The Ninja team, Wunderman’s social media arm supported the launch of the all-new Range Rover Evoque at this year’s Paris Motor Show with impressive results. The Ninja’s – Jonathan Lyon, Simon Luff, Dom Baker, Jayne Carverhill and Chris Lee creatively captured the busy week of launch activity on film and strategically shared the exclusive content with influential automotive bloggers and Land Rover’s online communities, helping sustain an increased level of interest and online conversation around the Evoque.
Coverage taken from the pre-launch activity included video footage and stills of commissioned Evoque wireframe art installations placed around famous city landmarks, as well as coverage of the VIP Evoque boat party on the River Seine. This exclusive content was hosted on the brand’s Flickr site and tactically leaked to Land Rover’s online communities including Facebook fans, Twitter followers and influential automotive bloggers. This caught the attention of the brand’s online audience prior to the car’s exclusive unveiling at the motor show, firmly establishing Land Rover’s social profiles as ‘the place’ for advocates to consume exclusive news about the Evoque.
On the day of the Motor Show, the team released exclusive image coverage of the live reveal, generating a tremendous 32,000 views on Flickr in just 6 hours. Over the course of the week’s events, Land Rover UK’s YouTube channel received over 70,000 views and the Range Rover UK Facebook fanpage also experienced a significant growth rate in fans that week. The Twitter hashtag #Evoque is also consistently trending since being introduced by the team.
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