So what if I said that you could win a Midnight black Skyline with Bendix street road and track brake pads, Kazei black and red wheel rims, and a Top Secret body kit with wing? The catch is, you just need to follow up on web-based competition.
Just Car is a car insurance company that specialize in insurance for young motorists, modified cars, high performance cars and imported cars. They found a brilliant way to attract motor enthusiasts through the use of social media.
In July, they introduced an online challenge called Canvas 2 Kick Ass, in which viewers could create their ideal car by turning a standard built car into "the hottest, most kick-ass street ride on Australian roads". Who decides on how the car is modified? You.
Each week, viewers are given several choices as to which base model is chosen, the color, body kit, wheels, interior, suspension, bolt ons, and graphics. They simply must sign onto the website to be given a voting right, and by the end of each week the team assembles the car and posts a video 'webisode' on the progress of the car's transformation. In the end, one lucky follower will get to keep the car (which most likely comes with Just Car Insurance). Unfortunately, no one will be winning this kick-ass car because the competition has already closed. Ughhhhhhh, annoying isn't it?
Have a surf around the website and you'll notice a tab that links you directly to their Just Car homepage, where you can get an insurance policy quote and information on their new iPhone app. While you're on the Canvas 2 Kick Ass page, also find that facebook and twitter have also been integrated to spread the word on their online competition.
Perhaps no Skyline this time, but maybe in the future you'd like to follow up on the competition in case you win a brand new car :) Brilliant formula isn't it? Car insurance plus build your own car... all at the tip your fingers.
Maybe the car will turn out like our wiki... partially finished and unroadworthy? No, of course not, it will be a luxury machine, finely tuned and something that everyone wants to drive!
ReplyDeleteA great combination of crowdsourcing and UGC. Very nice!
You had me at "cars are definitely a man's best friend"!
ReplyDeleteThis is a great way to get consumers to interact with your brand through the use of technology and SM.
It would be interesting to see what this meant for Just Car Insurance.
Ross
Interesting! I would personally like to join the competition and engage with the company. I think this is a great idea that can be used for other car company, in allowing co-creatioj between consumer and the company. Car compnies may want to create a new model based on the needs of different consumers. Quiet a fun and interesting strategy of co-creating a prize and boosting its interaction. However, wouldn't building a Kick Ass car encourage young motorist to drive at a higher risk? :D is that what they really want?
ReplyDelete