Social Contesting Tactic — Brand Awareness & Engagement: Automotive brands are using social contests to increase brand awareness & engagement on their social accounts. Brand awareness contests focus on increasing follower size and top-of-mind awareness. Engagement contests focus on increasing likes/comments/shares and encourage followers to upload more user-generated content (UGC).
Brand Awareness Tactics:
Automotive brands are running social contests with the objective of raising brand awareness and generating engagement amongst their audience.
To increase brand awareness, Audi Canada partnered up with LEGO for a giveaway where 5 winners received a 1985 Audi Sport Quattro S1 LEGO set.
As a result of this giveaway, Audi Canada increased their number of new followers on Instagram by +135% MoM in June of 2020.
To raise awareness of BMW’s virtual auto show, BMW hosted a giveaway where participants had to enter their email address and register for the virtual show for a chance to win 1 of 200 giveaways.
BMW used four different pieces of creative with similar text overlays to drive awareness of the contest.
Both Chevrolet & Volkswagen partnered up with other brands for giveaways to amplify the contests and reach new audiences.
Chevrolet partnered with Hockey Canada & Volkswagen partnered with Tim Hortons.
Jeep ran two contests where both prizes were gift cards/vouchers that could be used towards the purchase of a car or on Amazon.
Volkswagen ran a #BeTheChange contest, where the audience had to comment and share what they are doing to #BeTheChange in their own community.
Ford encouraged their followers to create UGC, by asking them to post photos of their Ford vehicles to win a professionally edited version of their car photo.
Car giveaways hosted by influencers have proven to be successful, David Dobrik gained 1.2M followers by hosting a Tesla car giveaway
The ROI for SeatGeek from the partnership with David ended up being quite significant compared to the estimated cost, gaining 2M followers in three days.