So every week I will focus on a different industry and what has been done in that industry as far as mobile. This week I decided to focus on how the Automotive/Dealership industry has used mobile to increase their brand and product push. Why auto? Well, in the midst of GM trying to re-brand itself, Chrysler being sold….maybe they can implement some of what has already been done or add to it strengthen themselves. Below are links to some of the better campaigns I’ve found.

Using Mobile Banners and Video to drive action

A mobile company built two different mobile experiences for smart phones and non-smart phones. Using mobile banner ads, people were allowed to watch a video for an auto campaign. Results? C4 Picasso (car) mobile site had 1.042 unique visitors only in three days. The level of interaction inside the mobile site presented 30% of users interaction in downloads section, followed by specification views (16%), test-drive request (7%) and dealer locator (5%). I Phone users had the highest level of interaction reaching 35%. http://www.mmaglobal.com/studies/citro%C3%ABn-c4-picasso-mobext

Using mobile to identify fans

In China, Volkswagen to provided Bluetooth stations where mobile Volkswagen catalogues could be transferred to enthusiast’s phones. Two stations were created. One was located in the Beijing Auto Show, the second was located at Volkswagen’s flagship showroom in Beijing. Results? 15,000 catalogues were downloaded during the week long show and 8,000 downloads per month occur at the showroom. http://www.mmaglobal.com/studies/vw-gains-interactivity-and-affinity-their-chinese-brand-friends-strategic-locations-puca-mob

Creating an engaging mobile website

In conjunction with the Jaguar XF’s reveal at the LA Auto Show, Jaguar wanted to communicate the vehicle’s break through styling and unique features. Jaguar created a interactive mobile website that allowed visitors to view pictures, watch video and also request demos and product brochures. To get the word out about the site, they used Yahoo mobile’s banner space. Results? In a 1.5 month period, 56,000 actions were taken; 11,468 videos consumed; 2,447 leads; 1,478 hand raisers (emails collected); 969 located a dealer. http://www.mmaglobal.com/studies/mobile-case-study-jaguar-xf-pre-launch-yahoo

Getting feedback from the customer; enhancing the experience through mobile

Goodyear operated Hi-Q used mobile marketing to get into the consumer’s head. Hi-Q created a mobile customer survey that allowed consumer’s to tell Hi-Q what they thought about the products in real-time and also allowed them to receive promotional incentives. http://www.mmaglobal.com/studies/goodyear-hi-q-automotive%E2%80%99s-campaign-measure-customer-satisfaction-touchwork

Generate Buzz

GM used mobile to create an outstanding WOM campaign that got the word out about their new car, the Pontiac G6. GM created a million dollar campaign that targeted 24-45 year olds by allowing them to enter in a million dollar drawing by sending pictures of a new G6 car. The program was elevated by the Oprah when she gave away a G6 to every audience member on one of her shows. Results? The Pontiac.com website visits jumped 425%, G6 page jumped 354%, the promotion’s mobile website received 232,000 visits, and the promotion drew attention from an estimated 55,500 – 92,500 people overall.

http://www.mmaglobal.com/studies/pontiac-m-qube-inc