Never-before-seen debut cars, the latest production models and new technologies were on display at the 2013 New York International Auto Show. And there was one other innovation that hadn’t existed the year before – Vine. We used Twitter’s new video-sharing app to give car fans a behind-the-scenes look at the show.
Already active on Facebook, Twitter, YouTube, Instagram and Pinterest, the Auto Show’s well-oiled social media machine was poised to amplify the conversation with Vine. Over 70 6-second videos were created during the two Press Days before the show opened up to the public. Most Vines featured vehicle unveils or other buzzworthy cars, requested directly from fans via social channels.
According to our Creative Supervisor of Strategy, Angie Gannon, “The show tracked an 80% increase in people talking about the show online” this year, with “50% more people using the official hashtag and 30% more people using the show’s Twitter handle.”
We’re excited to see what we can do for other experiential clients with Vine. It’s the perfect vehicle for teasing exclusive content or “taking requests” from avid followers.
Read an extensive overview of our Vine campaign at BizBash: http://si.sitch.co/14uCwWn