Dorschel Automotive Group opened up a MINI Cooper dealership and needed to create buzz and raise community awareness. Using Social Media we helped them generate interest and get people talking about these fun little cars. This slidedeck walks you through the components of the Facebook marketing and contest that surrounded the activity. If you would like to do something like this for your dealership - reach out to me at http://macvillagemedia.com or call 585-520-2232

1. #WINSMALL
#WINSMALL
Automotive Promotions through Social Media
Dorschel Automotive Case Study
March 2013

2. Always begin with strategy…
• Objective – Awareness of new MINI Dealership
• Get people to test drive MINI
• Get people excited about MINI OF ROCHESTER
• Get people to talk about Dorschel on Facebook
• Ultimately drive demand for new vehicles…

3. MINI OF ROCHESTER
5 Month Contest
“Drive One For The Weekend”
1 Grand Opening Winner
“Win a 2yr Lease on a MINI”

4. MINI OF ROCHESTER
Custom Facebook
tab and app
To enter you must
Like the page
Followed Facebook
Contest Guidelines

5. MINI OF ROCHESTER
Custom Facebook
tab and app
Peeps could post to
Facebook that they
entered!

6. MINI OF ROCHESTER
Promoted with
trackable QR Code
Video with Intro to
Contest
W nt t o dr ive a m
a ini
f or t he we e ke nd?
pos s ibl y win a FREE
one f or t wo ye a r s ?

7. MINI OF ROCHESTER
People engaging
with the contest

8. MINI OF ROCHESTER
Drive Interest with
Winners Circle on Facebook
- Updated weekly
- New YouTube videos
- Driver Experience Posting
- Facebook wall postings
- Twitter #winsmall

9. MINI OF ROCHESTER
Phase II – Keep Fans Engaged during MINI OF ROCHESTER build-out
Provide Incentives for Drivers & Fans
- Motivate Drivers to get Votes
- Offer prizes to Voters to encourage
them to play
- Provide mechanism that easily
allows Voters to not only share their
participation, but reward them for
sharing with additional points
- Keep buzz going about Dorschel
and #WINSMALL promotion

10. MINI OF ROCHESTER
Phase II – Keep Fans Engaged during MINI OF ROCHESTER build-out
Continually bring fans back to Facebook
- Show real-time votes for Drivers
- Voters Leaderboard updated weekly
- Weekly Facebook Wall posts &
Tweets to remind/encourage check
on scores and more votes
- Live Twitter feed to show
conversations on #winsmall

11. MINI OF ROCHESTER
Results over the duration of the campaign
- 1 Driver won a free 2yr lease MINI
- Grand opening party well attended
- QR Code received over 500 scans
- Facebook page like count doubled
- 395 Fans talked about Dorschel
- 14,900 Facebook users reached
- 16,372 Facebook unique page views

12. Thank you!
Results over the 5 month campaign
•Skeeter Harris
•Mac Village Media
•President
•Phone 585.520.2232
•Web: www.macvillagemedia.com
•Skype: SkeetHarris
•Email: skeeter@macvillagemedia.com
•Linkedin - www.linkedin.com/in/skeeterharris
•Facebook - www.facebook.com/SkeeterHarris
•Youtube - www.youtube.com/wkharris
•Twitter: @SkeeterHarris