At the North American International Auto Show in Detroit this year, the LA Auto Show before it and the Chicago Auto Show last week, Subaru set out to help its famously die-hard fans live out their road trip fantasies and give unconvinced consumers a moment to imagine what bringing the brand’s vehicles into their lives could do for them.
It was a green-screen photo activation at its heart, and had consumers lining up to experience the rest of what the brand had on offer in the booth. Attendees struck a pose in front of the screen holding some favorite adventure props. Once they had a photo they liked, they moved to one of three touchscreen kiosks for “post-production” enhancements, like setting the background, moving and resizing themselves and their props to achieve just the right (or hilarious) effect. Then the photos could be shared to social media or emailed directly to the consumer. Perhaps surprising is that the email option was far and away the more popular option.
Elsewhere in the booth, an 80-inch plasma screen showing off the “Adventure” pics pulled the attention of passersby and digital stations let people build their own Subarus and email the specs to themselves. The results are pretty solid—about 40,000 people built a custom vehicle and 700 emailed it. About 5,600 people emailed themselves a Choose Your Own Adventure photo, while just a bit more than 800 posted to Facebook and Twitter.
“We’ve learned that the longer the dwell time you get, the more you increase purchase intent so we wanted to add something fun and true to the brand to accomplish [the longer interactions],” Ted Dicks, shows and events manager at Subaru of America, told Buzz. “I just wanted it to be a fun interactive for the guests who visit us.” Agency: EWI Worldwide, Livonia, MI.