The Seven- day Trend Story

Auto Expo, India’s most awaited Motor show took place this year between 3rd and 9th February. As expected, the footfall was noted in lakhs but what surprised everyone and surpassed all expectations was the response on Social Media.

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Organized by SIAM (Society of Indian Automobile Manufacturers), the expo saw a footfall of 7 lakh people this year. With such numbers the organizers did a great job at making the event a success. Some of the highlights being easy accessibility for the differently-abled, environment friendly waste recycling (on the spot), variety of food stalls, shuttle bus service for the visitors’ ease.

The 2016 Auto Expo, the 13th edition saw a total of 104 launches, that would send any Social Media agency in a tizzy! But what we saw was a crisis free activation of Twitter activation to latest digital technologies. The result, #AutoExpo trended during all the seven days of the expo on Twitter and Facebook. The Facebook page garnered more than 1.5 lakh Likes and the expo’s Twitter handle gained over 10,000 followers. The Auto Expo website got more than 1 crore hits this year alone, while Motor Trend India called the Expo “the best yet”.

Wonder how much brands would pay for this as sponsored tweets? Well, a pretty hefty amount you bet!

Moving forward, here are the things we liked the most from the brands at 2016 Auto Expo.

Audi: Integrated live tweets into their Ad spots. Audi asked people to share their tweets with the #GreatnessStarts hashtag while people obliged for the opportunity to have their tweets shown on TV.

BMW: Launched a Flock-to Unlock campaign, that brands use to unveil a new product, video or commercial.

Jaguar Land Rover: Launched their Discovery series on Periscope. They created a buzz in advance with its @JLRIndia handle by giving users a chance to retweet a tweet from their handle for an auto reminder to view the launch live on Periscope

Maruti Suzuki: Used Twitter promoted tweets for the launch of its new Vitara Breeza, which also was a major attention grabber amidst the bigger brands.

Auto brands also embraced Facebook, using products such as FB Live and 360 video for their launches to live stream activity

One of the main highlights in the digital space of the expo was the re launch of the Auto Expo Mobile App. What makes the multi-Platform Mobile App unique is the detailed guide to the Expo. With an easy-to-navigate interface and innovative functions, the app enables the visitors to have an easy access to reach their favorite area/stall at the venue, reaching emergency and special help for women while browsing through the site maps, list of participants, exhibits-on-display and much more.

The Expo bagged the prestigious SABRE awards in 2014 in the consumer brand practice category. Is it ready to be presented with another one this year?

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