Automakers use racing games & campaigns to engage more consumers
Implications - Several automakers are engaging in branded racing games and campaigns to entice new segments of consumers. Studies have shown that Millennials are not as interested in driving as previous generations and many (younger) consumers who enjoy video games often don't have any preference when it comes to the cars they drive. Thus, by releasing branded auto racing games and campaigns, car companies can capture the attention of those in the younger consumer group who would otherwise not pay attention or care about the new cars on the market.
Trend Themes
1. Branded Racing Games - Car companies are capturing the attention of the younger consumer group who would otherwise not pay attention or care about the new cars on the market by releasing branded auto racing games and campaigns.
2. Interactive Advertising Collaborations - Marketing collaboration can be a fruitful venture for both brands like in the case of Mercedes and Grand Turismo 5, which allowed brands to expose their companies to different demographics.
3. Social Media and Interactive Promotion - Car companies like Toyota and BMW South Africa are using social media and interactive promotion to engage with potential car buyers and create captive audiences to spread news about new releases.
Industry Implications
1. Automotive Industry - The automotive industry can use branded racing games and campaigns to engage with younger consumers who would otherwise not pay attention or care about new cars on the market.
2. Advertising Industry - The advertising industry can use interactive collaborations and promotions on social media platforms to engage potential customers and create excitement around new products or services.
3. Gaming Industry - The gaming industry can collaborate with the automotive industry to create branded auto racing games and campaigns that engage new segments of consumers.
