Showing posts with label Automotive. Show all posts
Showing posts with label Automotive. Show all posts

Monday, April 27, 2015

Flying Cars

Flying Cars


Flying Cars
Published in: AutomotiveEngineering


Transcript

  • 1. Flying Cars By: SHAIKH SHARJEEL ZEESHAN Under The Guidance Of: Prof. LINGARAJ KALE
  • 2. PROPULSION SYSTEM • The flying car was required to be run on Jet Fuel A or similar and have a single engine and method of propulsion (to make maintenance simpler and the overall weight of the aircraft lighter). This section discusses the main power requirements for the vehicle, engine and propulsion method selection, and also describes the method of conversion between the engine powering the car and aircraft.
  • 3. Wings • The first configuration considered was to have the wings folded vertically, flush with the sides of the car. The wings would be mechanically concertinaed vertically onto the sides of the vehicle. There was also the option of stowing the wings the fuselage through the use of a strategically placed door which would allow the wings to fold into the fuselage.
  • 4. Introduction • Have you ever daydreamed about your car taking off and flying over the road? • Creating a new type of transportation that doesn't depend on roads.At the beginning of a new century, we may see the realization of a century-old dream. • The technology to make flying cars safe and easy to fly may finally be here. • We will take a look back and examine some of the flying vehicles that you may soon be able to park in your garage in the next decade!
  • 5. EVER SINCE WE SAW THE MOVIE STAR WARS…
  • 6. History • Curtiss Auto plane - In 1917, Glenn Curtis unveiled the first attempt at a flying vehicle. • His aluminium Auto plane sported three wings and a four-bladed propeller at the back..
  • 7. History • Arrow bile - Developed by Waldo Waterman in 1937, the Arrow bile was a car were the wings could be detached for storage.
  • 8. History • The wings and tail section of the plane could be removed to accommodate road travel. • It took only five minutes to convert the plane into a car. • The Airphibian was the first flying car to be certified by the Federal Aviation Administration (FAA).
  • 9. History • ConvAirCar - In the 1940s, Vultee developed a two-door car equipped with a detachable airplane unit. • The ConvAirCar debuted in 1947, • And offered one hour of flight and a gas mileage of 45 miles • It crashed on its third flight!
  • 10. TERRAFUGIA • About Terrafugia • Is it possible? • Does it save gas?
  • 11. FLYING CAR DETAILS • The flying car Transition also has four wheels and wings usual eight meters down-scale coupled with a rear propeller will be able to rise. Weighs 600 kilograms. But quiet to manning the pilot need not be flying because it requires only a U.S. license comes with 20 hours of flight. • The 'aircraft wheels, ' as called Terrafugia, can fly at speeds of up to 114.5mph (184kms / h) and their average flight is 460millas (740kms). To take off, you need a track about 500 meters. Thanks to use unleaded gas instead of fuel for airplanes or planes, the aircraft flying car is the most 'green' is in the world, consuming just 7.85 liters of gasoline per 60millas flight. This prototype will drive the front wheels to travel through the streets and a propeller to fly.
  • 12. WORKING • How to Work from Terrafugia: when on land, the Transition uses motion-rear-wheel, independent suspension and CVT transmission. Transition flight range of 750 km, with maximum speeds of up to 185 km / h, and the fuel consumption of 18.9 km / liter. To change of the car into a light plane, it only takes about 30 seconds. Driving force comes from the regular gasoline engine that can be filled at regular gas stations. The design is slim, making this car can still get into the garage of the house. However, to be able to use this flying car, the driver must have a pilot's license can be obtained after 20 hours of flying. Terrafugia also provide special training for every consumer to be able to use this flying car safely.
  • 13. TERRAFUGIA •CARS WITH WINGS •GASOLINE AS FUEL •WORKING FOR ADVANCEMENT
  • 14. Save Gas? • Normal high-octane gasoline • 30 miles per gallon • Fly about 115 miles per hour • Go Green!
  • 15. ADVATAGES • WORKING PROCESS IS NOT YET REVEALED • NO NEED OF SPECIAL TRACKS • CAN BE USED IN ALL TYPES OF VEHICLES • NO MORE TRAFIC JAM • ACCUPIES SAME PLACE AS THAT OF NORMAL VEHICLES
  • 16. DIS-ADVANTAGES • COMPLICATED DESIGNING • FLYS ONLY FOR 60SEC • THRUST REQUERED IS MORE • INSTALLATION AND MAINATENANCE COST IS MORE • CANNOT BE USED IN ALL PLACES
  • 17. Future of Flying Cars In the future all this technology will develop so much that buses or even trains will fly. Instead of garages there will be launch pads by our homes There would be no need for roads so the wildlife can reclaim the land back. Turning old narrow alleys into large open fields or forests. Ferrari, Audi and BMW showing interest in this type of cars.
  • 18. CONCLUSION • This car, unlike earlier models, is very practical, therefore it can be stored in a garage, like a normal car. • It is hoped that this new model, successfully meets all flight testing and management, scheduled. • Obviously, this car, will call attention worldwide. • Hope that the Terrafugia transitions can be transformed from car to plane in just 30 seconds.
  • 19. References • http://www.terrafugia.com/POC.html • http://www.popsci.com/cars/article/2010- 06/flying-car-gets-faa-approval-goes-sale-soon • http://www.youtube.com/user/TerrafugiaInc
  • 20. THANK YOU

Global Automotive Executive Survey 2015

Global Automotive Executive Survey 2015


Our survey of 200 automotive executives reports that short-term market issues once again take precedence over strategic innovations. The top three trends have not only remained the same, but actually increased in importance over the past 3 years. It also finds that tomorrow’s consumers will not only expect, but demand, new and innovative services and mobile apps that plug seamlessly into ubiquitously connected solutions. To stay ahead, traditional automakers may need to reinvent their business models.
Published in: AutomotiveBusiness


Transcript

  • 1. KPMG’s Global Automotive Executive Survey 2015 Who is fit and ready to harvest?
  • 2. Section One Mobility culture What is driving consumer demand? ©2015 KPMG International Cooperative (“KPMG International”). KPMG International provides no client services and is a Swiss entity with which the independent member firms of the KPMG network are affiliated.
  • 3. Market growth in emerging markets Innovative urban vehicle design concepts Downsizing and optimization of the internal combustion engine (ICE) Mobility-as-a- service Increasing use of platforms and standardization of modules Battery electric mobility Fuel cell electric mobility OEM captive financing and leasing Self driving cars/ Autonomous cars Connected car technologies (eg Car-to-X communication) Rationalization of production in Europe and shifting of the production to emerging markets 2015 2014 2013 2015 2014 2013 2015 2014 2013 2015 2014 2013 2015 2014 2013 2015 2014 2013 2015 2014 2013 2015 2014 2013 2015 2014 2013 2015 2014 2013 2015 2014 2013 56% 52% 43% 49% 40% 36% 48% 42% 41% 36% 18% 18% 26% n/a n/a n/a 18% 19% 13% 16% 16% 8% 3% 5% 14% 18% 12% 9% 13% 20% 16% 38% 18% #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 #11 Survey results indicate: • Customers’ key priority is fuel efficiency, which is in line with auto execs’ expectation that sales for small and basic models will be particularly strong • Car ownership is predicted to remain high across all age groups • Mobility services such as car sharing are expected to see profitable growth within the next decade Section One Mobility culture Note: % of respondents rating a key trend as extremely important. N/a – answer not included in respective year Source: KPMG’s Global Automotive Executive Survey 2015 ©2015 KPMG International Cooperative (“KPMG International”). KPMG International provides no client services and is a Swiss entity with which the independent member firms of the KPMG network are affiliated.
  • 4. Section One Mobility culture Top 5 vehicle features influencing consumer purchase decisions until 2020 Auto executives believe that consumers are still fixated on traditional product issues like fuel efficiency, safety and comfort. One factor that has leapt in importance is enhanced vehicle lifespan, which was ranked just eighth in 2013, but is now the second most important factor influencing the buying decision. Although both rank relatively low on consumers’ wish lists, there is still a preference for plug-in rather than vehicle-bound internet connectivity solutions.The use of alternative fuel technologies remains a lower priority, suggesting strongly that, like last year’s survey, the consumer purchase decision is driven more by the wallet than the conscience. FUEL EFFICIENCY #1 #2 #3 #4 #5 ENHANCED VEHICLE LIFE SPAN SAFETY INNOVATION ERGONOMICS COMFORT ENVIRONMENTAL FRIENDLINESS ©2015 KPMG International Cooperative (“KPMG International”). KPMG International provides no client services and is a Swiss entity with which the independent member firms of the KPMG network are affiliated.
  • 5. Understanding what consumers want Concerns over vehicle quality have risen following several high-profile product recalls, with more and more customers now seeking vehicles with longer lifespans. OEMs have to maintain a careful balance between product quality and cost optimization. The intense cost pressures on suppliers in recent years, combined with the increased use of platform strategies, have raised the risk of quality problems. Markets of all levels of maturity are seeing growing demand for state-of the- art technology in vehicles.The relatively low priority assigned to connectivity does not resonate with the growing consumer expectation of ubiquitous access to mobile online services. The high emphasis on fuel efficiency and enhanced vehicle lifespan shows the rising prevalence of the idea of total cost of ownership (TCO) for private consumers. Respondents believe that consumers still have a strong desire for comfort, which is slightly at odds with the quest for better mileage, as more energy is needed to power the associated technology. In building more efficient vehicles, automakers will have to focus not just on the powertrain, but also on the communications infrastructure. A further consequence of connected driving is concern over safety, as travelers cede control of the vehicle. Finally, vehicle styling and exterior has risen sharply in importance between 2013 and 2015. Regardless of what is on the inside, customers still want to buy from trusted brands that reflect their own self-image. Gary Silberg Head of Automotive KPMG in the US KPMG Insight ©2015 KPMG International Cooperative (“KPMG International”). KPMG International provides no client services and is a Swiss entity with which the independent member firms of the KPMG network are affiliated.
  • 6. Technological fit Are companies betting on the right technologies? SectionTwo ©2015 KPMG International Cooperative (“KPMG International”). KPMG International provides no client services and is a Swiss entity with which the independent member firms of the KPMG network are affiliated.
  • 7. BRIC TRIAD Note: % of respondents rating a powertrain investment area as extremely important. Source: KPMG’s Global Automotive Executive Survey 2015 ICE downsizing Fuel cell electrical vehicles Hybrid fuel systems Plug-in hybrid fuel systems Battery electrified vehicles 32% 46% 20% 41% 42% 33% 2015 2014 2013 2015 2014 2013 19% 11% 8% 23% 8% 14% 2015 2014 2013 2015 2014 2013 18% 11% 19% 12% 13% 14% 2015 2014 2013 2015 2014 2013 15% 15% 13% 29% 17% 16% 20% 20% 2015 2014 2013 2015 2014 2013 19% 24% 7% 22% 2015 2014 2013 2015 2014 2013 2015 2014 2013 Solely focusing on further developing the internal combustion engine could mean the main global automakers fall behind their more innovative rivals. As the mobility eco-system becomes more complex, main players must choose between several different – and in some cases, conflicting – technologies, raising the stakes for critical investment decisions. By betting too much, too soon on future trends, automakers could lose existing, loyal customers. On the other hand, if they fail to gain a foothold in new mobility solutions, they risk falling behind competitors. Although downsizing the internal combustion engine remains the primary investment priority, it could leave automakers vulnerable to increasingly strict environmental regulations in both established and high-growth markets. SectionTwo Technological fit ©2015 KPMG International Cooperative (“KPMG International”). KPMG International provides no client services and is a Swiss entity with which the independent member firms of the KPMG network are affiliated.
  • 8. SectionTwo Technological fit DAIMLER 15.5% BMW 24.5% GENERAL MOTORS 11.5% VOLKSWAGEN GROUP 10% TOYOTA 9.5% TESLA 6% FORD 5.5% HONDA 4.5% FCA 3.5% HYUNDAI/KIA 3.5% CHERY 1% NISSAN 1% PSA 1% RENAULT 1% GOOGLE 0.5% ISUZU MOTORS 0.5% MITSUBISHI SUZUKI 0.5% 0.5% Connectivity:The Next BigThing Self-driving cars: the final evolutionary step of connectivity Self-driving cars are the final step of true connectivity, enabling occupants to treat their vehicles as true extensions of their homes, offices or smartphones freed from the responsibility of driving.The daily commute will offer customer relationship owners incredible opportunities to tap into additional revenue streams.This market will not succeed without overcoming critical legal and liability issues associated with driverless motoring. With potentially fierce competition from information, communication and technology (ICT) companies, traditional OEMs must ask themselves whether they are in-line to become the pace setters in this sector. Global OEMs seen as leading in the field of connectivity and self-driving cars Note: Industry players ranked #1 according to respondents, sorted in descending order Note: Percentages may not add up to 100 due to rounding Source: KPMG’s Global Automotive Executive Survey 2015 ©2015 KPMG International Cooperative (“KPMG International”). KPMG International provides no client services and is a Swiss entity with which the independent member firms of the KPMG network are affiliated.
  • 9. Dieter Becker Global Head of Automotive KPMG International Automakers need to understand what drives customers’ behavior Communication technologies such as car-2-car, car-2-infrastructure or car-2- home may bring significant benefits to consumers, but these factors, known collectively as the ‘internet of things’ simply represent a commodity.To capture the real value of connectivity, vehicle manufacturers have to use the power of data to get inside customers’ heads, understand what drives their behavior and adapt business models to ever-smaller target groups of like- minded individuals. Connected car technologies can be a crucial interactive media, especially when linked to location, offering not just traffic guidance, but also useful local retail or leisure options, personalized news and entertainment, and other services – all of which can provide a healthy revenue stream. Ultimately, it should be possible to predict what products and services the customer is most likely to want. To move to the lucrative upper right-hand quadrant– the ‘Internet of Behavior’ – and harvest the undoubted potential of data, OEMs should consider customers’ lives as a whole, rather than viewing them as ‘drivers’ only, towards building a personal relationship to increase loyalty. Technology also enables predictive product analytics, where automakers can constantly monitor vehicle performance and component wear and tear. Such a strategy is supported by modularization and standardization, which enables more cost-efficient production and makes it easier to replace or adapt different parts of the automobile. As a warning: development cycles can differ widely between hardware and software, so these two areas should be managed separately, with a central interface to ensure compatibility. KPMG Insight ©2015 KPMG International Cooperative (“KPMG International”). KPMG International provides no client services and is a Swiss entity with which the independent member firms of the KPMG network are affiliated.
  • 10. Business model readiness Is the industry set for an unstable mobility eco-system? SectionThree ©2015 KPMG International Cooperative (“KPMG International”). KPMG International provides no client services and is a Swiss entity with which the independent member firms of the KPMG network are affiliated.
  • 11. As more players join the mobility market, it is vital for companies to both diversify and differentiate to maintain success. The unpredictability of new technologies makes it hard to plan for disruptive changes such as e-vehicles, connectivity and autonomous driving. However, an evolving mobility culture, which eschews traditional car ownership in favor of more flexible options, means that automotive companies must prepare for ‘black swans’ on the horizon. As the mobility eco-system broadens, automakers can no longer rely on organic growth, and will have to build strategic alliances crossing sector boundaries and think ‘out of the box’ to find ways to intelligently expand value chains and diversify. A unique brand becomes even more critical, to differentiate yourself in a market teeming with new competitors from other sectors and offering customers a wider range of products and services. SectionThree Business model readiness ©2015 KPMG International Cooperative (“KPMG International”). KPMG International provides no client services and is a Swiss entity with which the independent member firms of the KPMG network are affiliated.
  • 12. SectionThree Business model readiness Strategies to survive As they consider future strategies, respondents see the big OEMs primed to go it alone, rather than partnering with others. Even smaller newcomers likeTesla are expected to remain independent, despite the high costs of building a global brand and reach. Executives from emerging market OEMs, however, are more likely to favor stronger alliances, to achieve the critical mass necessary to compete effectively.This is mainly due to their lack of sophisticated products and solutions, making them highly reliant on know-how transfer from established global technology leaders from Western countries, through cooperation. For globally established OEMs, remaining independent is the number one survival strategy Note: Percentages may not add up to 100 due to rounding. Sorted descending by % remain independent Source: KPMG’s Global Automotive Executive Survey 2015 Remain independent Strengthen alliances Merge with other OEMs ©2015 KPMG International Cooperative (“KPMG International”). KPMG International provides no client services and is a Swiss entity with which the independent member firms of the KPMG network are affiliated. VW GROUP 76% 19% 6% 78% 12% 10% BMW TOYOTA 28% 8% 6 5% TESLA 24% 17% 59% HYUNDAI 9% 63% 29% 60% GM 24% 17% #1 #4 #2 #5 #3 #6
  • 13. Spotting a black swan in the dark As this year’s survey demonstrates, the world inhabited by future auto customers is changing fast. It is no surprise, then, that relationships with brands and mobility providers are up for grabs, with emerging consumers more inclined to trust a tech company than an OEM to provide an autonomous vehicle. Given the potential value streams from connectivity and associated services, it is easy to see why black swans are flying overhead in the form of new brands and disruptive services and products. But – and this is the big “but” – will these new offerings come from existing, major OEMs or from some other source? And, will key players from converging industries want to cooperate, compete or even position themselves at the top of the new value chain?With these challenges looming, OEMs need to ask themselves some searching questions: Member firms are seeing clients across the automotive value chain starting to address these questions, and the next few years are going to be fascinating. • How do I think about my brands from a consumer rather than an automotive perspective - to attract the new generation of ‘digital natives?’ • How do I learn to be a high value, branded services business, while making the most of my strong product and engineering heritage? • Should I build, buy or partner to achieve this goal? • How do I change my vehicle and system architectures to enable me to refresh products in a cycle measured in months rather than years? • Who do I work with to develop these technologies and how do I reconfigure my product development capabilities? • How do I create the investment capacity to do all of this, while continuing to develop and deliver today’s products and maintain returns to shareholders? • What level of resilience to market, event, and volatility risk should I maintain during this period? Roger Bayly Partner KPMG in the UK KPMG Insight ©2015 KPMG International Cooperative (“KPMG International”). KPMG International provides no client services and is a Swiss entity with which the independent member firms of the KPMG network are affiliated.
  • 14. Prepared to harvest Who is best positioned for sustainable growth? Section Four ©2015 KPMG International Cooperative (“KPMG International”). KPMG International provides no client services and is a Swiss entity with which the independent member firms of the KPMG network are affiliated.
  • 15. In the medium term, the traditional OEMs are forecasted to maintain their dominance, but it’s vital they prepare for a more disruptive future in the long term. As the survey indicates, the winners in the new mobility culture will be those companies that achieve the right balance of marketable technologies and apply the appropriate business models to cater to increasingly tech-savvy heterogeneous customer groups.The existing order is not about to be shattered, with the top 10 OEMs all forecast to be from mature markets in 2020, and German manufacturers continuing to dominate the premium end.The main changes in market position involveVolkswagen potentially stealing the number 1 mass market spot fromToyota as of 2016, andTata rising on the back of strategic acquisitions of JLR (Jaguar Land Rover). Hyundai’s continued rise in market share expected by the majority of respondents, on the other hand, is predicted to stall somewhat according to recent market forecasts. Nevertheless, the traditional OEMs will need to check their blind spots in a proactive way as the tremendous growth in new technologies and customization options is likely to completely change the automotive eco-system as we know it today. Leading mass market OEMs – Sales ranking 2011-2020 Not a single emerging market OEM is predicted to make the top 10 by the end of this decade in the mass market segment Section Four Technological fit 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 Volkswagen Group Toyota Group Renault-Nissan Group General Motors Group #1 #3 #2 #4 Note: OEMs ranked descending by sales volume in respective year Source: KPMG Competence Centre Automotive, LMC Automotive. kpmg.com/GAES2015 ©2015 KPMG International Cooperative (“KPMG International”). KPMG International provides no client services and is a Swiss entity with which the independent member firms of the KPMG network are affiliated.
  • 16. Leading premium market OEMs – Sales ranking 2011-2020 German automakers are set to continue their domination of the premium segment Toyota Group Renault-Nissan Group General Motors Group #3 #2 #4 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 BMW Group Volkswagen Group Daimler Group Geely Group #1 #3 #2 #4 Tata Group#5 Toyota Group#6 Section Four Technological fit Note: OEMs ranked descending by sales volume in respective year Source: KPMG Competence Centre Automotive, LMC Automotive. kpmg.com/GAES2015 ©2015 KPMG International Cooperative (“KPMG International”). KPMG International provides no client services and is a Swiss entity with which the independent member firms of the KPMG network are affiliated.
  • 17. Global Contacts Global Dieter Becker Global Head ofAutomotive KPMG in Germany dieterbecker@kpmg.com Jeff Dobbs Global Sector Chair, Industrial Manufacturing KPMG in the US jdobbs@kpmg.com The Americas Gary Silberg TheAmericas Head ofAutomotive KPMG in the US gsilberg@kpmg.com Americas country leaders Charles Krieck KPMG in Brazil ckrieck@kpmg.com.br Asia Pacific Seung HoonWi Asia Pacific Head of Automotive KPMG in Korea swi@kr.kpmg.com Asia Pacific country leaders Megumu Komikado KPMG in Japan megumu.komikado@jp.kpmg.com Danny Le KPMG in China danny.le@kpmg.com EMEA Dieter Becker EMEA and German Head ofAutomotive KPMG in Germany dieterbecker@kpmg.com EMEA country leaders Ulrik Andersen KPMG in Russia uandersen1@kpmg.ru Laurent Des Places KPMG in France ldesplaces@kpmg.fr Ergün Kis KPMG inTurkey ergunkis@kpmg.com John D. Leech KPMG in the UK john.leech@kpmg.co.uk Gavin Maile KPMG in South Africa gmaile@kpmg.com Fabrizio Ricci KPMG in Italy fabrizioricci@kpmg.it Francisco Roger Rull KPMG in Spain froger@kpmg.es Rajeev Singh KPMG in India rpsingh@kpmg.com Additional key contacts Moritz Pawelke Global, EMEA and German Executive forAutomotive KPMG in Germany mpawelke@kpmg.com Alana Mohan Global Marketing Manager for Automotive KPMG in Canada aamohan@kpmg.ca Functional leaders Roger Bayly GlobalAutomotiveAdvisory Leader KPMG in the UK roger.bayly@kpmg.co.uk Ulrich Bergmann Global Automotive Financial Services Leader KPMG in Germany ubergmann@kpmg.com Brigitte Romani GlobalAutomotiveTax Leader KPMG in Germany bromani@kpmg.com AxelThümler Global Automotive Audit Leader KPMG in Germany athuemler@kpmg.com ©2015 KPMG International Cooperative (“KPMG International”). KPMG International provides no client services and is a Swiss entity with which the independent member firms of the KPMG network are affiliated.
  • 18. How do we cut through complexity?View the interactive version of this survey online and filter the results based on your own preferences. kpmg.com/GAES2015 kpmg.com/socialmedia ©2015 KPMG International Cooperative (“KPMG International”). KPMG International provides no client services and is a Swiss entity with which the independent member firms of the KPMG network are affiliated. ©2015 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm vis-à-vis third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. The information contained herein is of a general nature and is not intended to address the circumstances of any particular individual or entity. Although we endeavor to provide accurate and timely information, there can be no guarantee that such information is accurate as of the date it is received or that it will continue to be accurate in the future. No one should act on such information without appropriate professional advice after a thorough examination of the particular situation. The KPMG name, logo and “cutting through complexity” are registered trademarks or trademarks of KPMG International.


Sunday, April 26, 2015

The Dangers of Speeding while Driving

The Dangers of Speeding while Driving


Prepared by: http://revol.com.sg/ The faster you drive - the greater your risk of a crash and severe injury.
Published in: AutomotiveLifestyle


Transcript

  • 1. WHO’S AT MOST RISK
  • 2. SPEEDING COSTS YOU
  • 3. Leaves o o n e r DRIVE SLOWER L I V EL O N G E R A SAFETY TIPS FROM: Click to visit our website


Automotive Guide to Pinterest & Instagram

Automotive Guide to Pinterest & Instagram


This guide covers everything from automotive content strategy and harnessing hashtags to setting and achieving the goals that will help your brand achieve marketing success on Pinterest & Instagram.
Published in: AutomotiveMarketing


Transcript

  • 1. READY-SET-GO! THE ROADMAP WHY THE VISUAL WEB IS PERFECT FOR AUTO BRANDS CAR CONTENT WHAT’S WORKING ON INSTAGRAM AND PINTEREST, WHAT ISN’T, AND WHAT TO DO ABOUT IT DRIVING THE CONVERSATION ADDING CONTEXT TO YOUR CONTENT WITH HASHTAGS AND PIN DESCRIPTIONS CROSSING THE FINISH LINE ESTABLISHING, MEASURING AND ACHIEVING YOUR GOALS ON THE VISUAL WEB
  • 2. STEP 1 Here’s a stat that might surprise you: every one of the brands behind the top 10 selling cars of 2013 has an Instagram account. This is because in addition to being the perfect 21st century car showrooms, visual networks like Pinterest and Instagram offer auto brands higher levels of audience engagement than any other social platform. For automakers, engagement means sales, as a study by PricewaterhouseCoopers revealed that up to 15 percent of social leads result in test drives, and that only 67 social leads are needed to sell a car.
  • 3. 4HELLO@PIQORA.COM 866.857.8433 FOLLOW US It’s easy to understand why car brands do so well on these networks; they are visual, mood-elevating, aspirational and inspirational, and those exact same adjectives also describe cars. Cars aren’t just a method of transportation; they are portals to a broader world, members of the family, objects of desire, and stunning works of art. In short, cars are a major passion for a lot of people. And passion is what Pinterest and Instagram are all about; these networks are unique in that users follow others and consume content primarily based on interests, not personal relationships. The car brands that are seeing the most success on Instagram and Pinterest tap into those passions with powerful visual storytelling, using images of their cars to engage the huge community of gearheads on these networks. Instagram in particular seems to be tailor made for auto brands. Auto marketers have identified Instagram as an especially effective tool for reaching younger audiences, and in 2014 carmakers grew their audiences on the network by an average of 152 percent. After Instagram, Pinterest generates the second highest level of engagement for car brands, outstripping legacy networks like Facebook and Twitter. INSTAGRAMMERS LOVE COOL CARS, EXOTIC TRAVEL, AND CELEBRITIES; ASTON MARTIN CAPTURED ALL THREE WITH THIS POST OF THEIR LEGENDARY DB5, WHICH STARRED IN SEVERAL JAMES BOND FILMS IN 2014 CARMAKERS GREW THEIR INSTAGRAM AUDIENCES BY AN AVERAGE OF 152 PERCENT
  • 4. STEP 2
  • 5. 6HELLO@PIQORA.COM 866.857.8433 FOLLOW US Luxury marques like Audi, Bugatti and BMW, who regularly post beautiful pictures of their gorgeous cars in action shots and exotic locations, do very well on the platform. In fact, BMW, Audi, Mercedes-Benz, Lamborghini and Porsche are the top 5 most popular car makers on Instagram, which should hardly be surprising considering sports cars make for pretty spectacular eye candy. Instagram has become a go-to destination for car enthusiasts to find content, a digital car show where automakers showcase their latest models, tuners display their wildest creations, aftermarket part companies hawk their wares, and automotive photography takes center stage. A LAMBORGHINI PARKED NEXT TO A GORGEOUS BEACH. WHAT’S NOT TO LIKE? (MORE THAN 20,000 PEOPLE AGREE)
  • 6. CASE: VOLKSWAGEN VOLKSWAGEN HAS AN ENTIRE “DRIVER OF THE WEEK” SERIES DEDICATED TO SHARING COMPELLING, EMOTION-DRIVEN STORIES OF PEOPLE’S EXPERIENCES WITH THEIR VWS Luxury marques aren’t the only ones enjoying huge success on Instagram; Volkswagen, for example, eschews the glitz and glam of the supercar stables and instead uses their account to showcase their fans’ passion for their cars. Volkswagen is a perfect example of a car brand using Instagram for what it’s best at: forming emotional bonds between your brand and and your audience. Instagram is a conversation-driven community that gives brands the opportunity to share their values, passions, and ethos. Marketing on Instagram is about becoming a conversation leader, and you have to be careful about how you highlight your products. Volkswagen features their products in all of their Instagram posts, but they don’t focus on them. This is because they recognize that the more you try to hard sell, the more Instagram audiences will shy away and become disengaged. VOLKSWAGEN HAS AN ENTIRE “DRIVER OF THE WEEK” SERIES DEDICATED TO SHARING COMPELLING, EMOTION- DRIVEN STORIES OF PEOPLE’S EXPERIENCES WITH THEIR VWS VOLKSWAGEN DOES A GREAT JOB OF SHOWCASING THE EMOTIONAL BOND BETWEEN PEOPLE AND THEIR CARS, AND ARE REWARDED WITH EXCEPTIONAL LEVELS OF ENGAGEMENT-PER-POST
  • 7. Audi is another brand that clearly recognizes this principle. Of course, they post beautiful pictures of their cars. But what they don’t do is announce promotions, holiday deals or sales on Instagram. Instead, the majority of Audi’s images on Instagram have a very “human” feel; while there are some professional shots of exotic cars in fantastic locales, the majority look like they were taken on phones, by everyday people. This is because many of Audi’s Instagram posts were taken by their followers. Showcasing User-Generated Content is a great move, as it keeps those users (and others hoping to get recognized) coming back for more. That strategy has paid huge dividends for Audi; by maintaining this “human” feel and highlighting UGC, they have been able to drive extraordinary levels of engagement to their profile. In fact, according to one study, Audi has the highest engagement level of any car brand, and even outperform brands like MTV and Starbucks, which have much larger audiences on the platform. CASE AUDI YOU DON’T HAVE TO SHOW PICTURES SUPERCARS TO DRIVE SERIOUS ENGAGEMENT ON INSTAGRAM; COMPARED TO AN R8, AUDI’S A3 HATCHBACK MIGHT SEEM DOWNRIGHT HUMBLE. BUT PAIR IT WITH A BEAUTIFUL SUNSET THAT ONE OF YOUR FANS CAPTURED, AND YOU HAVE THE KEYS TO A GEARHEAD’S HEART
  • 8. 9HELLO@PIQORA.COM 866.857.8433 FOLLOW US Auto brands shouldn’t try and use Instagram as a megaphone to talk to everyone; they should use it to have intimate conversations with their fans. That’s what makes brands like Audi and Volkswagen exceptional. Rather than simply throwing a filter on a picture of their latest model, they make sure their posts are relevant, informative and entertaining. And that’s the perfect recipe for getting your content discovered on Instagram. VOLVO DOES A FANTASTIC JOB OF USING INSTAGRAM TO SHARE SPECIFIC REASONS TO LOVE AND APPRECIATE THEIR CARS, WHICH CAN RESONATE IN USERS’ MINDS WHEN THEY’RE MAKING PURCHASING DECISIONS. FOR EXAMPLE, THEIR “VOLVO SAVED MY LIFE” POSTS GIVE GRAPHIC EVIDENCE OF THE LEGENDARY SAFETY OF THEIR VEHICLES, AND THE USER COMMENTS REFLECT THE SENTIMENTS THAT SUCH POSTS CAN EVOKE, OFFERING POWERFUL SOCIAL ENDORSEMENTS OF THEIR BRAND. THE KEY TAKEAWAY IS THAT ALMOST ALL AUTO BRANDS ARE ON INSTAGRAM. TO STAND OUT, YOUR CONTENT HAS TO BE UNIQUE AND, MORE IMPORTANTLY, VALUABLE TO YOUR TARGET AUDIENCE.
  • 9. 10HELLO@PIQORA.COM 866.857.8433 FOLLOW US Some auto brands are witnessing huge results from Pinterest; for example, Aston Martin is killing it. They have more than 200,000 followers, almost double their audience on Instagram. BMW and Audi each have more than a million followers on Instagram, but Pinterest is a much different story. BMW doesn’t even have a profile, while Audi’s two official accounts (one international, one for the U.S.A) combined barely break 2,000 followers. Some might chalk this discrepancy up to a mistaken perception of Pinterest’s user demographics, but the truth is that Pinterest is one of the few platforms where automakers can enjoy relative parity male and female engagement, which is just one of the many advantages offered by Pinterest. Pinterest an extraordinarily powerful e-commerce engine, and interactions on the network are overwhelmingly positive; people generally Pin things that they love and want to buy, ‘collect’ the available options, and make their purchasing decisions. A Pin on Pinterest can be viewed as a de-facto endorsement of your products, so even if you don’t sell your cars online the fact that people are interacting with your content on Pinterest is a great indicator that they intend to do something about it. That said, success on Pinterest comes from adopting content strategies specific to that network. COMPARED TO INSTAGRAM, PINTEREST IS RELATIVELY NEW GROUND FOR AUTOMAKERS, AND MANY ARE STILL IN THE EARLY STAGES OF ADOPTING IT.
  • 10. 11HELLO@PIQORA.COM 866.857.8433 FOLLOW US Our research shows that for auto brands, images that feature cars generate the most engagement. While this might not be a surprise, it’s important to realize that while a “human” feel works great for car images on Instagram, Pinterest users favor more “professional” images of cars that typically do not feature people. This is because on Pinterest, people want to imagine themselves interacting with these products, rather than someone else. So while a picture of a car with its driver out in the real world might perform well on Instagram, a better strategy for Pinterest would be to show that car in more of a “showroom” style setting. A PERFECT EXAMPLE: THE FOLLOWING IMAGES OF HONDA’S ACCORD. BOTH OF THESE IMAGES COME FROM THEIR OFFICIAL ACCOUNTS, BUT WHILE THE INSTAGRAM PICTURE IS NATURAL, HUMAN, AND EMOTIONAL IN NATURE, THE PINTEREST IMAGE IS FAR MORE ARTISTIC AND “PRODUCT FOCUSED.” IMAGE STYLE
  • 11. CASE: HONDA THESE IMAGES ARE OF THE SAME CAR, BUT THE PRESENTATION, AND MORE IMPORTANTLY THE RESULTS, ARE DRAMATICALLY DIFFERENT. THE KEY TAKEAWAY IS THAT THE IMAGE OF THE CAR ALONE GENERATED 14 REPINS, WHILE THE IMAGE WITH PEOPLE ONLY GENERATED 1. Another example would be the following two images of Honda’s CR-V, both taken from the same Board.
  • 12. THIS IMAGE PERFECTLY ILLUSTRATES THE POWER OF PINTEREST AS A NETWORK FOR GETTING YOUR PRODUCTS DISCOVERED BY A BROADER AUDIENCE WHEN STRATEGIZING FOR PINTEREST CONTENT, AUTOMOTIVE BRANDS SHOULD REMEMBER THE TWO THINGS THAT PINTEREST IS BEST FOR: INSPIRATION AND DISCOVERY
  • 13. 14HELLO@PIQORA.COM 866.857.8433 FOLLOW US When it comes to great content for discovery of auto products, let’s go back to Aston Martin. It’s obvious that they have put a lot of time, energy and thought into crafting their boards and choosing images that will perform on Pinterest. They have a board dedicated to their cars in weddings, and boards for each model of car in their lineup. This is another key advantage of Pinterest for car makers; on Instagram, all the images of your different makes and models are usually hosted under the same account. Pinterest on the other hand allows you to use boards as specific marketing channels for individual types of cars. DISCOVERY
  • 14. 15HELLO@PIQORA.COM 866.857.8433 FOLLOW US The second piece of the Pinterest puzzle is curating inspirational content. Diversity is key for a well-rounded, engaging Pinterest profile, and you can be pretty open with what kind of content you post to your profile. This means auto brands don’t have to only feature images of cars, but should include content that appeals to Pinners in general. Ideas could include gas saving tips, car care ideas, or roadtrip recipes. Even if these “lifestyle” Pins don’t generate as much engagement as product images on a per-Pin basis, including them broadens your reach and establishes your brand as a destination for people to draw inspiration from. INSPIRATION AUTOZONE HAS GREAT EXAMPLES OF CAR-RELATED CONTENT THAT APPEALS TO BROAD PINTEREST AUDIENCES, NOT JUST AVID AUTO FANS
  • 15. TOP TIPS Generally, showing cars on Instagram with a “human feel,” is more effective than standard catalog images, and these types of images generate the most engagement. Based on a study of hundreds of Pins, our research shows that it’s best to show cars without people in the picture on Pinterest. For inspiration on photo creatives, keep an eye on what other popular brands are doing and take that into consideration for your own content. Pay attention to lighting, angles, stages and setting; if it’s working for them, it’ll probably work for you.
  • 16. STEP 3 Auto brands are part of one of the most active content categories on the Visual Web. People will naturally be discussing and posting about their cars, and while this can be a great thing it’s essential to engage with and participate in these conversations in the right way.
  • 17. 18HELLO@PIQORA.COM 866.857.8433 FOLLOW US These conversations are built around hashtags, but a lot of auto brands don’t capitalize on the potential of a good hashtag strategy. In fact, our research shows that 73% of brands don’t follow best hashtag practices. By opting out, these brands are missing a massive opportunity to engage in, and more importantly lead these conversations. WITH MORE THAN 200M REGISTERED USERS, INSTAGRAM IS A MAJOR CONVERSATION HUB WHERE PEOPLE ARE ACTIVELY HAVING CONVERSATIONS ABOUT YOUR PRODUCTS. BMW DOES A GREAT JOB HARNESSING HASHTAGS WITH THEIR INSTAGRAM POSTS
  • 18. 19HELLO@PIQORA.COM 866.857.8433 FOLLOW US You definitely want to know how your brand is fitting into these conversations, and engage in them whenever possible. There are two ways to monitor brand mentions: So how can you best harness hashtags? For starters, add seven hashtags to each of your posts; doing so can lead to 23% more likes. A good mix would be your brand’s name, a hashtag that your brand creates, and 3-5 “community” hashtags. Just beware that adding more than seven hashtags leads to a dramatic downturn in the number of likes, as people can view that as spam. PIQORA’S DASHBOARD ALLOWS YOU TO TRACK HASHTAG METRICS SUCH AS UNIQUE USERS, POTENTIAL IMPRESSIONS, PHOTOS POSTED TO HASHTAGS, LIKES, AND COMMENTS HARNESSING HASHTAGS 1. BY TRACKING how Instagram users are tagging your brand in ongoing, natural conversations Pay attention to the tone of these conversations, and apply these analyses into your own Instagram strategy. 2. BY ANALYZING the conversations around hashtags related to your brand, whether these are official hashtags or those that are tangentially related. Download our Instagram Hashtag Report for more information.
  • 19. 20HELLO@PIQORA.COM 866.857.8433 FOLLOW US After someone looks at your Pin itself, the second thing will they look at will usually be the description. Having a detailed, well written description of your products will make it easy for people to Pin from your site, and will have a huge payoff when they do. This is because your description will form not only the Pin’s description on Pinterest, but also that image’s keywords for search results. Finally, it’s important to remember that more than 90% of Pins originate from a website, not from a Pinterest profile. This makes optimizing your website for Pinterest very important, so check out our Marketer’s Guide to Pinterest Website Optimization, which is packed with simple steps to drive huge increases in referral traffic. ON PINTEREST, CONTEXT IS CREATED THROUGH PIN DESCRIPTIONS YOU MIGHT HAVE ONLY A FEW SECONDS TO ATTRACT A PINNER’S ATTENTION. BY SIMPLY ADDING A PHRASE, YOU CAN IMMEDIATELY GIVE THE CONTEXT FOR WHICH YOUR CONTENT IS INTENDED.
  • 20. TOP TIPS Add descriptions to your Pins that include details like pricing, color, model, fuel economy data, etc. Tailor your Pin’s descriptions and primary keywords to match Pinterest’s own categories. The most repinnable descriptions are about 200 characters long. If you add the word “You,” the Pinner feels like you’re speaking to them. Incorporate your brand’s slogan in your hashtags. Using up to 7 hashtags can lead to 23% more likes
  • 21. STEP 4 Instagram is ideal for establishing thought leadership, brand awareness and recall, while Pinterest is the perfect engine to drive direct response metrics like sales, clicks, and higher AOV. But regardless of which needle you want to move, it’s essential to approach Pinterest and Instagram with a plan. Posting to Instagram or Pinning to Pinterest just for the sake of having a presence on these networks is a surefire way to be disappointed by the results. You’ll need a clearly defined and established set of goals, and metrics to compare these to in order to track performance and make adjustments as needed.
  • 22. 23HELLO@PIQORA.COM 866.857.8433 FOLLOW US A successful Instagram strategy is driven by on-platform engagement. Brands can systematize and amplify engagement by monitoring the following KPIs. LOOK FOR SYSTEMATIC GROWTH OVER TIME IN ADDITION TO DAILY SPIKES, WHICH CAN BE THE RESULT OF SPECIFIC CAMPAIGNS OR HIGHLY ENGAGING POSTS 1. COMMENTS AND LIKES Comment counts reflect your brand’s ability to inspire your audience, while likes provide insight into your audience’s engagement level. While simply looking at these numbers is important, you should take a close look at what your audiences are saying in the comments. Comments shouldn’t be one sided; they are a fantastic opportunity to engage with your fans and build valuable relationships with brand advocates, and Piqora’s Instagram Conversation Manager can help you manage these conversations on a broad scale. 2. NEW FOLLOWER GROWTH An expanding follower-base indicates growth in your brand presence and influence. It also indicates that your content strategy is effective, appealing, and engaging. Pay attention to large spikes in follower growth, as they can indicate that certain images are particularly effective, so you can learn from those images and iterate off of best practices.
  • 23. 24HELLO@PIQORA.COM 866.857.8433 FOLLOW US Pinterest is a network built on intent. If people are engaging with your content, odds are they have strong intent to act on that. If a lot of people are Pinning and repinning your products, that shows virality, and that people have your products in mind for their purchasing decisions. Nick Mueller, Sr. Marketing Manager at Piqora Marketers who understand this will focus on creating and sharing content that helps foster intent and makes it easier for their fans to take action. For example, a great way for a car brand to measure intent is to look at repins. Since many auto brands don’t have a direct to consumer E-Commerce component, direct ROI measurement can be difficult. However, Pinterest can still be a powerful tool for these brands.
  • 24. 25HELLO@PIQORA.COM 866.857.8433 FOLLOW US Instagram photo contests provide a fast track to increasing brand visibility on Instagram, while Pinterest promotions are a great way to drive engagement on your Pins, traffic to your Pinterest profile or website, and identify brand advocates and influencers. Both can be powerful audience building tools, and are an excellent way to migrate your existing followers over from other platforms like Twitter and Facebook. Finally, Instagram is teeming with original, highly creative user- generated content of cars, and photo contests are a phenomenal way for auto brands brands to source UGC from their fans. For more information, check out our in-depth guides to Pinterest Promotions and Instagram Photo Contests. Instagram Photo Contests and Pinterest Promotions can be a powerful accelerator for auto marketers to turbocharge your presence on these networks. A WORD ABOUT HARNESSING THE POWER OF PROMOTIONS LEXUS EVEN LEVERAGED AN INSTAGRAM PROMOTION TO INCLUDE THEIR 100K+ FANS IN THE DESIGN OF A CUSTOM RC-F SPORTS CAR.
  • 25. TOP TIPS Evaluate Instagram comments from a qualitative as well as a quantitative perspective; they can be great feedback on how your content is resonating with your audience. Piqora’s analytics platform can help you identify industry-wide trends and interpret how well your content is performing, both individually and compared to the other brands in your vertical. On Instagram, look for variance in ‘likes’ between your posts to see what your followers are and aren’t responding to. Engagement is an indicator of intent on Pinterest, so tracking the content that people are interacting with most and iterating off of those learnings is a fast track to success.
  • 26. EVEN IF YOUR BRAND ISN’T ACTIVE ON PINTEREST, YOUR CONTENT CERTAINLY IS Every day, millions of people turn to Pinterest and Instagram to check out the latest news, cars, and trends from the automotive industry. And here’s another truth that automakers should understand: more than 90% of Pins originate from websites, not from Pinterest profiles. So even if your brand isn’t officially on Pinterest, your content certainly is. As we mentioned before, BMW has more than a million followers on Instagram, but they don’t have an official Pinterest profile. The story doesn’t end there though, because a quick Pinterest search reveals thousands of images devoted to their cars. WRAPPING UP: WHY CAR BRANDS ARE FLOCKING TO THE VISUAL WEB, AND WHY YOU SHOULD TOO
  • 27. If you are proactive in engaging in these conversations, these networks offer golden opportunities to foster meaningful, positive relationships with your fans and followers. And for auto brands that provide their fans with real, valuable content, Instagram and Pinterest can be game changers, driving unprecedented levels of audience engagement. – Piqora Team The data and techniques discussed here are just a small portion of the resources available from Piqora, so if you’d like to learn more go to www.piqora.com and request a demo to learn how to take your visual marketing strategies to the next level. VISIT OUR WEBSITE REQUEST A DEMO

Tuesday, April 21, 2015

Trends + Trendsetters: The Best in Automotive Content Marketing

Trends + Trendsetters: The Best in Automotive Content Marketing


In a recent study by J.D. Power and Associates, new-vehicle owners were asked to cite the reasons they chose a particular make and model of a vehicle they purchased. Of the 10 reasons most frequently cited? “Like the image the vehicle portrays.” So what if your automotive brand doesn’t portray the image you want? Content marketing can help. In this guide, we’ll take a look at three automotive brands (Lincoln, Land Rover and Cadillac) that are leveraging content marketing to transform their brand perception and engage their desired audiences.
Published in: AutomotiveMarketing



Transcript

  • 1. Trends + Trendsetters The Best in Automotive Content Marketing
  • 2. NewsCred Trends + Trendsetters NewsCred’s Strategy Team helps brands build and hone their content strategies, taking into consideration marketing goals, brand positioning and the competitive landscape. Our Trends + Trendsetters guides aim to educate marketers on trends, opportunities and content strategies that best-in-class brands are utilizing to engage their audiences. In this guide, we’ll take a look at content marketing in the automotive industry. Interested in learning more? We’d love to hear from you! Feel free to reach out at strategy@newscred.com - Liz Bedor, Associate Brand Strategist, NewsCred
  • 3. In a recent study by J.D. Power and Associates, new-vehicle owners were asked to cite the reasons they chose a particular make and model of a vehicle they purchased.
  • 4. Of the 10 reasons most frequently cited?
  • 5. “Like the image the vehicle portrays”
  • 6. So what if your automotive brand doesn’t portray the image you want?
  • 7. Content marketing can help.
  • 8. In this guide, we’ll take a look at three automotive brands leveraging content marketing to transform their brand perception and engage their desired audiences.
  • 9. Lincoln Now The Lincoln Motor Company
  • 10. According to research by Polk, an automotive market research firm, the average Lincoln buyer is older than the buyers of any other luxury car brand.
  • 11. Wanting to introduce itself to sophisticated, younger drivers, Lincoln decided to reimagine tradition through content that is interesting enough to grab attention on its own merit. Source: Adage, ‘Content Marketing: It’s Not About Shock, but Good Storytelling’
  • 12. “We know it’s important to authentically engage customers according to their lifestyle. - ANDREW FRICK - Group Marketing Manager Lincoln ”
  • 13. Introducing: Lincoln Now Site lives at www.now.lincoln.com A comprehensive storytelling platform designed to celebrate individuality. Features intriguing artisans, makers and craftspeople in the fields of art, design, fashion cuisine, engineering and more.
  • 14. Content topics are a balance between luxury and culture and Lincoln automobiles and brand history. Auto Shows Future Vehicles Heritage Lincoln Artisans Lincoln Automobiles Film Ideas Music Architecture Detroit Stories Everyday Icons Hello Again Inspiration The Reimagine Project
  • 15. Luxury Uncovered Content •  All things luxurious, including film, ideas and music. •  Features artists, musicians, directors, filmmakers, actors and entrepreneurs. •  Tells stories of interesting people who embody Lincoln values.
  • 16. “Rhythm is a Danger”interviews Damien Chazelle, screenwriter of the Academy Award Nominated film, Whiplash. Violinists get back problems and singers get nodes – it’s something I hadn’t seen before in a music movie. You see it sports movies all the time. We don’t really think of music as physical, but it is. “ “
  • 17. Lincoln Automobiles Content •  Lincoln history, iconic models, new models, behind the scenes and inspiration. •  Celebrates Lincoln heritage and historical company moments. •  Spotlights interesting venues, events and announcements.
  • 18. “Artisans of Lincoln: Inspirations of the MKC”interviews Lincoln’s color and material designers, Janet Seymour and Jenny Kubinec. We pulled off the end of an orange, where the flower end is, and we were looking at the shape inside the orange just by chance. We ended up doing a wheel based on that. It turned out pretty cool. Everything inspires us. “ “
  • 19. Lincoln Culture Content •  Features everyday icons, speaking to their passions and motivations. •  Detroit stories spotlight inspirational people who have contributed to bringing culture into the city. •  Shares small businesses and initiatives that are working to enrich the Detroit communities.
  • 20. Interview with Naomi Long Madgett, City of Detroit’s Poet Laureate. I got engaged by mail because my first husband was still in the army. “ “ My first poem was published by a daily newspaper in Virginia when I was 13. “ “
  • 21. Imagery is high-quality, powerful, emotional and people-focused.
  • 22. Content is a mixture of video, articles, photos and interviews.
  • 23. Lincoln’s social media consistently incorporated throughout. Instagram and Twitter account feeds are displayed at bottom of every page.
  • 24. Every photo, video and highlighted quotes are easy to share with pre-populated text. Hashtags are incorporated throughout posts to categorize campaigns, such as #FilmUncovered.
  • 25. Social accounts have consistent look and feel as Lincoln Now hub.
  • 26. Social accounts link back to Lincoln Now sites, rather than main Lincoln website. now.lincoln.com/YouTube www.now.lincoln.com
  • 27. YouTube channel hosts all Lincoln Now video content and also various commercials and video campaigns. Again, consistent look and feel as Lincoln Now and other social channels.
  • 28. The Vanishing Game Land Rover
  • 29. In 2014, Land Rover embarked on a unique branded content project–an interactive digital book, The Vanishing Game, written by British author, William Boyd.
  • 30. The project aimed to build the brand’s reputation as a vehicle for adventure, discovery and exploration.
  • 31. The adventure thriller, which can be found at www.thevanishinggame.wellstoried.com, follows protagonist Alex Dunbar on a mysterious driving adventure across the UK.
  • 32. “What I tried to achieve was to make the Land Rover an inherent presence in the story, something always there–implicit, strong, solid, reliable, ready to function–very like the part it plays in my memory. - WILLIAM BOYD - Author The Vanishing Game ”
  • 33. The story is brought to life online through a multi-sensory experience, comprised of video, photography, animation, sound, music and narration.
  • 34. Land Rover also promoted The Vanishing Game through an intricate multi-media marketing campaign to further enhance reader engagement and activity.
  • 35. Custom content by NewsCred was shared on media outlets, including Vox Media, Quartz, NYTimes.com and Travel + Leisure.
  • 36. Readers and actual Land Rover owners were encouraged to share personal driving adventures with #WellStoried.
  • 37. The images were collected and showcased on a dedicated Tumblr site, www.wellstoried.com, searchable by keywords or location.
  • 38. Dare Greatly Cadillac
  • 39. Despite a strong year for the luxury automobile market, Cadillac sales dipped 6% in 2014. Source: Forbes, “Cadillac Risks Break From Detroit with New ‘Dare Greatly’ Campaign”
  • 40. Realizing the brand needed to redefine itself, Cadillac launched“Dare Greatly.”
  • 41. “The Cadillac brand needed to change. We needed to have a new point of view to show why we’re relevant. - UWE ELLINGHAUS - CMO Cadillac ”
  • 42. The effort seeks to differentiate the brand through what Cadillac stands for, rather than one-upsmanship such as‘more horsepower,’ or‘more torque’. Source: Forbes, “Cadillac Risks Break From Detroit with New ‘Dare Greatly’ Campaign”
  • 43. “Cadillac wants to create interplay among the brand values of boldness, sophistication and optimism, and yet be inviting and approachable. We want to inspire. We want people to dream Cadillac again. - UWE ELLINGHAUS - CMO Cadillac ”
  • 44. Introducing: Dare Greatly Site lives at www.dare-greatly.com The hub celebrates the daring, whose passion and vision have reshaped their industries, our lives and our future. Content includes video interviews with accomplished risk-takers on the dares they’ve taken and unique perspectives in life.
  • 45. Jason Wu, Iconic Designer Jason Wu came to the US as a boy of 9 with a love for dressing dolls. He dared to follow his passion and went from fashion intern to an arbiter of style tasked with revolutionizing one of the world’s most iconic fashion brands.
  • 46. Jason Wu on how his mother’s daring inspired him. I really admire my mother for daring, despite what people said, she bought me a sewing machine and she let me play with dolls. That was something that growing up, culturally was quite unacceptable. She dared to let me be different, and in fact, embraced what I wanted to do. I definitely wouldn’t be here without her. “ “
  • 47. Anne Wojcicki, Health Care Advocate Anne Wojcicki was a successful stock analyst on Wall Street. She dared to risk it all and devote herself to DNA research in hopes it could unlock the secrets to curing the world’s diseases.
  • 48. Anne Wojcicki on why she took such a risk, leaving Wall Street and starting her genomics company 23andMe. When I was working on Wall Street, I felt slightly trapped in that I was investing in a healthcare industry I didn’t really believe in. For years I really struggled with this idea that people were making money off my illness and I wanted to do something different. “ “
  • 49. Steve Wozniak, Visionary Inventor Steve Wozniak was a college dropout with a talent for computer circuitry. He dared to quit the only job he’d ever known and market his invention, the personal computer, and founding what has become one of the world’s most valued companies.
  • 50. Steve Wozniak on how he feels about today’s technology. Technology these days intimidates me all the time, but it also makes me feel like, ‘Gosh there are a lot of people that are going to fast having more fun than I am with the technology!’ Technology is the fun of today. “ “
  • 51. Videos are of high-production value and show the interviewees in casual, authentic environments.
  • 52. Content is easy to share on viewers’ social channels.
  • 53. “This is a reinvention, not just a repositioning. This is not a campaign. We want people to say,‘Look how much Cadillac has changed.’ - UWE ELLINGHAUS - CMO Cadillac ”
  • 54. Cadillac social accounts have consistent look and feel.
  • 55. Much of social content is inspired by and tagged #DAREGREATLY.
  • 56. “Luxury brands don’t sell products, they sell dreams. People need to find Cadillac inspiring and having a spirit and attitude, a clear point of view. - UWE ELLINGHAUS - CMO Cadillac ”
  • 57. Want to learn more? Our team of strategists can help your brand build a marketing growth engine. From ongoing support and program management, to customized strategy sessions and workshops, we’ll set your brand up for success.
  • 58. NewsCred is the most comprehensive content marketing solution.
  • 59. Get in touch! STRATEGY@NEWSCRED.COM