North American International Auto Show Sets New Records for Social Media Engagement
Highly anticipated vehicle reveals during Press Preview of the 2014 North American International Auto Show (NAIAS) weren’t the only things that received a lot of attention. This year, the internationally acclaimed exhibition reached record-breaking coverage in the social media world.
Clenching the top trending spot on Twitter was just one the several social media “firsts” for the show. Usage of the official NAIAS social channels (Facebook, Twitter, YouTube, Vine, Google+ and Instagram) resulted in record-breaking audience engagements.
NAIAS social media partner Embark Digital worked closely with the official NAIAS social media sponsor, Ally Auto, to create interactive and engaging experiences for automotive enthusiasts and news media attending the two-day Press Preview.
“Social media allows users to share their personal experiences in real time with the world. This attribute of social media is vital for Press Preview at NAIAS because it literally amplifies what the media attendees are experiencing,” said Embark Digital President Mark Russell. “Journalists are responsible for being leading sources of news and information on the reveals and announcements made during Press Preview. The competitive environment makes instantaneous reporting and sharing necessary and exciting.”
“Embark’s social media teams worked with NAIAS, automakers and other show sponsors to originate and share news coming from the event through a variety of social media channels. The volume of engagements via all NAIAS social channels frankly broke records and continues NAIAS’ industry leadership among top shows and events around the world.”
Following are just some of the results from the 2014 NAIAS Social Media Activation program:
Twitter: With more than 200 million users, Twitter consistently proves to be a mainstay across various industries. NAIAS’ Twitter account served as a newsfeed for show schedules, car reveal coverage, sponsor interactions, fan engagement and more. The official event hashtag, #NAIAS, trended organically for a total of 15 hours during the two-day Press Preview, peaking at the number one spot for 10 hours. In addition, the channel saw nearly 541M impressions, and drew 4,800 new followers.
Facebook: There are more than 618 million daily users on Facebook and thousands of them were engaged during NAIAS preview week, whether on their computers, tablets or mobile phones. The official page saw 2,500 new fans during the week and served as a platform to share exhibit photos, video coverage and announcement updates.
YouTube: More than 72 hours of video are uploaded every minute to YouTube, owned by Google. The videos are platform-agnostic and can be shared in nearly every manner possible. During Press Preview, Embark’s onsite social activation teams captured high-quality content of car reveals and interviews, which resulted in over 25 published videos. This easy-to-share content was then repurposed for the brand’s Twitter and Facebook channels, resulting in 170,396 video views.
Press Contact
Jo Bourjaily | 248.766.5765 | jbourjaily@dp-company.com
About Embark Digital:
Embark Digital, a Duffey Petrosky company, offers clients strategic digital, social and mobile marketing communications solutions, inspiring consumers to engage deeply with brands. For more information, visit www.embarkdigital.com or contact Jo Bourjaily at 248.766.5765.
About the North American International Auto Show
Now in its 26th year as an international event, the NAIAS is among the most prestigious auto shows in the world, providing unparalleled access to the automotive products, people and ideas that matter most – up close and in one place. Administered by Executive Director Rod Alberts, the NAIAS is one of the largest media events in North America, and the only auto show in the United States to earn an annual distinguished sanction of the Organisation Internationale des Constructeurs d'Automobiles, the Paris-based alliance of automotive trade associations and manufacturers from around the world. For NAIAS information, contact Rohatynski-Harlow Public Relations, 517.579.0789, joe@roharpr.com or marc@roharpr.com.
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