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Readers were attracted to stories about change and new ways of marketing in the most-read stories on the automotive beat.
The top-read story in the automotive category highlighted Cadillac shifting one of its high-level executives to focus exclusively on the luxury brand’s subscription service. The Oct. 3 story, “Cadillac Shifts Marketing Exec To Head Vehicle Subscription Service,” detailed how Melody Lee, director of brand marketing at General Motors’ Cadillac division since September 2012, was taking on a new role, as global director of Book by Cadillac.
Another luxury auto brand attracted the second highest readership in the auto category. “Porsche Debuts 'Disruption' Documentary,” from Feb. 24, detailed the 27-minute long video Cramer-Krasselt created for the brand, chronicling nearly 70 years of the brand’s self-described “disruptive” nature. The documentary also tells the story of how that legacy inspired the 2017 Porsche Panamera luxury sports sedan.
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The third highest read auto story was about how BMW changed up its marketing strategy by using Facebook Live to introduce it's new 5 Series at the Detroit auto show on Jan. 8. "BMW Uses Facebook Live To Intro 5 Series" detailed how the luxury automaker used the event to show off the vehicle ahead of its official debut at a press conference. The 17-1/2 minute broadcast was the first-ever Facebook Live vehicle debut for the BMW brand.
The fourth highest read auto story also was about an automaker using Facebook Live. “Ford Unveils Expedition Via Facebook Live” detailed how the automaker introduced the all-new Expedition with an assist from the Dallas Cowboys in Texas, America’s best-selling full-size SUV market. The February event at The Star, the stadium where the Cowboys play, was shared with consumers via Facebook Live. Cowboys Chief Operating Officer and Executive Vice President Stephen Jones helped reveal the vehicle during the event.
Several personnel and new campaign stores in various industries also attracted a high number of readers.
“Bob Evans Launches Picnic Menu” detailed a new summer picnic menu and promotion designed to bring that special summer eating experience to everyone, no matter where they choose to experience it. “PayPal Veteran Jumps To Cannabis Industry” detailed how in May, PayPal executive Dave Peck moved to the cannabis industry where he is the first CMO of Kind Financial, a company that specializes in end-to-end technology and compliance solutions. Peck was previously global head of social and digital media marketing at PayPal.
Another story in May focused on how a financial services company was using VR (virtual reality) in its marketing. “Bank Of America Merrill Lynch Launches VR Marketing Campaign” detailed how Bank of America Merrill Lynch is launching a campaign that brings its virtual reality research and experience to life. The effort included Google Cardboard and Samsung Gear VR experiences.
A quirky campaign attracted readers’ attention in “Indian Motorcycle Launches Rare Tattoo Ink.” Indian Motorcycle has created the world’s first tattoo ink made from carbon from freestyle motocross competitor Carey Hart’s modified Indian Scout Hooligan racing bike. Fans of both the motorcycle and the sports star can get their own tattoos using this rare ink infused with Hart’s burnout. Hart was the first subject for the ink, getting tattooed with his newborn son’s name.
Brand news also was of interest to readers. An August story detailed the end of a huge brand. “AT&T To Sunset 'Time Warner' Brand, Bests It In Consumer Credibility.” AT&T, gearing up to take charge of Time Warner, reportedly was planning to dump the media company’s corporate name.
Finally, “Amazon, Google 'Most Loved' Brands” detailed a study from Morning Consult. Google subsidiary YouTube also landed in the top 10. Using nearly 200,000 interviews across the United States, the rankings provide an in-depth view of the companies, organizations and brands that define American culture and commerce, according to the company.
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January 2, 2018 at 08:30AM
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