Product category:
Online advertising
News Release from: TMW | Subject: social media campaign
Edited by the Marketingservicestalk Editorial
Team on 05 June 2008
Infiniti builds buzz around reservation
list
Infiniti, Europe's newest premium car brand, is launching an internet-based Reservation List through an online social media and marketing campaign before its European launch later this year.
The announcement forms part of its ongoing launch strategy to build buzz in the run-up to start of sales in October Infiniti is seeding the news via a pan-European social media campaign, a PR push, as well as e-communications to early handraisers, with reservations being fulfilled centrally via the Infiniti Europe website
This article was originally published on Marketingservicestalk on 22 Mar 2007 at 8.00am (UK)
Related stories
HotelConnect uses speed-trap to track site visits
Hotel booking agency HotelConnect has used e-business intelligence company speed-trap's web measurement and user journey analysis tool to track how visitors are using its website.
Website highlights allure of Welsh countryside
Accessible interactive maps, new chapters and easy access to online publications feature on a website - www.ccw.gov.uk - launched by the Countryside Council of Wales through Reading Room.
Top-10 DM agency Tullo Marshall Warren (TMW) and its new media arm digitaltmw, has masterminded the social media campaign with a network of moderators across five key European markets.
The moderators have been briefed to converse in a variety of online environments including automotive blogs, sites, forums and content verticals, with the specific remit to talk about Infiniti arriving in Europe, the Reservation List and field any questions that may arise.
Martin Jobin, Interactive Marketing Manager at Infiniti, explained: "We are entering a hugely competitive marketplace, so we have to be smart and think more laterally in our marketing approach.
Further reading
BidBuddy search tool aids online recruitment
Online recruitment communications agency Enhance Media is implementing search marketing tool BidBuddy to help companies effectively target job seekers through search engines.
Panasonic pushes Viera with online ad campaign
Inbox Digital has created an online campaign to emphasise the superior image quality of Panasonic's new Viera plasma TV range.
"We received a fantastic reception at the Geneva Motor Show so this latest initiative is designed to harness some of that interest and help sustain the buzz up to launch".
TMW Strategist Richard Pentin added: "A key part of the launch strategy is to target Key Opinion Formers in social media and create word of mouth about the brand.
"We've employed a variety of proactive and reactive engagement strategies to stimulate an open discussion about Infiniti, including how to get on the Reservation List".
In addition to the social media campaign, TMW has been building a prospect database of 'handraisers' via the Infiniti Europe website.
According to Jobin, they have in excess of 10,000 handraisers already.
All registered handraisers are being automatically enrolled on the 'Insider' programme where they are privy to regular updates on the latest launch developments.
This is one of the first channels to break the news about the Reservation List.
The Reservation List enables prospects to book their place in the queue and be among the first in their country to own one of the company's range of performance cars when deliveries start from October 2008.
The reservation process is fulfilled entirely online.
After entering a few details, Infiniti allocates the customer a personal reservation number.
This is then passed to the nearest Infiniti Centre, which will contact the customer before pre-ordering opens, inviting them to place their order, which will then be given priority.
The first European Infiniti Centres will open their doors in nine countries from October 2008, including the major markets of France, Spain and Italy.
Six more countries will join the Infiniti stable from January 2009, quickly followed by a further six countries from April 2009, including the UK and Germany.
• TMW: contact details and other news
• Email this article to a colleague
• Register for the free Marketingservicestalk email newsletter
• Marketingservicestalk Home Page
Search the Pro-Talk network of sites
