I'm trying to find recent examples for how car manufacturers are using
interactive media like the web, email, SMS, etc to promote their car
brands.  I've come across some already, but I'd really like some more.
 In fact, the more the merrier!  I'm particularly looking to compile a
range of examples from regions around the world - especially Europe,
Asia and the US.  Most of the examples I have so far are US-centric.

I'm looking for examples which go beyond simply having a company
website (like http://www.renault.com ).  Examples I've found so far
are:
http://www.bmwfilms.com
http://conceptlabvolvo.com 
http://i-move-u.com

Thanks in advance

Dear lynetter:

You asked for examples of online promotional websites from automobile
manufacturers. After doing an extensive search online with major
automobile manufacturers around the world, I have found the following
websites that may be what you are looking for:

The Toyota Motor Company operates a website called "SCION" a driving
life style magazine of sorts. It's clean and well designed Flash.
Check it out at:
http://www.scion.com

Pontiac has an exclusive promotional section on its website called
"Pass it On," where it has videos of people winning Pontiacs for a
week. "What would you do if you had a Pontiac for a week?" It's in the
style of a reality TV show. That's available here:
http://www.pontiac.com/pontiacjsp/passiton/landing.jsp?source=pontiacHome

Volkswagon operates a online radio station called RadioVW.com. It,
unsurprisingly, is at the following address: =)
http://www.radiovw.com

Mercedes-Benz has a rather cleanly designed website called "Smart."
It's kind of similar to Toyota's "SCION." You can check that out here:
http://www.smart.com/

Finally, although it may not be exactly what you're looking for, I
have found two other websites that may have some relevance:

Chrysler has a good archive of all their television commercials online
at this location:
http://www.chrysler.com/inside/videos/index.html

BMW also has a "Art Cars" from around the world online exhibit here:
http://www.bmw.com/bmwe/pulse/events/art_cars/index.html


I hope this is what you were looking for! If you need any
clarifications at all, please don't hesitate to ask. I would be more
than happy to assist you further. =)

Best Regards,  
blader-ga

---

Clarification of Answer by blader-ga on 02 May 2002 17:45 PDT

Dear lynetter:

On follow-up, I have also found a nice 3D Shockwave game called
"SkyRacer" that is sponsored by Mazda. It's a 3D racing game full of
Mazda branding. It's not half bad, actually. =) You can find that
here:
http://www.shockwave.com/content/skyracer/skyracer.html


Best Regards,
blader-ga

---

Request for Answer Clarification by lynetter-ga on 03 May 2002 04:57 PDT

Hi blader, 
Thanks very much for this, really helpful.  Just thought I'd take you
up on your offer of a clarification(!) just in case you came across
anything about this in your searching.  The examples you've given so
far are all based around a standalone website, owned/branded by the
car manufacturer themselves.  Did you come across any examples of
marketing done in partnership with another brand or web site?  (e.g.,
perhaps a competition or something, or a special offer to another web
site's readers).  Also, did you come across any non-web examples? 
e.g., I just heard today about something Toyota Lexus did with TiVo in
the US (which by the sound of it is a kind of interactive TV ad,
downloaded direct to TiVo owner boxes).  Also, would be interested in
any examples of how car companies have used email previously (I've
taken the suggestion of mifopa and registered with some sites, but
none have sent me anything yet and also even when they did I'm
guessing a lot will have happened that I've missed).

I know this is a lot of clarifications, so please don't feel you have
to answer them all since you've already done a lot, I just thought I'd
ask in case you knew the answers to any off the top of your head.

Thanks again, Lynetter.  :-)

---

Clarification of Answer by blader-ga on 03 May 2002 09:11 PDT

Dear lynetter-ga:

After conducting a further search online, I have turned up a number of
articles from AdAge.com dealing with the topic. Most of these,
unfortunately, do not contain specific links the the content, but some
do. Here they are:

From AdAge.com

BMW'S MINI RETURNS WITH INTERACTIVE PROMOTION
Online Users Can Make Suggestions to Ad Production Crew

DETROIT (AdAge.com) -- BMW of North America's Mini Cooper kicks off a
new promotion today. A crew will start shooting footage for the
small-car importer in San Francisco for a promotional video  for the
Internet, dealerships and auto shows next year. During the next two
weeks, consumers visiting the car brand's Web site, www.miniusa.com,
are invited to suggest where the car should go next.
http://www.adage.com/news.cms?newsId=34249


JAGUAR TEAMS WITH 'MAXIM' FOR ONLINE GAME
Contest Promotes New X-Type Sports Sedan

DETROIT (AdAge.com) -- Ford Motor Co.'s Jaguar Cars North America,
Irvine, Calif., is teaming up with Dennis Publishing's Maxim magazine
for an online game to promote the entry-level luxury X-Type sports
sedan.

Starting today, visitors to www.maximonline.com/contests can download
a digital road-rally game, dubbed the Maxim Jaguar Journey. The game
promotion is the first of its kind for Jaguar. It offers non-car
prizes and ends in June.
http://www.adage.com/news.cms?newsId=34340


PORCHE PLUGS UPCOMING SUV ONLINE
Automaker's First Web Pre-launch Effort

DETROIT (AdAge.com) -- Porsche Cars North America, Atlanta, is mining
for prospects on the Web in the marketer's first online pre-launch
effort.

Porsche's new microsite, porschecayenne.com, went live last month. It
lets consumers sign up for periodic e-mails about the Cayenne sport
utility vehicle, due in the second half of 2002.
http://www.adage.com/news.cms?newsId=33598

VOLVO TO LAUNCH BROAD NEW DIGITAL INITIATIVE
Signs Multimillion-Dollar Deal With MSN

NEW YORK (AdAge.com) -- Volvo Cars of North America has signed a
15-month, multimillion-dollar deal with Microsoft Corp.'s MSN to
launch an expansive set of online marketing tools including a digital
garage,
http://www.adage.com/news.cms?newsId=33552


Also, on Digitrends.net there is a good article on the online
marketing effort for the Ford focus, in partnership with @home:
"Ford Goes with Broadband Advertising on the @Home Network"
http://www.digitrends.net/mna/index_8248.html

Also, a PDF article on "Italy's first interactive TV commercial" in
online at Ebiscom Italy:
http://www.ebiscom.it/news/comunicati_i/pdf_i/spot_interattivo_ing.pdf


Search Terms Used:

   automobile "interactive advertising"
   ://www.google.com/search?q=automobile+%22interactive+advertising%22&hl=en&start=50&sa=N

   car "interactive advertising"
   ://www.google.com/search?q=car+%22interactive+advertising%22&hl=en&start=50&sa=N


I hope this helps ya! =)


Best Regards,
blader-ga

Thank you very much, this is really helpful.

This is also a US related answer, but I think that the both the
intoduction of the new Infinity G35 as well as the Porsche Cayenne are
suitable answers as they employed a variety of web techniques.  To get
a better idea of this I would suggest that you visit thier sites and
sign up for their email notifications.  I received several from them
in relation to both of these models before their introduction which
effectively teased me and brought me to thier site.  I hope that this
helps.

How about http://www.isthistoyota.com ??

Hi!

For a look at a non-US marketing effort, check out Canadian sports
site WWW.TSN.CA.  Frequently changed banner ads regularly promote
different makes and models (Porsche Cayenne and Nissan 350 have
recently appeared on the video highlights playback box) and Kia
sponsors the user-feedback function in the articles.  To view a video
and its associated ad, look in the lower right corner and click on any
of the links. To look at Kia's ads, connect to the full version of any
article (the "more..." link) and scroll to the bottom.  Click on the
"KIA Your Call" icon, type in any sort of comment at all, and submit
it.  Before the box closes, you will be offered the option of
"information about KIA".

Mercedes Benz have launched Lucky Lucky Star the 'Hollywood movie'
( http://www.luckyluckystar.com )
....that doesn't exist.
regards lot-ga