Learn how a major automobile company ran a social promotion that garnered a 60% opt-in rate for their customer database.

1. Shoutlet, Inc. 2014 • v14.01 shoutlet.com • facebook.com/shoutlet • twitter.com/shoutlet
HOW SMART CAR USA AND RAZORFISH
FUELED BRAND AWARENESS AND GATHERED
CUSTOMER DATA WITH UNIQUE CAMPAIGN
ARTIST-INSPIRED INTERACTIVE PROMOTION RESONATES WITH TARGET DEMOGRAPHIC
AND GATHERS CUSTOMER DATA TO OPTIMIZE FUTURE COMMUNICATION
GOAL
DRIVE BRAND FAVORABILITY AND AWARENESS WITH TARGET DEMOGRAPHIC
smart USA, an automobile company born from a collaboration with Swatch
Watches and Mercedes-Benz, aimed to drive brand awareness and favorability
of a recent collaboration with BoConcept, a furniture designer. As smart cars
are highly customizable, the automobile company and their agency, Razorfish,
looked to tap into the young, creative demographic to increase brand awareness.
They also hoped to gather customer data to understand their target further to
optimize future marketing initiatives.
CAMPAIGN
COLLABORATION FORTWO
Smart highlighted their newly customized special edition car with
BoConcept, a furniture designer, by hosting a unique promotion
where fans voted for two of four artists to collaborate on a piece
of art. By aligning smart with well-known artists, they ensured
their brand perception was positive in the art community and
with their target demographic, the creative, young artist.
After voting concluded, smart connected
the two artists in a room for three days,
and then hosted a viewing party showcasing
the collaborative piece of art.
In addition to promotion of the campaign
on social networks including Instagram,
Facebook, Twitter, and Pinterest, the artists
were also empowered to use their social
networks to encourage voting.

2. Shoutlet, Inc. 2014 • v14.01 shoutlet.com • facebook.com/shoutlet • twitter.com/shoutlet
HOW SHOUTLET HELPED
The Razorfish team had many creative
requirements for this promotion, and
with the help of Shoutlet’s support team,
delivered a unique solution for their client,
smart USA. Using Shoutlet, the team
created the interactive and engaging app
in Social Canvas™ and promoted it using
the Shoutlet publishing features. Easily
creating a mobile version allowed the team
to include all customers on all devices.
By including an opt-in for their newsletter
on the form, Razorfish gathered data on
each smart customer, adding it to their
Shoutlet Profiles™ for future marketing
and insights.
Shoutlet empowered us to deliver
a truly great promotion and experience
to our fans without any additional cost
to the client. These promotions allow us to
use Shoutlet’s key features with significant
creative flexibility, and help us optimize
future promotions and marketing initiatives
based on the results. Optimization allows
us to make a greater connection with a
customer, increasing their chances of
purchasing a smart car one day.
Ali Fard
Producer
Razorfish
The high engagement on this promotion from smart’s targeted audience surprised the team.
The page averaged 4.7 clicks per visit. And out of all of the fans who voted, more than 60%
signed up for smart’s newsletter.
Through the innovative promotion and aligning with the art world, smart communicated their
alignment with the design world, which is important given the ability to customize their cars and
express yourself through the vehicle. They also increased their fan base, increasing the touch-
points they can have with customer everyday to influence a possible purchase of a smart car.
HIGH
ENGAGEMENT
4.7 CLICKS
PER VISIT
60% OPT-IN
FOR NEWSLETTER
RESULTS
ABOUT SHOUTLET, INC.
Shoutlet is a leading independent enterprise-class cloud-based social marketing platform that
enables marketers to publish, engage, and measure social marketing campaigns and activities
on social media platforms such as Facebook, Twitter, LinkedIn, Foursquare, and YouTube. Its
industry-leading, enterprise class functionality includes tools for social CRM, creative design,
social listening, ads, workflow management, contest design and execution, and top-notch
analytics for easy integration with the industry’s leading web analytics tools from Google
Analytics, IBM Digital Analytics, Omniture, and Webtrends. Shoutlet’s SaaS-based model gives
customers the control and flexibility they want and need, and is rooted in a strategic partnership
that provides the necessary resources and counsel to execute successful social campaigns.