Best practice from Harvest Digital.
Harvest Digital produced an online campaign to drive participation online and in a live event for Auto Trader.
Auto Trader is Trader Media Group’s flagship publication and Europe’s largest motoring website.
Auto Trader planned to exhibit at the British International Motor Show to demonstrate its’ expertise in used cars and increase brand awareness.
Harvest Digital was tasked with driving interest and excitement in advance of the event. In particular, Auto Trader wanted to encourage audience participation in two interactive features which would be demonstrated at the Motor Show: Curves & Chrome and Auto Trader’s Used Car Advice Centre.
Harvest delivered a microsite that promoted Auto Trader at the Motor Show, autotradermotorshow.co.uk
This targeted 20 to 40 year olds who either had modified their cars or had a general interest in the ‘maxing’ of cars and provided news, information and promotions to support Auto Trader’s stand at the Motor Show pre, during and post the event.
The site featured a competition with two categories: Best modified car – Amateur; and best modified car – Professional. Entrants were able to upload photographs of their modified cars with an accompanying description.
The public were encouraged to vote whether the cars were ‘Hot or Not’ via the online gallery, producing a top 10 for each category.
We used a ‘tell a friend’ function to add a viral element to the campaign and Harvest Digital produced email and online display advertising to deliver targeted traffic to the site.
Tesco Car Insurance, another client of Harvest’s, was introduced as the official sponsor of the site and an interactive search facility for new and used cars and spare parts was built in which displayed a list of results pulled from the main Auto Trader website.
As well as prize money, the two winning cars were given pride of place on the stand at the Motor Show.
- The website had a total of 32,000 unique visitors over the four months leading up to and during the show.
- There were 110 entries to the competition providing high quality user-generated content for the site and stimulating user ratings.
- The stand received a record number of visitors.
The microsite and integrated online activity from Harvest was very successful at creating interest, engaging the audience and driving footfall to Auto Trader’s stand at the Motor Show.
Participants ‘maxed’ their own cars, logged on to review other entries and followed news and updates.
This successfully positioned Auto Trader as experts in used cars and increased awareness of the brand.
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