Brands are finding new and exciting ways to engage consumers through social media platforms. Ever since last year, most brands have been experimenting with Instagram, the mobile photo sharing network, in their quest for a wider engagement. This year, a week ahead of the 12th New Delhi Auto Expo 2014, Ford India has launched its official Instagram channel. The company will unveil a ‘new global concept’ car based on the company’s global design philosophy at the Auto Expo.
The concept car has been created specifically keeping in mind the needs of Indian consumers and other emerging markets. While the Instagram channel will be leveraged to continuously engage fans and provide them with unique and exclusive access to the brand’s products and events throughout the year, it has already begun engagement with the Auto Expo.
Ford India will share exclusive Auto Expo photos on the newly launched Instagram channel. Instagram users can follow the channel and look for exclusive Auto Expo photos with the #FordAE2014 hashtag. Interestingly, the channel has already gained 132 followers for now.
To create buzz online, the motor brand is currently running a week-long photo-contest integrating its Facebook, Twitter and Instagram channels. The contest has a unique theme for each day, based on which fans can submit their pictures and stand a chance to win free business hour passes to the Auto Expo 2014.
Beginning with themes like ‘Style’ and ‘Smart’, the contest is being promoted with regular updates on social media.
— Ford India (@FordIndia) January 28, 2014
After Facebook, Twitter and YouTube, it was the turn to leverage emerging platforms like Pinterest and Instagram, though it wasn’t easy to form a community in these. While ecommerce, beauty and travel brands have found a good response especially on Instagram, motor brands have been trying to explore Instagram during new vehicle launches.
In that sense, Ford’s foray into Instagram with a photo contest and its timing at the Auto Expo looks interesting. The campaign has ensured a grand launch for its new concept car. Hope it is able to keep up the Instagram engagement beyond the Auto Expo too.