New beetle 2012
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Transcript of New beetle 2012
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MARKETING DIGITAL
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NEW BEETLE 2012- 21ST CENTURY
OBJETIVOS GERAIS:
-Tornar conhecido o lançamento do New Beetle
2012
-Utilizar mídia social (Twitter)
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NEW BEETLE 2012- 21ST CENTURY
Público alvo:
- Jovens
- Classe média alta
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NEW BEETLE 2012- 21ST CENTURY
A Campanha se baseia em :
AGILIDADE
Comercial Super Bowl:
http://www.youtube.com/watch?v=nXfKOfClEEA&feature=plcp
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NEW BEETLE 2012- 21ST CENTURY
Twitter:
-Criação de um twitter para o New Beetle 2012
Objetivos:
-Ampliar e aumentar o alcance da revelação mundial do Beetle 2012
-Levante emoção, conscientização e demanda para o Beetle 2012
-Envolver-se com os consumidores em tempo real sobre o Beetle 2012
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NEW BEETLE 2012- 21ST CENTURY
Estratégias:
-Gerar conteúdo que tenham relação com a festa de lançamento do New Beetle 2012
-Executar tweets que tenham potencial de grande alcance: Trending Topics/ Retweet
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NEW BEETLE 2012- 21ST CENTURY
Na prática:
-Criar uma hash-tag fácil de ser lembrada : #VWBeetle
-Foram planejados cinco tweets engraçados,que chamavam aatencão e que acarretavam em retweet pelo consumidor
-Sete horas antes do evento de lançamento já ocorriam ações no twitter
-Tweets que incentivam o consumidor a contar histórias pessoaisQue envolvessem o beetle
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NEW BEETLE 2012- 21ST CENTURY
Twitter New Beetle:
The 21st Century #VWBeetle was just revealed. Check out the revolutionarynew take on the iconic design at vwoa.us/hZdaLmVW a year ago Reply Retweet
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NEW BEETLE 2012- 21ST CENTURY
Twitter consumidor:
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NEW BEETLE 2012- 21ST CENTURY
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NEW BEETLE 2012- 21ST CENTURY
Resultados:
-90 milhões de impressões no prazo de 24 horas
-53% de participação
-Eleito como melhor twitter de promoção pela revista Advertising Age
-Oficial twitter da Volkswagen, @ VW, viu um aumento de 16vezes no número de seguidores.Com 2.574 novos seguidoresno dia da festa de lamçamento.
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NEW BEETLE 2012- 21ST CENTURY
-15.000 menções do #VWBeetle
-57.000 cliques que levavam o consumidor do twitter problog do New Beetle
-1.257 menções do twitter oficial da volksvagen
-2.203 re-tweet
-Conversas sobre o New Beetle e o # VWBeetle foram postivas
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NEW BEETLE 2012- 21ST CENTURY
Problemas:
-Não tem integração com o facebook e youtube
-Mais da metade dos tweets eram,na verdade,re-tweets
Investimento:
-Twitter cobra entre 100 mil a 120 mil dólares por um twitterde promoção ( 24 horas)
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NEW BEETLE 2012- 21ST CENTURY
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NEW BEETLE 2012- 21ST CENTURY
FIM
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