Loading...

AMG Thousand Oaks

CASE STUDY: AMG Thousand Oaks

The Mercedes-AMG GT 4-door is poised to shake the automotive world upon its release in 2019. Mercedes-Benz dealerships across the country are clamoring to get their hands on AMG’s new apex predator with its alleged 630 horsepower and official 7-minute-and-25-second Nurburgring lap time. For the record, as of this writing, that’s the fastest time ever recorded around the Green Hell in a production four-door vehicle.

Are you excited yet?

AMG GT 4 Door Blue

Longtime client, AMG Thousand Oaks, relied on car.media’s content marketing solutions to build awareness of the vehicle’s forthcoming arrival at the nation’s first and only all-AMG showroom. AMG Thousand Oaks wanted to make sure not only that people came to see the car during its seven-day preview tour, but also that the right people came to see the car.

car.media got to work directly with Mercedes-Benz USA who provided early access to a trio of AMG GT 4-door vehicles, including the actual Brilliant Blue Magno Mercedes-AMG GT 63 S 4MATIC+ Coupe that was destined for the AMG Thousand Oaks showroom.

The Work

First, car.media creator, beyondxselfish, created a photo set that highlighted the unique features of the all-new vehicle. From abstract interior photos to rolling shots that evoke tremendous speed, the resulting catalogue contained over 100 campaign-quality images with which to build the excitement on social media.

AMG GT 4 Door Blue

Second, car.media’s social media management team got to work scheduling and publishing content from the shoot starting ten days ahead of the car’s scheduled arrival date at the showroom.

AMGTO Facebook
A new hero image notifies the dealership’s Facebook followers that something important is happening.
Instagram AMGTO
Scheduled posts up to 10 days in advance to build excitement, resulting in a visually appealing Instagram profile.
Content is syndicated to both Instagram and Facebook, enabling maximum exposure to the dealership’s followers.
 

Call To Action

Third, upon the vehicle’s arrival at the dealership, our content production team was dispatched to create a quick, authentic preview walkaround video to let people know that the car had arrived. In this case, speed to market was a priority as the dealership only had a week with the vehicle on premises. With the goal being in-store visits, it was important to not give away too much about the car in the video (as one might in a full-fledged showroom review), yet build the excitement that one could experience with a showroom visit.

Finally, paid media was applied to the video on Facebook and Instagram targeting fans of competing luxury brands including, Porsche, BMW, Audi, Ferrari, Lamborghini, Aston Martin, Bentley, and McLaren. At this point, this is it! The anticipation is over. The call to action is to “Get Directions” to the showroom where the 2019 Mercedes-AMG GT 63 4MATIC+ Coupe is on display to see, hear and feel.

 

The Results

 

Paid Media

People Reached: 7,088

Video Views: 3,372

Directions to Showroom: 12

Media Cost: $50.00

Cost Per Visit: $4.17

Facebook Marketing
 

Earned Media

Brand exposure earned from non-paid activities on non-owned accounts.

Video Views: 8,800+

People Engaged: 1,700+

Owned Media

Impact of earned media on owned accounts.

Accounts Reached: 1,145 (+56% week over week)

Impressions from Content: 2,695 (+43% week over week)

The Bottom Line

First, content marketing for car dealerships is a worthwhile investment. High quality content is a tangible asset that not only sets a dealership apart from its competition, but also returns measurable results in the forms of audience growth, engagement, and real-world actions. Moreover, licensed digital content can be repurposed indefinitely to create new forms of communication for ongoing promotions.

Finally, a sound content marketing strategy encompasses content production or licensing, publishing and measuring of results. As we have seen here, those results can be quite dramatic!

Questions?

1.833.CAR.MEDIA