Rolls Royce is utilising Facebook, Twitter & Youtube for its Phantom series.
Rolls Royce is utilising Social Media Marketing platforms such as Facebook, Twitter & Youtube for its Phantom series.
"If we are not leveraging on digital we are missing out on a segment of consumers who could be our potential customers."
Rolls-Royce, a luxurious car manufacturer has taken to digital marketing for its 102EX, a one-off, fully electric powered Phantom, in what may be considered a departure from the company's largely conventional mode of marketing.
Rolls-Royce has always pride itself on its selection of high premium advertising platforms targeting at the super affluent. This change in its marketing initiative may well be a winner due to the way the advertising campaign is structured.
More on the Phantom...
Phantom debuts at the Geneva Motor Show on 1 March 2011 and will serve as a working test bed for a global tour that takes place in Europe, the Middle East, Asia and North America.
In preparation for the debut, Rolls-Royce will also launch the website www.electricluxury.com
this week, a portal to fuel a wider global debate seeking views on the question of electric luxury from media, VIPs and stakeholders. The site will also deliver regular updates of the car's progress while on tour.
Other platforms such as Facebook, Twitter and Youtube are also being leveraged by the brand in a bid to garner feedback.
When asked if digital marketing component marks a permanent shift from its traditional approach to a more integrated one with digital being a key component, CEO Torsten Müller-Ötvös (pictured) said: "I think so. If we are not leveraging on digital we are missing out on a segment of consumers who could be our potential customers."
With 102EX the company hopes to carefully test the opinions and reactions to alternative drive-train options of a range of stakeholders including owners, enthusiasts, members of the public and the media.
"With this vehicle, we begin an exploration into alternative drive-trains, seeking clarity on which alternative technologies may be suitable to drive Rolls-Royce motor cars of the future," said Müller-Ötvös.
- 2011-02-22 14:54:59
- Social Media Marketing (SMM)