As @Mahindra_Auto geared up for the coveted launch of #MahindraXUV700, it wanted to build hype and excitement around it. Engineered to dial-up the adrenaline of auto enthusiasts, @Mahindra_Auto also wanted to give fans a chance to feel the rush and share it with fellow auto aficionados.
However, the brand faced a challenge: How to build mass awareness and drive consideration for a new product when launching on Twitter?
Looking to distinguish its new car, @Mahindra_Auto harnessed Twitter’s power to launch something new with an engaged and receptive auto audience by following the Twitter Launch Playbook.
Hosting an automobile launch on Twitter needs the right tools to make a mark.
The range of Twitter’s ad products, combined with the passion of the influential and receptive Auto audience on Twitter, allowed @Mahindra_Auto to drive awareness and excitement for #MahindraXUV700 in fresh and unpredictable ways.
Mahindra Auto's multi-pronged strategy deployed different tools at each stage. It kick-started with a Set Reminder card to build buzz and urge its target audience to mark the launch event in their calendars. To unveil, @MahindraXUV700 leveraged the Live Brand Studio and in the process became the first auto brand on Twitter in India to use the Live Events page as the go-to destination for the car launch.
On launch day, @MahindraXUV700 took over the Twitter timeline for a 24-hour period using Promoted Trend Spotlight to reinforce the campaign. In order to create a distinct visual identity for the XUV700, a branded emoji associated with the campaign hashtags was activated which involved a fun element for people on Twitter.