Auto Expo 2014: Eyeing young customers auto brands log on to social networks

Feb 07 2014, 19:17 IST
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A bike on display at a pavilion at the 12th Auto Expo 2014 that was opened for the public in Greater Noida. PTI A bike on display at a pavilion at the 12th Auto Expo 2014 that was opened for the public in Greater Noida. PTI
SummaryAuto brands are leveraging social media platforms like Youtube, Facebook and Twitter to create unique user experiences.

Auto brands are leveraging social media platforms like Youtube, Facebook and Twitter to create unique user experiences at the 12th Auto Expo here as they compete to grab the attention of young consumers.

Brands like Chevrolet, Mercedes, Hero, Mahindra and Audi have partnered with Google to create a unique user experience for their launches and promote them on platforms like YouTube and Google+ hangouts.

Auto Expo's Facebook page has more than 43,000 fans and is being constantly updated with news and information on the event.

Twitter is abuzz with conversations around the hashtag #AETMS14.

Mercedes-Benz, for example, will use Google Hangouts and Google On-Demand to live stream various events on its official YouTube Channel. It will showcase a virtual tour of the pavilion. Visitors can also shoot the stall and upload the video to provide a virtual walk-through.

"Young generation plays a key role as they are more aware and want to know instantly. We feel that through innovative marketing concepts on digital platform, we create a direct connect with consumers and offer them better understanding of our brand," a Hyundai Motor India spokesperson told PTI.

Suzuki is leveraging Twitter to create a buzz around its showcase. Visitors to this pavilion can get their pictures clicked and either put it up on Facebook, tweet it or get it emailed for later use.

Chevrolet, on its part, will give visitors a unique interactive platform called 'Chaterrati' and will share a montage of sound bytes and reactions from them live on YouTube.

Hero and Audi are also using Google+ Hangout to interact with celebrities visiting their stalls.

Additionally, Hero will facilitate an interesting activity for the consumers called 'Switch' which will be a cool way to experience the events at auto expo 2014 online from every angle.

Besides, Hero yesterday help a Hangout session on Google+ with actor Ranbir Kapoor.

"With over 200 million users, Internet is playing a major role in influencing decision making of IndiaŅs growing number of auto purchasers.

"Buyers rate Internet more important than TV or print media for auto related content, thanks to fast, easy access to necessary information and rich media formats such as online video," Google India Industry Head Gaurav Kapur said.

Auto companies are heavily integrating digital medium to connect to consumers and here at the Auto Expo too, one can see them leveraging digital platform to the maximum, he added.

"This not only helps in creating mind share but also translates to a potential buy at a

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