Automotive Promotions with Social Media - Case Study


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Dorschel Automotive Group opened up a MINI Cooper dealership and needed to create buzz and raise community awareness. Using Social Media we helped them generate interest and get people talking about these fun little cars. This slidedeck walks you through the components of the Facebook marketing and contest that surrounded the activity.

If you would like to do something like this for your dealership - reach out to me at or call 585-520-2232

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Automotive Promotions with Social Media - Case Study

  1. 1. #WINSMALL #WINSMALLAutomotive Promotions through Social Media Dorschel Automotive Case StudyMarch 2013
  2. 2. Always begin with strategy…• Objective – Awareness of new MINI Dealership• Get people to test drive MINI• Get people excited about MINI OF ROCHESTER• Get people to talk about Dorschel on Facebook• Ultimately drive demand for new vehicles…
  3. 3. MINI OF ROCHESTER5 Month Contest “Drive One For The Weekend”1 Grand Opening Winner “Win a 2yr Lease on a MINI”
  4. 4. MINI OF ROCHESTERCustom Facebooktab and appTo enter you mustLike the pageFollowed FacebookContest Guidelines
  5. 5. MINI OF ROCHESTERCustom Facebooktab and appPeeps could post toFacebook that theyentered!
  6. 6. MINI OF ROCHESTERPromoted withtrackable QR CodeVideo with Intro toContest W nt t o dr ive a m a ini f or t he we e ke nd? pos s ibl y win a FREE one f or t wo ye a r s ?
  7. 7. MINI OF ROCHESTERPeople engagingwith the contest
  8. 8. MINI OF ROCHESTERDrive Interest withWinners Circle on Facebook- Updated weekly- New YouTube videos- Driver Experience Posting - Facebook wall postings - Twitter #winsmall
  9. 9. MINI OF ROCHESTER Phase II – Keep Fans Engaged during MINI OF ROCHESTER build-outProvide Incentives for Drivers & Fans- Motivate Drivers to get Votes- Offer prizes to Voters to encourage them to play- Provide mechanism that easily allows Voters to not only share their participation, but reward them for sharing with additional points- Keep buzz going about Dorschel and #WINSMALL promotion
  10. 10. MINI OF ROCHESTER Phase II – Keep Fans Engaged during MINI OF ROCHESTER build-outContinually bring fans back to Facebook- Show real-time votes for Drivers- Voters Leaderboard updated weekly- Weekly Facebook Wall posts & Tweets to remind/encourage check on scores and more votes- Live Twitter feed to show conversations on #winsmall
  11. 11. MINI OF ROCHESTER Results over the duration of the campaign- 1 Driver won a free 2yr lease MINI- Grand opening party well attended- QR Code received over 500 scans- Facebook page like count doubled- 395 Fans talked about Dorschel- 14,900 Facebook users reached- 16,372 Facebook unique page views
  12. 12. Thank you! Results over the 5 month campaign•Skeeter Harris•Mac Village Media•President •Phone 585.520.2232 •Web: •Skype: SkeetHarris •Email: •Linkedin - •Facebook - •Youtube - •Twitter: @SkeeterHarris