Cars.com UGC campaign builds awareness & social engagement
Cars.com is one of the biggest new and used car marketplaces in the world. Buying a new car is an exciting moment to celebrate. Working closely with TINT, Cars.com launched a UGC contest to help capture these special moments and put them on display.
Cars.com called upon their audience on social to snap a picture with their new cars and to share it out using the hashtag #newcarface. They also launched a microsite to promote the campaign using TINT to power the social experience.
The microsite highlights amazing user-generated content from customers with their new vehicles to potential participants and future customers. The content updates dynamically with no work needed from webmasters or developers.
Over 7 Million impressions
The primary goal of this UGC campaign was to increase consumer awareness of Cars.com through social engagement with the brand.
To date, #newcarface has generated 7.57 million impressions and has received thousands of submissions.
“I’m the Cars.com #newcarface winner! Been killing me not to say anything, but Cars.com will be paying off my car loan, and all I had to do was submit a photo on Instagram! They even managed to surprise me hidden camera style to tell me I’d won. Maybe one of the freakiest things that’s ever happened to me… They’ll be picking another winner soon, so there’s still time to enter!”
Comments like these are the hallmark of a successful social engagement – not only spreading the word about your brand by getting your users participating in the contest to have them sing your praises and promote the contest itself.
#newcarface has been so successful that Cars.com decided to extended the campaign.