bus 111 brad weiler. automobile manufacturing division of japanese transportation conglomerate fuji...
TRANSCRIPT
Subaru’s FirstCarStory.com
BUS 111Brad Weiler
Automobile manufacturing division of Japanese transportation conglomerate Fuji Heavy Industries (FHI).
Established on July 7, 1953 by FHI
First Subaru car introduced in 1954
Subaru of America was established in 1968 in Philadelphia
Current headquarters in Portland, Oregon – since 2010
Background
Campaign introduced on Feb. 24, 2012
Allows users to add content and use an animation generator to help tell their story
Text-to-video technology, it turns words and phrases into custom animations
record a personal, vocal narrative, as well as selects an appropriate soundtrack to accompany the animation.
FirstCarStory.com
http://www.firstcarstory.com/
http://www.youtube.com/watch?v=8TVx5XZbzoA
Social Media Integration
Can log in and use your Facebook information to create an account
Able to tag Facebook friends to include in the video.
Publish video across wide array of social media platforms.
The use of social media allows Subaru to utilize the network effect and viral marketing.
The reason this website has created a buzz is because it creates an emotion response; people like to reminisce
http://www.facebook.com/subaruofamerica
http://www.facebook.com/ILOVESUBARU
Appeals to a very large demographic
Subaru does not directly compare themselves to any other brand
Indirect comparison -alleviates the risk of creating negative attitude towards Subaru through direct comparison
Offers opportunity to compare their first or current vehicle to Subaru and consider it an option.
Risk?
Plenty of opportunities to check out Subaru website as well as new Subaru Impreza 2012
Promotion – FREE Car!
Huge advertising opportunity, as well as getting them to like Facebook pages – track information
Instant links to website and Facebook pages
Brand Awareness
References:
http://www.subaru-global.com/
http://www.torquenews.com/1070/subaru-wants-hear-your-first-car-story
http://www.youtube.com/watch?v=8TVx5XZbzoA
http://www.facebook.com/subaruofamerica
http://www.firstcarstory.com/