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Subaru’s FirstCarStory

Subaru’s FirstCarStory.com. BUS 111 Brad Weiler. Background. A utomobile manufacturing division of Japanese transportation conglomerate Fuji Heavy Industries (FHI ). Established on July 7, 1953 by FHI First Subaru car introduced in 1954

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Subaru’s FirstCarStory

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  1. Subaru’s FirstCarStory.com BUS 111 Brad Weiler

  2. Background • Automobile manufacturing division of Japanese transportation conglomerate Fuji Heavy Industries (FHI). • Established on July 7, 1953 by FHI • First Subaru car introduced in 1954 • Subaru of America was established in 1968 in Philadelphia • Current headquarters in Portland, Oregon – since 2010

  3. FirstCarStory.com • Campaign introduced on Feb. 24, 2012 • Allows users to add content and use an animation generator to help tell their story • Text-to-video technology, it turns words and phrases into custom animations • record a personal, vocal narrative, as well as selects an appropriate soundtrack to accompany the animation. http://www.firstcarstory.com/ http://www.youtube.com/watch?v=8TVx5XZbzoA

  4. Social Media Integration • Can log in and use your Facebook information to create an account • Able to tag Facebook friends to include in the video. • Publish video across wide array of social media platforms. • The use of social media allows Subaru to utilize the network effect and viral marketing. • The reason this website has created a buzz is because it creates an emotion response; people like to reminisce • http://www.facebook.com/subaruofamerica • http://www.facebook.com/ILOVESUBARU

  5. Risk? • Appeals to a very large demographic • Subaru does not directly compare themselves to any other brand • Indirect comparison -alleviates the risk of creating negative attitude towards Subaru through direct comparison • Offers opportunity to compare their first or current vehicle to Subaru and consider it an option.

  6. Brand Awareness • Plenty of opportunities to check out Subaru website as well as new Subaru Impreza2012 • Promotion – FREE Car! • Huge advertising opportunity, as well as getting them to like Facebook pages – track information • Instant links to website and Facebook pages

  7. References: http://www.subaru-global.com/ http://www.torquenews.com/1070/subaru-wants-hear-your-first-car-story http://www.youtube.com/watch?v=8TVx5XZbzoA http://www.facebook.com/subaruofamerica http://www.firstcarstory.com/

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