the most popular brands in the category &#8211; Maruti Swift.<\/span><\/p>\n<ul>\n<li>\n<h4 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"execution-2\"><\/span>Execution<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<\/li>\n<\/ul>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">They launched a micro-site that showcased the visitors direct comparison between Tata Vista and Maruti Swift on various parameters and features. <\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">Some of the comparison parameters were unmatched performance, unmatched interiors, unmatched features, unmatched space and unmatched price etc. The obvious objective was showcase Tata Vista as the clear winner ahead of its competitor.<\/span><\/p>\n<ul>\n<li style=\"text-align: justify\">\n<h4 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"results-2\"><\/span>Results<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<\/li>\n<\/ul>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">The website provided the finishing touches to the marketing communication with a pie chart that outlined online mentions and sentiments for both the car models, as a method to measure the campaign impact.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">According to the brand, Tata Vista enjoyed 42% positive mentions across online media as against the 37% for Maruti Swift. Also, the negative mentions were much less compared with its competitor.<\/span><\/p>\n<p dir=\"ltr\">\n\t\t\t<div class=\"course-cta\">\n\t\t\t\t<div class=\"title\"> Accelerate Your <strong>Career or Business Growth!<\/strong> <\/div>\n\t\t\t\t<div class=\"sub-title\"> Learn & Leverage Digital Marketing <\/div>\n\t\t\t\t<div class=\"btn\">\n\t\t\t\t\t<button class=\"enrollBtn\"> Join Free Live Orientation Session <\/button>\n\t\t\t\t\t<a class=\"amp-btn\" href=\"#gform_wrapper_286\"> Join Free Live Orientation Session <\/a>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\t<\/p>\n<h3><span class=\"ez-toc-section\" id=\"3-nano-and-mtv-take-fans-on-%e2%80%9cindias-first-social-trip%e2%80%9d\"><\/span><span style=\"color: #d55500\">3.) Nano and MTV Take Fans on &#8220;India&#8217;s First Social Trip&#8221;\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>\n<h4><span class=\"ez-toc-section\" id=\"idea-3\"><\/span>Idea<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<\/li>\n<\/ul>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">Tata Nano has been a pioneer in many ways right from its own inception. Not only the car was a first-of-its-kind but its marketing also has matched its uniqueness. <\/span><\/p>\n<figure id=\"attachment_105932\" aria-describedby=\"caption-attachment-105932\" style=\"width: 851px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/TataNanoSocialDrive.jpg\" alt=\"\" class=\"wp-image-105932 size-full\" width=\"851\" height=\"315\" title=\"\" srcset=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/TataNanoSocialDrive.jpg 851w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/TataNanoSocialDrive-300x111.jpg 300w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/TataNanoSocialDrive-150x56.jpg 150w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/TataNanoSocialDrive-600x222.jpg 600w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/TataNanoSocialDrive-220x81.jpg 220w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/TataNanoSocialDrive-595x220.jpg 595w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/TataNanoSocialDrive-480x178.jpg 480w\" sizes=\"(max-width: 851px) 100vw, 851px\" \/><figcaption id=\"caption-attachment-105932\" class=\"wp-caption-text\">Tata nano and mtv\u2019s \u201cthe social road trip\u201d campaign<\/figcaption><\/figure>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">As early as in 2012, to celebrate over 1 million fan base, Tata Nano\u2019s marketing team came up with the concept of merging the worlds of Digital and Offline marketing with its campaign \u201cIndia\u2019s First Social Trip\u201d, in association with MTV.\u00a0<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">Tata Nano and MTV partnered together to create a unique driving experience across the roads of India. To leverage the massive online footprint that the brands already enjoyed, they created an immersive campaign for their users with a 21-day, 2000 km exciting drive in a Tata Nano.\u00a0<\/span><\/p>\n<ul>\n<li>\n<h4 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"execution-3\"><\/span>Execution<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<\/li>\n<\/ul>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">The campaign kick-started with the launch of a micro-site on MTV\u2019s official website calling for entries to register for the drive. A dedicated Facebook Fan Page and a Twitter handle were also launched for the campaign.<img decoding=\"async\" width=\"387\" height=\"160\" src=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/TataNanoSocialDrive_PointsBoard.jpg\" alt=\"\" class=\"aligncenter size-full wp-image-105933\" title=\"\" srcset=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/TataNanoSocialDrive_PointsBoard.jpg 387w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/TataNanoSocialDrive_PointsBoard-300x124.jpg 300w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/TataNanoSocialDrive_PointsBoard-150x62.jpg 150w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/TataNanoSocialDrive_PointsBoard-220x91.jpg 220w\" sizes=\"(max-width: 387px) 100vw, 387px\" \/><\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">Tata Nano, MTV and their online fans selected 4 final teams for this drive representing 4 zones of country, each comprising of 4 members each. 4 popular MTV VJs led each team in this drive. <\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">Each team was supposed to cover 4 different routes in 20 days overcoming various tasks and obstacles along the way. The teams also had to earn money to cover their drive.<\/span><\/p>\n<ul>\n<li>\n<h4 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"results-3\"><\/span>Results<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<\/li>\n<\/ul>\n<figure id=\"attachment_105934\" aria-describedby=\"caption-attachment-105934\" style=\"width: 518px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/TataNanoSocialDrive_SocialMedia.jpg\" alt=\"\" class=\"wp-image-105934 size-full\" width=\"518\" height=\"489\" title=\"\" srcset=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/TataNanoSocialDrive_SocialMedia.jpg 518w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/TataNanoSocialDrive_SocialMedia-300x283.jpg 300w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/TataNanoSocialDrive_SocialMedia-150x142.jpg 150w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/TataNanoSocialDrive_SocialMedia-220x208.jpg 220w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/TataNanoSocialDrive_SocialMedia-480x453.jpg 480w\" sizes=\"(max-width: 518px) 100vw, 518px\" \/><figcaption id=\"caption-attachment-105934\" class=\"wp-caption-text\">Social media sentiment<\/figcaption><\/figure>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">Social Media played an important role throughout the campaign. The teams kept on sharing live updates via their posts, photos, video and updates. Fans were consistently engaged through the drive via social media. They could vote their favorite teams and they could track the whole journey via their direct updates. This led to consistent and deep fan engagement across channels.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\">Within 2 weeks of going live, the official Facebook page for the drive amassed some 1,50,000 excited fans. The engagement number were shooting close to 80,000 of them actively talking about the campaign on the page during the drive.<br \/>\n<span style=\"color: #d55500\"><\/span><\/p>\n<h3 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"4-citroen-lets-fans-design-%e2%80%9cworlds-first-crowdsourced-car%e2%80%9d\"><\/span><span style=\"color: #d55500\">4.) Citro\u00ebn lets Fans Design &#8220;World&#8217;s first Crowdsourced Car&#8221;\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>\n<h4><span class=\"ez-toc-section\" id=\"idea-4\"><\/span>Idea<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<\/li>\n<\/ul>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">Why is this car designed like this? <\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">If only the back was a bit shapely, this car would have looked great.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">I wish I could get my favorite color in this model. Why don\u2019t car makers give more color options?<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">The car looks great but what about the power?<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">When you go out shopping for a new car, it always seems like a daunting task. You want to buy the perfect car and finally you have the budgets to get your dream wheels in your parking lot. But there is always something that\u2019s left to wishful thinking.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">Sometimes you feel like, you could help the team design the car so that they would make it closer to your liking. Wouldn\u2019t that be so awesome?<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">Enter Citro\u00ebn\u2019s Facebook campaign &#8211; \u201c<\/span><b>You Like It, We Make It.<\/b><span style=\"font-weight: 400\">\u201d<\/span><\/p>\n<ul>\n<li style=\"text-align: justify\">\n<h4><span class=\"ez-toc-section\" id=\"execution-4\"><\/span>Execution<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<\/li>\n<\/ul>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">Well, it\u2019s no longer wishful thinking as long as the car is Citro\u00ebn C1 Connexion. Yep, it\u2019s true.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">Citro\u00ebn C1 Connexion is the world\u2019s first crowdsourced car. Facebook fans have decided how their Citro\u00ebn C1 Connexion would be designed.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">The marketing folks at Citro\u00ebn and their agency Brandwidth ran the crowdsourcing campaign on Facebook and invited the fans to contribute to the design of the new model. <\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">Here\u2019s the simple video released for the campaign : <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=5K3hLBGO53s\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">You Like It, We Make It<\/span><\/a><span style=\"font-weight: 400\">.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">This was an excellent engagement campaign to reach out to brand fans in real-time. Fans could share all their desired features that they wanted in their perfect car.<\/span><\/p>\n<ul>\n<li>\n<h3 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"results-4\"><\/span>Results<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<\/li>\n<\/ul>\n<p style=\"text-align: justify\">Citro\u00ebn got its new model as a result of the campaign :<span style=\"text-align: justify\"> Citro\u00ebn C1 Connexion.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">Citro\u00ebn hit the right spot with this campaign. It ticked all the right marks for a building a great campaign. It was buzzworthy, it was engaging, it had a direct Call-to-Action for its users, it involved the fans in the brand journey, it created an emotional connect and above all, it called out to a real desire for car buyers. Whoever came up with the insight was spot on.<img decoding=\"async\" width=\"730\" height=\"568\" src=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/CitreonC1Connexion.png\" alt=\"\" class=\"aligncenter size-full wp-image-105935\" title=\"\" srcset=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/CitreonC1Connexion.png 730w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/CitreonC1Connexion-300x233.png 300w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/CitreonC1Connexion-150x117.png 150w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/CitreonC1Connexion-600x467.png 600w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/CitreonC1Connexion-220x171.png 220w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/CitreonC1Connexion-643x500.png 643w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/CitreonC1Connexion-595x463.png 595w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/CitreonC1Connexion-480x373.png 480w\" sizes=\"(max-width: 730px) 100vw, 730px\" \/><\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">All metrics for brand\u2019s social media engagement shot through the roof owing to this campaign. Citro\u00ebn received a staggering 24,000 different version of the car model that were submitted by the fans. Not to mention, the immense buzz the campaign created around the brand, making it a trending topic on digital platforms and search results.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">The best part was that Citro\u00ebn managed to sell over 500 real cars as a result of this campaign. Now, isn\u2019t that the ultimate nirvana of any marketing campaign?<\/span><\/p>\n<h3 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"5-auto-trader-lets-twitterati-decide-the-fate-of-seat-mii\"><\/span><span style=\"color: #d55500\">5.)\u00a0<span style=\"text-align: justify\">Auto Trader lets Twitterati decide the fate of SEAT Mii<\/span><\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>\n<h4 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"idea-5\"><\/span>Idea<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<\/li>\n<\/ul>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">Using awe-inspiring stunts to create buzz around new launches is a time-tested marketing technique. It\u2019s especially useful for action-oriented categories like cars. Whether these gimmicky methods should be regulated or not, remains debatable. But what\u2019s not debatable is their deep impact.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><i><span style=\"font-weight: 400\">How does a car brand use their experience in Stunt Marketing to create a splash on Digital platforms?<\/span><\/i><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">This was probably the guiding statement for the marketing team of Auto Trader working on the launch of SEAT Mii.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">The idea was execute a shocking public stunt for SEAT Mii in such a way that it can drive engagement on Social Media. Auto Trader wanted to truly involve the social media users into the brand.<\/span><\/p>\n<ul>\n<li style=\"text-align: justify\">\n<h4 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"execution-5\"><\/span>Execution<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<\/li>\n<\/ul>\n<figure id=\"attachment_105936\" aria-describedby=\"caption-attachment-105936\" style=\"width: 450px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/SEATMii_AutoTrader.jpg\" alt=\"\" class=\"wp-image-105936 size-full\" width=\"450\" height=\"600\" title=\"\" srcset=\"https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/SEATMii_AutoTrader.jpg 450w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/SEATMii_AutoTrader-225x300.jpg 225w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/SEATMii_AutoTrader-113x150.jpg 113w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/SEATMii_AutoTrader-220x293.jpg 220w, https:\/\/www.digitalvidya.com\/blog\/wp-content\/uploads\/2017\/12\/SEATMii_AutoTrader-375x500.jpg 375w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><figcaption id=\"caption-attachment-105936\" class=\"wp-caption-text\">Seat mii hanging over thames river<\/figcaption><\/figure>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">Auto Trader decided to hang a SEAT Mii above Thames river at the height of 35 meters and launched a Twitter campaign to decide its fate. <\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">Twitterati was supposed to express their positive or negative sentiment using the branded hashtag #winMiiwithAT. The positive sentiment would help raise the car and the negative sentiment would lower the hanging car towards the river throughout the day.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">One of the users stood the chance to win the car. Yeah, the ultimate hook to make a campaign successful.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><i><span style=\"font-weight: 400\">Shocking? Check.<\/span><\/i><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><i><span style=\"font-weight: 400\">Buzzworthy? Check.<\/span><\/i><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><i><span style=\"font-weight: 400\">Awe-inspiring? Check.<\/span><\/i><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><i><span style=\"font-weight: 400\">Engaging? Check.<\/span><\/i><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><i><span style=\"font-weight: 400\">Direct user involvement? Check.<\/span><\/i><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><i><span style=\"font-weight: 400\">Lucrative hook? Check.<\/span><\/i><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><i><span style=\"font-weight: 400\">Drives the message? Check.<\/span><\/i><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">The campaign checked all the desired parameters for Auto Trader and the results vouched for the effectiveness.<\/span><\/p>\n<ul>\n<li>\n<h4 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"results-5\"><\/span>Results<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<\/li>\n<\/ul>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">Over 12,000 Tweeters used the brand hashtag #winMiiwithAT to express their sentiments about the car. The positive and negative sentiments kept lowering or raising the car throughout the day, keeping the buzz and the interest going.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">The campaign also drove approximately 14M visitors to brand\u2019s various digital properties, making it a buzzing trend across platforms throughout the day. Not to mention the amazing free press coverage Auto Trader managed to get for the stunt.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">And yes, one lucky user won the fateful car, too.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">Have you come across any such Digital Marketing campaign that has created a splash and drove amazing results for its brand? <\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><span style=\"font-weight: 400\">Let us know in your comments.<\/span><\/p>\n<p dir=\"ltr\" style=\"text-align: justify\"><b><i>Image Courtesy :<\/i><\/b><i><span style=\"font-weight: 400\"> GoaOnWheels, SocialSamosa, Twitter<\/span><\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Digital Marketing has grown to become and all-encompassing field of business in itself, in a very short span of the time, thanks to its effectiveness and measurability. The fast growth has also baffled marketers around the world into how to harness its power rightly and to deploy it for their brand campaigns. The dynamism doesn\u2019t [&hellip;]<\/p>\n","protected":false},"author":11567,"featured_media":105926,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[28,54],"tags":[9083,9081,9082],"class_list":["post-105922","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","category-case-studies","tag-best-digital-marketing-case-studies","tag-digital-marketing-case-studies","tag-automotive-digital-marketing-case-studies"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/posts\/105922","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/users\/11567"}],"replies":[{"embeddable":true,"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/comments?post=105922"}],"version-history":[{"count":0,"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/posts\/105922\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/media\/105926"}],"wp:attachment":[{"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/media?parent=105922"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/categories?post=105922"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.digitalvidya.com\/blog\/wp-json\/wp\/v2\/tags?post=105922"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}