Pinterest, a social media platform which is growing faster than any other social media, is a great way to engage consumers. Marketers are recognizing this and jumping on the Pinterest contest bandwagon as a way to generate brand awareness and consumer involvement with their brands.
As an example, Volvo recently announced its first social media program to get people to look at the new Volvo S60 T5 AWD, and vie for a chance to win their ultimate road trip. The Pinterest contest encourages users to create a Pinboard called “Volvo Joyride” on which they can pin the Volvo S60 T5 AWD and elements of their fantasy road trip, including things like the destination, places to stop, attractions, outfits one might bring along, songs to listen to, friends they might load in the car and whatever else would constitute their perfect road trip. Winners get to take their ultimate joy ride complete with a new Volvo S60 T5 AWD leased complimentary for 4 days with hotel, gas and expenses paid for the trip.
Joseph Barbagallo, social media manager for the Rockleigh, N.J.-based North American unit of the company, tells Marketing Daily that Volvo’s relatively new social media team says the visual focus of sites like Pinterest and Instagram — in which Volvo is also involved — felt right for the brand. “It’s a huge platform right now for a lot of brands, and I see them tending to do similar things, posting product and focusing on that,” he says. “But with Volvo being a lifestyle brand, we saw an opportunity to use that to focus on the design of a new vehicle.”
Volvo, who currently has a relatively small Pinterest following (less than 500), is looking for greater engagement from this large community focusing not only on growing their base but repins to help spread the word. Ford, one of their competitors, is already very active on social media and has credited recent car launch successes to their social media campaigns.
Kudos to Volvo for taking its first pinteresting step. Hopefully, it will be a joyful ride for all.