GM... on social media

Graham Page, programmes and events manager at General Motors UK, explains how he deployed social media into events surrounding the launch of the Vauxhall Astra

How did you use social media to enhance your event?
For the Astra launch last year, we ran a series of events where staff and consumers could have their pictures taken in a customised photo pod. The pictures were then superimposed into a film trailer for the car and each one was emailed to people so they could share it on, say, Facebook.

What was the result?
We ran an online survey with a very credible response rate, asking people if they had shared their film trailer. In doing so, we expanded the reach of the event and more people were touched by the experience.

Was the cost justified?
There was significant investment in this and a virtual driving experience, but it does begin to pay back when you use the technology over a number of events and people talk about it with their friends.

Will you use similar strategies in future?
It's something we will do in the future and we are mindful of using social media to promote an event before the live element begins.

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