For the first time in Canada, at the 2013 40th Canadian International AutoShow, a new marketing strategy for Hot Wheels® and GM Chevrolet, in conjunction with Twitter, was created to increase product awareness and development for their Hot Wheels® Camaro® Concept Car. The show runs from Feb 16 until Feb 24 at the Metro Convention Centre.
TrojanOne, a well recognized marketing agency, joined forces with Hot Wheels® and GM Chevrolet in developing the first ever Twitter activated vending machine in Canada. Guests at the AutoShow would receive one 2013 Hot Wheels® Camaro Diecast Model Car from the vending machine after tweeting a sentence containing #ChevyCIAS and @HotWheelsCanada. After which, a Brand Ambassador on-hand would receive the activated tweet and be able to hand out the exclusive Hot Wheels® Camaro Diecast Car
This was a huge success with the over 300,000 people who attended the AutoShow over the weekend, with over 1,000 Hot Wheels® Camaro Diecast Cars handed out and tweeted. “Danielle Minard, manager of Consumer Engagement for TrojanOne, says response to the promotion at the car show, which ended on Sunday, was enthusiastic, with more than 1,800 cars being delivered through the vending machine over the run of the show.” (Val Maloney)
Lessons for Others
Businesses should try to use Social Product Innovation. They should work to find ways, even at an exhibit, to do unique things with technology to attract customers and having them talk about the product and/or business the next day. This will encourage businesses to improve product development and increase the number of followers in their social media thus driving “Consumer-driven innovators”.
Submitted by: Anna Nguyen – SMBP Student University of Waterloo
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