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Content Sells Cars

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Content Sells Cars

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Content Sells Cars is showcasing content marketing best practices in the automotive industry.

Content is offering the aspiration, the inspiration and the education that's converting car brands' audiences into inspired, smarter, more loyal and more profitable customers.

Get content: http://www.sqills.be, info@sqills.be

Content Sells Cars is showcasing content marketing best practices in the automotive industry.

Content is offering the aspiration, the inspiration and the education that's converting car brands' audiences into inspired, smarter, more loyal and more profitable customers.

Get content: http://www.sqills.be, info@sqills.be

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Content Sells Cars

  1. 1. ! ! Showcases Series! CONTENT SELLS CARS 7 Speed Gearbox ! for Car Marketers" " Curated by Frank Delmelle, Content Strategist @sQills"
  2. 2. CONTENT CARS SELLS An Automotive Content Marketing Menu © sQills 2013
  3. 3. “Buying a new car is less impulsive than buying a new pair of trainers.” http://www.contagiousmagazine.com/resources/MostContagious2012.pdf
  4. 4. “Research by Jaguar Land Rover discovered that in 2000 people made an average of 7.5 trips to dealerships before buying a car. By 2010 that figure had shrunk to 1.3 visits. The first impression is more important than ever.” http://www.contagiousmagazine.com/resources/MostContagious2012.pdf
  5. 5. ”Content marketing is about reaching out to customers and those that don’t have Chevy on their shopping list and putting our message out in front of them in a relevant way. So it’s about attracting new audiences and also building an ongoing relationship with fans and our loyal customers. We realized we need to have meaningful stories and content that our audiences can engage with." Carolin Probst-Iyer, digital consumer engagement manager Chevrolet http://www.digiday.com/brands/chevys-shift-from-selling-to-telling/
  6. 6. Aspiration Entertaining ‘dream content’ 1 Congratulation Rewarding content Collaboration Engaging, participative content Inspiration Enlightening content Conversation Talk of the town, shareable content Education Helpful content 4 3 5 2 6 Conversion to purchase7 Content: what’s in it for car marketers? SQILLS’ MAGNIFICENT 7 CONTENT DRIVERSTM
  7. 7. 1. Aspiration (Content that makes people dream of your car)
  8. 8. “The layout and content of the new BMW magazine embody our brand’s pioneering spirit. The new categories “Emotion” and “Heroes” have been added for this purpose." https://www.press.bmwgroup.com/pressclub/p/pcgl/pressDetail.html?title=the-new-bmw-magazine-–- driven&outputChannelId=6&id=T0130963EN&left_menu_item=node__2205
  9. 9. LAMBORGHINI MAGAZINE http://www.gokd.net/lamborghini10-612.html “Wie die Marke Lamborghini bietet auch das Lamborghini Magazin authentische Markenerlebnisse, geprägt von den drei Attributen „extrem“, “kompromisslos“ und „italienisch“. Dabei ist jede Ausgabe als solitäres Kunstwerk angelegt. Eine zentrale Idee als Kristallisationspunkt für den von Ausgabe zu Ausgabe wechselnden monothematischen Ansatz, dazu überraschende und mutige Perspektivwechsel, mitunter auch begleitet von scharfen Kontrasten und harten Provokationen. Ein anspruchsvolles Autorenmagazin mit Ecken und Kanten. Alles integriert in eine multimediale Konzeption mit eigenem Internetauftritt.” (www.lamborghini.com).
  10. 10. AUDI: TOP10 BRAND ON INSTAGRAM http://wallblog.co.uk/2012/11/09/more-than-half-of-worlds- top-brands-are-now-on-instagram/
  11. 11. NISSAN – ‘DATE BETTER WITH SENTRA’ VIDEO SERIES “At the moment brands are obsessed with content. Count Nissan in. Nissan has just launched a six part series to showcase some of the new features of the 2013 Sentra. The series follows the courtship and romance of Jeff and Felicia. Six videos are available on Nissan’s YouTube Brand Channel, including a special video message from Olympic Gold Medalist Ryan Lochte. Nissan is asking viewers to help come up with an ending via a Facebook app. The videos got about 9,000 views on average since launch Nov. 1. The brand’s social media chief, Erich Marx, said that content is important because it is what fuels Nissan’s social media strategy. In fact, content is almost synonymous with social media. Without content, Nissan’s fans and followers wouldn’t have anything to discuss and share on a regular basis.” http://www.digiday.com/brands/nissan-tries-web-series/
  12. 12. http://www.designmeasure.com CHRYSLER & JEEP CUSTOMER MAGAZINES (Meredith Xcelerated Marketing)
  13. 13. http://www.designmeasure.com/project/view/editorial/suzuki-s-life-magazine SUZUKI S LIFE MAGAZINE
  14. 14. BMW MAGAZINE (Hoffman und Campe) Pearl Awards 2012 “Best Mobile Application” http://www.bmw.com/com/en/insights/explore/bmw_magazine/01_2012/ipad_app/bmw-magazine-ipad-app.html; https://www.press.bmwgroup.com/pressclub/p/pcgl/pressDetail.html?title=the-new-bmw-magazine-–- driven&outputChannelId=6&id=T0130963EN&left_menu_item=node__2205 “BMW Magazine has been BMW’s customer magazine since 1989, available in more than 150 countries and 25 languages. The print edition is published twice yearly, with a circulation of 3.8 million copies. An iPad edition has been available since 2010, with an expanded digital version planned for 2013. Winning 38 awards, BMW was the most successful company in corporate publishing in the 2011 CP-Monitor ranking.”
  15. 15. “Try to make your content as good as — or better than — the content around it; that’s what we learned. Make sure your content organically fits with the brand. Real content, like stories, engages.” Esperansita Bejnarowicz, Social Media Manager of Fiat http://contently.com/blog/2012/11/12/ikeas-interactive-holiday-catalog-fiats-storytelling-debating-branded-contents-value/
  16. 16. 2. Inspiration (Enlightening content by inspiring car brands)
  17. 17. "The BMW Magazine is to become a lifestyle magazine. Under the motto “DRIVEN”, it will be published twice a year, featuring topics dedicated to drive, passion and energy. BMW models will be skilfully integrated into articles on the arts, fashion and design – all true to the philosophy of never standing still in life. The focus will be on international stories about people whose visionary ideas change our lives." https://www.press.bmwgroup.com/pressclub/p/pcgl/pressDetail.html?title=the-new-bmw-magazine-–- driven&outputChannelId=6&id=T0130963EN&left_menu_item=node__2205
  18. 18. http://www.youtube.com/watch?v=nsFa-szsrz4; http://www.digiday.com/publishers/the-economist-content-marketing-approach/ BMW’s “Ideas on the Table“ (by The Economist Group): “There is an obvious conflict of interest here, as I work for the company that produced this campaign. All bias aside, the comprehensive strategy of this content program is impressive. To position BMW as a “thought leader” in innovation, design and technology, The Economist Group hosted an underground event series that brought together chefs, foodies, tastemakers and intellectuals. Excerpts from the dinners were then transformed into print and digital ad campaigns that ran in The Economist and Bon Appetit. This campaign, which featured in-person events, is a nice reminder that content marketing isn’t just what happens on paper (or e-paper).”    BMW ‘IDEAS ON THE TABLE’ (The Economist Group) See also: BMWi ‘Activate the Future’: http://www.bmwactivatethefuture.com
  19. 19. http://spinsucks.com/communication/how-paid-and-earned-media-should-work-together/ "Mashable does a really nice job letting 'ads' flow into their content. With the exception of one little sentence that says, “Presented by Volvo,” you can’t tell the story is an ad. This is where things are going. All of our disciplines are blurring. Go make friends with people who do advertising for your company or work with your clients. Make friends with those in the marketing department. Figure out how you can all work together. Because this? This is the future of PR." PRESENTED BY VOLVO: SUBTLY 'SPONSORED JOURNALISM' See also: BMW ‘Global Innovation Series’ (Mashable): http://mashable.com/category/global-innovation-series/
  20. 20. http://redwoodgroup.net/land-rover- onelife-magazine/ LAND ROVER – ONE LIFE MAGAZINE (& DIGITAL EXTENSIONS) (Redwood) “Land Rover is a well-travelled, adventurous brand, so Onelife regularly heads to the far reaches of the Earth in search of a good story. (…) Land Rover Onelife Magazine has been winning Best International Publication at the 2011 APA awards, Customer Magazine of the Year at the 2010 PPA Awards, and Best Use of Photography and Best Use of Film at the 2009 APAs. The magazine is translated into 14 languages. It is adapted and delivered to 36 international markets, in 450,000 copies. An iPad version of the magazine is also created for both the UK and US. To enhance each issue’s local relevance and engagement with its audience, all the markets have the option of including their own local material in either six or 14 pages, which are designed and edited in-house.
  21. 21. “For this off the grid hi-tech house, TBWAHakuhodo collaborated with 20 companies that could provide the requisite technologies. The Nissan Leaf electric car, for example, acts both as a means of transport and a homepower generator, while Nissan Sangyo Corporation provides a special heat-resistant and insulating ceramic coating technology. A ground-breaking illustration of how brand alliances can fulfil a powerful social and environmental vision.” http://www.tbwahakuhodo.co.jp/mirainihon/index.html NISSAN LEAF - ‘CONTENT ALLIANCE’ WITH TBWA/HAKUHODO
  22. 22. VOLKSWAGEN DAS AUTO MAGAZINE – ‘THINK BLUE, BUY LOCAL’ BRANDED VIDEO Silver Pearl Award 2012 For Best Video http://www.customcontentcouncil.com/ news/pearl-awards-press-release-tmg-and- pace-bring-home-gold-pearl-awards- ceremony-six-gold-awards-e
  23. 23. 3. Education (Helpful content “to get the most from your car”)
  24. 24. “Dealerships should aim to post content that connects their industry to human-interest topics, such as local traffic info, suggestions on weekend road trips, or even the occasional discount offer. Think about how your audience might relate to your business in their personal lives and you are almost guaranteed to find content-worthy points of intersection.” http://www.business2community.com/content-marketing/facebook-content-marketing-lessons-from-large-brands-0142752#wj3j81dWqCHfewJo.99
  25. 25. MY FORD iPAD MAGAZINE “In the My Ford magazine app — the official magazine of the Ford Motor Company — you’ll get family-oriented travel stories, celebrity interviews, sneak peeks at new vehicles and much more. You’ll also find stunning photo galleries of original photography, as well as helpful videos to show you how to get the most from your Ford vehicle. Plus, this app features a one-stop shop for all your Ford vehicle needs and provides complete access to the Ford vehicle showroom, vehicle brochures, owner guides and much more. My Ford content is updated quarterly, and a new issue is available for download in January, April, July and November. FEATURES •  Photo galleries of original photography •  Helpful videos to show you how to get the most out of your Ford •  Complete access to owner guides, the Ford vehicle showroom, vehicle brochures and much more. http://www.myfordmag.com/app/
  26. 26. http://www.iamjeepmobile.com I AM JEEP – MOBILE APP •  "Your Profile": allowing you to customise the application with your personal details and the details of your car •  "Find your car": recording the position of your parked car, making it easier to find it thanks to route instructions •  "Due dates": due dates relating to your car and car servicing schedules will be available after the Show •  "Find nearest dealer": allows you to find your nearest Jeep dealer •  "Owner's Handbook": compressed version of the model information handbook •  "Contact Us": to contact the "I am Jeep" Customer Services directly •  "News" and "Jeep People": to be kept up-to-date at all times of all brand news.
  27. 27. http://owners.acura.com/ MY ACURA (Honda)
  28. 28. SUBARU – MAP MY DOG WALK APP “Brands are breaking into personal spaces, combatting tech fragmentation by providing mobile solutions for their customers that ultimately serve as free (and viral) media channels. That was the reasoning behind Subaru’s Map My Dog Walk and Guide to Everything, which tap into the brand’s “Get Outside” mentality. Knowing that 70% of the brand’s customers have a dog, Subaru has featured puppy-focused ads each February since 2010 during the annual Puppy Bowl. Looking for an opportunity to extend the experience beyond the winter months, it partnered with an app maker to launch the dog walking pedometer app, which also contains a built-in social sharing network to find dog walking friends in your vicinity, and record best walking routes, speeds and distances. Since its release, Map My Dog Walk averages 300 downloads daily, lending life to Subaru’s “puppy- approved advertising” beyond the February campaign, adding that the functionality of the app has allowed for a deeper and richer relationship with users. These apps allow the brand to integrate into the everyday lives of its drivers, breaking through consumers’ private spheres. Subaru doesn’t expect the app to drive sales, but it will amplify consumers’ experiences and really tie Subaru to that. It’s a way to use the consumer as the voice of the brand – not just to pat ourselves on the back. At the end of the day, yes we want to sell cars, but if we have our owners speaking to their experiences and sharing that with others who potentially might be in the market [for a car], that holds a lot of value. http://strategyonline.ca/2012/08/29/next-big-things-the-new-branded-content/
  29. 29. “Brands are breaking into personal spaces, combatting tech fragmentation by providing mobile solutions for their customers that serve as free (and viral) media channels.” Rob Font, digital communications manager, Subaru http://strategyonline.ca/2012/08/29/next-big-things-the-new-branded-content/
  30. 30. 4. Conversation (Shareable content, earning WOM, buzz, reach)
  31. 31. "Four automotive manufacturers account for around three quarters (73.1%) of all video shares in the sector (Volkswagen, Kia, Chevrolet and Nissan), illustrating the huge opportunity open to those brands who currently lag behind." http://www.unrulymedia.com/article/new-unruly-report-sees-huge-growth-opportunities-automotive-marketers-social-video-advertisi
  32. 32. http://clearslide.com/v/xqzkvg ”We’re moving from a time when advertising was something to be avoided on TV to a time when it’s something to be shared online.” Frank Rose, Author of The Art of Immersion and journalist at Wired
  33. 33. http://www.letsdothis.com/okgo/index.html; http://www.wired.com/geekdad/2012/02/ok-go-chevrolet/ CHEVROLET & OK Go “OK Go built a track, Sonic played all the instruments. Check out Sonic playing a guitar solo at 45 mph.” “Whether or not this helps sell the Chevy Sonic is yet to be determined, and obviously that part of the collaboration is some serious advertising, because like most OK Go videos it’ll be up to millions of hits by the weekend. Regardless, the logistics behind creating a musical test track to not only be played, but played correctly is very impressive. My virtual hat off to both Chevy and OK Go for once again turning a mediocre song into an internet sensation.” “Unsurprisingly, it's already at well over 1 million views.” (Adweek, February 2012)
  34. 34. KIA SOUL HAMSTERS “(…) Kia has been the most successful in this regard, its iconic dancing Soul Hamsters ad series benefited from being aired during MTV’s Video Music Awards in September and became the most shared automotive ad during the period from June 2011 to June 2012. Kia took advantage of the gap in activity (pre and post Super Bowl) to deliver the strongest performance throughout the year.” http://skiddmark.com/2012/11/which- automotive-brands-are-winning-the- content-marketing-race/
  35. 35. http://socialmediatoday.com/ seanroyer/1083706/best-branded- content-week-december-15-2012; http://www.youtube.com/user/ TheDrivingDogs?feature=watch MINI COOPER – DRIVING DOGS Going for the “awwww” factor, Mini Cooper teamed up with the Society for the Prevention of Cruelty to Animals (SPCA) to teach three dogs to drive. The dogs were then put to the test in front of a live television audience. SPCA has said that the stunt was part of an initiative to prove that dogs from shelters are not second rate pets. The three new drivers, Monty, Porter, and Ginny were put behind specially outfitted Mini Coopers for their first trips behind the wheel and I can’t help but think that they look very cool. The result is an extremely entertaining (and adorable!) way to bring attention to the car brand.
  36. 36. MERCEDES-BENZ FACEBOOK ENGAGEMENT https://www.facebook.com/photo.php?fbid=406555326098530&set=a.297338410353556.72517.271014032985994&type=1&theater
  37. 37. 5. Collaboration (Co-created, participative, valorizing content)
  38. 38. "We receive tons of stories from consumers every day in the form of photos and text and even videos. They are out there, and they want to tell their stories, so whenever we can, we try to capitalize on that." Carolin Probst-Iyer, manager of digital consumer engagement for Chevrolet http://www.digiday.com/brands/chevys-shift-from-selling-to-telling/
  39. 39. VOLKSWAGEN ‘PEOPLE’S CAR PROJECT’ http://www.psfk.com/2012/05/volkswagen-hover-car.html “In 2011, Volkswagen launched its People’s Car Project in China, which asked everyone to submit innovative vehicle ideas. Over 33 million people visited the site and 119,000 ideas were submitted. Three concepts were picked as winners, including the Music Car, the Hover Car, and the Smart Key. Recently, the Hover Car was turned into a video that simulated how the vehicle would look, drive, and function. The clip has received thousands of views within a few days and has gone viral internationally.”
  40. 40. https://www.facebook.com/photo.php? fbid=423874737647906&set=pb. 192574850777897.-2207520000.13590140 04&type=3&theater AUDI (UK) – ‘CONTENT CURATION’ ON ITS FACEBOOK PAGE See also: ‘Three Lines’ Facebook engagement campaign (Audi A3): “On Facebook, the aim was to grow awareness and engagement around pictures and content relating to the car, as well as starting conversations about how the most useful innovation is sometimes the most simple. To do this, Bartle Bogle Hegarty used simple three- line drawings to celebrate other innovations that deliver "everything you need, nothing you don’t". http://www.campaignlive.co.uk/News/ 1161111/
  41. 41. http://escaperoutes.com/ FORD ‘ESCAPE ROUTES’ INTERACTIVE REALITY SERIES Ford Escape Routes is an interactive reality series featuring a cast of six teams of two, participating in a unique road trip competition with real-world challenges. At-home viewers across the country can participate in real-time via EscapeRoutes.com, to help their favourite team win, through the interactive challenges and games online.
  42. 42. http://www.teslamotors.com/gallery TESLA LEVERAGING ‘CUSTOMER CONTENT’ (Audio)visual content marketing including ‘customer content’, …
  43. 43. ACURA (HONDA) “SHARE YOUR STORY” http://celebrate.acura.com/ OwnerStories.aspx#864
  44. 44. 6. Congratulation (Rewarding content, CRM, loyalty stricto sensu)
  45. 45. "Building loyalty and a lasting relationship, sooner or later, translates into sales.” Carolin Probst-Iyer, manager of digital consumer engagement for Chevrolet http://www.digiday.com/brands/chevys-shift-from-selling-to-telling/
  46. 46. *during first 9 months (launch period). “4.3% rise* in re-purchase” Dedicated & intelligent online portal/guide incl. personal calendar, lifecycle follow-up, benefits, custom news, exclusive info, monthly newsletters and personal alerts. (+ video channel + social media accounts) RENAULT – MYRENAULT.BE http://www.vimeo.com/19034906
  47. 47. •  Objective: brand loyalty, rewarding customers •  Target: customers + prospects •  Frequency: 4x/year •  Distribution: controlled circulation, nationally segmented •  100 pages incl. 22 ads (add acquisition per country). MERCEDES-BENZ MAGAZINE http://www.hemels.com/en/portfolio/ mercedes_magazine_online
  48. 48. VOLKSWAGEN DAS AUTO “FOR OWNERS” (Meredith) From November 2012, “Das Auto. Magazine” will be available on the internet in six languages for seven countries at www.dasauto- magazine.com. The magazine is one of the first publications to appear at regular intervals which can be read on a wide range of screen types. iPad users have their own quarterly version with exclusive audiovisual and interactive content. There is also a print edition of the English version of the new 92-page magazine, and importers worldwide can adapt the content of this classic magazine format for further national editions. (…) The new concept has a distinctly journalistic style while at the same time also making intensive use of the possibilities offered by the various communication channels. “Das Auto. Magazine” replaces both the “Volkswagen Magazine” print magazine and Volkswagen’s online and app customer magazine called “Das.” The Berlin-based content agency KircherBurkhardt won the pitch for this integrated magazine concept in the summer. https://www.volkswagen-media-services.com/medias_publish/ms/content/en/ pressemitteilungen/2012/11/07/0.standard.gid-oeffentlichkeit.html; http:// dasautomagazine.com/;http://www.magazine.org/meredith-xcelerated- marketing-wins-four-pearl-awards-presented-custom-content-council “Das Auto brings loyal Volkswagen owners exclusive news and stories about the cars and brand they love.” 2012 Gold Pearl Award “Most Improved Publication”.
  49. 49. 7. Conversion (Content inspiring conversion to (re-)purchase)
  50. 50. “We remember experiences more readily than facts – the smell of a classic car reminds us of our childhood, the winding road in Jaguar’s F-TYPE video triggers memories of a favourite drive – whereas facts are usually unconnected and for that reason far more difficult to recall.” http://skiddmark.com/2012/11/which-automotive-brands-are-winning-the-content-marketing-race/
  51. 51. AUDI CITY “Buying a new car is less impulsive than buying a new pair of trainers, but the impact of digital on that process is driving key changes across the sector. 2012 saw the launch of Audi City, a small-footprint digital showroom in London’s West End. Visitors use multi-touch screen tables (created by Razorfish International) to design their ideal Audi from more than 3.5 million possible configurations. Their creation can be viewed, life-sized, from all angles on huge HD screens, and can be seen ‘driving’ through virtual landscapes. That vivid first impression is more important than ever. Research by Jaguar Land Rover discovered that in 2000 people made an average of 7.5 trips to dealer- ships before buying a car. By 2010 that figure had shrunk to 1.3 visits. The impact of each encounter gains significance. Audi City combines the flexibility of digital car-configuration with the sense of high- impact retail theatre that a brand-controlled environment of a store can offer. It’s a strategy the brand clearly believes in: Audi plans 20 further such destinations around the world by 2015. http://microsites.audi.com/audi-city/en/index.html http://www.contagiousmagazine.com/resources/ MostContagious2012.pdf
  52. 52. http:// www.contagiousmagazine.com/ resources/ MostContagious2012.pdf CHEVROLET (ORCA) – RESCUE DRIVE “Thinking more broadly about the customer journey than just how to entice people onto its forecourt, the Orca Chevrolet car dealership in Brazil took an insightful approach to promoting the new Chevrolet Cobalt. Its Rescue Drive campaign saw the business partnering with a local breakdown service to send a new Cobalt (along with a salesman) to people stranded with broken-down vehicles. While the rescue company towed their faulty car away, Orca Chevrolet allowed motorists to drive themselves home in the new Cobalt. At its core, Rescue Drive was a smart way to add value to people’s lives while also running a product demo precisely at the time when drivers may be considering a new purchase, i.e. when their old car had crapped out on them. Go-getting managers looking to maximise productivity will no doubt like the way it mobilised showroom staff and stock into action instead of passively waiting for customers to come to them.”
  53. 53. PEUGEOT’S HYBRID GRAPHIC NOVEL “How can you tell a simple yet innovative story to promote a complex technology towards a non car-specialist target audience ? This is the challenge we were facing when Peugeot asked us to communicate on their latest hybrid engines system. Instead of listing all the technicals specifications, we decided to show the adventure of a heroin utilising the four driving modes of the HYbrid4 technology. To do so, we’ve teamed up with Gerald Parel, famous for his Marvel comics covers’ illustrations, to bring the hybrid technology to life through what we called : « The Hybrid Graphic Novel ». (…) Within a month of activity, we’ve collected thousands of tweets and blog posts, …” “Storytelling is a powerful approach that can, when done right, compel users to convert more effectively than what any amount of optimization, crazy visual callouts, or awesome interactive elements can do otherwise. Much like how we expect to see a moral at the end of a book, we expect to find a purpose at the end of a site with a storytelling experience. When the path to the “moral of the story” (or conversion point, to be more specific) is laid out clearly in front of our users’ eyes, the rest of the work lies simply in convincing them that the purpose is really worth grabbing on to…” http://graphicnovel-hybrid4.peugeot.com/start.html ; http://www.creativesandbox.com/case-study/peugeot-the-hybrid-graphic-novel
  54. 54. FIAT - ALTERNATE ROUTES http://contently.com/blog/2012/11/12/ikeas-interactive-holiday-catalog-fiats- storytelling-debating-branded-contents-value/; http://www.mediapost.com/publications/article/186990/fiat-branded-content-better- tell-a-good-story.html; http://www.cbsaltitudegroup.com/portfolio/fiat-usa/ Alternate Routes: The FIAT Storytelling Series featured real people telling their unique and passionate story in two-minute radio vignettes. The series was filmed in front of live audiences, generating long-form video, plus long radio spots on CBS radio in five major markets over eight weeks. The purpose of the content: not so much to tout Fiat as to drive consumers online to watch the shows and learn about the brand. This was achieved because the radio spots were cliffhangers. The video content, meanwhile, was on Fiat's Facebook page. Fiat mirrored the experience in the social space following the CBS radio flighting, and weaved in content and stories to CBS.com. The results were over 76 million impressions over the eight weeks, with 29 million impressions online, with videos -- eight to ten minutes -- being viewed 440,000 times. That's 59,000 hours of content consumed, which drove nearly 7,000 people to interact with the configuration and shipping too on Fiat-USA.com.
  55. 55. http://www.storyworldwide.com/lexus/ LEXUS MAGAZINE (Story Worldwide) “Lexus, a global brand, needed a consumer-facing publishing program that would maintain the integrity of the brand while allowing content to be localized, so it would be meaningful and relevant for readers. Consumer loyalty, quality control and cost efficiencies were issues. Story Worldwide and Lexus launched a global brand marketing program, which aimed to deepen brand loyalty through localized content for Lexus magazine. Content extensions have included an MSN portal, email newsletters, video stories for Lexus websites, travelogues for TiVo and other VOD applications and serialized fiction. The program has been identified as a benchmark in customer publishing. Results: •  86% readers found the magazine informative •  60% readers logged on to the Lexus website •  “Most Effective Automotive Title” (APA Awards).
  56. 56. http://www.gokd.net/lamborghini10-612.html Convert your audience into smarter, more loyal and MORE PROFITABLE CUSTOMERS. Get content. Get sQills, a Sanoma Company 0032 (0)15 67 83 77 info@sqills.be

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