Tuning fans finding a very unlikely friend
An internationally recognized symbol for quality and reliability, TÜV Rheinland stands for Technical Inspections Organization. A global leader of technical, safety and certification services for automobiles, it was founded in 1872 and is based in Germany. The company employs more than 12,000 people in 360 locations in 62 countries.
Tasks: Development and implementation of a social web strategy, original marketing concepts and cross-media concepts for events. Building a car-tuning fan community, setting up and managing social web accounts, providing cross-media support for offline events.
Ingredients: Facebook Page, YouTube channel, Flickr, Twitter, apps (photo tool, sweepstakes, image gallery, etc.), integration of social web content into tuv.com, social plugins, custom programming of an interactive car community, media buys, web videos, Word-Of-Mouth Specials (e.g. election of tuning minister, car love), workshops, creating social media guide, ongoing consulting and management of social web accounts.
Results: TÜV Rheinland’s establishment as a leader in the social web surprised the tuning fans and other stakeholders. The program launch and many subsequent activities generated plenty of positive WOM and media coverage. The TÜV was one of the first large German organizations with far reaching social web integration into their corporate website. Our work with the client is ongoing and constantly expanded.
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