Case Study: Smart Car - Destination Smart
Objective
- Create a network of Smart car enthusiasts
- Provide insight into products and services
- Create a dedicated marketing portal
- Provide a customer service and feedback channel
- Increase engagement, interactivity and communication with Smart car owners
Approach
Using the M.Social platform, Martech created Destination Smart, a social network dedicated to Smart Car enthusiasts.
Included in the social network is a variety of bespoke applications and functionality which includes, a drive module allowing members to document their favourite drives and share related content, and an online MPG tracker. The MPG tracker is also supported by a mobile application which allows members to log and update their fuel efficiency on the go as well as the ability to share it directly to community.
To allow members to connect directly with the people who know the most about the cars, Destination Smart also includes an Experts area, which provided members with the ability to connect with approved dealers, ask questions, seek advice and provide direct feedback to the Smart Car team.
Regular competitions are run on the community alongside content submission areas such as the Smart car calendar to ensure increased engagement is made between members and the brand.
Outcome
- A highly engaged audience
- Ongoing customer insight, feedback and marketing data
- Marketing campaigns are delivered directly to the largest collection of brand advocates
- Smart Car employees have the ability to respond, communicate and interact with their customers on a one to one basis
- Approved dealers are able to connect with customers
- Customer views and reviews provide valuable market and product insight