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Showing posts with label TV. Show all posts
Showing posts with label TV. Show all posts

Monday, October 7, 2013

Will Ferrell Does Not Drive a Dodge Stratus



If you ever watched Will Ferrell on Saturday Night Live before he became iconic movie characters such as Frank "The Tank" from Old School or Ricky Bobby from Taladega Nights, you'll recall he was normal dad Ted sharing his day at work with his family at the dinner table.


Fast forward to this week where Dodge Stratus driving Division Manager Ted is transformed into the uber essence of raw maleness as Ron Burgundy from the film Anchor Man 2. Dodge shot 70 ads with Ferrell to launch the new Dodge Durango where we learn about neglected features like the glovebox and how many "EM-Pah-Gahs"the Durango gets.

The ads are memorable and one of the better movie and vehicle promotional ads I've ever watched.  Take a look for yourself and enjoy the Durango and a lot of maroon suit fabric to keep even the most jaded marketing professional smiling.





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Tuesday, August 21, 2012

If You're Going to get Caught, It's Best to have a BMW

It helps to have a new 3-Series after getting caught doing a little backside slap in the rear... camera.  No car I owned during high school had a Roundel or a backup camera so I was pretty safe from getting caught making obscene gestures as I returned to the driver's side of my 1978 baby-shit brown Ford Granada. 
Here BMW has a little fun with technology and youth.  
It's a simple idea of connecting something we all have experienced, the excitement and possibility of scoring when on a prom date. Of course, the target BMW 3-Series customer isn't likely attending a prom, other than as a chaperone, but who cares. What matters is we can all relate and appreciate the ridiculous situations technology now puts us in.
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Tuesday, June 5, 2012

Scion Gets Its First Halo Car




It is great watching the low-end sports car market heat up. To think one can buy a V6 Mustang, a Hyundai Genesis Coupe and now a Scion FR-S in the mid $20k range and get a lot of performance and fun plus great fuel economy.

FR-S is an acronym for Front-Engine (F) Rear-Wheel Drive (R) Sport (S). It also shares many of its components with the co-developed Subaru BRZ.

Agency ATTIK, the same agency that brought us the Scion iQ Babes 'N' Donuts [and milk] ad, developed the first spot launching the FR-S.  Its quick paced, high energy performance shots are a bit unexpected from the Scion brand, but this is a new era for them. "The rear-wheel drive sports car is the brand's halo car," states Jack Hollis, Vice President, Scion.

It isn't your typical halo car either.  With very few options available, one is left with few interior options a $26 ash tray or a $95 carpet trunk mat. Sorry no leather but you do get a leather steering wheel, power one-touch windows, and remote keyless entry. Also included standard are front, side and curtain airbags and iPod connectivity.

For the low-end consumer sports car market there is a lot of car here, unless you want some higher end options.  Perhaps some additional trim levels and engine options will make it even more desirable for those who love the look, but want more halo.

The ad does what it needs to do. It appeals to the TopGear oriented sports car fan who loves tight wheel shots, burnouts, and RPM gauge closeups. It becomes interesting when "Scion" flashes on screen as that is the most unexpected moment of the ad. If this were a Mustang or Camaro ad the impact would be minimal as it is expected. When it comes from the company with the xB, xD, iQ, and tS it becomes disruptive... in a good way.


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Monday, April 9, 2012

Remember When Parking Lots Were Full of Wagons, Not SUVs? Neither Do I.





This classic ad from Volvo kind of reminds me of my home. Off I go to work in my convertible, while leaving my wife with the wagon.  Though she is no meek wallflower and definitely has no issue "mobilizing."

Yet it's interesting to see the ads of today that show wagons as vehicles of adventure and escape; though Volvo does not call the XC70 a wagon but rather the much overused term Crossover.

This ad showcasing the off-road prowess and speed is what it takes to make a wagon cool again than so be it. At least we are no longer talking about how many refrigerators full of groceries a Volvo wagon can carry.

You've come a long way baby.






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Saturday, February 4, 2012

Pregame Buzz



Last year Volkswagen had quite the viral hit with "The Force" Super Bowl ad.  Of course, many forget that hit required some media spend to drive awareness about the commercial before the big game. Volkswagen did several paid media placements including the homepage of YouTube.

The awareness raised by advertising assisted sharing dramatically, but mostly sharing worked because "The Force" ad was brilliant with its adorable use of Star Wars encapsulated in the eyes of a little boy playing Darth Vader.

This year everyone is replicating VW's strategy to viral success. Ads are showing up everywhere promoting Super Bowl commercials.  Facebook ads. Promoted Tweets. YouTube homepage takeovers. Emails promoting the ads.

Here is a list of the Super Bowl commercials having some pregame advertising to drive YouTube video views along with how many views they received as of Saturday morning February 4. Each ad had it's own amount of advertising dollars supporting it.


We'll all see a year from now if one of these ads can attain the viral dominance of VW's "The Force" which has 50,014,879 views after a year on YouTube.

Acura "Transactions"
12,417,801
Honda "Matthew's Day Off"
10,913,584
Audi "Vampire Party"
3,468,337
VW "The Dog Strikes Back"
2,984,829
Toyota "It's Reinvented"
1,601,559
Chevy "Happy Grad"
1,243,390
Chevy Sonic "Stunt Anthem"
465,503
Hyundai "Cheetah"
452,094
Cadillac "Green Hill"
199,803
Lexus "Beast"
140,886

For a full review of the automotive Super Bowl ads, stay tuned as Melanie at the BeCarChic blog and I will be doing our 3rd Annual She Said, He Said Super Bowl Automotive Ad Review.
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Monday, January 30, 2012

Ferris Bueller Grows Up and Drives a Honda CRV



Honda has released its full Super Bowl CRV ad featuring Matthew Broderick as a grown up Ferris Bueller. The video is at 307 views right now. I'm guessing it will be over a million before the end of the day.

The trend of releasing your Super Bowl ad a week or so before the big game was one VW did last year with their child Darth Vader "The Force" ad (now at over 49 million views.)  By the time the Super Bowl kicked off, the online video had over 4 million YouTube views with no media driving to the commercial, everything was simply online buzz.

Like the Darth Vader ad, the Ferris Bueller ad appeals to the nostalgia of GenX consumers who are definitely the key buyers of CRVs (and VW Passats too.) So if you are going to go big with your nostalgic movie rights ad buy, the Super Bowl is the platform to do it at.

Also, look forward to next week's post where I'll be doing the Third Annual She Said, He Said Super Bowl Analysis with Melanie Walker Batenchuk over at the BeCarChic blog.

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Friday, January 27, 2012

Who Knew Headlights Could Be So Cool?




The Super Bowl is quickly approaching and we are starting to see the ads show up online.  One of the more entertaining examples is Audi's latest featuring the S7 and campfire party full of vampires. 

One of the more difficult tasks of a marketing team is finding creative ways to make keyless entry, moonroofs and headlights interesting as part of a larger marketing campaign.  Featuring something pretty much every car in your segment has is not the most compelling product advantage, but there it exists in the Creative Brief... HD Headlamps. 

Audi's creative team had some fun with a rather mundane feature. Cue the 80s Echo and the Bunnymen song and add a group of attractive college aged Twilight-esque party-goers then find your creative hook that brings it all to an entertaining, unexpected end.

Brilliant. Nice work Audi.
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Monday, December 26, 2011

Fiat Sexes Up American Automotive Marketing



For the most part American automotive advertising has lost its sex appeal, fortunately or unfortunately the Italians have arrived with Fiat and are bringing back patent-leather clad models like Natasha Poly in the new Fiat Gucci print ads and with a sexually infused TV ad featuring Romanian model Catrinel Menghia.

I personally ran across the Gucci print ad at a hair salon looking through Details magazine. It certainly is a fitting ad placement and Natasha Poly definitely catches ones' interest immediately and well isn't getting noticed a good initial reaction? Of course just getting noticed only benefits the marketing if the reaction is positive.

Depending on your point-of-view, a top model leaning seductively across a car can be good or bad. The good is obvious when tastefully done. The bad however is a bit more complex. Honestly, cars with scantily clad women conjure up Snap-On Tool calendars more than tasteful advertising. However, I think Fiat gets away with this because...well because they are Italian. You kind of expect it. I'm doubtful someone like Ford or Nissan could pull this off.

My favorite quote from the Gucci ad creators is "Poly embodies the essence of travelling in style and living life at full speed." Okay, but doesn't 'life at full speed' sound a bit like fast cars, fast women?

The other ad featuring the Abarth is quite possibly my favorite commercial of 2011. It's sexy, fun, and demonstrates the passion many of us feel when we see a car that inspires automotive lust or what an old high school friend of mine once deemed as an "auto orgasm."



Whatever you personally feel about the launch of Fiat in the US, it definitely is bringing sexy back to American automotive advertising. One wonders if others will follow or will this just be something those Italians do? Time will tell.


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Thursday, December 15, 2011

Autoweek Launches Car Show at Historic Detroit Garage



I really like the work Autoweek is doing upping its content game on digital and now on TV with a new show Autoweek's Vinsetta Garage that launches January 3rd at 8:30pm EST on the Velocity network (formerly Discovery HD Theater.)

The new show features Courtney Hansen from TLC's Overhaulin' and several other auto related shows and appearances. I had a chance to meet Courtney briefly at The Woodward Dream Cruise last summer in Detroit and spend sometime at the gutted out Vinsetta Garage where Autoweek hosted a Dream Cruise party that day.

The Garage is an automotive icon. For years, I'd drive down Woodward Avenue always looking to see what classic cars would be in the lot. Being a former 1965 Mustang owner, I'd always perk up when a classic Mustang or classic roadster (other love) was there.

The Vinsetta Garage owner sold it early this year. It is the oldest garage west of the Mississippi and many were wondering what would become of the place. That's when Autoweek's Curt Catallo and Crain Communications'  KC Crain bought the garage to turn it into a restaurant.

I'm not sure what's going on with the restaurant news that broke in April, but for now Autoweek will be hosting their new show Vinsetta Garage from the place that shares the show's name.

It's great to see a host of automotive shows arrive recently including Adam Carolla's Car Show and BBC's Top Gear America. After years of only having Motorweek on PBS, it is refreshing to see some more enthusiast focused shows.

Find out more on the Vinsetta Garage website or checkout this teaser video.




In full disclosure, I did get a free burger and beer at Woodward Dream Cruise earlier this year. Is that covered under FCC Blogger Disclosure rules? Edible swag counts I suppose. ;)
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Monday, July 11, 2011

Looking Into the Share of Voice of Volt and LEAF



This blog has followed a lot of the marketing efforts of two very compelling vehicles from the past several years: The Chevy Volt and the Nissan LEAF. Both cars are currently taking charge (pun intended) in the battle for green bragging rights with consumers and now Nissan has thrown a new punch at its Chevy competitor.

The new ads feature life with gasoline fueled appliances. The ads look into the continued dependence of gasoline engines as an old technology that is far behind the times, of course most of Nissan’s own portfolio of vehicles are hence old technology, but this is about green bragging rights and Nissan showcasing its competitive advantage.

Chevy has ensconced its Volt as a fighter of “range anxiety.” Range anxiety is the uneasy feeling that one’s all-electric vehicle may run out of charge before reaching the owner’s destination. Chevy has a backup gas engine to avoid such moments of concern, of course that’s pretty expensive backup plan but thankfully both the Volt and LEAF gain from current $7,500 government incentives to offset costs.

I wanted to take a look at how performance for both of these vehicles is doing online and worked with some great people from MutualMind here in Dallas who ran some social media analytics against the two cars for the week of May 29 - June 4, just to get a peek at what is going on in the social conversation.


IMG 1: Brand Hits refer to the Nissan LEAF, Competitor Hits to the Chevy Volt



It’s interesting to see they are both neck and neck as far as coverage, mentions of the two vehicles are with the Nissan LEAF having a slight edge, but that may be due mostly to the new ad campaign that is gaining some visibility internationally since it is creatively similar to a Renault ad running in Europe.





Sentiment is where the data gets a bit more interesting. Negative sentiment for the Volt is almost two times higher than it is for the LEAF, but that’s only half of the story. Positive sentiment is 34% higher with Volt than LEAF. What's this tell us? At least in social media conversation, Volt is a more polarizing vehicle meaning people are either defending it or criticizing it.

There are some rumors circulating around GM doing an all-electric Volt (GM has denied this.) It’s highly doubtful GM would use the same vehicle name (or even the same brand Chevy) to compete more directly with Nissan’s LEAF and Ford’s coming Focus EV. Like the hybrid market, the electric-vehicle (EV) market is sure to get very competitive and not be as simple as evaluating two primary competitors.

For now though, it is interesting watching these two solutions from two big brands battle for the hearts and minds of the green crowd as we move into the Post-Prius green vehicle movement.

Later this week I'll be sharing some of my personal thoughts on the Chevy Volt after driving one several days.

Thanks to Babar Bhatti from MutualMind for providing me with some great data. For more information, please contact:






Company: Mutual Mind
Website: http://www.mutualmind.com/

MutualMind is a social media management and intelligence platform that enables businesses to monitor as well as promote brands on social networks while providing actionable analytics and insights to increase social media ROI.

MutualMind offers a platform that allows users to aggregate and analyze feedback and conversations regarding their products or services on all of the major social media platforms. While many alternatives on the market today are limited just to listening or publishing, MutualMind’s has taken its value proposition further through the ability for users to actively engage with and manage the various social media outlets.

The functionality of this platform can be used for a myriad of business applications including: measuring market receptivity to products or services, tracking consumer or political sentiment, reputation/crisis management, generating sales leads, benchmarking versus competitors, and customer relationship management to name a few.


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Sunday, February 27, 2011

Hyundai Debuts iPad Ad During The Oscars



It's an interesting sell for a $60k plus luxury car - feature the owner's manual. Manuals are something so mundane and expected, but what wasn't expected from a car manufacturer is an electronic version included in the glove-box on an Apple iPad.

But does it matter? Does the owner manual matter in a luxury sedan? Of course no one is going to buy a $60k car because they get a $500 tablet computer. The Hyundai Equus ad has nothing to do with attracting luxury car buyers, it's really about the brand showing they are being innovative and hopefully some of that innovation will rub-off on other shoppers who may consider another Hyundai vehicle, sans iPad.

Is the Equus iPad app really that innovative? There have been other versions of owner manuals including the cassette tape I received when I bought a 1997 BMW 318i. Sure it was no iPad, but it was better than flipping through the paper copy in the glove-box.

Some found the debut of Hyundai's Equus iPad Owner Manual ad during tonight's Oscars a "Brilliant" idea. It is a solid idea and a great way for owners to get to know their car better, especially with all the technology in today's cars. It is an excellent way to explain the complexity of today's vehicles. Fortunately, my former 1997 BMW didn't have today's electronics and could be expressed on a tape deck.

Of course you don't need to spend tens of thousands of dollars to experience the Equus iPad Owner Manual; instead, you just need an iPad and an iTunes store account. Click here to download the Owner Manual app.


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Friday, November 26, 2010

GM's We All Fall Down Imagery Doesn't Fit



General Motors gave thanks this holiday week to the millions of taxpayers who helped bail them out last year. The timing of the ad is at least better than Chrysler's failed attempt at thanks in 2009 when they thanked people using a full page advertisement in the Wall Street Journal and USA Today right after they received the bailout money. At least, GM had the sense to wait for a thank you the week after they went public with their IPO and return to investor financing.

I see two desired outcomes GM wants from this particular ad. One to energize people who like the brand. Second is to get people to see GM has a fighter that didn't just lay-down after it got its money. They want people who have lost faith in GM to know the brand is getting up, not giving up and wants to be seen as a survivor and champion.

The imagery used in the ad is all about not giving up. It shows several historical and socially recognizable clips when it looked over, but the people in the ad did not give up and found the strength to win.

The biggest criticism I can see from the imagery used is that all if it showcases individuals who got back up using their own freewill and not through a helping hand. No one gave the boxer a 5-hour energy drink, shoulder massage and pep talk to rise up from the mat. Sure someone helped Evel Knievel up from his accident but he got back on the bike himself and kept going.

The Henry S. Truman image makes no sense. That was just the Chicago Tribune showing how low their opinion was of Truman. There was no falling down, just miscalculation.

Perhaps Popeye is the most relevant image as he gets his boost from an outside source - spinach. But unlike Wimpy, Popeye probably didn't have to borrow the money today with the promise of paying it back Tuesday. Cynics might think Wimpy was the better image to use..?

It would be interesting to see how they tested this ad. Did GM bring in people upset with the bailout or did they focus test against people open to seeing GM as independent again. My guess is more the latter. Perhaps it has a chance of getting people 'on the fence' to see GM as a fighter and survivor.

Personally, I think they are fighting the good fight. GM has not laid down and they are trying hard to win back public opinion. Unfortunately, this ad falls down in its ability to recycle history as a way to repair GM's image. Fortunately, their new products are giving them a true fighting chance.



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Monday, November 8, 2010

Toyota Highlander Takes a Shot at Frugality



Jalopnik summed it up pretty well yesterday when they posted an article entitled "The Toyota Highlander Is Breeding Assholes" about the new ad campaign for the Highlander. It's a bit harsh, but it gets to the point and made me wonder if right now is the best time to be promoting obnoxious, stuck up children who look down on others in older cars.

The premise of the ad is that a child does not want their parents picking them up from school in an old station wagon. It's embarrassing when a dad pulls up in a Buick Roadmaster while the Toyota family's child has a shiny new Highlander SUV to brag about.

What Toyota forgets is that a Buick Roadmaster can be very cool. In fact, really cool in a fun car enthusiast way; hence, the headline slam from Jalopnik.


What bothers me most about the ad is its timing.

At time when frugal spending is in vogue, it is a bit counterproductive to insult families who are being sensible driving used, most likely paid off, cars. Though, I'm not surprised a car company is promoting buying a new car. Increasing used car sales or promoting keeping a car that is a decade plus old isn't good for business. Insulting frugal families isn't good marketing either.


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Wednesday, October 27, 2010

Chevy Volt Ad Premiers on World Series Tonight



"We're wanderers. Wayfarers. Even nomads. So doesn't it just make sense that we build an electric car that goes far... really far."

Chevrolet is getting ready for the Volt to hit the American road as we near the final months of 2010. This is the first consumer video promoting the production car.

Overall, I personally like it. It's not groundbreaking and maybe it should be, but I think Chevy is trying to normalize electric vehicles and make the concept more friendly, not just for Greens, but for everyone.

There are no MPG claims just some very small type about "25-50 miles of electric driving in moderate conditions." Also, the information about the car being electric isn't shared until the very end of the ad.

Chevy is also introducing a new tag line for the brand: "Chevy Runs Deep". Not sure where this is going but it's a bit confusing at the end of the Volt ad, since the ad is talking about the car running more miles than any other electric car. How that is "deep", or what "deep" even means from a brand positioning statement, is still lost on me. Will be interesting to see how Chevy, which I thought was called Chevrolet, evolves "deep" in coming marketing uses.
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Tuesday, October 12, 2010

Honda Attempts to Add Some Swagger to Their Wagon



If the Toyota Sienna is the "Swagger Wagon", does this latest commercial for the Honda Odyssey make the Honda minivan the "Hair Band Wagon"? And what appeal would a hair band wagon have besides being capable of hauling around a couple kids and a pair of Marshall amplifiers?

Sorry Honda but this one tries to come across as absurd fun, similar to the Toyota Sienna campaign but it unfortunately misses the mark. It just falls flat. It comes across as if the ideation team looked at what their main competitor was doing and decided hey we really need some music in our ad and should make the minivan cool again. Answer: Black cat, Marshall amps, and fireworks. Hmmmm.... maybe the ad needs more spandex and a drum solo?


How it's done.



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Friday, September 24, 2010

The Kitten Meme's Influence on Automotive Marketing



The Dodge Caravan "Kittens" commercial is strange. What else can you say about it? It's an odd jump to the concluding line of copy: "It has everything. So you can do anything."

After watching the Dodge ad I had to wonder if they were inspired by another recent, fairly viral kitten ad. A year ago Toyota Australia did a commercial with their Ninja Kittens that is far more entertaining with a better soundtrack, energy and storyline.


All of this makes me wonder if kitten memes, laser cats, and general fascination lately with being a 'cat person' is showing it's impact on automotive advertising. Should we expect more? Will it always be human- kittens or will this develop into something more emotional and gentle like Ikea's brilliant ad that recently featured cats getting comfortable in a store after closing? (ps - don't forget to checkout the Ikea behind the scenes video.)






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Saturday, June 12, 2010

Patriotism. Hell Yeah!



After a decent debut with their Super Bowl Man's Last Stand ad, the work from Wieden+Kennedy has been less impressive. The Charger sitting in an empty parking lot with Michael C. Hall's voice-over or the "Why" ad featuring three racing minivans driving in the desert have been confusing and looking like Wieden+Kennedy was struggling with extending the campaign concept that is until now.

The newest Dodge ad to debut on today's coverage of the USA versus UK World Cup Soccer match is irreverent, macho and patriotic. It features an Independence War reenactment with a gas peddle mashing George Washington behind the wheel of a Dodge Challenger.

It's brash, historically hilarious, and appeals to an inner defiance every man has who loves fast cars and waving flags. It's as if Wieden+Kennedy did a mashup of Dukes of Hazard and a History Channel Documentary and exclaimed "Fuck Yeah! That's a heaping pile of awesome right there! Let's do it."

As one Auto Blog commenter put it, "Loved the commercial as it gave me a good chuckle and brought back a little of that car fun."

Funny thing is the commenter is right; it works. Nice job Dodge.


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Sunday, April 25, 2010

Autoline Detroit Talks Advertising



It’s been a very busy week for me and I haven’t had much time to catch up on some blog posts. So, here is something worth watching from Autoline Detroit. They discussed the state of the automotive advertising market covering things like Kia’s in-theater marketing effectiveness, the many-many changes of agencies by OEMS (last Friday marked the end of Cambell-Ewald doing advertising for Chevrolet) and they talked briefly about social media; though, this panel lacks some depth in this area, so it’s a light touch.

Enjoy the show. The panel does have a lot of expertise and there are some interesting thoughts especially on agency-client relationships and why the magnitude of changes has occurred.

Myself, I’ll get back to covering more news this week. There is definitely some interesting marketing going on so please stay tuned.

Link to Autoline Detroit TV Show "Just Do It!": Click here.
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Friday, April 9, 2010

Fuel Economy Messaging Without the MPGs



While everyone is talking about 1 or 2 mile per gallon differences in fuel economy, MINI decided to put a different spin on the fuel economy message with this odd TV spot from Canada done by agency Taxi 2 in Toronto.

What I personally like is the ad is far more memorable than flashing a MPG rating next to some sheet-metal. It conveys the MINI is a fuel efficient car. Sure the MINI isn't the most fuel efficient and yes there are bigger cars with betting MPG ratings. Here the marketing team probably realized they couldn't impress with a big MPG number, so why not make the message more emotional, more interesting -- appeal to the benefit of great fuel economy.

Nicely done, even if it is a bit disturbing.

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Tuesday, March 23, 2010

Lexus Markets Its Hybrid Longevity



Website Experience: http://www.lexus.com/hybrids/

The Lexus Power of h campaign has been going strong since 2008. I’ve always loved the idea of Lexus owning a letter of the alphabet; it is a great way to define the campaign in a simple, easy to comprehend manner plus it gives the brand a way to show it is an early adopter in the hybrid space, in the same way someone gets an email address like "chris@yahoo.com" or "@Justin" on Twitter. It shows they were there before everyone else.

Lexus’ new ad campaign highlights their first mover advantage by positioning their luxury hybrid products in the total miles and vehicles built while their competitors are just beginning to come to market. With Lincoln, Infiniti and many others to enter the luxury hybrid segment, now is the time for Lexus to show their experience and the TV spots do that very well.



The Power of h campaign also received a newly designed web experience that uses interactive demonstrations that teach more about the hybrid and green technologies found on Lexus vehicles.

The site’s primary content areas are Innovation, Responsibility, and Conversations. The Innovations section talks about the technology benefits to the overall hybrid message. Users can see how different technologies impact fuel economy and better use energy in the vehicle.

Responsibility content communicates the ecological impact of the Lexus vehicles on our ecosystem, providing information about recycling, reducing waste, and even some cradle-to-cradle approaches to design.

The Conversations area houses video content that talks about different ecological actions that have less to do with hybrid cars, but is rather a way to associate the Lexus brand with green thinking. Most of the videos showcase green engineering examples to create a better world. The content is very interesting and demonstrates a true respect for the environmental movement.

As part of the Lexus 250hs launch, Lexus marketed to a group of video developers in a contest to create Viewer Created Ad Messages (VCAM) -- user generated video content developed by the community at Current TV. Typically this kind of content gets relegated to a YouTube channel or stays within the community it was created in, but Lexus brought the user generated videos into the new hybrid site under the aptly named “Conversations” navigational link. It’s a great example of how to extend user generated content into a larger campaign and by using Current TV members they attracted a group who semi-pro to professional videographers, which increased the quality of the content generated.

Overall the new Power of h campaign has some great messaging, an engaging web experience, and showcases user generated content in a way that is perfectly integrated into the work. None of this should come as a surprise as Lexus has set the bar for hybrid marketing.
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