Archive for March, 2013
Nissan and TBWA\BEING Use dwinQ Social Media Engagement Platform 2.0 to Amplify Social Impact of the Geneva Motor Show
Geneva, Switzerland (PRWEB) March 13, 2013: Nissan and its creative partner TBWA\BEING selecteddwinQ’s Social Media Engagement Platform 2.0 to facilitate branded social media posts by Geneva Motor Show attendees on Facebook and Twitter. Nissan’s official statement regarding the activation includes:
Amplifying its ‘Innovation that excites’ message, Nissan aims to be the most socially enabled stand at this year’s Geneva Motor Show (7th – 17th March 2013), using RFID (Radio Frequency Identification) technology to offer visitors a truly interactive experience using 14 different dwinQ supplied RFID social media activation points.
11 RFID sharing stations allow content on all the cars featured on the stand to be posted to social networks instantaneously. In addition, an interactive photobooth allows visitors to have their picture taken in various scenarios, including the front of a magazine cover alongside the Nissan Leaf, or as a Nissan racing driver. Two other sharing activations integrate game scores from GT Academy and Nissan Note into automatic social posts. A dwinQ Social Media Buzz Wall completes the social solution by presenting onsite photos and shares along with Tweets to the#NissanLIVE hashtag.
Nissan’s social strategy for the Geneva Motor Show builds on the incredible success of previous social activations at the 2012 Paris Motor Show. There, a multi-platform social campaign resulted in 8,000 on-stand activations, 662,585 impressions on Facebook (with a reach of 2.8 million people), and an uplift of 49,877 Likes and Shares.
dwinQ CEO Patrick J. Sweeney II added, “Nissan and TBWA\BEING are setting the standard for increasing onsite engagement and extending audience reach through social media integration at auto shows. The entire dwinQ team is honored to be supporting such an innovative team. Even more important, we are pleased to be driving measurable results aligned with Nissan’s marketing objectives.”David Parkinson, General Manager Social & Digital Engagement for Nissan in Europe commented, “This is our most socially enabled stand to date and we hope that a broad range of visitors will interact with, share, and crucially, enjoy the experiences we’ve developed. We were impressed with the results driven by the TBWA\BEING customer journey experience and the dwinQ social engagement platform at the Paris Motor Showand it was an easy decision to leverage the technology again in Geneva.”
dwinQ transforms event guests into social media brand champions for the world’s leading event and sponsorship marketers. dwinQ leverages fun guest interactions to automatically generate social media posts delivering endorsed brand impressions, and social media product placement. dwinQ, based in Cambridge, MA has activated some of the world’s largest event venues with social media and photo sharing including golf’s U.S. Open, the Olympic Games, Paris and Geneva Motor Shows, America’s Cup, Formula One and six ski mountains operated by Vail Resorts. Like us on Facebook: facebook.com/dwinq and on Twitter @dwinQ http://www.dwinQ.com
Advertising on Social Media started getting a lot of attention in 2012. There was a lot of experimentation and even some naysayers – remember General Motors the week of Facebook’s IPO. In the end most marketers came to the conclusion that there is a big consumer audience on social media and in particular on Facebook. The question is how to best reach them. After much activity, there is now data that marketers can leverage to make the most out of their social ad dollars (click here to download the full White Paper: Fired Over Social Media Ads: the secrets of social media product placement).
Sidebar Facebook Ads don’t work
The ads on the sidebar are effective in rare instances, but usually they don’t work. Look at the way people read social media – this is a heat map of site tracking users eyeballs when shown a Facebook page.
All of the action is in the News Feed in the center of the page. This is where you see stories of your friends lives and is where your attention is captured and maintained. It is exactly why Facebook introduce Sponsored Stories and other premium advertising products that get brands into the News Feed. The results are clear. Advertising in the News Feed is eight times more effective than other locations on Facebook as outlined by dwinQ’s Bret Kinsella in his post last week: Facebook Marketing Rules of 8 and 16.
Getting into the News Feed is the key to effective brand placement on Facebook. It’s about having a relationship with the consumer and not distributing what is viewed as ad spam.
Social Media Ads can Backfire
Social Media Product Placement in the News Feed
As a matter of fact not only are social media ads often ineffective, they can hurt your brand. A Nielsen study in 2012 revealed that 33% of people agreed with the sentiment that social media ads were more annoying than other online ads. People enter social media with the same expectations as entering their local pub. They don’t want an insurance salesman harassing them during liesure time with friends. So the risk of visibility advertising on the side of Facebook is annoying 1/3 of the people that see it, but the good news is that eye tracking charts show us no one is seeing those ads!
So what does work? What we are seeing is that product promotion in the News Feed when delivered by someone with a relationship to the individual has impact. There are ad products from Facebook that have shown effectiveness where brands advertise to people that have “Liked” their brand page. Better yet, is getting a Facebook user to promote your brand directly to their friends for you. This is product placement in the movie of an individual’s life where Facebook is the theater.
For more insight on social media product placement and social media advertising strategies that work, download the white paper here: Fired Over Social Media Ads: the secrets of social media product placement.