For us it is too late. But for true Porsche fans who have already joined the Facebook page, their names will forever be engrained onto the body of the new 911 GT3 R Hybrid. Although from afar it is not clear what the tiny marks are on the Porsche, once revealed many were eager to know if they had made the cut. The clever promotional idea for Porsche, was to get more activity on their social media platforms, and it is clear that it has worked wonders. It was also aimed as a ‘thank you’ to their fans for all of their support and as described in the featured video, for ’sharing our passion’.
The social marketing behind a concept like this works well in two ways. Firstly, it makes people want to go and join a Facebook group in the hopes that their name may be one of the lucky ones sketched onto the car. Secondly, once done, all those who were included in this unique campaign would be motivated to watch the video or the Porsche website in order to see their name – not to mention all their friends and family members who would need to see it for themselves to believe it.
This campaign used a good method of inclusion, by recognising the people that keep such an exclusive brand popular. Whether you are a luxury brand or simply a small enterprise, this campaign demonstrated a great way of acknowledging their fans and keeping their brand active among their social media communities. They also incorporated a large amount of people in their campaign, yet still maintained a personal feel, because individual names were used. Integrating your fans into any type of campaign shows effective brand relationship building. Not all businesses have cars to scribble on, but any digital strategy that embodies the fans will be a success if they are made to feel significant and valued to the brand.
If you think you may be one of the names written on the new 911, you can search your name on the Porsche website here.