Friday, April 17, 2009
Volvo is the latest brand to integrate Twitter into their online media campaign. They did a highly visible execution that allowed people to Twitter Volvo that showed the Twitter feed in their YouTube homepage ad. They also set up a way for people at the NY Auto Show event to Twitter their immediate feedback after seeing the car.
Today, Volvo is sharing on Twitter that “[they’ve] been overwhelmed by the response to our YouTube ad from Wed.” A lot of the overwhelming response is due to coverage in the media space where several marketing Twitter users have inundated Volvo with requests to see the ad they missed last Wednesday. Fortunately, Volvo created a mirror website showcasing their ad at http://www.thevolvotwitterad.com/.
I did not catch the ad on its live day, so it is unclear to me if the Live Twitter feed was filtered before appearing on the YouTube ad. After watching the recent Skittles experiment, that made the Skittles homepage their Twitter profile page, the Volvo feed talked just about the car and the Volvo execution. It didn’t turn into comments like “Hitler loves Skittles” or similar nonsense Skittles had to deal with before moving their homepage to their Facebook fan page. I’d be surprised if Volvo didn’t moderate comments before they appeared on the YouTube advertisement.
Overall the Volvo YouTube ad is an excellent integration of their live event at the New York Auto Show and allowing Twitter users to share their comments too. It gave the ad an interesting appeal from an innovative perspective and, more importantly, from a credibility perspective. Why credibility? After looking at some of the Twitter comments, many people shared their personal experience with the Volvo at the NY event. This, of course, is much stronger than Volvo telling you in an ad that their City Safety system is great or their interior is luxurious.
Here are examples from the Twitter user comments:
“City Safety should be on every car!”
“It was mean son. It officially stops. The car STOPPED. I’m in!”
“I saw the commercials & wondered how it worked. It was cool.”
“The car is cool inside.”
More information about the execution can be found at ClickZ.com.