Aston Martin One-77 Spread Virally
Aston Martin have put themselves back on the map. Signing back up with James Bond has helped but, regardless, they have been working hard to earn a place in the luxury performance market. In Quantum of Solace we saw the Aston Martin DBS but the new One-77 is a work of genius and the one that will get petrol heads excited. The One-77, is now the world’s most exepnsive car, at $2.3 million, and only 77 of the hand-made coupe Aston Martin will sell next year.
Now, it’s not as if petrol-heads need a lot of encouragement to wax lyrical about their favourite motor, but often the manufacturers don’t like passing the information unless it’s through the “proper” channels like magazines and newspapers. That was OK when proper channels were the most relevant and fastest means of disseminating your message but blogs, forums and fans sites are rapidly becoming the key information resource for many looking to spend their money.
Ford have been making leaps and bounds in the social media / conversational marketing space and have a site dedicated to dis-aggregating their images and press releases to bloggers and, since they own Aston martin, someone somewhere took note of that for the One-77 site. The confusing and massively flawed micro-site (try using the navigation and watch the zoom about) redeems itself with the simple addition of an “embed” option to the video. So easy to use I even used it below. Certainly, the majority of fans who embed the videos will never be able to afford an Aston Martin but they will still spread the word with passion and verve, maintaining the desirability that is key to the success of any luxury brand. I don;t know the figures but, judging by the buzz around It just goes to show that, when used simply and creatively, the digital marketing can provide a surprisingly high return on investment.
If only the site was a bit better all round…
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