Geneva Motor Show with Car Gurus UK
Bentley will be celebrating its centenary in style this year, starting with a Le Mans-inspired special edition of its new Continental GT. With gold interior detailing and the company’s 6.0-litre W12 engine under the bonnet, the Continental GT No.9 edition looks like a fine way to celebrate! #bentley #geneva
Posted by CarGurus UK on Tuesday, 5 March 2019
“Over 50,000 views on Facebook”
Every once in a while a project comes along that reminds me of why I set up Seen Creative in the first place, and how video can be such a powerful tool in today’s crowded digital marketing space.
The project in question happened in one very long day (I left the house at 3:30am to catch my flight) filming a series of social media videos with CarGurus UK Editor – Chris Knapman – at the 2019 Geneva Motor Show What I couldn’t have foreseen was that by the time I’d arrived home at 9pm the five videos we’d uploaded had a combined 50,000 views on Facebook.
So what made this such as successful marketing activity? There are two things that stand out to me.
The first was timing. There were lots of people filming content during the day, the difference was that all this footage would later be edited – a time consuming process – before being posted. CarGurus’ strategy was different. Do the videos in one take, transfer from the camera to a phone, and upload to Facebook from the show floor. This meant that Car Gurus were amongst the first to have content from the show up and live, giving car enthusiasts early access to the big launches.
The second was content itself. Identifying the big launches that car enthusiasts would be, well, enthusiastic about, and delivering the information in an informative, light-hearted and authentic manner. Part of this was necessitated by the fact the videos were all one take pieces. As such you can see us physically having to move in and around other presenters, journalists, photographers and videographers. But I think this, along with Chris’ ease in front of the camera and knowledgeable take on the cars, really gives you a feel for the show and the buzz around these cars.
The main takeaways? Don’t be too precious about social media content. Getting in early with an authentic and knowledgeable opinion is far more effective than arriving late to the story with a polished piece that lacks spontaneity and authenticity.