Toronto – Bennett GM (a Cambridge, Ontario-based dealer) recently set out to use the power of social media to generate awareness for the launch of the Chevrolet Orlando and the Bennett dealership within their community. Working with their social media partner, Dealer-FX, a contest was developed to give one lucky family an “extended test drive” of the vehicle during Canada’s Family Day Weekend this past February 18-20.
Bennett GM worked closely with Dealer-FX to develop the concept, planning and execution of the contest. Dealer-FX also coordinated with the local Momstown social networking group (Momstown KW) to further promote the contest within the community and select the eventual winner – all through social media. In return, the winner of the contest used social networks to highlight and document their experience with the vehicle.
“We’re thrilled with the response to the contest and the buzz it’s created locally for the Chevrolet Orlando and our store,” said David Bennett, Dealer Principal of Bennett GM. “The use of social media and word-of-mouth advertising is extremely powerful and we are excited to work with Dealer-FX to plan more events like this in the future.”
The contest was promoted through the Facebook, Twitter and Google+ pages of Momstown KW and Bennett GM, as well as their respective blogs, which provided tremendous reach in the local Cambridge area. Entrants were required to “Like” the Bennett GM Facebook page and complete an entry form. As part of the entry process, each visitor was also required to accept the contest’s terms and conditions, which included sharing their experience through social media.
“This campaign was a great example of how using multiple social networks and combining two strong, local organizations (Bennett GM and Momstown KW) can significantly impact your reach and engagement with social media. We were able to reach thousands of people who had no prior connection with the dealership,” said Kate Colacelli, Social Media Product Manager at Dealer-FX.
The winning father, Nate Robertson, tweeted pictures and thoughts about the vehicle throughout the weekend, including this example: “The only good thing about being stuck in traffic is being #stuckintraffic in a #ChevyOrlando @bennettgm @momstownKW,” which was also re-tweeted by Bennett and Momstown. Their entire experience is also detailed on Momstown KW’s blog: http://networkedblogs.com/v7Qmo
Bennett GM: For over 75 years, the Bennett family has been involved in the selling and servicing of General Motors vehicles in the Cambridge, Kitchener and Waterloo area. They were recently awarded the prestigious 2011 Chairs Award from the Cambridge Chamber of Commerce for exceptional effort in business and community development.
Dealer-FX, the most trusted name in automotive retail marketing, is focused on Driving the Customer Experience by enhancing customer retention, digital and social media strategies for our dealer and OEM clients. Approved and sponsored by several OEMs, our leading-edge programs are designed to improve service drive processes, branding effectiveness, lead conversion, social networking, customer loyalty and dealer profitability.
