Porsche is breaking into a new market segment with the Macan compact SUV. The sports car manufacturer is taking an unusual approach with the market launch campaign for the vehicle, too. The campaign revolves around an innovative yet comprehensive online platform that allows various social media channels in particular to be used to interact with interested users. Porsche AG is also using this campaign to revise its entire online presence. Opting for a complete, responsive design, Porsche AG is once again setting benchmarks for the industry as well as guaranteeing a uniform experience across all end devices. Join us at Santa Barbara Auto Group as we explore this exciting new vehicle.
Porsche intensified – this is how Porsche itself describes the essence of the new Macan, focusing on two aspects: the intensive driving experience and the intensive lifestyle of a new target group. This group is still considered a typically Porsche audience, but it tends to be slightly younger and more cosmopolitan than the current customer.
Just as the Macan features the typical Porsche DNA, the campaign via social media channels, with its exclusive Porsche tone, leaves no doubt about what makes the Porsche brand unmistakeable as the manufacturer of the “sportiest vehicle in its segment”.
The online campaign is being implemented in multiple stages. At present, users receive background information and technical details about the Macan twice each week. A direct marketing campaign that comprises five steps is being run in parallel. The content of this campaign is increasingly tailored to the respective recipient, the final result being that a customized, printed catalogue is sent to the potential buyer, showing every detail of the Macan that the interested party has already configured online.
The innovative approach behind the online campaign is also underlined by the Macan corners in the Porsche Centres. Here, potential buyers can find out more about the Macan before the market launch in Germany in April 2014 using an “augmented reality app”, which gives users a virtual yet incredibly realistic experience.
As Porsche speeds onto the digital scene with this new campaign, it is exciting to consider the possibilities that lie within this new development. In addition to following online information releases, customers can also contact Santa Barbara Auto Group to learn more about the Porsche Macan and stay up to date with the latest Porsche news.
About Santa Barbara Auto Group
Santa Barbara Auto group is proud to be an authorized Porsche dealer located just off the 101 and S Hope Ave. The Porsche team at Santa Barbara Auto Group is strongly committed to delivering an exceptional buying experience. The sales staff offers many years of experience satisfying customers’ needs. Furthermore, the Santa Barbara Auto Group offers a wide array of new and pre-owned Porsche vehicles which customers may view online or on-site at the dealership.
The Santa Barbara Auto Group is dedicated to providing the best sales and service experience in Southern California. To learn more about any of the popular Porsche models including the 2013 Porsche 911 or Porsche Boxter, feel free to call, email, or stop by for friendly personal service.
Santa Barbara Auto Group
402 S Hope Ave
Santa Barbara, CA 93105