On October 3, 2013, ThinkLA hosted its annual Motor City West summit at the Automobile Driving Museum. In front of a full house of 450+ people, we heard from two OEMs, got a first look at a connected car, learned the essentials of big data and privacy, and found out how to stay culturally relevant. Here are the main takeaways from the summit…
Maggie Taylor, CEO, Added Value North America
VIBE is a measure of cultural traction for brands. It stands for visionary inspiring, bold, exciting.
When using the VIBE measurement Tesla scored the highest VIBE, beating out Apple brand.
It’s important to be proactive instead of reactive in privacy and data and how you serve up ads.
Legislators are focused on data right now. What may come out of Washington is something that may not be applicable to the auto industry. The key for all businesses is to be aware, be transparent and self-regulate.
Kimberley Gardiner, National Digital Marketing & Social Media Manager, Toyota Motor Sales
For car shopping, consumers want the process to be seamless, social and flexible.
Toyota is partnering with g+ hangout on a new car configurator called "Toyota Collaborator,” which allows your friends to help you with your car design and purchasing decisions.
Russell Wager, VP of Marketing, Mazda North American Operations
Mazda’s media strategy is an always on approach, with a greater presence in digital and more consistency in broadcast too.
In launching Mazda3, they built up buzz by inviting media and consumers to a party, but didn’t tell them what it was for. On the same day and time, they unveiled the Mazda3 with a live performance by the band Metric.
Was the Mazda3 launch successful? Yes, they became the news with 850M impressions, 500k video views and 100% share of voice. It was game changing.