The Volvo 'Inside You' Campaign Asks for a Personal Peek
Vivian Lau — August 16, 2012 — Autos
References: facebook & apps.facebook
The Volvo 'Inside You' campaign turns the tables on the customer by asking for a glimpse into their cars.
Available via a Facebook app, this gives Volvo fans the chance to upload photos of their car interiors, showing exactly how the features were used and what was brought into the car. Based on the contents of one's car, a personality profile is provided to each contributor. One of the best parts of the app is the option to take a glimpse at other people's submitted photos. Much like 'Garbageology,' where marketers dumpster dive for clues about their consumers life, this profiling process is invaluable to the company. The potential for inspiration is limitless!
Volvo has managed to set up a way for its consumer's data to be sent to them straight from the source. Cleverly masquarading as a fun, participatory Facebook feature, social media shows its winning potential once again.
Available via a Facebook app, this gives Volvo fans the chance to upload photos of their car interiors, showing exactly how the features were used and what was brought into the car. Based on the contents of one's car, a personality profile is provided to each contributor. One of the best parts of the app is the option to take a glimpse at other people's submitted photos. Much like 'Garbageology,' where marketers dumpster dive for clues about their consumers life, this profiling process is invaluable to the company. The potential for inspiration is limitless!
Volvo has managed to set up a way for its consumer's data to be sent to them straight from the source. Cleverly masquarading as a fun, participatory Facebook feature, social media shows its winning potential once again.
Trend Themes
1. Participatory Profiling Apps - The trend of using participatory apps to collect consumer data is disrupting the traditional market research industry.
2. Personalization Marketing - The trend of personalizing marketing campaigns based on consumer data is disrupting traditional mass marketing techniques.
3. Social Media Data Collection - The trend of using social media to collect consumer data for marketing purposes is disrupting the traditional data collection industry.
Industry Implications
1. Automotive - The automotive industry has an opportunity to use participatory profiling apps to better understand its consumers and create more personalized marketing campaigns.
2. Marketing - The marketing industry has an opportunity to use social media data collection to create more targeted and personalized marketing campaigns.
3. Technology - The technology industry has an opportunity to develop new participatory profiling apps and social media data collection tools for businesses to better understand and engage with their consumers.
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