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The SPCA has teamed up with Mini Cooper in New Zealand to teach three dogs how to drive. Why? The Auckland SPCA hopes to dispel the idea that abandoned pets are second-rate with the social campaign.The chosen doggies-- Porter, Monty, and Ginny -- are learning to drive in rigs with paw-activated accelerators and brakes.


"Obviously, we think dogs are pretty smart and amazing. And we reckon, if more people thought the same, more of our dogs would find happy homes," the official Facebook page states. The interactive marketing campaign lives on the Driving Dogs Facebook page where visitors can learn about adopting a smart dog and about the Mini Cooper.”


I’m not just sharing this with you because I think these dogs are adorable, there’s a lesson to be learned on social media engagement strategy. The Auckland SPCA used the “See it here first” strategy. The only way you’ll be able to see these dogs drive a Mini Cooper you must go to their Facebook page.


There are 4 different social media strategies you could also use for your dealership:

  1. The 'One Thing' Strategy
    One approach to developing an engagement strategy is to determine the one thing that's relevant to your brand that will resonate with your customers.

  2. The Zealot Strategy
    Another approach is to make your brand accessible to the crowd and solicit its input, ideas, trial, and feedback. For example, you can post FAQs on how to change a tire or some quick tips on features a certain vehicle has like bluetooth, OnStar...etc.

  3. The Guru Strategy
    Another approach is to position your brand as the industry leader or innovator. Find out the top questions your sales people are getting and answer them in a blog!

  4. The Gaming Strategy
    Play with your customers. Develop contests, promotions, loyalty programs, etc.


If you want see if these adorable dogs can drive you can watch them live next Monday at 7pm!

Views: 250

Tags: brand, cooper, dog, dogs, driving, marketing, media, mini, social, strategies


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Comment by Alexander Lau on December 7, 2012 at 6:45am

Good stuff.

I don't care which promotion a dealer uses (homeless animals, NFL QB's, free food, free iPods, etc.), whatever brings the customer in brings the customer in, with leads and sales (obviously) in mind. Although, I do think it's demographic dependent. What works in the suburbs isn't necessarily going to work in the inner city, etc.

A great site and resource for digital marketing strategy in general, which includes social media strategy.

Comment by Ketty Colom on December 7, 2012 at 6:21am

No doubt dogs hold a special place in people's heart. I'm glad that this SPCA teamed up with Mini to create awareness on dogs that still need a home. I adopted my Jack Russell mix from the SPCA and she's just great. Anyone that wants a dog should think about adoption first! 

Comment by Kathi Kruse on December 6, 2012 at 6:57pm

Wow Ketty, thanks so much for sharing this great info. I will share. A BIG thanks also for helping bring awareness to homeless animals. Cheers!

Comment by Ralph Paglia on December 6, 2012 at 4:46pm

I saw this story featured on CNN today and thought to myself "what a great way to promote MINI!", then I go online and see Ketty's post... Well done Ketty! Despite the fact that I am a "Dog Person", it is amazing to me how powerful a draw dogs are for car dealers. I have seen dogs sell large quantities of new and used cars! About 10 years ago I was working with a Ford dealer in Harrisburg, PA who had featured the dealership's mascot, a Golden Retriever named "Bailey" in advertising for several years.  One day while they were doing a radio remote, the dealer broadcast that Bailey had gone missing and asked the locals to help find her... Over 300 people responded to the request, there were phone calls and Bailey sightings all over town... Dozens showed up at the dealership to volunteer for organized search teams.  The dealer was very embarrassed because Bailey was actually right there at the dealership.  When asked, he said he never imagined people would respond to such a cause in so many very real ways.  His apologies were profuse and sincere. To me, it was validation that dogs have a special connection with many humans, especially Americans.

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