Grandma Hilda is turning 80 years old and, naturally, can no longer safely drive her beloved Renault 4.
Instead of selling the car, she decided to give it away to a Renault fan who could help her find the 'lost' keys. Grandma Hilda launched the Renault Facebook page for users who could figure out where she left her keys. Each week, Grandma Hilda gave a tip to her fans to help them virtually scrounge through her home.
In four weeks time, the Renault Facebook fan page accumulated over 50,000 fans who attempted to guess. The tips were included with nostalgia and memorable stories, which connected Facebook users and Grandma Hilda. One lucky Renault fan won the contest and the keys to the vintage car. Oma Hilda has intertwined the power of social media and incorporated it into memorable life stories that is both clever and heartfelt.
Key Themes Behind This Trend
- Social Media Contests
- Grandma Hilda's Facebook car contest demonstrates the potential for businesses and individuals to creatively engage their audiences through social media contests.
- Nostalgia Marketing
- Grandma Hilda's use of nostalgia and memorable stories to connect with her audience hints at the disruptive potential for nostalgia marketing to build brand loyalty.
- Collaborative Marketing
- Grandma Hilda's Renault Facebook page created a community of fans coming together to help each other virtually scavenge through her home, signifying collaborative marketing's potential of building brand communities.
Where This Applies
- Automotive Industry
- Grandma Hilda's Renault Facebook page demonstrated the potential for automotive companies to engage customers and create a community through collaborative social media campaigns.
- Marketing Industry
- Grandma Hilda's unique approach to engaging her audience through social media contests and nostalgia marketing offers growth opportunities for innovative strategies and campaigns in the marketing industry.
- Social Media Industry
- Grandma Hilda's Renault Facebook page highlights the potential for social media platforms to facilitate unique marketing campaigns, creative collaborations and support legacy brands and businesses.
