Best Use of Social Media for Auto Industry

Archived from the 5th Annual Shorty Awards

Winners

Dodge Dart Registry

Produced by: Wieden+Kennedy

To Dodge, the launch of the Dart created a set of “New Rules” for the auto industry. It marked a new way to design a car by giving smaller teams greater creative control and shorter timelines. It marked a new way to manage a company by moving the CEO’s office to the ground floor. And now with Dart Registry, Dodge has created an entirely new way to buy a new car. Dodge Dart Registry works like any gift registry, except every gift on the list is a part on the 2013 Dodge Dart. You go online to pick out the features you want, and then invite friends and family to sponsor parts of the car as gifts for special occasions. Dad might sponsor the engine for graduation. Your friend from college might sponsor the tires. Once you reach your fundraising goal you collect your funds, go to the dealership and pick up your new car. It’s the first time an automotive company has ever used crowd-funding to help people buy a new cars. Our trusted partner for this experiment was Rockethub.com, who handledThe launch of the Dodge Dart created a set of “New Rules” for the auto industry. And with Dart Registry, Dodge has created new rules for buying a new car. DodgeDartRegistry.com works like any gift registry, except every gift on the list is a part on the 2013 Dodge Dart. You go to the Registry website to customize your Dart and pick out the features you want, and then invite friends and family to sponsor parts of the car as gifts. Once you reach your fund-raising goal, you collect your funds, go to the dealership and pick up your new car. It’s the first time an auto company has created a crowd-funding platform to help people buy a new car. It’s also the first time that social media has been used to make the burden of buying a car more affordable to more people. A fund-raising goal can be any amount: from a down payment, to a few thousand dollars to make monthly payments more affordable, or even the full price of the car (if you have rich and generous family and friends). The gift registry platform created an entirely new behavior within social media, but did so by playing off one of the most popular social media behaviors there is: wishing each other a happy birthday. Now, after someone posts a birthday note on a Facebook wall, they can be reminded that an easy gift that person really wants is a part funded on their Dodge Dart Registry. Dart Registry launched on January 20, and registrants began signing up immediately. Some even had charitable goals. Portland animal welfare group The Pixie Project set up a registry, and USC’s Zeta Beta Tau registered in hopes of raising enough funds to donate a new car to Meals on Wheels. Since its launch, over 6,000 people have signed up for their own Dart Registry, spending an average of 11 minutes on the site additional impressions are created by everyone visiting those registries to fund parts.

Finalists

Fiesta 24

A personalised video experience on Facebook that includes up to 76 different video combinations and a one-off unique video for the user to view and share.The new Ford Fiesta is packed with new technology that helps you get more out of your day. To show how much you can pack into your day we asked the question ‘New Ford Fiesta in 24hrs – what would you do?’ First we handpicked the hottest up and coming talent across the globe and gave them a new Fiesta for 24hrs and filmed their day. http://www.vice.com/en_uk/fordfiesta24 Then we used the films to inspire our Facebook users and asked them to ‘Tell us what their 24hrs with Fiesta and we might just film it’. Then we used the Facebook API to search their newsfeeds and Liked pages to find out what makes them tick. Once the data had been processed we created their own a video featuring them, their friends, family, pictures and even a few surprises! The end result was a personalised experience with up to 76 different video combinations and a one-off unique video for the user to view and share. Total overall impressions across Europe has been a great success helping some markets to increase their Facebook fan base by 33% . Additionally the idea submissions and the videos generated are over 7000 and 43% of users that finished the journey also engaged with one of the app CTAs.

smart USA: Poop Tweet

Produced by: Razorfish

People were talking a lot of sh*t about smart on Twitter. The car’s size, safety and style were all 140-character punch lines. So we had a choice. We could ignore the haters. Or we could use our unique voice to change their minds. As part of a larger program geared to humor our haters, we struck back at a tweet that said, "Saw a bird had crapped on a Smart Car. Totaled it.” We used elaborate math and even called farmers to see just how much bird crap it'd take to dent smart’s high-strength safety cell. The stats became an infographic, and we sent our reply. Three days later, we’d turned the sh*t -talking into respect. A simple interaction between a brand and its critic became a worldwide phenomenon. @adtothebone, once a critic of smart’s safety, retweeted our response to his thousands of followers, and followed up with a glowing blog post detailing how smart had earned his respect. His followers immediately began sharing and celebrating it on their own. From there, the content spread organically – without smart having spent a single media dollar – across global news sources, Twitter feeds, and blogs. It hit the #1 spot on Reddit twice in 24 hours, winning the admiration of its notoriously hard-to-impress users. BuzzFeed called it “brilliant.” Forbes applauded our willingness to have some “attitude.” And Mashable said, “This may be the best response from a brand yet.” Soon enough, it was making global headlines in newspapers from London, Australia and Ghana. And it was featured on CNN’s morning news program, with its hosts barely able to contain their amusement at the brand’s use of “funny yet impeccable math.” Yet beyond the humor, the Poop Tweet accomplished a major goal for the brand. After years of being a punch line for a perceived lack of safety, as the Daily Mail pointed out, a single tweet helped “millions [become] aware of smart’s tridion safety cell.” In fact, organic searches for “tridion safety” cell spiked 333%. In just three days, the Poop Tweet generated over 22 million impressions. The brand’s Twitter page saw a 1,755% increase in follower growth. The infographic received over 15,400 clicks, which amounted to 82 times the brand’s average Twitter reach. It also helped change online brand sentiment, with smart’s positive sentiment increasing by 27% and its negative sentiment dropping by 13%. Now, smart’s unique voice is changing the minds of more and more critics, as we continue to humor our haters the way only smart can.

All-New 2013 Nissan Pathfinder Presents: An Improv-tastic Road Trip

Produced by: Zócalo Group

To generate awareness for the all-new 2013 Pathfinder and drive people to the new Pathfinder Facebook page, Nissan partnered with comedians from Second City, the world-famous improv troupe in Chicago, to create An Improv-tastic Road Trip. In just 12 hours, a live band, 10 comedians and two directors helped create more than 50 improvised, real-time music videos based on crowdsourced suggestions via Facebook.Prior to the launch of the all-new, redesigned Pathfinder, Nissan wanted to generate awareness for its next-gen SUV through engaging content hosted on the model’s new Facebook page. With their target audience in mind—cool, tech-savvy moms and dads who like to have fun and love music —Nissan partnered with Second City Communications to create An Improv-tastic Road Trip: 12 hours of improvised music videos in celebration of the all-new Pathfinder. Nissan kicked off An Improv-tastic Road Trip by launching a Facebook application. On the day of the big event, fans were asked to submit their favorite musical genre as well as who and what they would bring on a road trip. The fan-submitted suggestions were passed to the directors who quickly worked with the cast to turn them into lyrics, wardrobe and makeup that reflected features of the all-new Pathfinder. Simultaneously, the band developed a tune in the given genre. In less than 15 minutes it was showtime! One by one, each video was performed, filmed and uploaded to the Facebook tab, and sent to the fan that made the suggestion. An Improv-tastic Road Trip was a truly ambitious undertaking, requiring the planning and creation of an astounding amount of original content in just 12 hours—50 videos complete with hair, makeup, songwriting, and choreography. While many other brands use comedy in marketing campaigns, Improv-tastic focused on creating comedy with a purpose. Not only were the videos creative and hilarious, each one conveyed a key feature of the Pathfinder (“Flat tires, yo, we dissed ‘em. / We got a Tire Pressure Monitoring System…”). The videos’ humor and production value made them entertaining even for users who weren’t able to submit an idea or tune in on the day of the event, allowing Nissan to extend the life of the program across social channels for weeks. The program succeeded in achieving its primary objectives – it not only created awareness of the all-new Pathfinder with 182 million impressions, it also significantly grew the Nissan Pathfinder Facebook community from 0 to 19,028 fans in less than three weeks. It also generated 4,772 handraisers for more information on the all-new Pathfinder, and the videos produced during the event cumulatively attracted 143,589 total views. An Improv-tastic Road Trip was the first campaign of its kind, pushing the boundaries of crowdsourcing to generate awareness and engagement around a vehicle launch.

Current Entries

BMW 0 to Desir3 in 5.9 Seconds

Produced by: kbs+

The concept was simple: Show us how much you Desir3 the all-new 3 Series, and it could be yours. We called the contest, “0 to Desir3 in 5.9 Seconds.” All users had to do was create the most innovative and epic 5.9-second video to win the car. The time is a reflection of the car’s 0-to-60 mph speed. The contest was designed to engage future BMW owners and fans and have them express their desire for winning the all-new 3 Series. We developed a phased approach and strategic rollout to maximize the brand’s social channels. To expand this reach, the contest was extended into BMW USA’s Facebook page. Between YouTube and Facebook, BMW could reach enthusiasts and a younger audience—its next generation of drivers. By tapping into a culture of creation and consumption, and extending the social conversation around the all-new 3 Series for six weeks (three weeks to enter, three weeks for judging/voting), the contest successfully reached BMW enthusiasts and new fans. We received more than 2,000 entries, generating more than 2.4 million video views and gaining 1.7 million impressions on Twitter. YouTube brand channel subscriptions grew 100% and Facebook fans increased by 244% compared to the previous 51 days.

Dodge Dart deviantART

We needed to maintain interest for the new Dodge Dart between its debut at the North American International Auto Show and when it would be available at dealerships months later. By leveraging several niche online communities frequented by our target audience (millennials), we kept them talking in anticipation of the release with our Inspired By You campaign.Inspired by the Dart’s distinctive, edgy design, this four-phase program included partnerships with .freeclothingco., deviantART, Transworld SKATEboarding, and ReverbNation. We asked each of their audiences to showcase their talents in a piece of work inspired by the Dodge Dart. Fans were then able to vote on their favorite Dodge Dart t-shirts within the .freeclothingco. community or design skateboards at Transworld STATEboarding. We also connected with this creative generation via DeviantART, calling for artists to highlight the unique style of the vehicle through various art forms including graphic designs, carvings, and paintings. In partnership with ReverbNation, we provided an outlet for musicians to submit original music inspired by the Dodge Dart for the chance to have their music featured in an upcoming Dart commercial. Fans could even download songs directly from the Facebook page to show support for their favorite artist. In just two weeks after kicking off the ReverbNation phase, there were about 500 entries accumulating more than 90,000 votes and around 35,000 shares from the Dodge Facebook page. The deviantART community saw nearly 4,000 unique art submissions and visitors spent more than 19,000 hours browsing entries, which some artists reported spending 20+ hours creating. Even though the campaign lived outside of the Dodge social channels, the brand’s Facebook page saw a 5% increase in fans and Twitter mentions increased by 45% to, with 42% of those mentions being related to the Dart. The total reach of this campaign exceeded 1.2 million people and entries alone generated more than 12 million impressions, extending the conversations around this new vehicle from announcement to availability.

Ford's #FusionFNO for Fashion's Night Out

Produced by: ICED MEDIA

#FusionFNO On Fashion’s Night Out (FNO), Ford launched a multi-channel disruptive program embracing the Fusion of Technology and Design. As Uber's first-ever brand partner, Ford launched a branded user interface on the application and offered Fashion's Night Out attendees the ability to summon a brand new Ford Fusion, custom-designed by Rebecca Minkoff, and experience the automobile firsthand while enjoying VIP transportation to the brand's offline event. Through key partnerships with leaders in technology (Uber) and design (Rebecca Minkoff), #FusionFNO, ICED Media helped Ford tap into a built-in audience of qualified fashion-interested handraisers while positioning the new Fusion as the embodiment of Technology and Design. Leveraging Uber’s proprietary GPS technology coupled with our hyper-targeting on Facebook and Twitter resulted in an innovative use of granular targeting to maximize reaching qualified handraisers locally.This holistic program proved successful in positioning the Ford Fusion at the epicenter of convergence for online and offline consumer-centric dialogue on Fashion’s Biggest Night. Through industry accolades from Mashable and FOMO on Twitter and Instagram the partnership with Uber solidified Ford’s reputation as a leader in technology. The partnership with sought-after designer Rebecca Minkoff lent relevance to Ford’s overall involvement in Fashion’s Night Out and reinforced the Fusion as the definitive vehicle for the fashion-interested contemporary consumer. #FusionFNO Uber The Uber program positioned Ford as a first-mover in hyper-local targeting #FusionFNO Rebecca Minkoff Partnering with one of the most sought-after designers, Rebecca Minkoff increased the program relevance and allowed Ford to tap in to a qualified audience of fashionable New Yorkers #FusionFNO Instagram The #FusionFNO Instagram feed provided opportunities to visually enhance the microsite, combining technology, fashion, design and user sharing capabilities. #FusionFNO Facebook Facebook amplified hyper-local targeting scaling the program to fashion-interested consumers in Baltimore, Boston, Philadelphia, and NYC resulting in 173% more impressions than originally forecasted #FusionFNO Microsite Mobile optimized microsite allowed consumers to view and share dynamic real-time content aggregation from Twitter and Instagram

All-New 2013 Nissan Pathfinder Presents: An Improv-tastic Road Trip

Produced by: Zócalo Group

To generate awareness for the all-new 2013 Pathfinder and drive people to the new Pathfinder Facebook page, Nissan partnered with comedians from Second City, the world-famous improv troupe in Chicago, to create An Improv-tastic Road Trip. In just 12 hours, a live band, 10 comedians and two directors helped create more than 50 improvised, real-time music videos based on crowdsourced suggestions via Facebook.Prior to the launch of the all-new, redesigned Pathfinder, Nissan wanted to generate awareness for its next-gen SUV through engaging content hosted on the model’s new Facebook page. With their target audience in mind—cool, tech-savvy moms and dads who like to have fun and love music —Nissan partnered with Second City Communications to create An Improv-tastic Road Trip: 12 hours of improvised music videos in celebration of the all-new Pathfinder. Nissan kicked off An Improv-tastic Road Trip by launching a Facebook application. On the day of the big event, fans were asked to submit their favorite musical genre as well as who and what they would bring on a road trip. The fan-submitted suggestions were passed to the directors who quickly worked with the cast to turn them into lyrics, wardrobe and makeup that reflected features of the all-new Pathfinder. Simultaneously, the band developed a tune in the given genre. In less than 15 minutes it was showtime! One by one, each video was performed, filmed and uploaded to the Facebook tab, and sent to the fan that made the suggestion. An Improv-tastic Road Trip was a truly ambitious undertaking, requiring the planning and creation of an astounding amount of original content in just 12 hours—50 videos complete with hair, makeup, songwriting, and choreography. While many other brands use comedy in marketing campaigns, Improv-tastic focused on creating comedy with a purpose. Not only were the videos creative and hilarious, each one conveyed a key feature of the Pathfinder (“Flat tires, yo, we dissed ‘em. / We got a Tire Pressure Monitoring System…”). The videos’ humor and production value made them entertaining even for users who weren’t able to submit an idea or tune in on the day of the event, allowing Nissan to extend the life of the program across social channels for weeks. The program succeeded in achieving its primary objectives – it not only created awareness of the all-new Pathfinder with 182 million impressions, it also significantly grew the Nissan Pathfinder Facebook community from 0 to 19,028 fans in less than three weeks. It also generated 4,772 handraisers for more information on the all-new Pathfinder, and the videos produced during the event cumulatively attracted 143,589 total views. An Improv-tastic Road Trip was the first campaign of its kind, pushing the boundaries of crowdsourcing to generate awareness and engagement around a vehicle launch.

smart USA: Poop Tweet

Produced by: Razorfish

People were talking a lot of sh*t about smart on Twitter. The car’s size, safety and style were all 140-character punch lines. So we had a choice. We could ignore the haters. Or we could use our unique voice to change their minds. As part of a larger program geared to humor our haters, we struck back at a tweet that said, "Saw a bird had crapped on a Smart Car. Totaled it.” We used elaborate math and even called farmers to see just how much bird crap it'd take to dent smart’s high-strength safety cell. The stats became an infographic, and we sent our reply. Three days later, we’d turned the sh*t -talking into respect. A simple interaction between a brand and its critic became a worldwide phenomenon. @adtothebone, once a critic of smart’s safety, retweeted our response to his thousands of followers, and followed up with a glowing blog post detailing how smart had earned his respect. His followers immediately began sharing and celebrating it on their own. From there, the content spread organically – without smart having spent a single media dollar – across global news sources, Twitter feeds, and blogs. It hit the #1 spot on Reddit twice in 24 hours, winning the admiration of its notoriously hard-to-impress users. BuzzFeed called it “brilliant.” Forbes applauded our willingness to have some “attitude.” And Mashable said, “This may be the best response from a brand yet.” Soon enough, it was making global headlines in newspapers from London, Australia and Ghana. And it was featured on CNN’s morning news program, with its hosts barely able to contain their amusement at the brand’s use of “funny yet impeccable math.” Yet beyond the humor, the Poop Tweet accomplished a major goal for the brand. After years of being a punch line for a perceived lack of safety, as the Daily Mail pointed out, a single tweet helped “millions [become] aware of smart’s tridion safety cell.” In fact, organic searches for “tridion safety” cell spiked 333%. In just three days, the Poop Tweet generated over 22 million impressions. The brand’s Twitter page saw a 1,755% increase in follower growth. The infographic received over 15,400 clicks, which amounted to 82 times the brand’s average Twitter reach. It also helped change online brand sentiment, with smart’s positive sentiment increasing by 27% and its negative sentiment dropping by 13%. Now, smart’s unique voice is changing the minds of more and more critics, as we continue to humor our haters the way only smart can.

Fiesta 24

A personalised video experience on Facebook that includes up to 76 different video combinations and a one-off unique video for the user to view and share.The new Ford Fiesta is packed with new technology that helps you get more out of your day. To show how much you can pack into your day we asked the question ‘New Ford Fiesta in 24hrs – what would you do?’ First we handpicked the hottest up and coming talent across the globe and gave them a new Fiesta for 24hrs and filmed their day. http://www.vice.com/en_uk/fordfiesta24 Then we used the films to inspire our Facebook users and asked them to ‘Tell us what their 24hrs with Fiesta and we might just film it’. Then we used the Facebook API to search their newsfeeds and Liked pages to find out what makes them tick. Once the data had been processed we created their own a video featuring them, their friends, family, pictures and even a few surprises! The end result was a personalised experience with up to 76 different video combinations and a one-off unique video for the user to view and share. Total overall impressions across Europe has been a great success helping some markets to increase their Facebook fan base by 33% . Additionally the idea submissions and the videos generated are over 7000 and 43% of users that finished the journey also engaged with one of the app CTAs.

Dodge Dart Registry

Produced by: Wieden+Kennedy

To Dodge, the launch of the Dart created a set of “New Rules” for the auto industry. It marked a new way to design a car by giving smaller teams greater creative control and shorter timelines. It marked a new way to manage a company by moving the CEO’s office to the ground floor. And now with Dart Registry, Dodge has created an entirely new way to buy a new car. Dodge Dart Registry works like any gift registry, except every gift on the list is a part on the 2013 Dodge Dart. You go online to pick out the features you want, and then invite friends and family to sponsor parts of the car as gifts for special occasions. Dad might sponsor the engine for graduation. Your friend from college might sponsor the tires. Once you reach your fundraising goal you collect your funds, go to the dealership and pick up your new car. It’s the first time an automotive company has ever used crowd-funding to help people buy a new cars. Our trusted partner for this experiment was Rockethub.com, who handledThe launch of the Dodge Dart created a set of “New Rules” for the auto industry. And with Dart Registry, Dodge has created new rules for buying a new car. DodgeDartRegistry.com works like any gift registry, except every gift on the list is a part on the 2013 Dodge Dart. You go to the Registry website to customize your Dart and pick out the features you want, and then invite friends and family to sponsor parts of the car as gifts. Once you reach your fund-raising goal, you collect your funds, go to the dealership and pick up your new car. It’s the first time an auto company has created a crowd-funding platform to help people buy a new car. It’s also the first time that social media has been used to make the burden of buying a car more affordable to more people. A fund-raising goal can be any amount: from a down payment, to a few thousand dollars to make monthly payments more affordable, or even the full price of the car (if you have rich and generous family and friends). The gift registry platform created an entirely new behavior within social media, but did so by playing off one of the most popular social media behaviors there is: wishing each other a happy birthday. Now, after someone posts a birthday note on a Facebook wall, they can be reminded that an easy gift that person really wants is a part funded on their Dodge Dart Registry. Dart Registry launched on January 20, and registrants began signing up immediately. Some even had charitable goals. Portland animal welfare group The Pixie Project set up a registry, and USC’s Zeta Beta Tau registered in hopes of raising enough funds to donate a new car to Meals on Wheels. Since its launch, over 6,000 people have signed up for their own Dart Registry, spending an average of 11 minutes on the site additional impressions are created by everyone visiting those registries to fund parts.

Recharging the Chevrolet Volt’s Reputation through Influencer Engagement

Produced by: MSLGROUP

Launched to much fanfare and acclaim, the new Chevrolet Volt electric vehicle soon found its reputation battered due to false product claims in the media and public misunderstanding. While the National Highway Traffic Safety Administration determined the Volt was 100 percent safe following an investigation, the car's reputation continued to face an uphill battle and sales were slow to climb. This program leveraged the power of social media and the influence of key online influencers to help restore the Volt's reputation. The effort increased high level of awareness by 1,200 percent, positive opinion of the car by 512 percent, increased purchase consideration by 370 percent and spurred 90 percent of participants to say they would recommend the Volt.Chevrolet needed to change the conversation and re-educate consumers about the Volt’s unique, innovative electric vehicle technology to repair its reputation to increase consumer consideration. Chevrolet tasked MSLGROUP with this challenge. MSLGROUP chose to work with Klout, a company measuring online influence, as the best way to quickly identify and reach influencers aligned with the Volt’s target consumer. Our program ended up exceeding the program objectives, generating the following results: 1. INCREASED POSITIVE ONLINE CONVERSATIONS: • Engaged Relevant Digital Influencers: Engaged 1,800 consumers through loans and six Klout Ups; Klout scores averaged 54, exceeding goal of 40 • Generated More than 52,000 Pieces of High-Quality Content, Exceeding Goals: 52,418 pieces of online content (tweets, retweets, Facebook shares, comments and likes) generated by 2,205 influencers • Exceeded Impressions Goals by 59 percent: Generated nearly 557 million social impressions, exceeding our goal by 59 percent • Drove Additional Media and Blog Content: 165 media and blog placements, including unique coverage in Reuters, Bloomberg Businessweek, USA TODAY, Wall Street Journal, Chicago Tribune and NBC Bay Area, generating 174.9 million media and blog impressions for a program total of 688.1 million impressions (i.e. total social, media and blog impressions) • Chevrolet’s Klout score jumped from 43 pre-campaign to 93 post-campaign, giving Chevrolet the highest Klout score of any automotive brand 2. INCREASED CONSUMER SENTIMENT (based on pre and post-loan survey results) • Increased high level of Volt awareness/knowledge by 1,200 percent • Increased very positive opinion by 512 percent 3. INCREASED CHEVROLET VOLT PURCHASE CONSIDERATION BY 370 PERCENT (participants that said “I’d strongly consider the Volt”). • Social media content demonstrated participants were talking about considering a Volt purchase or lease • 90 percent of participants said they would recommend the Volt and many shared this on social media • The team confirmed six sales from program participants or their immediate friends as a result of the program

Volvo Joyride

Produced by: Cake Group New York

We successfully helped Volvo become part of the design conversation online using new kinds of visual social media platforms. We created an innovative Pinterest contest that leveraged existing uses of the platform and asked users to create pin-boards of their ideal road trip. They were able to pick everything from their destination, their outfit, roadside stops, the music playlist, and of course, a Volvo vehicle. While most auto marketing involves sleek cars making turns on curvy mountain roads, Volvo took a different track (ahem, tack). They wanted to focus on the design of the car – not just on the road but on today’s most-hyped visual social media platform, Pinterest. Our challenge was to become a part of the design conversation and, as an innovator and leader in the social space, Volvo knew that to attract fans their outreach had to be a natural extension of the Pinterest platform. Our strategy was three-fold: 1. Leverage Existing Use of the Pinterest Platform We created a “Wish List” (a widely popular usage of the platform) of Pinterest users’ ideal Road Trip. Called “Volvo Joyride”, users were able to pin their entire road trip experience, including their final destination, their outfit, the music playlist, the car (a Volvo, of course) and the stops they’d take along the way. 2. Organic Promotion Through Partnership with Influencer As a way to organically launch the promotion, we partnered with influential Pinterest user Victoria Smith (who has more than 450,000 Pinterest followers) to participate in the promotion prior to launching it to the general public. Victoria created her own Volvo Joyride Pinterest Wish List to inspire her followers and others to enter the contest. We then surprised her by making her dream trip from San Francisco to Lake Tahoe come true! We followed her on her road trip, capturing video in which Victoria told users how to enter the contest and encouraged them to enter to win their own trip. 3. Work with Media Partners to Promote Campaign Finally, we worked with our media partner, Havas Media, to identify and leverage existing media partnerships for promoting Volvo Joyride. In addition, we worked with My Modern Met (a Federated Media blog) and Mashable to craft articles about our promotion. The results zoomed in! The promotion really revved up Volvo’s Pinterest love. The brand’s Pinterest page grew from 155 to 1,033 followers in just three weeks, making them the most followed luxury car brand in the U.S. on Pinterest. Volvo now has more than 1,500 followers! We received more than 827 user interactions (like, comment, repin) – meaning roughly 80% of our followers interacted with our board, even though the promotion did not require it. We crossed the finish line with earned media coverage in more than 20 blogs/online publications, equaling over 66 million impressions.

GM Chevy @ SXSW 2012

Produced by: Fleishman-Hillard

As Chevy’s social agency-of-record, Fleishman-Hillard worked to leverage the brand’s presence as a SXSW 2012 super-sponsor via a variety of social channels and integrated tactics that aimed to remain true to brand identity while resonating with a new group of younger, tech-savvy consumers.SXSW was an ideal opportunity for GM to target a younger audience and consequently create a new generation of Chevy owners interested in their new line of models, including the Volt, Cruze, Camaro, Sonic, Corvette and the new Malibu Eco. FH worked with Chevy to develop a strategy centered on the idea of bringing something to the SXSW experience that would not have been present without Chevy, and included the use of both social and experiential tactics to engage attendees with the brand and to “sample” new vehicles. As a result, a fleet of 55 “Catch a Chevy’s” were employed to help attendees move around the eight different SXSW campuses and multiple music venues, while free test drives were offered for a variety of Chevy models. Festival attendees were also given the opportunity to recharge their mobile devices and check-in on Foursquare at the Chevy Volt Recharge Lounge before catching musical performances complete with laser light shows and artist battles from global artists at the Chevy Sound Garage. To extend the campaign’s messaging beyond festival attendees, FH also supported Chevy in the creation of more than 90 pieces of original content focused on the theme “What Drives You,” created over the course of 10 days and aimed specifically at bringing the Chevy SXSW experience to those unable to attend. A huge success, the program’s integration of QR codes yielded 1,680,230 impressions from blog posts, tweets and other media content, while Foursquare data from the Chevy Volt Recharge Lounge, which attracted 5,524 festival attendees, reported the second highest number anywhere throughout SXSW’s events with 730 check-ins by 446 people. “Catch a Chevy’s” were also popular, and saw a total of 12,442 pick-ups and 22,328 passengers. The campaign’s social media success was, however, perhaps most impressive, and garnered 61.9 million impressions during the festival as well as 41,000 new Chevy Facebook fans, 2,400 Twitter followers and 514,000 page views via Facebook and Chevy.com/SXSW. Following the festival’s conclusion, GM was also recognized as a SXSW “biggest marketing winner” by AdAge, who noted in particular Chevy and FH’s pairing of new technology with innovative brand positioning to enhance customer experience.