Subaru Lets CES Attendees Choose Their Own Adventures
The auto show circuit can be a pretty predictable platform when it comes to event marketing tactics. Lots of slick, high-tech interactives and touch screens. Plenty of high-speed driving simulators. And more than a few “design your own car” experiences. It’s all good stuff, to be sure. But it doesn’t always convey the kind of warmth and joy many car buyers are looking for.
Subaru differentiated itself from the pack at last year’s shows through a green-screen experience that invited attendees to unleash their inner goofball. Candid snapshots were taken and then sent instantly to an interactive touch screen stand where guests were invited to ‘grab’ their snapshot from the gallery and drop it into a setting of their choice, from the city streets of London to snowy Aspen. Next came the quirky Subaru-theme props, which included dogs (a cornerstone of the Subaru personality), vehicles and even armadillos. The final photos were displayed in a digital photo album in the exhibit and made available for sharing on social media.
Key technologies included a custom social media API, touch screen technology and a robust wireless system built to overcome a common auto show problem—competing systems. The technology helped generate 9,804 interactions and boosted dwell time to a higher than expected 20 minutes.