Milestones are a time for celebration. BMW gave thanks to its fans when it crossed 1/2 million fans. Audi recently celebrated its reaching 2 million fans and Mercedes Benz also showed some appreciation when it hit 2 million fans. All of these prior celebrations involved a wall post and video, but none of the automotive companies have done anything truly creative to celebrate such a milestone until now.
Porsche passed the 1 million fan mark a couple weeks ago and as part of the celebration they are placing a special model Porsche in the Porsche Museum in Stuttgart. Fans can ask for their name to be on the displayed vehicle by signing up on their Facebook fan page tab called "1,000,000". It's a creative way to bring the milestone to life, much more interesting than some thrown together ad agency video.
Major milestones aside, GMC blew everyone away with the most significant monthly fan gain - a whopping 95%. Like most double-digit changes, GMC's rise is attributable to media spend driving fans to their Facebook page. GMC has a sponsorship with the NFL that has fans voting for the "Never Say Never Moment of the Week." There are weekly prizes, a trip to the Super Bowl and a chance to win a 2011 GMC Sierra Denali.
Hyundai ran some reachblocks in the beginning of December. Other companies that did some marketing in Facebook were Lexus, Chrysler, and Dodge (this is not a comprehensive list just some of the ads I personally saw.) Mercedes-Benz worked to promote their Tweet Race. The ad units sent people to the recently created Mercedes-Benz USA Facebook fan page.
Yes, Mercedes like BMW, Mini and Smart now has a "USA" fan page. As part of their way to create interest for the page they are doing the "World's First Twitter-Fueled Race" which looks basically like a road-trip with four teams driving from four different cities to the Super Bowl in Dallas. This sounds eerily similar to last year's Chevrolet SXSW road-trip scavenger hunt. (Look for a coming article on Mercedes' event around when it begins on February 2.)
A final insight in December comes from Mazda. I find it interesting how some brands promote sales events (Acura has one right now), or they keep a corporate logo, or others promote a new product as part of Facebook's profile image. Mazda is promoting their new Mazda5 but they also found a nice, clean way to promote their other social media brand destinations in the profile picture. The promotion of other channels and their dot.com site is effectively communicated.
Download the Excel file: Facebook Auto Fan File (December 2010)