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Showing posts with label NAIAS. Show all posts
Showing posts with label NAIAS. Show all posts

Monday, January 14, 2013

Honda Advertises on the Associate Press Twitter Feed



There was an interesting revenue tactic last week by the Associated Press when technology company Samsung advertised on the AP's twitter feed during CES.  AdWeek immediately covered the story, since there is some discussion about AP blurring the line of between "editorial church and state."

Another week and another big industry event, this time the North American International Auto Show (NAIAS) in Detroit and sure enough the AP's Twitter account is again posting sponsored tweets this time for Honda and Acura. Both posts featured the upcoming concepts the brands were featuring to interest AP's 1.5 million twitter followers.

This is an interesting tactic since one can assume a lot of media from other publications follow AP on Twitter.  If a brand can get their news to journalists in a quick way through what could be seen as a target media buy to a difficult to reach audience - reporters, this may not be all that bad of a tactic. Unless it backfires as crossing some line as some commenters on Twitter have expressed.

What will be telling is how long this lasts.  It could be seen by Twitter as a challenge to their own advertising model.  If Twitter accounts start selling their tweets directly to brands, this could usurp some ad dollars from the company providing the community and with a looming Twitter IPO on the way this probably won't last long.

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If you want to hear some more on this topic, checkout this week's BeanCast Marketing podcast that I was a panel member on. We discuss this topic in depth as well as several other current marketing and social media topics.


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Thursday, August 11, 2011

Will RFID be at Every Auto Show Display Next Year?



Radio-Frequency Identification (RFID) Facebook status updates are becoming the rage in social media event activations with the latest incarnation coming from Mercedes-Benz sponsorship of this year's PGA Championship in Atlanta, Georgia.



Recently Renault did something similar with RFID at an auto show last April which leaves me wondering if RFID Facebook updates are the next must have accessory for the coming 2012 auto show season? I'm willing to bet they are and with brands looking to activate what happens at an event to share in the digital world, RFID Facebook integration is a great way to extend a brand's investment in event sponsorships by reaching a person's online community too.

The question then is should the kiosks featured in the Renault and Mercedes-Benz examples be configured to support the entire event, where one can register a pass for the auto show and share across multiple brand stations? Or will an attendee after register at each brand kiosk to do whatever that brand wants the experience to be?



We'll probably see several of these RFID registration kiosks from a handful of brands; instead, of a more elegant register once with the event organizer - yeah I'm talking to you North American International Auto Show, New York Auto Show, and Los Angeles too.

No matter what happens, event planning teams across the automotive industry certainly are seeing these examples and the media coverage they are getting and will likely follow suit. So be ready to link your Facebook profile to a RFID card.




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Wednesday, January 12, 2011

After Losing Car of the Year, Nissan Promotes a Tweet



So you didn't win the big award especially after losing to your main rival. It isn't the best feeling. In this situation, Nissan LEAF lost to the Chevy Volt for North American Car of the Year at the North American International Auto Show but that didn't stop Nissan from promoting what they did win.

Today on Twitter there is a promoted tweet: "Nissan LEAF" that promotes their winning the Eco Car of the Year at NAIAS. There is nothing wrong with promoting this tweet and getting the word out. Nor is there anything wrong with the Eco Car of the Year award, I'm sure it's an honor.

I just wonder if it's a little sad after losing the big award to have to promote a tweet to get people to notice you did win something. After all of the press coverage of Chevy Volt winning Car of the Year on Monday, perhaps Nissan felt a bit left out and wanted to share they didn't walkaway empty handed.

Lastly, I would've never known they won if it wasn't for the promoted tweet so it definitely served its purpose.


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Friday, January 15, 2010

North American International Auto Show Tweetup



Back in December we had several automotive journalists come to Detroit for some product events with Ford and General Motors. This provided a great opportunity to organize a Tweetup (learn all about what a Tweetup is here if you don't know.) During the planning, one of my followers on Twitter, @Muntz_Man, contacted me about joining the event and mentioned maybe there could be another event during the auto show where the Twitter community could come to see the North American International Auto Show (NAIAS) in a more exclusive way.

What I soon found out is that Max Muncey is an Associate with the John Bailey & Associates Public Relations firm working with NAIAS. Once auto show week arrived, Max reached out again and there was a tweet from the @NAIASDetroit Twitter account inviting people to an event. I joined in as did some local social media and automotive people who attended to the first ever NAIAS Tweetup on Wednesday January 13, 2009.

The event was held a few days before the public opening and fell on one of the Industry Days. Industry days are basically what it sounds like, a time for people in the car business - engineers, designers, marketing people - to get a look at the cars and displays usually for work related reasons.

Some of the people who also attended: @wweidendorf, @HajjFlemings, @becksdavis, @MaureenFrancis, @kayleehawkins, @redcrew, @darealchrisree, @richardsession, @AshleySFlintoff, @freeismylife, @jennilewis

The Show

The show itself is great. Far better than last year where GM and Chrysler were held up by a shoestring as Presidential administrations were changing and George W. Bush had only given the auto companies enough to survive day-to-day.

This year the displays are bigger and better with a strong presence by Ford Motor Company and a surprisingly elaborate display from the Chrysler Group; even though, Sergio Marchionne supposedly doesn't see much value in auto show marketing.

Of course, there are not the crazy, design exploration concept cars of years back. Today most manufacturers show "concepts" that are basically 90% completed production vehicles. The one concept that did impress and was a bit more of a study than reality is the Audi E-Tron concept. It is beautiful.

Product Specialists on Twitter

One interesting note to this year's auto show is a new thing Ford, Lincoln, Mercury is trying with giving product specialists their own Twitter accounts. You can view their accounts at Sam DeLaGarza's Twitter List; Sam is the Ford Fiesta Brand Manager.

Bringing product specialists from an auto show to Twitter is definitely something new. We'll have to see if it catches on and becomes an unique way to engage with the show online; though, I do worry it also becomes a platform to be "that guy."

If you want a less corporate perspective from the product specialists, checkout a new blog and Twitter account (@DYCWTC) from an anonymous GM auto show model. Her post on "Grandpas" is an interesting take on what it's like to be trapped by the Greatest Generation.

NAIAS opens to the public tomorrow and has its final day on January 24th. If you are in town, it is definitely worth checking out. I go 2 or 3 every year and will probably even head out again for a public day thanks to some free tickets Mercedes-Benz sent me.
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