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Noteworthy Social Media Campaigns with Automotive Manufacturers

Posted by Bill Sluben on August 25, 2010

This from Buick and it’s campaign to rollout the newly redesigned Regal:

General Motors launched a new social-media advertising campaign, including a new Web site, to promote the 2011 Buick Regal.

“We are inviting consumers to find out on their own that Regal is a true performance sedan and worthy of their consideration,” said Craig Bierley, Buick advertising director. “We are making it easy for the consumer to get unbiased opinions in one online location.”

The automaker announced the new Web site, “Buick’s Moment of Truth,” last month. Buck hopes the Web site well help it rebrand the classic model and entice a younger generation of customers.

The new campaign will also include YouTube videos, photos on Flickr, comments from Buick’s Regal Facebook page, tweets from Twitter, as well as automotive reviews and consumer blogs.

And this from Hyundai:

Hyundai’s “Uncensored” campaign for the 2011 Sonata, which started July 5 and continues through August, began with TV spots and concludes with driving events in 10 major markets. But the bulk of the campaign is social media, with YouTube and Facebook being used to provide opportunities for consumers to comment on the Sonata and competitive cars in an effort to drive sales.

Uncensored is a testimonial campaign, but the testimonials don’t come from satisfied customers; they come from prospective buyers who drive the Sonata and compare it with other cars on hidden camera. TV spots feature clips of those comments, and on YouTube extended videos and outtakes are also available.

hyundaiUntil last Friday, a tab on Hyundai’s Facebook page accepted applications for a test-drive program that starts this week. Fifty drivers were selected from more than 7,500 entries to drive a Sonata for 30 days and post regular comments on the Facebook page. “They can put positive and negative comments up there; it’s direct from the voice of the consumer,” said Monique Kumpis, Hyundai’s experiential marketing manager. The drivers will be given flip cams so they can shoot their own videos and post them on Facebook.


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